The cost of convenience

Every time we ask ourselves whether we’ve hit peak protein, a new product hits the shelves. There’s no escaping the fact that protein’s continuing to dominate the food and beverage conversation.

But as protein increasingly shows up in more functional, convenient formats, it’s worth pausing to consider how the cost of this convenience is being passed on to the consumer. 

As of December 2025, our data shows that a serving of whey protein isolate (€1.43) was €0.83 cheaper than a protein bar (€2.26). Looking across some recent functional spotlights, the pricing gap becomes even clearer when viewed on a price-per-serve basis: 

Protein shake: PRIME Shake: $2.50 per serve (€2.14, + 49.5%*)

Protein cereal: Magic Spoon Marshmallow Cereal: $1.95 per serve (€1.67, +17%*)

Protein candy: Protein Candy: $5 per serve (€4.27, +198.5%*) 

* % increase vs. protein powder

While we still find it exciting to see protein pushed into new formats, it’s still worth benchmarking these innovations against protein in its staple form: powder. It may lack the same convenience credentials, but when it comes to value, it remains firmly front and centre.