Winning Over Gen Z: Why Protein Shots Are the Next Functional Beverage Trend
The demand for functional beverages is accelerating, driven by the shifting purchase drivers of the younger generations, who prioritize specific functional benefits like recovery, gut health, and brain clarity over simple hydration.
If we look at the ready-to-drink (RTD) market specifically, which is projected to reach $1.227 trillion by 2032, this growth is driven by Millennials and Gen Z (Equity Insider, 2025). These consumers are reaching for products that fit their desire for well-being focused food and beverage products, cementing protein's role as a core functional ingredient.
As global demand for high protein beverages surges (Innova Market Insights, 2025), the market is shifting toward convenient, on-the-go formats. Brands that offer protein in compact, great-tasting, no-fuss formats like protein shots are uniquely positioned to meet Gen Z’s active routines and deliver these functional benefits.
What Gen Z Values in Functional Beverages
Beyond protein delivery and sensory experience, Gen Z expects every product to mirror their values and give them an experience. They look for transparency, lifestyle alignment, and authenticity in the brands they choose to engage with. NielsenIQ found that younger consumers like Gen Z who “prioritize self-care and holistic well-being”, gravitate toward clean-label products that align with their health goals and busy lifestyles (NIQ, 2024).
In practice, in high protein beverages this means Gen Z seeks beverages that establish a new standard of excellence across the board. They look for products where functional benefits and sensory experience (such as exceptional taste and texture) are maximized simultaneously and beyond performance, they actively seek brands and products aligned with their values, necessitating natural and sustainable formulations. Ultimately, the product must be more than just a functional beverage, it needs to deliver an experience or story that resonates with them.
Protein shots are the epitome of this convergence of functionality and experience.
Vivici has the protein solution to meet Gen Z's needs, Vivitein BLG™ Protein Shots. These protein shots deliver 25g of protein in just 100 mL, offering a light mouthfeel and a wide range of innovative, refreshing flavors in a no fuss format. A refreshing, functional beverage designed for flexible consumption occasions.
The unique benefits of fermentation-derived proteins
The leap from chalky protein shakes to light protein shots has been unlocked by superior ingredients, produced through precision fermentation. In recent years, innovative companies have used microbes to produce whey proteins, like β-lactoglobulin (BLG). This is a production process that is kinder to animals and the planet. Fermentation-derived whey proteins are a game changer for brands looking to develop protein RTDs for today's consumers.
Vivitein™ BLG offers unique advantages for compact protein developers:
- High purity and powerful nutrition
- Low viscosity even at 25% protein
- Shelf stable at ambient conditions
- Lactose free and viable in zero sugar formulations
This allows R&D teams to craft light, nutritionally powerful, no-fuss protein shots in a wide range of innovative, refreshing flavors – without any negative taste experience. Vivici’s protein shots use high-quality protein that’s purer and cleaner, with superior bioavailability, as well as key amino acids to fuel and build muscles. And because it’s naturally lactose free, vegan friendly, and works in zero sugar formulations, the New Standard of Protein suits a wide range of modern diets and lifestyles such as Gen Zs’.
Additionally, by using protein with a reduced environmental impact compared to milk-derived whey proteins, companies can achieve environmental gains. An independent life cycle assessment (LCA) shows Vivitein™ BLG will have significant sustainability benefits compared to conventional whey protein isolate, such as:
- 68% lower carbon footprint
- 86% less water usage
- 61% less land usage
- 90% less impact on soil
Together, these incredible environmental benefits set a new standard for sustainability for dairy protein and allow Gen Z to feel good about both their health and the planet.
The Next Growth Format
Protein shots are shaping up as the next major engine of growth in functional beverages. They redefine how a daily protein boost can fit into life, not as a chore, but as a functional moment without anchoring to a fixed routine. The brands that win will be those that satisfy consumers like never before, by merging innovation and lifestyle preferences: using superior ingredients to develop lifestyle-first functional beverages that resonate with Gen Z values.
Here at Vivici, we’re here to help you change the rules of the game. We’ve introduced a New Standard in Compact Protein, one that solves the problem of compact protein once and for all. With it, you can deliver light, nutritionally powerful, no-fuss protein shots in a wide range of innovative, refreshing flavors thanks to Vivitein™ BLG.
The New Standard of Protein unlocks new and untapped commercial potential, opening up new possibilities for growth. It unlocks products that reach more customers, more quickly, through meeting consumers' needs in innovative ways. It unlocks speed to market, while future-proofing your innovation by enabling you to be at the forefront of consumer trends. And it unlocks products that command a higher premium, by setting a new standard in consumer satisfaction.
Click here to learn more about partnering with Vivici.
References
Equity Insider (2025, May 9). Functional Beverages Surge as Millennials and Gen Z Rethink What Refreshment Means. PR Newswire. https://www.prnewswire.co.uk/news-releases/functional-beverages-surge-as-millennials-and-gen-z-rethink-what-refreshment-means-302451175.html
Innova Market Insights (2025, April 16). Protein Beverages Trends: Global Market Overview. Innova Market Insights. https://www.innovamarketinsights.com/trends/protein-beverages-trends-global-market-overview/
NielsenIQ (2024, September 6). Hydrate and Heal: The Rise of Functional Beverages. NIQ. https://nielseniq.com/global/en/insights/education/2024/rise-of-functional-beverages/
