Protein LTOs Soar as Chains Chase Cross-Category Demand

LTOs that included the word “protein” at top U.S. chain restaurants this year have already surpassed all of last year and have more-than doubled the 2024 total, as introductions have evolved into a mainstream merchandising strategy.

Datassential’s Launches & Ratings platform has captured 102 protein LTOs year to date, up from 84 in the whole of 2025 and 47 in 2024. 

The increase comes as protein-infused non-alcoholic beverages have spiked markedly — both in volume and in the number of chains offering them. 

Between 2020 and 2023, for example, just two chains — Smoothie King and Tropical Smoothie Cafe — accounted for all of Launches & Rating’s non-alcoholic beverage LTOs featuring protein, with annual totals ranging from eight to 22. This year, protein callouts in the category have exploded to 57 items from 10 different brands. 

Overall, some 55% of all protein callouts this year are in the NA beverage category, compared to just 19% five years ago. Tim Hortons tops in terms of volume with 13 protein-positioned beverage LTOs year to date, followed by Dunkin’ with 10 and Smoothie King with eight. 

Consumer demand is fueling the momentum. In its recent Datassential 500 webinar, the firm highlighted that 66% of consumers are interested in foods and beverages that are high in protein, while 95% actively limit or avoid at least one ingredient or food attribute. Interest in high-protein foods and beverages is markedly higher among Gen Z (71%) and Millennials (75%).

According to Datassential One, menu mentions of protein have grown 111% over the past four years and are projected to increase another 32% over the next four.

What makes the trend structurally significant is how far it has expanded beyond traditional protein-centric concepts. Starbucks introduced its Caramel Protein Latte and Iced Caramel Protein Matcha, delivering 27 and 31 grams of protein, respectively, alongside protein popcorn offerings. Smoothie King has reoriented much of its menu around protein-rich options spanning smoothies, yogurt bowls, and fruit-and-protein snack boxes. And Buffalo Wild Wings entered the conversation with an Espresso Proteini, an espresso martini featuring a 10-gram protein supplement.

According to the 2026 Datassential 500 report, several macro forces are reinforcing the shift. GLP-1 medications, now used by 12% of consumers and familiar to another 25%, are increasing focus on nutrient density as appetite declines. In fact, a March 2026 Datassential study reveals that current GLP-1 users show much stronger interest in high-protein foods and beverages than non-users. Furthermore, the U.S. HHS’ new dietary guidelines continue to emphasize protein consumption throughout the day, while MAHA-era preferences for recognizable, minimally processed foods reinforce protein’s positioning as a trusted nutrient.

Protein’s greatest strategic advantage may be its ability to satisfy multiple consumer needs at once. Unlike most dietary claims, it carries simultaneous associations with health, indulgence, and value, making it the rare menu signal that addresses the full range of what consumers are seeking in a single purchase, the Datassential 500 report noted.

That versatility is registering online. Datassential’s latest Social Listening Quarterly report recorded approximately 93,000 social media mentions of protein, up 30% from the prior quarter, with engagements reaching nearly 40 million, a 51% quarter-over-quarter increase.