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

Experts are warning that the growing trend of "proteinmaxxing" – the pursuit of consuming maximum protein – could significantly increase the cost of infant formula. Whey protein, a crucial ingredient in infant formula, has seen a surge in demand and price over the past year. This rise is partly attributed to increased awareness of protein's health benefits and the growing use of GLP-1 weight-loss medications, which encourage users to maintain muscle mass by consuming concentrated protein sources like shakes and bars. The market intelligence platform Expana reported that the price of whey protein concentrate 80 has more than doubled, from €11,733 per metric tonne in July 2025 to €25,875. In infant formula, whey protein is adjusted to mimic human breast milk, aiding digestion and providing essential nutrients for newborns and babies under one year old. Industry insiders fear that manufacturers will struggle to absorb these higher ingredient costs, potentially passing them on to consumers. Data from the UK's Office for National Statistics shows that the average price of baby formula has already risen by 4.8% in the past year. Dr. Vicky Sibson of the First Steps Nutrition Trust expressed concern, noting that "significant increases in its price risk increasing the price of formula itself." She highlighted that infant formula manufacturers have historically passed on increased input costs to consumers, even during the cost of living crisis. Sibson finds this particularly worrying given existing evidence that many families already struggle to afford formula, resorting to potentially harmful practices like watering down feeds. She supports the Competition and Markets Authority's (CMA) proposal for a mandatory price or profit cap on infant formula, citing precedents in countries like Greece and pointing to the CMA's findings of high profit margins (50-75%) for manufacturers. Jose Saiz, who analyzes the European dairy market, confirmed that rising ingredient costs have generally led to higher prices for dairy and nutrition products, with the extent of cost pass-through varying by market and brand. Some manufacturers are reportedly reformulating products to use more D90 demineralised whey powder to manage costs and maintain the necessary whey-to-casein ratio.

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Whey is a major ingredient in infant formula, so significant increases in its price risk increasing the price of formula itself.