Chaayos, Tim Hortons and Starbucks add protein drinks despite whey price surge
Indian café chains are expanding into protein beverages as mainstream demand grows despite a global whey shortage. The India protein market, valued at nearly Rs 15,300 crore in 2025, is projected to reach Rs 21,000 crore by 2031.
What happened
Indian cafe chains Chaayos, Tim Hortons India and Tata Starbucks are launching protein beverages as mainstream demand rises despite a global whey shortage.
Key facts
- Whey protein prices increased four-fold
- India protein market valued at nearly Rs 15,300 crore in 2025
- India protein market projected at Rs 21,000 crore by 2031
- Milky Mist commissioned a Rs 40-crore plant
- USV acquired 79% of Wellbeing Nutrition for Rs 1,583 crore
- Arboreal Bioinnovations raised Rs 230 crore
- Provilac raised $14 million
Why this matters
Café, dairy and wellness companies should evaluate partnerships or acquisitions in protein ingredients, ready-to-drink formats and localized supply chains to secure capacity and capture category expansion.
What to watch
- Global whey powder and whey protein concentrate price movements, import availability and rupee-driven landed-cost changes.
- Frequency of protein-drink launches and menu permanence at Chaayos, Tim Hortons, Starbucks and competing QSR chains.
- Consumer willingness to pay measured through protein add-on attachment rates, repeat purchase and resistance to price increases.
- FSSAI guidance or enforcement on protein, high-protein, low-sugar and functional-health claims.
- Expansion of domestic dairy-protein processing capacity, funding rounds and acquisitions among dairy, nutrition and wellness companies.
- Competitive response from packaged beverage, dairy, quick-commerce and gym-nutrition brands.
- Launch protein variants around familiar formats such as iced coffee, chai shakes, smoothies and breakfast combos rather than standalone sports-nutrition products.
- Create tiered menus: affordable protein add-ons for entry customers and higher-protein, low-sugar premium beverages for fitness-oriented consumers.
- Secure longer-term whey procurement contracts and diversify into milk protein, casein, soy, pea and blended formulations to reduce whey exposure.
- Partner with gyms, running clubs, corporate wellness platforms and quick-commerce services to build trial beyond café walk-ins.
- Use nutrition labeling prominently, including grams of protein per serving, calories, sugar and allergen disclosures, to defend premium pricing.
- Develop ready-to-drink packaged extensions for retail shelves and delivery-led consumption once in-store demand is validated.