‘Proteinmaxxing’ could lead to higher prices for infant formula, say experts
📰 source: theguardian_business · 💼 business
the rise of "proteinmaxxing" – consumers trying to eat as much protein as possible – could push up infant formula prices, experts warn. whey protein, a key ingredient, has surged in popularity as health professionals push protein benefits.
expana says whey protein concentrate 80 cost €11,733 per tonne in july 2025 and is now €25,875. glp-1 weight-loss meds, which suppress appetite, also boost demand for concentrated whey as users try to keep muscle. in the uk, baby formula prices rose 4.8% in the past year; a 750g box now averages £12.11, up from £11.55.
dr vicky sibson of first steps nutrition trust says the cma found formula makers pass input cost rises to consumers, and warns of "hugely concerning" affordability issues, with some families watering down feeds. she backs cma's proposed mandatory price or profit cap, citing 50-75% profit margins. jose saiz of expana says manufacturers are switching to d90 demineralised whey powder to control costs, but further price increases are likely unless raw material costs ease.
why it matters: rising whey protein costs from proteinmaxxing and glp-1 drugs could hit infant formula prices and family budgets.
source: theguardian_business
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