From gym-goers to GLP-1 users, interest in protein has never been higher — but as it moves into the mainstream, record whey prices are prompting the search for alternatives.

Whey protein has far outpaced the rest of the protein category thanks to its amino-acid profile, digestibility, taste and texture — driving today’s unprecedented surge in whey prices, DairyReporter reports, in an interview with Alan Johnstone, owner of Nutrilution UK.

Supply and demand

Per commodity-intelligence platform Vesper Tool, whey protein concentrate (WPC) with at least 80% protein now costs $32,000 per tonne ($14.50/lb), up from $5,500 per tonne ($2.49/lb) in the same period of 2023. 

Johnstone, previewing his talk at London’s Sports & Active Nutrition Summit this November, called pricing «a story of two halves». 

On demand, the European market is growing at a 7–9.6% CAGR (Grand View Research 2026-2033), with protein products about 83% of the sector (Mordor Intelligence). GLP-1 users seeking to protect muscle mass and «the mainstreaming of protein» (added to everything from milkshakes to takeaway pizza) add runaway demand. 

On supply, whey has structural limits others lack: processing capacity has grown ~4% a year while the raw whey stream from cheesemaking has risen only ~1.5%.

Alternatives and the future

The best alternative depends on the formulation, Johnstone said. Products promising top nutrition scores or focused on taste/texture (such as clear whey drinks) will struggle to leave whey without losing share:

«We’ve spent 20 years telling consumers whey is the best». 

For a headline protein claim at optimised cost, «plant proteins are getting better every year»; collagen is easy to work with but not nutritionally comparable; and precision-fermented whey proteins are «perfect» in utility, though scale economics are unproven. 

He is «excited by» fermented yeast protein, a big trend in India. His advice: lean on suppliers’ applications teams and vet the supply chain for every protein source. 

Longer term, he expects less volatility and a «tiered category»: whey at the premium top, with clear price distinctions between milk, collagen, plant and wheat proteins. 

Johnstone will present at NutraIngredients’ Sports & Active Nutrition Summit in London on 9 November 2026.

Source: DairyReporter