High protein food and drinks are booming globally, with protein bars alone worth more than US$840 million in 2013. Companies are jumping on the high-protein bandwagon with products such as egg white crisps, high protein ice cream and even high protein beer. With so many innovations, the high-protein market could become oversaturated, especially since most people in developed countries already consume adequate amounts of protein. However, there are still opportunities to target consumer groups that could benefit from high-protein food and drinks, particularly the elderly.