'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.