‘Proteinmaxxing’ drives whey costs higher, raising concerns over infant formula prices
AI Market Summary
Rising "proteinmaxxing" demand and GLP-1-driven consumption are tightening the whey market, with WPC80 prices more than doubling and substitution into D90 further lifting input costs for infant formula. The news points to upstream dairy commodity inflation and potential consumer price pass-through, pressuring margins across nutrition and dairy supply chains. While impactful for food producers, it has limited direct read-through to broad tradable markets in this asset list.
Impact level
● Low
Affected assets
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AI Insight · NCCOCOTTON2USD/USDTAI Insight
▼ Bearish
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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.
