Why proteinmaxxing by adults could mean higher prices for baby formula
- “Proteinmaxxing,” the trend of consuming high amounts of protein, is driving up demand and prices for whey protein, a key ingredient in infant formula, potentially causing formula price hikes.
- Whey protein prices surged dramatically between 2025 and 2026—with whey concentrate rising 120% and isolate 59%—contributing to an 11% increase in infant formula retail prices in Canada over two years.
- Infant formula typically contains 60% whey and 40% casein to mimic breast milk, making whey a critical and costly ingredient as manufacturers reformulate recipes amid rising costs.
- Experts warn that rising formula prices risk affordability issues for families, with some resorting to harmful practices like diluting feeds, while supply bottlenecks mainly limit whey protein processing capacity, not whey availability.
The protein craze could have another knock-on effect, besides empty shelves where the cottage cheese used to be. Experts warn that “proteinmaxxing” — in which people try to pack as much protein into their diets as possible — may lead to price hikes in infant formula.
Whey protein, a byproduct of cheesemaking, is being added to everything, from sports beverages to chocolate bars, but it’s also used to make infant formula. Consumers could pay more as formula manufacturers contend with higher ingredient costs, industry experts told the Guardian.
According to Statistics Canada‘s most recent data for June, the average monthly retail price for infant formula has increased by 11 per cent over the past two years — up from $44.98 per 900 grams in 2024 to $49.94 in 2026.
From Tims’ bagels packing 20 grams of the stuff to TikToks so enticing they’ve triggered shortages in the dairy aisle, North America’s protein obsession is going strong. Adding to the growing appetite, as the number of people taking GLP-1 drugs rises, so does demand for high-protein foods. The nutrient helps maintain muscle mass, which is especially important during weight loss.
The global whey protein market was estimated at US$13.7 billion in 2026 and is expected to reach US$52 billion in the next decade, an annual growth rate of 14.2 per cent, according to Market Decipher.
Demand for whey protein has increased dramatically and so have prices, with no signs of slowing. According to Food Navigator, the price of whey protein concentrate (80 per cent protein) reportedly rose 120 per cent from October 2025 to July 2026, while whey protein isolate (90 per cent protein) increased 59 per cent and whey powder (roughly 12 per cent protein) increased 47 per cent.
“Whey is a major ingredient in infant formula, so significant increases in its price risk increasing the price of formula itself,” Dr. Vicky Sibson, the director of the U.K. public health non-profit First Steps Nutrition Trust, told the Guardian.
Sibson warned that the potential for passing on rising costs to consumers was “hugely concerning,” citing “mounting evidence that many families using formula to feed their babies find it unaffordable, and the coping strategies they use — like watering down feeds — may be harmful.”
Tom Booijink, a senior dairy specialist focused on Europe and Africa for RaboResearch Food & Agribusiness, echoed whey’s importance as an ingredient, telling Food Navigator that infant formulas typically have a protein composition of 40 per cent casein and 60 per cent whey, to resemble breast milk better. “As a result, whey is one of the most important protein ingredients used in infant nutrition.”
Jose Saiz, who focuses on the European dairy market at Expana, told the Guardian that many infant formula manufacturers have reformulated their recipes in response to higher ingredient costs over the past six months.
He said rising whey protein costs have already trickled down to consumers of many dairy and nutrition products, “although the extent of cost pass-through varies by market and brand.”
Booijink expects the impact on infant formula prices to be low to moderate. “The main bottleneck in the market is not the availability of whey itself, but rather the capacity to convert liquid whey into high-protein ingredients.”
Products designed for an aging population and sports nutrition, on the other hand, may bear the brunt of rising whey prices. “Historically, producers in this category have been able to absorb part of the cost increases due to relatively healthy margins,” Booijink said of the latter, “but there are limits to how long this can continue.”