This source examines the evolving protein beverage market, highlighting how major brands like Starbucks and Dunkin’ are integrating protein into coffee and retail products. While consumer demand is surging, the text warns that many companies fail by prioritizing general interest over sensory experience such as taste and texture. Successful strategies require shifting focus from simple ingredient trends to understanding specific consumption occasions and prioritizing customer retention over initial trials. To avoid wasting capital, brands must move beyond a "health halo" assumption and address specific shopper concerns regarding sugar content and caloric value. Ultimately, the analysis suggests that winning in this sector requires focused product formats rather than an oversaturation of diverse options.
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