Whey protein prices have surged up to fivefold in recent years, driven by a cultural shift toward 'proteinmaxxing' and the popularity of GLP-1 weight loss drugs. The once-neglected dairy byproduct is now so sought after that US producers struggle to meet demand, leading to shortages and reshaping the dairy market.
From Waste to Gold: The Transformation of Whey
Tony Meives, a 39-year-old bodybuilder and gym owner from Wisconsin, now runs a company selling whey protein powder. His grandfather, a Swiss immigrant, and his father both operated small cheese factories in the heart of America's dairyland. 'I worked in the cheese factory my whole life,' Meives says. 'I have four world-class cheesemakers in my family.' However, when it came time to inherit the family business, Meives found more profit in the industrial runoff that his grandfather would have discarded. 'Twenty years ago, the only people who took whey were bodybuilders,' he explains. 'Over the past five years, the market has really opened up to each and every type of person you can probably think of.'
Whey is produced during cheesemaking when enzymes are added to milk, separating curds from the watery liquid. Historically used as feed or fertilizer, whey is now filtered, purified, evaporated, and spray-dried into a powder for protein bars and shakes. According to Joshua White, vice-president of dairy ingredients at Missouri-based TC Jacoby & Co., 'It's a byproduct no longer. Whey is a co-product now.'
Protein Boom Hits Mainstream
The cultural trend toward 'proteinmaxxing' has driven demand for whey protein across all demographics. A 2025 survey of 3,000 US adults found that 71% were trying to eat more protein, up from 59% in 2022. 'A lot of different brands are on the protein bandwagon,' Meives notes. 'They're putting it in everything.' Supermarket shelves now feature protein-enriched cereals, frozen foods, iced lattes, and even traditional junk foods like nacho chips and microwave ramen.
This surge has led to shortages. 'We've reached the point where there are shortages,' says Dean Sommers, a cheese and food technologist at the University of Wisconsin's Center for Dairy Research. 'There are a lot of unfilled orders, and demand for orders. There simply isn't enough product around to fill those orders.' In response, manufacturers are adding new equipment and building new facilities to boost production.
Price Surge and Market Imbalance
The price of whey protein concentrates has shot up as much as fivefold in recent years, with an 83% increase in the last two years alone. Meanwhile, demand for dairy and cheese products remains stable, creating a potential imbalance. 'Whey protein is currently driving more a percentage of the farmer's check than it ever has before,' says White. 'That results in the potential of excess cheese production, in order to get to that whey. The cart is driving the horse.'
This mirrors historical trends, such as chicken wings, once considered undesirable, now driving poultry prices. To avoid excess cheese, dairy boards are increasingly looking to export markets in Latin America, China, and the Pacific Islands.
GLP-1 Drugs Fuel Demand
The whey boom is partly attributable to GLP-1 weight loss drugs like Ozempic, Wegovy, and Zepbound, taken by at least one in eight Americans. These drugs reduce caloric intake but also cause loss of lean muscle, with 25-40% of weight lost being muscle. 'I was definitely concerned about losing muscle alongside the other weight,' says Alex Sullivan, a 41-year-old who recently started taking Tirzepatide and increased his protein intake. 'Doctors talk about how you lose muscle mass as you get older, and you should try to keep as much muscle mass as you can.'
Dr. Ian Neeland, a Cleveland-based cardiologist specializing in diabetes and obesity, notes that protein intake plateaus after double the recommended daily allowance. 'The muscle building didn't really improve after 1.6 [grams per kg of bodyweight],' he says. 'You really just need to eat enough protein to preserve muscle mass. It's more about preservation.' While more protein is key for GLP-1 users, excessive 'proteinmaxxing' may not achieve more than driving up prices.
Impact on Dairy Industry
Demand for whey is reshaping the dairy industry. While US cheese consumption remains steady—over 40 pounds (18 kg) per person annually—dairy farmers are pivoting to other protein-rich products like yogurt and cottage cheese. 'There's cheddar cheese manufacturers that are switching over to cottage cheese,' says Sommers. Retailers like Meives worry that rising whey prices could threaten their businesses and push consumers toward cottage cheese. 'I hope less people take whey protein!' he laughs. 'That way the price does come down, and the cost to make it drops.'
