A new issue recently emerged for coffee giant Starbucks (SBUX), as new data from the company showed that there is a mounting demand for protein alternatives in coffee. Yet even as this trend was starting to catch on, Starbucks investors seem concerned. At least, that’s what the drop of around 1.5% in Starbucks shares in Thursday afternoon’s trading suggested.
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Starbucks offered up some consumer data to Axios, and the information offered surprising looks at Starbucks’ product line and customers’ reaction therein. It turns out that the biggest time of day for protein demand at Starbucks is Friday morning at 8 a.m. Most customers turn to the Vanilla Protein Latte, and protein cold foam is now the most popular add-on at Starbucks.
Starbucks’ senior vice president of global marketing and channel development, Erin Silvoy, noted, “Since introducing protein to our menu in September 2025, customers have the ability to turn their favorite Starbucks beverages into functional fuel.” This sudden gain in protein sales has some wondering if the trend has legs, or if it is one news report away from crashing, much like the ongoing debate about whether or not eggs are good for you.
Planting the Future
While protein is a growing part of Starbucks these days, it pales in comparison to the impact of coffee on Starbucks. And that means coffee trees. Starbucks recently crossed a major milestone in getting coffee trees in the ground, donating over 100 million trees to coffee farmers. Starbucks does not plan to stop there, either, planning to donate another 50 million in the near-term.
It took Starbucks most of a decade to reach this point, reports note, connecting growers in Guatemala, El Salvador and Mexico with arabica coffee trees. Starbucks looks to branch out to Colombia, Ethiopia, Rwanda, Tanzania, and others to provide more locations to grow the beans that help keep Starbucks running.
Is Starbucks Stock a Good Buy?
Turning to Wall Street, analysts have a Moderate Buy consensus rating on SBUX stock based on 13 Buys, 11 Holds, and two Sells assigned in the past three months, as indicated by the graphic below. After a 6.22% loss in its share price over the past year, the average SBUX price target of $101 per share implies 10.72% upside potential.
