Whey protein prices have skyrocketed as much as fivefold in recent years, driven by a surge in demand fueled by the 'proteinmaxxing' trend and the popularity of GLP-1 weight-loss drugs. Once a discarded byproduct of cheesemaking, whey is now a coveted commodity, with US producers struggling to keep up.
From Waste to Gold: The Rise of Whey Protein
Tony Meives, a 39-year-old bodybuilder and gym owner from Wisconsin, runs a company selling whey protein powder. His grandfather and father made cheese, but Meives found more profit in the industrial runoff they once threw away. 'Twenty years ago, the only people who took whey were bodybuilders. Over the past five years, the market has really opened up to each and every type of person,' he said.
Whey is produced during cheesemaking when enzymes separate curds from liquid whey. Historically used as feed or fertilizer, it is now filtered, purified, and spray-dried into powder for protein bars and shakes. According to a 2025 survey of 3,000 US adults, 71% said they were trying to eat more protein, up from 59% in 2022.
Shortages and Price Hikes
Demand has led to shortages. Dean Sommers, a cheese and food technologist at the University of Wisconsin’s Center for Dairy Research, said: 'We’ve reached the point where there are shortages. There are a lot of unfilled orders, and demand for orders. There simply isn’t enough product around to fill those orders.' Manufacturers are adding equipment and building new facilities to boost production.
In the past two years alone, whey concentrate prices have increased as much as 83%. Joshua White, vice-president of dairy ingredients at TC Jacoby & Co., noted: 'Whey is a co-product now.' The price surge is reshaping the dairy industry, with potential for excess cheese production as producers chase whey profits.
GLP-1 Drugs Fuel Protein Craze
The whey boom is partly attributable to GLP-1 weight-loss drugs like Ozempic and Wegovy, taken by at least one in eight Americans. These drugs reduce appetite, leading to muscle loss—25-40% of weight lost during therapy is lean muscle. Alex Sullivan, 41, who started taking Tirzepatide, said: 'I was definitely concerned about losing muscle alongside the other weight. I wanted to make sure I retained as much as possible.'
However, research by cardiologist Ian Neeland suggests protein intake plateaus after 1.6 grams per kg of body weight. 'The muscle building didn’t really improve after 1.6. You really just need to eat enough protein to preserve muscle mass,' he said.
Impact on Dairy Industry
While US cheese consumption remains steady—the average American eats over 40lb of cheese annually—dairy farmers are pivoting to other protein-rich products like yogurt and cottage cheese. Sommers noted: 'There’s cheddar cheese manufacturers that are switching over to cottage cheese.' USDA data shows whey prices rising while supply shrinks. Meives worries whey may become too expensive, driving customers to alternatives. 'I hope less people take whey protein! That way the price does come down,' he laughed.
