Starbucks (SBUX) launched Protein Lattes and Cold Foam Drinks on September 29 as part of an effort to focus on menu modernization and innovation. Following the launch, new SBUX shoppers aged 18–24 saw a +2.1% YoY sales acceleration between the four weeks ending September 27 and October 11, according to Consumer Edge US transaction data. In contrast, new shoppers across all age groups experienced a sales deceleration of -1.0% YoY over the same period.
Early sales data suggest that protein-based beverages may be helping Starbucks strengthen its engagement with younger consumers, a demographic increasingly drawn to competitors like 7 Brew Coffee and Dutch Bros. The share of Starbucks customers ages 18-24 who have also shopped at 7 Brew has risen 3.3x to 6.0% between October 2023 and September 2025.
