Whey up: Protein powder prices soar as global demand grows

Surging global demand for whey protein powder - driven by food companies adding protein to snacks and drinks, fitness influencers pushing "protein-maxxing" and more people eating protein while on weight-loss drugs - has outstripped supply and sent prices to record highs. The most-used ingredient, whey protein concentrate (WPC80), jumped about 60% in 2025 and then another roughly 76% by mid-2026, with overall prices more than doubling in under two years. Major brands are locking up large volumes, leaving smaller manufacturers scrambling for ingredients and raising product prices. Canada depends heavily on U.S. whey (much sourced from Wisconsin), and producers point to limited domestic drying and processing capacity because whey is a watery byproduct of cheese-making that is costly to convert to powder.

Trade tensions have intensified the squeeze: Canada imposed a retaliatory 50% tariff on American whey in September, further inflating costs for importers and manufacturers. A tariff-remission program offers limited relief but requires proving domestic or alternate sourcing is impractical. Industry groups expect some buyers to shift to more distant suppliers like New Zealand, adding shipping costs, while economists warn higher prices will likely cascade to consumers for an extended period. Some buyers say they will absorb higher costs; others are cutting back or switching to plant-based and whole-food protein alternatives.