"Proffee" started as a TikTok fitness hack — people shaking protein powder into cold brew before the gym. Fast forward to 2026, and Starbucks is selling it in grocery stores, Tim Hortons has it on the hot menu, and the global market is racing toward $11 billion.
This isn't a trend waiting to peak. It's a category being built right now.
📈 The Market in Numbers
- 💰 $6.28B — global market value in 2025
- 🚀 $11.53B — projected value by 2034
- 📊 7.08% annual growth rate (CAGR)
- 🌎 44.59% market share held by North America alone
The gap between North America and the rest of the world? That's where the opportunity lives.
☕ How the Big Brands Are Moving
⭐ Starbucks — Rolled out protein drinks with up to 36g of protein per serving in September 2025. By March 2026, moved it into grocery stores nationwide — 22g complete protein, 5g prebiotic fiber, just 2g of sugar. They're not testing the waters anymore. They're all in.
🍩 Tim Hortons — Launched hot and iced protein lattes in August 2025 using a lactose-free dairy base delivering up to 20g of protein per serve. Quietly one of the smartest moves in the QSR space.
🏪 Dunkin', Walmart & Target — All expanded high-protein ranges at the start of 2026 as part of a broader health and wellness push. This is now a mainstream retail play, not just a gym brand thing.
💪 Bulletproof — Entered the RTD space in September 2025 with High Protein Iced Coffee — 12g whey protein, 170mg caffeine, and MCT oil per can. Functional and caffeinated in one.
💡 The Insight That Says It All
"66% of global consumers say health and wellbeing always or often influences their food and drink purchases." — GlobalData, April 2026
Proffee has evolved from a niche fitness habit into a commercially significant category. The consumer is already there. The market is catching up.
🇦🇺 The Australian Opportunity
Australia has world-class café culture, wellness-obsessed consumers, and one of the highest supplement spend rates per capita in the world. Yet walk into any Australian café or supermarket today and the locally-made protein coffee options are almost non-existent — overpriced imports or nothing at all.
The global wave is building. In Australia, we're still at the very start of it.
That's the gap The Classy Brand is here to fill — with protein coffee and matcha made specifically for the Australian market. Not an import. Not a compromise. Built for here.