Exclusive: Starbucks data shows Americans loading up coffee with protein
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Illustration: Sarah Grillo/Axios
Starbucks is leaning on protein to help drive customer traffic — and new data shared with Axios shows demand peaking Friday mornings.
Why it matters: Protein coffee and drinks are emerging as a key part of Starbucks' turnaround — driving people to try new products and make repeat visits, as demand grows for quick, functional options.
Driving the news: The Friday morning spike — noted specifically around 8am — points to when customers are most likely to add protein to their drinks.
- Executives have said protein drinks are contributing to improving customer traffic.
By the numbers: The Vanilla Protein Latte is Starbucks' most-ordered protein drink, Starbucks tells Axios.
- Protein cold foam is the most popular add-on, adding about 15 grams of protein.
- Protein options are now available in nearly 90% of Starbucks drinks.
- Protein milk and protein cold foam cost extra when added to drinks — boosting ticket sizes.
What they're saying: "Since introducing protein to our menu in September 2025, customers have the ability to turn their favorite Starbucks beverages into functional fuel," Erin Silvoy, Starbucks' senior vice president of global marketing and channel development, said in a statement to Axios.
State of play: The rise of protein coffee reflects broader shifts in how Americans eat and drink, with traditional meal boundaries becoming less defined.
- Protein has surged in popularity as consumers prioritize higher-protein diets — a trend amplified in part by the rise of GLP-1 weight-loss drugs.
- Customization — including add-ons like protein cold foam — is a roughly $1 billion business for Starbucks, and the company has said protein has been a "great incremental driver."
- Coffee chains, including Dunkin' and Dutch Bros, are also adding protein to drinks, signaling broader competition in the space.
What we're watching: Whether protein becomes a permanent fixture in coffee orders — and how far Starbucks leans into it beyond beverages, including more snackable, protein-forward food options.
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