Whey Protein Prices Rise in U.S. and Europe as Demand Exceeds Current Supply

U.S. Ag. Whey protein isolate, at least 90% protein, costs 150% more than last year.

U.S. supermarket now carries 38,708 products that advertise protein content, NielsenIQ data show. Food companies add the dairy byproduct to cereals, Pop-Tarts, potato chips, bagels, tortillas and Starbucks drinks.

Athletes and older adults have long mixed whey protein concentrate into shakes. GLP-1 weight-loss drug users are also advised to increase protein intake to preserve muscle while appetite is suppressed. U.S. And 2% worldwide used GLP-1 drugs last year, Morgan Stanley estimated.

U.S. adult usage as high as 12%. Domestic demand has reduced exports, with shipments of 80% concentrate and isolate to China falling 47% from January through April compared with the same period a year earlier, Vesper reported.

@Independent reported that every pound of cheese yields nine pounds of whey. U.S. milk consumption has declined for decades, yet cheese production has remained steady, generating steady whey supplies that are now absorbed by the domestic market.

Now Foods raised prices on its whey protein products earlier this year after two years of higher raw-material costs. Bryan Morin, sports brand manager at Now Foods, said the company does not expect further price increases on whey protein powder this year. The firm is limiting discounts and considering products made with milk protein concentrate.

Glanbia announced in November 2025 plans to expand whey protein isolate capacity in New Mexico, with new output expected in 2027. Agropur stated in February 2026 that it would increase manufacturing at plants in Quebec, Nova Scotia, South Dakota and Wisconsin. Ag Insights, said manufacturers are investing in additional production, but relief will not be immediate.