Global consumers want more protein in every bite, but the dairy industry is struggling to give it to them.
Athletes and older adults have long used smoothies and shakes blended with whey protein concentrate – a powdered byproduct of cheese-making – to build or maintain muscle. More recently, food companies have sprinkled it into everything from breakfast cereals, Pop-Tarts and potato chips to bagels, tortillas and Starbucks drinks to meet growing consumer demand.
The average U.S. supermarket now has 38,708 products advertising their protein content, according to NielsenIQ, a market research company. But the eagerness to appeal to ingredient-focused shoppers is causing shortages of food-grade whey protein and pushing prices to new records.
“Demand is very firm and seemingly outpacing supply for right now,” said Kathleen Wolfley, vice president of Ever.Ag Insights, a data provider and consulting company for the agriculture industry.
Wholesale prices for whey protein began rising in 2024, and the pace accelerated last year and so far this year, Wolfley said.
