Coca-Cola Expands into Protein Market as Consumer Demand Grows
Coca-Cola is doubling down on its high-protein dairy products, with plans to open one of the largest dairy processing plants in the U.S. The MOVE comes as demand for Fairlife milk—a lactose-free, high-protein product—continues to rise. The beverage giant is entering a crowded space, with competitors across food and beverage sectors racing to capitalize on the protein trend.
Interest in protein-rich products has surged alongside the growing use of GLP-1 drugs, which are widely prescribed for diabetes and weight loss. Approximately 12% of American adults now take these medications, a figure expected to climb. Coca-Cola CEO James Quincey acknowledges the competitive landscape but remains confident in the company's ability to innovate and maintain its market position.
