'Proteinflation': Meet the people paying up to £100 for a bag of protein

Protein consumption has surged in recent years, leading to a phenomenon dubbed "proteinflation." For those like Amarpreet Singh, 30, a banking professional from London, protein supplements have been a staple for years, but prices have skyrocketed. A 4.5kg bag of whey protein he purchases cost £60 in 2020, soaring to £120 last year, though he occasionally found them cheaper on eBay. His gym friends have even coined a term for the rising costs – "proteinflation."

Evie Lewis, a 19-year-old University of Manchester student, began using protein powder a few months ago due to concerns about her protein intake. At £32.99 for a 420g tub, she's rationing the product, consuming less than recommended. Max Longman, a 32-year-old real estate worker from Manchester, has been consuming protein supplements for a decade but noticed a significant increase in spending, rising from around £45 a year ago to £60 currently.

The growing demand for protein has outpaced supply, driving up wholesale prices of key ingredients. High whey protein prices have surged by 130% in Europe compared to last year, and have more than quadrupled over the past three years. Other dairy proteins have also become more expensive, with one type of milk protein concentrate up 80%.

Manufacturers are adapting to the high-protein craze, but increasing production is costly and time-consuming due to the need for specialized processing equipment. Some companies are exploring alternative protein sources to reduce costs. Warrior, a UK sports nutrition company, increased the price of its whey protein powder from £12.50 to £17.99 and is now launching a product using cheaper protein sources.

The higher prices are impacting more than just fitness enthusiasts. Dairy proteins are used in infant formula, and the increased costs have contributed to price rises in this sector as well. While wholesale prices for high-protein whey have begun to level off, they remain significantly higher than a few years ago. Max Longman, despite the increased costs, insists that protein is crucial for proper recovery after exercise, even if it means switching to a more affordable brand.

For students like Evie, however, protein has become a luxury, unaffordable within their tight budgets.