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

Whey protein, a key infant formula ingredient, is in growing demand, partly linked to rising use of weight-loss drugs The rise of “proteinmaxxing” – a trend in which consumers try to eat as much protein as possible – could lead to higher prices for infant formula, experts warn. Whey protein, a key ingredient in infant formula, has surged in popularity over the past year as health professionals emphasise the benefits of protein. The growing use of GLP-1 weight-loss medications, which suppress appetite, has also boosted demand for concentrated whey protein – often found in protein shakes and bars – as users seek to preserve muscle mass while losing weight. As demand rises, so do prices. Expana, a global market intelligence platform, said whey protein concentrate 80, with 80% pure protein, cost €11,733 (£10,050) per metric tonne in July 2025 and was now at €25,875. Whey protein is a vital ingredient in infant formula where it is used to mimic human breast milk by adjusting the protein ratio and making it easier to digest. High-whey formulas are designed specifically for newborns and babies under one year old. Industry insiders warn that rising demand could soon be fel