The recent popularity of high-end protein shakes signifies a notable trend in the health and wellness market. One such shake, created by Michelin-starred chef Miller Prada for the protein powder brand Hermosa, draws attention not only for its ingredients but also for its presentation. The shake includes vanilla protein powder, guanabana fruit, almond milk, and saffron foam, resulting in a visually striking and colorful concoction. Priced at £11, it is promoted as a luxury health option.
Erika Tamayo, founder of Hermosa, expresses that this shake is intended as a statement about the intersection of health and luxury. The protein shake market in the UK has seen similar offerings grow, with establishments like Elevate in London and Soho House introducing their own premium options. The trend has been notably influenced by the success of Erewhon, a luxury grocery store in Los Angeles known for high-priced health products that have gained viral fame on social media.
The protein shake industry has expanded significantly, driven by evolving consumer perceptions and the rise of social media influencers promoting protein as essential for health and fitness. According to a YouGov survey, 25% of UK adults regularly consume protein shakes, with the market now valued at around $24.8 billion globally. As the demand for protein-based products grows, some supermarkets report over 1,200 items making protein claims.
Despite this boom, experts caution about the risks of excessive protein intake and emphasize the importance of whole food sources for balanced nutrition. Nutritionists recommend using protein powders as tools rather than staples, highlighting that food should still be prioritized for overall health. The narrative around protein consumption raises questions about whether current trends may lead to unhealthy habits among consumers, particularly younger individuals influenced by social media.
Source: https://www.theguardian.com/lifeandstyle/2025/nov/11/the-perplexing-rise-of-protein-shakes-how-a-meaty-sludge-became-a-billion-dollar-industry