Experts are warning that the growing trend of “proteinmaxxing” – where consumers aim to consume as much protein as possible – could lead to higher prices for infant formula. Whey protein, a critical ingredient in infant formula, has seen a surge in demand over the past year as health professionals highlight the benefits of protein.
The increasing use of GLP-1 weight-loss medications, which suppress appetite, has also boosted demand for concentrated whey protein, often found in shakes and bars, as users aim to preserve muscle mass while losing weight. As demand rises, so do prices.
Soaring whey protein prices
Expana, a global market intelligence platform, reported that whey protein concentrate 80 (with 80% pure protein) cost €11,733 (£10,050) per metric tonne in July 2025 and has now climbed to €25,875. This dramatic increase is putting pressure on infant formula manufacturers who rely on whey to mimic human breast milk by adjusting protein ratios and improving digestibility.
High-whey formulas are specifically designed for newborns and babies under one year old, making whey an essential component. Industry insiders warn that rising demand could soon be felt by consumers as manufacturers struggle to absorb higher ingredient costs.
Impact on baby formula prices
Office for National Statistics data shows the average price of baby formula has already increased by 4.8% over the past year, with a 750g box now costing £12.11, up from £11.55 a year earlier. Dr Vicky Sibson, director of the First Steps Nutrition Trust, an independent UK public health nutrition charity, said: “Whey is a major ingredient in infant formula, so significant increases in its price risk increasing the price of formula itself.”
She added: “We know from the Competition and Markets Authority’s [CMA] report that infant formula manufacturers have passed any rise in input costs on to consumers, including during the cost of living crisis.” Sibson expressed deep concern, citing “mounting evidence that many families using formula to feed their babies find it unaffordable, and the coping strategies they use – like watering down feeds – may be harmful.”
Calls for price caps
Sibson suggested that the CMA’s proposed solution of a mandatory price or profit cap could be effective. “There is precedent for this from other countries including Greece and it’s warranted because the CMA’s work exposed high profit margins of between 50% and 75%. Companies should not be allowed to protect their margins at the expense of the wellbeing of mothers and babies,” she said.
Jose Saiz, who covers the European dairy market at Expana, noted: “Overall, higher ingredient costs have already led to higher consumer prices across many dairy and nutrition products, although the extent of cost pass-through varies by market and brand.” He explained that some infant formula manufacturers are reformulating products to use more D90 demineralised whey powder, which has 90% of its minerals removed, helping achieve the required whey-to-casein ratio while supplying both whey proteins and lactose.
Reformulation and future price hikes
As more producers switch to D90, demand has risen sharply, pushing up prices as well. Saiz said: “Over the past six months, many manufacturers have reformulated their recipes in response to rising ingredient costs. One of the main responses has been to increase the use of demineralised whey powder 90 (D90), an ingredient used primarily in infant formula.”
He added: “Infant formula manufacturers report that current high whey protein prices are becoming economically unsustainable at existing retail price levels. Many believe further consumer price increases will eventually be necessary unless raw material costs ease.”
