Experts warn that “protein-maxxing” – a growing trend of trying to maximise protein intake, including from whey – could drive up the price of infant formula. Demand has also been fuelled by the rising popularity of GLP-1 weight-loss drugs, as users turn to protein bars and shakes to preserve muscle mass while experiencing reduced appetite.
Whey protein concentrate with 80% pure protein cost €11,733 per metric tonne in July 2025 and now costs €25,875, according to market intelligence platform Expana. Since whey is a core ingredient in infant formula, industry insiders told The Guardian that manufacturers are struggling to absorb the higher costs and shoppers may soon feel it too.
ONS data shows the average price of baby formula has already risen 4.8% over the past year, with a 750g box now costing £12.11, up from £11.55.
About the Author: Erin Dearlove
Experts warn that “protein-maxxing” – a growing trend of trying to maximise protein intake, including from whey – could drive up the price of infant formula. Demand has also been fuelled by the rising popularity of GLP-1 weight-loss drugs, as users turn to protein bars and shakes to preserve muscle mass while experiencing reduced appetite.
Whey protein concentrate with 80% pure protein cost €11,733 per metric tonne in July 2025 and now costs €25,875, according to market intelligence platform Expana. Since whey is a core ingredient in infant formula, industry insiders told The Guardian that manufacturers are struggling to absorb the higher costs and shoppers may soon feel it too.
ONS data shows the average price of baby formula has already risen 4.8% over the past year, with a 750g box now costing £12.11, up from £11.55.
About the Author: Erin Dearlove
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