Whey too expensive: Global protein boom squeezes gym shelves
Gym-goers may soon feel the burn at the checkout, not just the bench press, as a global whey protein shortage drives prices to record highs.
Demand has surged amid the rise of “protein-maxxing” trends online and increased use among people taking weight-loss drugs like Ozempic to preserve muscle mass.
NutraLabs co-founder Danny Rotman says demand is “insatiable”, with wholesale whey prices jumping more than 50 per cent since January and climbing from around $15 a kilogram in 2021 to more than $50 a kilogram today.
“It’s the Lamborghini of proteins,” one industry director said of premium whey.
Market research firm IMARC estimates Australia’s whey protein sector is worth $163 million and could reach $245 million by 2034, as manufacturers struggle to keep up with global demand.
Reporter: Samantha Butler
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