NTech Reports a 1.6-Fold Increase in Sales of Protein Milkshakes
According to calculations by the analytics company NTech, from January to June, the sales volume of milkshakes in Russia was 1.6 times higher than the same period last year, reaching 142.8 million kg. In value terms, sales grew by 90% to 32.1 billion rubles.
In certain retail chains, the trend was also positive. At X5, demand for milkshakes increased by 35% year on year over six months. In Magnit stores, sales of milk with additives increased by 148 times over eight months in 2026; the company did not disclose absolute figures.
Products with added protein became the fastest-growing segment within the category. According to NTech, their sales reached 21 million kg, increasing 415 times over the year. Representatives of retail companies and experts attributed this high dynamic partly to the low base for comparison. At X5, sales of protein milkshakes increased by more than one and a half times, while in Magnit, their share in modern dairy product sales almost tripled. At Logika Moloka, sales of high-protein shakes for children and teenagers in Moscow increased by 6% over eight months.
Range of High-Protein Products
A representative of X5 mentioned the spread of consumption focused on a healthy lifestyle as one of the demand factors. The Chairman of the Association of Multi-Channel Retail Companies, Stanislav Bogdanov, reported that around 80% of Russians, according to a February survey by NAFI, try to adhere to a healthy diet. In Magnit, they noted that when choosing a dessert, customers consider not only the taste but also the product content.
Customer interest also extends to other high-protein products, including cottage cheese and Greek yogurt. According to ACORT, depending on the store format, retail chains offer from 14 to 200 such positions. Sales of protein ice cream in large networks increased 3.5 times over the year, and sugar-free ice cream almost doubled. Overall, demand for healthy lifestyle products increased by 15%, and in some networks — up to 40%.
Manufacturers are expanding their assortment in response to changes in demand. Agribusiness holding Step intends to start selling protein bars and snacks in October, stated the company's communications director, Irina Gruzinova. According to her, some of the products are not new: manufacturers have started to more noticeably indicate protein content on packaging and use this indicator in their positioning.
The trend for functional drinks with high protein content is also noted in the global market. According to Grand View Research, the market volume in 2025 was 4.26 billion dollars, and by 2033 it may reach 9.16 billion dollars. A representative of a major food manufacturer said that the spread of GLP-1 weight loss drugs, including semaglutide marketed under the name Ozempic, has become an additional demand factor. According to him, users of such drugs tend to opt for smaller portions with high nutritional value.
Irina Gruzinova believes that high-protein products will become a part of the everyday diet, but over time, interest in the label "protein" itself may diminish. She stated that consumer demand will be determined by taste, quality, convenience, and price. ACORT reported that interest in functional dairy products with added protein is growing as the audience oriented towards a healthy lifestyle expands.
