The current craze for high-protein diets, often referred to as ‘protein maxxing’ by fitness influencers on social media, has encountered a financial hurdle.
Previously confined to the realm of gym enthusiasts’ shake bottles, whey protein has now become a common ingredient in a wide array of products, including waffle and pancake mixes, iced lattes, and even cookie dough.
This fervent demand, fueled by health-conscious individuals looking to boost muscle growth, curb hunger, and support weight loss, has placed significant strain on the supply chain.
Recent reports indicate that some whey suppliers are fully booked until the end of 2026. The cost of high-protein whey concentrate has skyrocketed by over 40% in the last two months alone, prompting manufacturers to seek solutions.
In response, some manufacturers have halted the production of whey-based items, while others are reworking their formulas to incorporate alternative proteins like milk protein concentrate, pea protein, or a combination of rice and pumpkin seed proteins.
Nevertheless, these alternatives often impact both the texture and flavor of products. For instance, one baking mix producer who switched whey protein suppliers and incurred higher costs discovered that their new protein source made their pancakes taste “like sawdust.”
Unlike plant-based proteins that can be grown seasonally, whey is not a standalone crop. It is a byproduct of cheese making.
When milk is separated into curds for cheese and liquid whey, that liquid must be pasteurized and dried to become protein powder. Producers cannot simply make more whey without making more cheese, a complex and lengthy process.
Health and wellness influencers have popularized whey protein as part of the ‘protein-maxxing’ trend, leading to major shortages and supply chain constraints (stock)
‘You start to think of yourself as a protein company, not a cheese company,’ Bryan Weller, vice president at dairy cooperative Agri-Mark, which manufactures cheese under its Cabot Creamery brand, told Bloomberg. ‘That’s just how crazy it’s gotten.’
The company has sold all of its available whey protein and continues to receive daily requests for immediate purchases.
According to George Saker, vice president of supply chain at protein bar company David, buyers now need an existing relationship with whey manufacturers. In the past, makers would approach food companies to sell their whey.
Saker said this shift will become more crucial in the second half of the year, as food companies that experienced higher-than-anticipated demand will have to return to their suppliers to negotiate for additional product.
Plant-based blends using peas, pumpkin seeds or rice can be complete proteins when combined correctly, but they often have a different fiber profile and may cause bloating in people with sensitive stomachs.
Milk protein concentrate digests more slowly, which could be less ideal for immediate post-exercise nutrition but fine for meal replacements.
Registered dietitians caution that while alternative proteins are not dangerous, they are not identical to whey.
Vitalura Labs, a supplement company, has stopped selling its whey protein isolate entirely, a product that once accounted for half of its sales, after costs rose by more than 300 percent since 2023.
Food manufacturers that use whey protein in their products are unable to buy more than a few months’ supply as demand soars (file photo)
Unlike plant-based proteins that can be grown and processed independently, whey protein cannot be manufactured alone because it is a byproduct of cheese production, meaning it is only produced when cheese is made (file photo_)
Majic Protein, a UK-based company that makes high-protein cookie dough desserts, says replacing whey is not easy.
According to co-founder Ben Ayres, the price of whey protein rose 30 percent over three months before the company’s wholesale supplier warned that it would run out of stock by September.
Two weeks ago, Ayres said Majic Protein purchased all the whey protein concentrate the wholesaler had remaining. He expects the supply will last two months or less.
Whey is a ‘complete protein,’ meaning it contains all nine essential amino acids and is rapidly absorbed by muscle tissue, a key reason it became the gold standard for post-workout recovery.
For now, consumers may not notice empty shelves, but experts warn that changes are coming.
While the average price of whey-forward products has remained flat over the past year, market research firm Spins predicts that within 12 to 18 months, shoppers will see noticeable price increases on protein bars, shakes and fortified snacks.
Some products may be discontinued while smaller brands have already stopped selling whey-based items. Larger companies may follow if they cannot secure a consistent supply.
Consumers should check ingredient labels on high-protein packaged foods. If whey is no longer listed, the product has been reformulated. They should also be prepared for price increases on whey-containing products over the next year.
For those looking to avoid the issue entirely, whole-food protein sources not affected by this shortage include eggs, chicken, fish, lean beef, beans, lentils and Greek yogurt.
