‘Proteinmaxxing’ could lead to higher prices for infant formula, say experts

A surge in demand for whey protein, driven by trends such as "proteinmaxxing" and the widespread use of GLP-1 weight-loss drugs, is raising concerns among experts about potential increases in the price of infant formula. The rising cost of whey protein, a critical component in baby formula, has sparked warnings from industry insiders and public health advocates about the financial strain on families reliant on formula feeding. Whey protein, a primary ingredient in infant formula, has seen a dramatic price increase in recent months. According to Expana, a global market intelligence firm, the cost of whey protein concentrate 80, containing 80% pure protein, jumped from €11,733 per metric tonne in July 2025 to €25,875 as of the latest figures. This sharp rise follows a surge in demand fueled by health professionals promoting the benefits of high-protein diets and the popularity of GLP-1 medications, which reduce appetite and encourage users to consume more protein to maintain muscle mass during weight loss. Whey protein plays a crucial role in infant formula, mimicking the composition of human breast milk by adjusting the protein ratio and enhancing digestibility. High-whey formulas are particularly important for newborns and infants under one year old. Industry experts predict that as the cost of ingredients continues to climb, manufacturers may be forced to raise retail prices, placing additional pressure on families already struggling with the cost of living. Data from the Office for National Statistics indicates that the average price of baby formula has increased by 4.8% over the past year. A standard 750g box now costs £12.11, compared to £11.55 a year ago. Dr. Vicky Sibson, director of the First Steps Nutrition Trust, warned that the rising cost of whey protein poses a serious challenge for parents. She emphasized that the Competition and Markets Authority (CMA) had previously noted how manufacturers typically pass on increased input costs to consumers, especially during times of economic hardship. Sibson expressed concern that many families find infant formula unaffordable and resort to potentially harmful measures, such as diluting formula with water to stretch supplies. She called for government intervention, suggesting that a mandatory price or profit cap could help mitigate the impact on vulnerable households. She pointed to examples from other countries, including Greece, where similar regulations have been implemented to ensure affordability. Jose Saiz, an analyst specializing in the European dairy market at Expana, confirmed that higher ingredient costs have already contributed to increased consumer prices across various dairy and nutrition products. However, he noted that the extent of these price hikes varies depending on the market and brand. Some infant formula manufacturers have begun reformulating their products to incorporate more D90 demineralised whey powder, an ingredient with 90% of its minerals removed, which allows them to meet the required whey-to-casein ratio while still providing essential nutrients. Saiz explained that the shift toward D90 has intensified demand for this specific type of whey powder, leading to a corresponding rise in its price. He stated that many manufacturers are finding it increasingly difficult to sustain current retail prices given the soaring costs of raw materials. Unless there is a decline in these costs, further increases in consumer prices appear inevitable. The situation highlights the complex interplay between dietary trends, pharmaceutical advancements, and the global supply chain. As the demand for protein-rich foods grows, so too does the pressure on manufacturers to adjust their pricing strategies. With the welfare of infants and their families at stake, the coming months will likely see continued scrutiny of how companies manage these challenges while ensuring access to affordable and safe infant nutrition.