The global “proteinmaxxing” trend—where consumers deliberately increase protein intake for health and fitness—could push infant formula prices higher as demand for whey protein continues to surge, industry experts have warned.
The popularity of GLP-1 weight-loss medicines, which encourage users to consume more protein to preserve muscle mass, has further accelerated demand for whey protein concentrates used in protein powders, shakes and nutrition products. According to market intelligence firm Expana, the price of whey protein concentrate 80 (WPC80) has climbed from €11,733 per metric tonne in July 2025 to €25,875 per metric tonne in 2026, more than doubling within a year.
Whey protein is a critical ingredient in infant formula, helping replicate the protein balance of human breast milk and improving digestibility for newborns. UK Office for National Statistics (ONS) data shows the average price of a 750g infant formula pack has already increased 4.8% over the past year, rising from £11.55 to £12.11. Experts warn that sustained increases in whey prices could force manufacturers to pass on higher costs to consumers, raising affordability concerns for families while highlighting how changing consumer nutrition trends are increasingly influencing global dairy ingredient markets. (The Guardian)
Source: Dairynews7x7 3 Aug, 2026 Read full story here
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