Sales of protein milkshakes in Russia grew 415 times in the first half of 2026

Based on the results of the first half of 2026, the total sales volumes of protein milkshakes in Russia increased sharply. The newspaper Izvestia reports on the growing interest of citizens in this category of drinks, citing NTech data.

In January-June, sales of drinks with high nutritional value increased 415 times year-on-year and reached 21 million kilograms in physical terms. This category of drinks, experts note, has become one of the main drivers of growth in the Russian milkshake market.

Experts attribute such dynamics, among other things, to the low base effect. The situation was also influenced by a stable trend towards a healthy lifestyle (HLS). Thus, according to a February survey by the NAFI center, the overwhelming majority (about 80 percent) of Russians try to adhere to a healthy diet. High-protein products in this regard are an ideal option, analysts stated.