Source | Foodaily Daily Food While most Chinese consumers still equate protein supplementation with a scoop of protein powder, international food giants have quietly ignited a protein revolution. Recently, PepsiCo announced its 2026 new product portfolio strategy, focusing on multifunctional protein innovations across multiple brands, including the Propel hydration brand, the Muscle Milk protein beverage brand, and its Starbucks coffee partnership. Image source: Foodbev Media Pepsi is not alone. Entering 2025, international food giants have been ramping up efforts in the protein food sector. Danone's Greek yogurt brand Oikos launched high-protein shakes, upgrading from a yogurt expert to a comprehensive nutrition brand strategy; Nestlé introduced high-protein Milo Pro, with triple the protein content of traditional Milo; and General Mills also announced last week plans to focus on protein product innovation in 2026. For a long time, Chinese consumers' understanding of protein supplementation has been limited to single categories like protein powder. Pepsi's move expands this from the sports field to the mass consumer market. Can the demonstration effect of giants entering the market drive a qualitative change in the protein food market? And in what direction will it evolve in the future? From "Carbonated Giant" to "Protein Architect": Pepsi's "Protein Path" Pepsi's foray into the protein food sector is not a knee-jerk reaction to the current protein market heat but part of a long-term plan. As early as 2007, Pepsi set its sights on American sports nutrition manufacturer CytoSport, whose protein shake brand Muscle Milk was a heavyweight in the protein beverage market at the time. To this end, Pepsi acted quickly, attempting to secure nationwide distribution rights for Muscle Milk and hoping to acquire a stake, thereby gaining a first-mover advantage in this potentially huge market. However, CytoSport's founder, the Pickett family, refused to relinquish control. Image source: Muscle Milk Pepsi had to concede and instead became a distribution partner for Muscle Milk, bringing the protein shakes to shelves at Walmart and Costco nationwide. In 2014, CytoSport was acquired by Hormel Foods for nearly $500 million. In February 2019, Hormel sold CytoSport and its brands to Pepsi, which finally got its hands on Muscle Milk and also gained CytoSport's plant-based protein brand Evolve, filling a gap in its high-protein beverage category within sports nutrition. Moreover, in October 2018, Pepsi acquired Health Warrior, a health food company primarily producing high-plant-protein products, further advancing its nutrition and health strategy and formally entering the protein market. After a successful start, Pepsi went all out on the protein food track, intensifying deep research and product line expansion beyond acquisitions. From 2020 to 2022, Pepsi actively participated in the "Sugar-Out, Prote-In" project initiated by EIT Food, the food innovation community under the European Institute of Innovation and Technology (EIT). The project focused on upgrading the super-sweet protein DMO9, optimizing formulations, and enhancing consumer awareness, aiming to apply it to various categories such as carbonated soft drinks, yogurt, flavored water, and sports drinks. Oobli sweet protein application products. Image source: anniekubenacreative In August 2022, Pepsi's energy drink brand Rockstar launched a new version, adding collagen to the original Rockstar beverage, available in pineapple-coconut and mango-lemonade flavors. Image source: Foodbev Media In March this year, PepsiCo announced a major leadership reshuffle to streamline global operations. Among the changes, Roberto Martinez, president of its Mexican food company, will take on the dual role of International Chief Commercial Officer and CEO of New Revenue Streams, a newly created position expected to drive the alternative protein business. Until October 9, PepsiCo announced its 2026 new product portfolio strategy, focusing on sports nutrition, hydration, coffee, and other segments, initiating multifunctional protein product innovation. Industry giants are densely deploying protein food businesses globally, and the domestic protein market, with its obvious growth, will eventually become the final landing spot for these giants. What is the current development landscape of the domestic protein market? Which categories are most likely to become the daily "staple" for the public? From Eating More to Eating Better: A New Picture of Protein Diets In the Chinese protein diet, meat, milk, eggs, and soybeans have long been the protagonists. With the rapid advancement of the food ingredients industry, more diverse protein sources, more personalized nutritional expressions, and richer category forms have all led to a rapid increase in the proportion of protein-fortified foods in daily diets. According to the author's incomplete statistics, among new products launched this year, products with protein concept claims or highlighting protein content on packaging account for 15%. On one hand, the industry's development enthusiasm is rising; on the other, consumers' awareness of protein foods remains limited. According to a national protein awareness survey released by By-Health, 45% of respondents do not consume enough protein, over 70% of Chinese people do not know how to scientifically supplement protein, and high-quality protein intake is far from ideal. Image source: Xinhua Net In addition to strengthening consumer communication and mind-share cultivation, the industry also needs to design high-frequency protein foods for the public's daily life. The author noticed that compared to protein powder targeted at professional athletes, people tend to prefer lightweight protein supplementation methods that require no mixing or heavy containers, while also hoping to avoid the thick, sticky, "throat-clogging" texture of traditional protein products. Against this backdrop, a wave of innovative products with protein as a selling point has emerged domestically. Among the most innovative beverage categories, milk tea, sparkling water, and even alcoholic drinks have seen "protein" versions. "Drinking protein" is no longer limited to liquid milk and plant-based protein beverages. For example, in 2021, Moton launched a high-protein milk tea solid beverage containing 1.6 times the national standard of high-quality protein (collagen), rich in dietary fiber and multiple vitamins, with controlled sugar and carbs and rich nutrition. Image source: Moton In March 2023, Protein Hi launched a protein sparkling water, blending whey protein isolate with cheerful sparkling water—one sip delivers both happiness and protein. Image source: Protein Hi In July this year, Mona Yogurt × Meijian jointly launched a freshly made yogurt drink, Qingxun Meijian, based on Greek yogurt whey, paired with Meijian plum wine and green plum syrup, offering a sweet-sour and refreshing taste, providing protein to consumers in the freshly made scenario. Image source: Mona Yogurt The most "unexpected" category for the market is the freshly squeezed whey beverage launched by Herun in August this year. The formula contains up to 94% whey, fermented with 8 probiotics and 2 lactic acid bacteria, and contains 7 essential amino acids. The "abundant" lactoferrin, immunoglobulins, and natural electrolytes are the biggest highlights, suitable for both high-intensity training individuals and daily consumption. Given the rapid development of the domestic original cheese industry, the utilization of its byproduct whey may become an important opportunity for future protein beverages. Image source: Herun Compared to "drinking protein," "eating protein" occurs more frequently and involves a wider range of categories. Innovative products that continuously refresh conventional category perceptions will greatly accelerate the penetration of protein foods into the public's daily life. Masstella's newly launched DGI Control Energy High-Protein Nut Cookies this year use a high-protein formula of mixed nuts (addition ≥10%) paired with soy protein isolate, with about 13.5g of protein per 100g, higher than the protein content in 4 cups of milk (400ml). Image source: DGI In 2024, Hema launched a three-shrimp protein chip containing triple protein from shrimp protein, Kluyveromyces marxianus yeast protein, and soy protein isolate, with a protein content as high as 16.2g/100g, gaining over 4,300+种草 notes on Xiaohongshu. Image source: Hema Angel's subsidiary Angel Nutritech launched "Instant Casual Yeast Protein Burst Soft Candy" in the first half of 2024, adding healthy ingredients such as chia seeds, cassia seeds, lotus leaves, and aloe vera, as well as lychee enzyme, dietary fiber, yeast protein, and hyaluronic acid. Consuming 2 pieces after meals is easy and burden-free, revitalizing energy. Image source: Angel Nutritech Integrating protein supplementation into snack scenarios allows the public to chew and nourish while experiencing diverse textures like crispness and bursting fillings, easily achieving health and deliciousness during leisure time. Moreover, the "high-protein" concept has also seen more penetration in daily meal scenarios. Nakeyiduo's yeast protein whole wheat toast launched this year contains yeast protein powder, whole wheat flour, and vital wheat gluten, with a total protein content as high as 20%, along with rich dietary fiber. Image source: Nakeyiduo Since being approved as a new food ingredient at the end of 2023, the entire industry has shown great interest in applying yeast protein. The rise of microbial protein not only provides more space for innovation in protein foods but also, due to its excellent amino acid composition and protein digestibility, endows products with stronger nutritional performance. Final Thoughts For China's future 900 billion yuan protein market, Pepsi's entry may just be the beginning. As international giants enter with technological, brand, and channel advantages, can local enterprises build barriers in category diversification, technology localization, and scenario segmentation? The author will continue to monitor.