How Protein Shakes Evolved from Meat Substitute to Global Trend

The protein shake has transformed from an obscure meat substitute into a global phenomenon, with a market projected to exceed $32 billion by 2025. This surge in popularity is driven by health-conscious individuals seeking convenient sources of protein, with approximately 46% of Americans regularly consuming protein drinks, according to a 2019 report by Fitt Insider.

Tracing the Origins of Protein Supplements

The history of protein supplements dates back to 1865, when German scientist Justus von Liebig introduced a product marketed as ‘Extract of Meat.’ This early version resembled a “sludge” made from melted beef hides and carcasses, designed to be consumed in small quantities. Hannah Cutting-Jones, a food historian at the University of Oregon, noted that calling it a protein shake would be “very generous,” yet it laid the groundwork for future developments in protein products.

By the late 1890s, protein supplements began to gain popularity among bodybuilders. The boxed milk protein powder known as Plasmon was widely sold in the UK and Germany, endorsed by bodybuilder Eugen Sandow. He eventually created the world’s first chocolate protein powder, Health and Strength Cocoa, in partnership with Hershey’s.

Protein shakes gained significant traction after World War II, coinciding with advancements in food technology that allowed the processing of milk into powder. In the 1950s, Bob Hoffman, then the head coach of the US Olympic team, developed the Super Hi-Protein shake, achieving over $1 million in sales by 1960.

The Modern Era of Protein Shakes

The 1970s marked a shift in the protein shake’s purpose, as these beverages became staples in weight-loss diets. They featured prominently in the low-carbohydrate Atkins diet and the all-liquid Last Chance diet, where participants consumed only protein shakes.

Research in the 2000s revealed that individuals on a low-carbohydrate, high-protein diet experienced better weight loss results than those following low-fat or low-calorie regimes. As reported by The Economist, global sales of protein-based products doubled from 2007 to 2014. The rise of social media further amplified this trend, with fitness influencers promoting protein shakes as essential for achieving desired body aesthetics.

According to Cutting-Jones, this synergy between protein shakes and social media created “a marketer’s dream come true.” Today, protein shakes have evolved beyond mere supplements to become a mainstay in American diets, with both commercial brands and Michelin star chefs experimenting with innovative recipes. The global demand for these beverages shows no signs of waning, reflecting a broader cultural shift towards health and wellness.

As consumers await the next wave of protein innovations, it is clear that protein shakes have established themselves as a significant player in the nutrition landscape, appealing to diverse demographics and culinary tastes. The journey from a rudimentary meat substitute to a sought-after health product illustrates how dietary preferences can evolve dramatically over time.