‘Proteinmaxxing’ could lead to higher prices for infant formula, say experts

Experts warn that the rising popularity of "proteinmaxxing" could result in increased prices for infant formula. This trend, where consumers consume larger amounts of protein, is partly fueled by the use of weight-loss drugs and the desire to maintain muscle mass during weight loss. Whey protein, a primary component of infant formula, has seen a surge in demand because of these factors. The cost of whey protein concentrate, an 80% pure protein form, has risen from €11,733 to €25,875 per metric tonne in just one year.

Infant formula manufacturers are struggling to absorb these higher costs, which may soon be passed on to consumers. The average price of baby formula has already increased by 4.8% in 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, stated that the cost of whey protein could significantly impact the price of infant formula itself.

She expressed concern over the affordability of formula for many families and the potential harm from coping strategies like diluting feeds.

The Competition and Markets Authority (CMA) has proposed a mandatory price or profit cap, drawing from successful examples in other countries like Greece. Some infant formula producers are reformulating their products to incorporate more demineralised whey powder 90, which is more cost-effective. However, this shift is driving up the price of D90, further contributing to the rising costs of infant formula.

Experts anticipate that unless raw material costs decrease, further price hikes will be necessary to maintain the economic sustainability of infant formula manufacturers.