A burgeoning consumer trend known as "proteinmaxxing," where individuals prioritize high protein intake, is creating significant ripple effects in the global dairy market that may soon impact the cost of infant formula. As health professionals emphasize the advantages of protein, the demand for concentrated whey protein has surged, further fueled by the widespread use of GLP-1 weight-loss medications. Users of these drugs often turn to protein-rich supplements, such as shakes and bars, to maintain muscle mass during weight loss, creating intense competition for raw ingredients.
Market intelligence platform Expana has tracked a dramatic increase in costs, noting that whey protein concentrate 80, which contains 80% pure protein, jumped from €11,733 per metric tonne in July 2025 to €25,875. Because whey is a critical component in infant formula—used to mimic the protein ratio of human breast milk and improve digestibility for newborns—manufacturers are feeling the pressure of these volatile supply chain costs.
Official data from the Office for National Statistics indicates that the financial strain is already reaching consumers, with the average price of baby formula rising by 4.8% over the past year. A standard 750g box now retails for £12.11, compared to £11.55 just a year ago. Dr. Vicky Sibson, director of the First Steps Nutrition Trust, warned that further price hikes are a major public health concern. She noted that evidence suggests many families already struggle with affordability, leading some to adopt dangerous practices like watering down feeds to stretch their supplies.
Industry experts suggest that manufacturers are increasingly attempting to mitigate these costs by reformulating products to include D90 demineralised whey powder. However, this shift has only exacerbated the problem, as the surge in demand for D90 has driven up its price as well. Jose Saiz of Expana explained that while some companies have managed to absorb costs, current price levels are becoming economically unsustainable. He warned that unless raw material costs stabilize, further increases at the retail level will likely be unavoidable.
Citing a report by the Competition and Markets Authority (CMA), Dr. Sibson highlighted that manufacturers have historically passed input costs directly to consumers. She argued that the government should consider implementing mandatory price or profit caps, similar to measures taken in Greece, to protect families. With profit margins for these products identified between 50% and 75%, she emphasized that companies should not prioritize protecting margins over the essential nutritional needs of babies.
