‘Proteinmaxxing’ drives whey costs higher, raising concerns over infant formula prices
Rising demand linked to the “proteinmaxxing” trend has sent whey protein ingredient prices sharply higher. Expana put whey protein concentrate 80 (WPC80) at €11,733 per metric tonne in July 2025, compared with €25,875 now. Demand has also increased for D90 demineralised whey powder, a key ingredient used in infant formula. In the UK, the average price of baby formula has already risen 4.8% over the past year to £12.11 for a 750g box, according to Office for National Statistics data.