New Research: 67% of UK Protein Shake Users Want Protein Shake Alternatives

Most people using protein shakes in the UK are not happy about it. They are doing it because they feel they have to, not because they enjoy it. That is the headline finding from new research commissioned by JUCED, which surveyed 2,000 UK adults in May 2026 through Opinium Research, a member of the British Polling Council. The results are a direct challenge to the protein shake industry, and they point clearly toward the protein shake alternatives UK consumers have been waiting for.

The numbers are stark. Sixty-seven percent of active protein shake users say they would switch to a lighter, more refreshing format if one existed. Just 6% disagree. This is not passive interest. This is the majority of the protein shake market telling the industry it has got something wrong.

What the Research Found

The JUCED/Opinium survey (n=2,000 UK adults, nationally representative, field dates 12-15 May 2026) explored attitudes across a base of 595 active protein shake users. The full findings reveal a category that has built its growth on convenience alone, while consistently failing on taste, enjoyment, ingredients and digestive comfort.

Here are the key figures from the research:

• 71% of protein shake users are open to alternatives, providing they are nutritionally equivalent
• 67% would switch specifically for a lighter, more refreshing format
• 64% choose protein shakes primarily because they are convenient, not because they prefer them
• 61% would prefer something that feels more natural or real
• 53% are concerned about artificial ingredients and additives
• 50% see protein shakes as a necessity, not something they enjoy
• 46% describe shakes as artificial, claggy or chalky
• 44% get bored of the taste
• 41% have tried to get rid of the smell from their shaker bottle but cannot
• 40% find shakes a chore, difficult to digest, or too heavy on the stomach

Taken together, this is a portrait of a category that people tolerate rather than enjoy. The protein shake is convenient. Everything else about it, according to the people who use them most, is a problem.

The Three Biggest Problems with Protein Shakes

1. The taste and texture problem

Forty-six percent of protein shake users describe shakes as artificial, claggy or chalky. This is not a niche complaint. Nearly half of the people buying and using protein shakes are not particularly enjoying the experience of drinking them. A further 44% say they get bored of the taste. This tells you something important: the dominant format in the protein market has not cracked the experience of drinking protein. It has simply been the only convenient option.

The texture issue comes down to protein type. Whey protein, the dominant ingredient in most shakes, is a bulky molecule that requires significant flavouring and artificial sweeteners to make drinkable. Even well-formulated whey products leave a residue, a heaviness, or an aftertaste that consumers find difficult to ignore over time.

2. The ingredients problem

Fifty-three percent of protein shake users are concerned about artificial ingredients and additives. This puts ingredient concern in the majority among the people who use these products regularly. The research also found that 61% would prefer something that feels more natural or real.

This matters because ingredient profiles in protein shakes have not kept pace with broader consumer attitudes around clean labels. A consumer who reads food labels at the supermarket and avoids certain additives is, statistically, likely to feel uncomfortable with a protein shake that contains artificial sweeteners, artificial flavourings and artificial preservatives. The market has historically had no credible alternative. Clean protein drinks did not exist at scale.

For more on what to look for when avoiding artificial sweeteners in protein drinks, see our guide to protein drinks without artificial sweeteners.

3. The digestion problem

Forty percent of protein shake users find them a chore, too heavy to digest, or hard on the stomach. This is not a minor inconvenience. For someone who is trying to build a consistent protein habit, a product that makes you feel bloated or uncomfortable after drinking it is one you are going to reach for less and less.

Whey protein is a dairy derivative, and for a significant proportion of the population, dairy creates digestive discomfort. Even whey isolate, which has lower lactose levels than standard whey concentrate, is still derived from milk and still sits heavily for many people. The 40% figure in JUCED's research is likely an undercount of the people who have quietly reduced or abandoned their protein shake habit because of how it makes them feel.

What the Market Is Getting Right: Convenience

The research does not suggest protein shakes offer nothing of value. Sixty-four percent of users choose them because they are convenient. That number matters. Any protein shake alternative has to match or exceed the convenience of a ready-made shake. A product that requires scooping, mixing, shaking and washing up is not a meaningful improvement. A canned, ready-to-drink option that needs no preparation at all is.

The research shows that the market wants something that combines the convenience of a shake with better taste, cleaner ingredients and easier digestion. These are not mutually exclusive requirements. They describe a product format that is entirely achievable, which is why the 67% switching intent figure is so significant.

Protein Shake Alternatives UK: The Market Gap That Data Confirms

This research sits alongside a broader picture of a protein category that is growing but under-penetrated. The same survey found that approximately 42% of UK adults exercise at least weekly, yet only 16% use protein shakes at that frequency. There is a large group of active people who are not using protein products at all. Combined with the 67% of current users who want something different, this represents the clearest possible signal that the protein market has a format problem, not a demand problem.

Eighty percent of UK consumers say they want to consume more protein in their diet, according to The Grocer's 2024 Workouts, Sugar and Snacking report. The demand is there. The willingness to use protein shakes, on the current terms the market offers, is not.

For a broader look at the alternatives available, our guide to protein shake alternatives in the UK covers the full landscape of options for people looking to move beyond traditional shakes.

The Alternative That Is Already Here

The JUCED research was commissioned because JUCED was built to answer exactly this problem. It is a fruit-based, ready-to-drink protein drink with 15g of hydrolysed bovine collagen protein per can, sweetened entirely with real fruit juice, with nothing artificial and no added sugar.

Hydrolysed bovine collagen is the key difference. Unlike whey, it is dairy-free, it does not cause bloating, and it dissolves completely into liquid, which is why JUCED can be a light, refreshing fruit drink rather than a shake. The first reaction from most people who try it is genuine surprise that it contains protein at all. It does not taste like a protein drink. It tastes like a fruit drink, because it is one.

Every can also delivers 100% of the daily recommended intake of Vitamin C. Vitamin C contributes to normal collagen formation for bones, cartilage, skin and teeth, and contributes to the normal function of the immune system. That combination of protein and Vitamin C in a single can, with nothing artificial, is not something any other RTD protein drink on the market currently offers.

JUCED has a 4.8-star rating from 134 reviews. The most common feedback: it is light, refreshing, surprisingly good, and nothing like a protein shake. That is the point.

Conclusion

The research is clear. The protein shake category is built on convenience, and it has been propped up by a lack of credible alternatives. Now that the data shows 67% of users want something lighter, more refreshing and more natural, the question is not whether the market will shift, but how quickly. For anyone looking for protein shake alternatives in the UK, that shift has already started.

If you are one of the 67%, see why JUCED is different.

Frequently Asked Questions

What percentage of protein shake users want to switch to something different?

According to research commissioned by JUCED (Opinium, 2026, n=2,000 UK adults), 67% of current protein shake users say they would switch to a lighter, more refreshing format. Only 6% disagree.

Why do people want protein shake alternatives in the UK?

The research found several consistent reasons: 50% see shakes as a necessity, not something they enjoy; 46% find them artificial, claggy or chalky; 40% find them hard to digest; and 53% are concerned about artificial ingredients. Taste, texture, ingredients and digestion are the four core pain points.

What do protein shake users actually want from a protein drink?

The data shows that 71% are open to alternatives if they are nutritionally equivalent, 61% prefer something that feels more natural or real, and 64% cite convenience as a key driver. A ready-to-drink, clean-label protein drink with no preparation required directly addresses all three.

Is there a protein drink that is lighter than a protein shake?

Yes. JUCED is a fruit-based ready-to-drink protein drink with 15g of protein per can, nothing artificial, and approximately half the calories of the average RTD protein drink. It uses hydrolysed bovine collagen, which is lighter and easier to digest than whey, and is sweetened entirely with real fruit juice.

Are protein shake alternatives nutritionally equivalent to shakes?

They can be. JUCED delivers 15g of protein per can, which contributes to the maintenance and growth of muscle mass. It also delivers 100% of the daily recommended intake of Vitamin C, which contributes to normal collagen formation, adding a nutritional benefit traditional protein shakes do not provide.