Protein with purpose:
Why dairy RTDs are ready for a prebiotic upgrade by Per Rehne, CEO at Clasado Biosciences
Few trends have shaken up the functional beverage world quite like the rise of prebiotic sodas. The major brands in the space are seeing significant growth in the area, and are in the process of flipping the traditional soft drink script- swapping sugar for fibre and functional health benefits. It’ s a perfect case study in how gut health has moved into the mainstream, and why consumers are demanding more from what’ s in their bottle or can.
But what can we learn from it, and what might it tell us about where the functional drink category could head next? We believe the next wave of opportunity lies in a more established- and rapidly expanding- space: ready-to-drink( RTD) dairybased protein beverages. With the US RTD protein drinks market projected to more than double from $ 1.73 billion in 2024 to $ 3.23 billion by 2032 according to data from
12 FDPP- www. fdpp. co. uk intelligence firm SkyQuest, the category is ready for disruption.
Here’ s why we think now is the right time for protein RTDs to learn from the prebiotic soda playbook, and how adding a clinically validated prebiotic like Bimuno ® GOS could help brands redefine what“ protein performance” really means.
Protein shakes are evolving … but so is consumer expectation
The RTD protein space is growing fast, driven by convenience, shifting dietary habits, and broader health consciousness. While protein remains a headline nutrient, consumers are now looking deeper: what else does this product do for me?
We’ re already seeing early signals in the shift toward added benefits like immune support or energy metabolism, yet still most dairybased RTD proteins still focus on muscle-building- overlooking gut health, cognitive performance, and immunity, which are now firmly on the consumer radar. This is exactly where prebiotics step in.
Gut health is the new performance driver
Once seen as the concern of digestive supplements, gut health is now a foundation element of overall health and wellbeing. Thanks to the expanding field of microbiome research, the connection between the gut and immune function, cognition, stress response, and nutrient absorption is clearer than ever.
Adding a scientifically supported prebiotic ingredient, like our Bimuno ® GOS, unlocks the ability to enhance a protein RTD’ s health profile far beyond high protein and