The Rise in Powdered Protein Consumption Causes Shortages and Record Prices
· Telemundo McAllen (KTLM)
Consumers worldwide are seeking more protein in every bite, but the dairy industry is struggling to keep up. Athletes and older adults have long used shakes and smoothies mixed with whey protein concentrate—a powdered byproduct of cheese production—to build or maintain muscle. Recently, food companies have sprinkled it into everything from breakfast cereals, Pop-Tarts, and potato chips to bagels, tortillas, and Starbucks drinks to meet the growing consumer demand. The average supermarket in the U.S. now carries 38,708 products advertising their protein content, according to NielsenIQ, a market research firm. However, the rush to attract ingredient-focused shoppers is causing a shortage of food-grade whey protein and pushing prices to record highs. 'Demand is very strong and seems to be outpacing supply for now,' explained Kathleen Wolfley, vice president of Ever.Ag Insights, a data provider and consulting firm for the agricultural industry. Wolfley noted that wholesale prices for whey protein began rising in 2024, with the pace accelerating last year and into this year. Whey protein concentrate with 80% protein—the type typically used by food manufacturers and supplement companies as an enhancer—is trading on the U.S. dairy commodities market at over $13 per pound, a 250% increase from a year ago, according to Ever.Ag. Whey protein isolate, a more refined version containing at least 90% protein, is 150% more expensive than last year, the firm reported. This is raising prices for consumers. In the U.S., prices for whey protein concentrate powder have increased by about 15% over the past year, while higher-quality whey isolate powder has seen even steeper increases, according to Datasembly, a price monitoring company. The story is similar in Europe, where 80% whey protein concentrate hit an average record of $30,518 per metric ton at the end of May, more than double what it was less than a year ago, according to DCA Market Intelligence, a Dutch firm specializing in commodity prices. This is what is happening with whey protein and when supply constraints might ease.
AI summary · Source: Telemundo McAllen (KTLM) →
