Sports nutrition is evolving. As protein becomes an increasingly mainstream part of everyday diets, consumers are looking for products that deliver on performance without compromising on taste or enjoyment.

This is creating new opportunities for brands to rethink how protein products look, feel and, importantly, taste.

From Functional to Indulgent

With 3 in 5 consumers globally actively incorporating more protein into their diets, demand for protein products continues to grow.

At the same time, evolving supply dynamics are influencing how brands approach formulation. One route has been to explore blends of whey protein with alternative, more cost-effective milk-based proteins, creating products with distinct nutritional and sensory profiles.

For consumers, this shift can open the door to a more indulgent experience. Rather than positioning protein solely around performance and functionality, brands are increasingly exploring richer, more enjoyable formats inspired by familiar treats.

The rise of the protein milkshake is one example of this evolution. Products such as MyProtein’s Impact Whey Protein Milkshake demonstrate how brands can take the familiar format of a classic milkshake and bring it into sports nutrition, creating a proposition that feels more indulgent while retaining a clear protein positioning.

Why Milkshake-Inspired Flavours?

Milkshakes offer a natural bridge between nutrition and indulgence.

They are familiar, nostalgic and highly adaptable, providing a broad flavour palette that extends well beyond traditional chocolate and vanilla. Classic combinations such as strawberry, banana and malt can sit alongside more indulgent dessert-inspired profiles, creating opportunities for brands to develop products with greater sensory appeal.

This is particularly relevant as sports nutrition expands beyond its traditional audience. As protein products become part of more everyday routines, there is an opportunity to create flavour experiences that feel less like a compromise and more like something consumers actively look forward to enjoying.

What Flavours Could Shake Up Sports Nutrition?

To explore which flavour directions could resonate with consumers, Synergy asked 252 UK consumers which milkshake-inspired flavours they would most like to try in a sports nutrition product.

The results showed strong interest in familiar, nostalgic profiles:

• Strawberry Shake – 42.1%
• Banana Split – 36.5%
• Vanilla Malt – 34.9%
• Chocolate Fudge Sundae – 33.3%
• Cookies & Cream – 32.9%
• Cookie Dough Sundae – 31.0%
• Banoffee Pie-  29.8%

Strawberry Shake was the most selected flavour, followed by Banana Split and Vanilla Malt.

The results suggest that familiar flavour cues remain a strong starting point for innovation, while more indulgent dessert-inspired profiles can provide opportunities to bring additional excitement and variety to sports nutrition.

Familiar Flavours, Fresh Opportunities

The opportunity for product developers is not simply to recreate a traditional milkshake. Instead, familiar flavour profiles can be reimagined for modern sports nutrition formats.

Strawberry Shake can offer a bright, fruity take on a classic.

Banana Split can combine creamy banana with indulgent dessert cues.

Vanilla Malt can deliver a nostalgic, rich and comforting profile.

Chocolate Fudge Sundae can bring deeper indulgence to protein products.

Cookies & Cream offers a familiar, recognisable profile with broad appeal.

These concepts can be explored across protein powders, ready-to-drink protein beverages and other sports nutrition formats, helping brands create products that balance nutritional functionality with a more enjoyable sensory experience.

Shaking Up What’s Next

As protein continues to grow, the opportunity for sports nutrition brands is moving beyond simply delivering more protein. Consumers are increasingly looking for products that fit naturally into their lifestyles and offer an experience they genuinely enjoy.

Milkshake-inspired flavours provide a familiar starting point for this shift, combining the comfort and nostalgia of classic favourites with the functionality of modern protein products.

At Synergy, we combine consumer insight with flavour expertise to help brands translate emerging trends into authentic, application-ready flavour solutions.

Looking to explore a more indulgent direction for your next sports nutrition concept?

Get in touch with the Synergy team.

References

Innova Market Insight- Top Ten Trends 2026: The Future of Food & Beverage

Synergy consumer Vypr survey, July 2026

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