The cost of whey protein has significantly increased since 2020, affecting consumers like Amarpreet Singh, a 30-year-old banker from London. Singh reports that a 4.5kg bag of whey protein he purchased for around £60 in 2020 rose to £120 by last year, although he found one for £90 on eBay. This price increase has led to the term "proteinflation" among gym-goers.
Evie Lewis, a 19-year-old student at the University of Manchester, has recently started using protein powder, which she finds expensive at £32.99 for a 420g tub. She is rationing her use to manage costs. Max Longman, 32, from Manchester, has been taking protein supplements for a decade, noting his monthly spending has increased from £45 to £60 over the past year. He observes that many foods now have added protein, including high-protein yogurt, which he consumes several times a week.
The demand for protein has also been influenced by the popularity of weight-loss drugs like Wegovy and Mounjaro, which encourage users to maintain protein intake while losing weight. However, supply has not kept pace with demand, leading to a sharp rise in wholesale prices for key ingredients. According to the global market intelligence platform Expana, the European price of a common type of high-protein whey was 130% higher in late August compared to the previous year and over four times its price three years ago.
In the UK, while there is no direct measure, the market is closely linked to mainland Europe. Other dairy proteins have also seen price increases, with one type of whey protein up 60% and milk protein concentrate up 80% over the year. Manufacturers are facing challenges in increasing production due to the need for specialized processing and drying equipment. Some companies, like Warrior, are adapting by launching products using cheaper protein sources. Warrior's founder, Kieran Fisher, noted that their whey protein powder price has increased from £12.50 to £17.99, while they are still subsidizing costs from other business areas.
The higher dairy protein costs are also affecting other markets, such as infant formula. However, there are signs that the market may be adjusting, as wholesale prices for high-protein whey have begun to stabilize in recent months, although they remain elevated compared to previous years. For consumers like Max, the importance of protein remains high, while students like Evie are reconsidering their purchases due to budget constraints. Singh acknowledges the rising costs, stating that protein is becoming a luxury, prompting him to switch to a cheaper brand priced at around £100 per bag.