A shortage of whey protein has put food companies and fitness enthusiasts across the United States on high alert, as a surge in demand collides with limited supply. What was once a niche supplement for gym-goers has become a mainstream staple, and the squeeze is now raising concerns about availability and price for a product that has worked its way into countless everyday foods.
Part of the pressure comes from a craze that has gone viral on social media, where users blend or steam protein powder into milk to make drinks such as a chocolate protein coffee. The trend has been amplified by celebrities including Hailey Bieber and Khloe Kardashian, helping to turn whey protein into a sought-after ingredient well beyond traditional fitness circles.
Demand has also been driven higher by people taking GLP-1 weight loss drugs, who are focused on protecting lean body mass and skeletal mass while they lose weight. For many of these consumers, getting enough protein has become a priority tied to longevity and health, adding another large source of demand to an already stretched market.
Whey itself is a byproduct of cheese. During the cheese-making process, milk is separated into solid curds and a liquid portion, and that liquid is the whey that gets left behind. It is then freeze-dried or dried into the protein that is added to a wide range of foods and supplements, linking the protein boom directly to the dairy industry.
People are now packing the supplement into almost everything in pursuit of their protein goals. Whey is turning up in coffee, smoothies, protein pancakes and powders, as well as in capsule form, pastas, pizzas and breads, with observers noting that it seems to be appearing in just about every type of product on the shelves.
The Department of Agriculture is now warning that the supply of whey is not keeping up with demand, saying that certain suppliers are sold out for the remainder of the year. The cost that retailers pay for some common types of whey protein has already spiked 83 percent over two years, and the ongoing shortages could translate into higher prices for consumers as well.
Nutrition experts say there are several alternatives for those looking to avoid the squeeze on whey. Options include soy and pea proteins, while beans, nuts and seeds are all rich in protein and can be more affordable, and quinoa flour offers a substitute for baked goods. Specialists also recommend mixing different protein sources rather than relying on a single one.