Young professionals and college students often rely on energy drinks or caffeine to stay focused and maintain performance. These quick fixes help them manage demanding schedules, but long hours and tight deadlines make it a constant challenge to stay energised.
As a result, many are turning to functional beverages, such as protein drinks, that can provide sustained energy and essential nutrients while supporting overall wellbeing.
The global Ready-to-Drink (RTD) protein beverage market reached USD 1.96 billion in 2025 and is projected to grow to USD 2.85 billion by 2030, at a CAGR of 7.8%2, demonstrating a clear market opportunity for innovative, health-focused beverages.
To explore this opportunity, we developed a product concept: ZYQ Clear Protein Drink. This clear protein blend, powered by whey isolate, natural sweetener, and prebiotic fibre, is designed to deliver steady energy while supporting gut balance and cognitive performance.
Infused with caffeine, taurine, and creatine, ZYQ illustrates how a beverage could fuel sustained concentration and sharper focus, offering more than just refreshment as a conceptual solution for performance-driven lifestyles.
Key Drivers Behind the RTD Protein Beverage Market
Consumer priorities are changing the way they drink and driving greater focus on RTD protein beverages. Below are the key factors shaping this rising segment:
Rising Health Awareness1
Growing recognition of the benefits of protein for overall wellness, weight management, and energy support is increasing consumer interest in protein beverages as a simple way to stay healthy.
Growing Demand for Convenient Nutrition1
Modern, fast-paced lifestyles are pushing consumers toward quick, portable nutritional solutions. RTD protein beverages offer an easy, on-the-go option that fits seamlessly into daily routines.
Challenges Faced by Today’s Modern Consumers
The pace of modern living affects consumers’ energy, focus, and overall wellbeing. The key challenges include:
Energy Crashes and Constant Tiredness
Busy schedules and long working hours often drain the body’s natural energy. Many rely on quick fixes like caffeine, which only offer temporary boosts. This leads to frequent energy dips throughout the day.
Stress and Difficulty Staying Focused
Modern lifestyles come with high pressure, fast deadlines, and information overload. This
