‘Proteinmaxxing’ Could Lead to Higher Prices for Infant Formula, Say Experts

The recent surge in popularity of proteinmaxxing has far-reaching implications beyond the fitness enthusiast’s gym bag. As demand for concentrated whey protein skyrockets, manufacturers are struggling to keep up with the rising costs of this key ingredient – and consumers are likely to bear the brunt.

The price of whey protein concentrate 80, a staple in infant formula production, has skyrocketed from €11,733 per metric tonne in July 2025 to an eye-watering €25,875. Industry insiders warn that manufacturers will soon be forced to pass these increased costs on to consumers, leading to higher prices for baby formula.

The average price of baby formula has already risen by 4.8% over the past year, with a 750g box now costing £12.11 – a significant increase from just £11.55 in the previous 12 months. For many families who are struggling to make ends meet, this will only add to their financial burden.

Infant formula manufacturers have historically been accused of profiteering at the expense of vulnerable consumers. The Competition and Markets Authority (CMA) has found that companies pass on input cost increases to customers, including during times of economic hardship. Dr Vicky Sibson, director of the First Steps Nutrition Trust, describes this pattern as “hugely concerning”.

Experts warn that price hikes will exacerbate an already dire situation for families reliant on formula feeding. Many mothers struggle to afford even basic necessities, and watering down feeds or resorting to cheaper alternatives can have devastating consequences for infant health.

In response to rising costs, manufacturers are reformulating products to use more D90 demineralised whey powder – a cheap alternative that helps achieve the required protein-to-casein ratio. However, this shift has its own set of problems: increased demand is driving up prices for D90 as well, creating a vicious cycle.

Jose Saiz, an expert on the European dairy market at Expana, notes that higher ingredient costs have already led to price increases across many dairy and nutrition products. Unless raw material costs ease, manufacturers will be forced to take drastic measures – including further consumer price hikes.

The situation raises uncomfortable questions about corporate responsibility and social welfare policies. If prices continue to rise, governments may intervene with mandatory price or profit caps, as proposed by the CMA. Alternatively, they may sit idly by while families suffer.

As the world grapples with rising costs and dwindling resources, it’s clear that something must be done to address this issue. The stakes are high: for infants who rely on formula feeding, the affordability of these products is a matter of life and death.

Companies should not be allowed to profit at the expense of vulnerable consumers’ wellbeing. Policymakers must step in and ensure that infant formula remains affordable for all those who need it most.