Despite the evergreen popularity of classic flavours, new and exciting flavours are always sought out by consumers, especially the younger ones. This is especially true for those who consume this product category regularly.

Globally, iced tea flavour is gaining popularity with 467% growth 2023-2025, often paired with fruity flavours such as peach, lemon, and passion fruit. Peach iced tea, however, is leading among the three.

Another notable flavour is white chocolate, which is often paired with nutty or berry notes. Popular combinations include white chocolate + pistachio, white chocolate + macadamia, and fruity pairings like white chocolate + strawberry. These combinations resonate particularly well with consumers looking for indulgent yet refreshing profiles, blurring the line between traditional protein drinks and modern beverage trends.

Some other trendy flavours are matcha and coffee. Not only is matcha trending in sports nutrition, but also in other sweet categories – bakery and dairy, for instance. For coffee, there are endless variants like cold brew coffee, cappuccino, macchiato, café latte, espresso, and so on. Caramel coffee and vanilla coffee are also popular flavour pairings.

While peanut butter flavours are highly popular in the U.S. (especially in whey protein powders), they remain relatively rare in the DACH region, representing a potential opportunity for differentiation.