Whey protein prices may be easing from their summer peak, but they remain more than double what they were a year ago as the supply chain strains under surging demand fueled by mainstream fitness culture’s focus on proteinmaxxing and growing interest in muscle maintenance among consumers taking GLP-1 medications.
In the US, high-protein whey concentrate cost around $12.25 per pound at the end of August, down 7.5% from the start of the month but still up 134% year on year, according to data from Expana. In Europe, Expana said, prices followed a similar pattern, ending August about 122% higher than a year earlier.
As food manufacturers face rising costs and limited supplies, food scientists are exploring alternatives – including hybrid formulations that combine dairy and plant proteins to meet consumer demand without relying on whey alone.
What do consumers want?
In the past two years, consumer interest in protein has jumped significantly as they learn more about how the macronutrient can help them reach their healthy living and longevity goals as well as manage their weight, according to proprietary research conducted by ADM and shared last week at the ingredient supplier’s Protein Solutions Center in Decatur, Ill.
“We are seeing year-over-year interest of consumers opting in or saying yes to more protein,” said Jacquelyn Rodenkirch, global senior director product marketing and specialty ingredients at ADM. “For example, globally, 66% of consumers are interested in increasing their protein intake, which is up from 57% in 2023. So over two years, you’re seeing quite a big increase in consumer excitement.”
Can plant-based proteins ease the impact of the whey shortage?
Rising demand for protein is spurring innovation across categories, which is driving up demand for some sources that far exceeds the supply available today, as in the case of whey, she explained.
“This has given way, no pun intended, to some of the alternative proteins and other nutrient-dense plant protein ingredients to help bolster and complement the animal proteins in what we’re calling hybrid or blended products, and consumers are quite interested in these types of products,” she said.
One of the go-to plant-based proteins that can compete with whey on nutrition is soy, which Rodenkirch notes is nutritionally equivalent to animal-based proteins with a protein digestibility-corrected amino acid score of 1, “which means it’s a great option for consumers who want more protein diversity and formulators who are facing such a critical period of supply disruption from traditional animal-based counterparts,” Rodenkirch said.
Responding to demand, Rodenkirch said ADM is launching new products every year in the soy and pea space.
“This year, we launched eight new products in the first half of the year alone, across soy and pea,” including the soy protein isolate ProFam 883, which is well-suited to dairy hybrid products, including dairy-forward ready-to-drink options and sports nutrition products, she said.
She explained new research from ADM underscores the importance of products, like ProFam 883, that can support consumer expectations about mouthfeel and the texture of dairy.
“We did just get hot-off-the-press research in texture, which showcases that creamy and smooth is the No. 1 texture that consumers want to see globally across the 12 different applications and categories that we tested,” she said.
“Creamy and smooth rises to the top in terms of textural preference in yogurt, in smoothies, and in a lot of today’s beverages. So the fact that we have a new soy protein isolate meant to help in this hybrid space where dairy replacement is a reality, and brings that creamy mouthfeel, which consumers want, is a win-win for everyone in the industry,” she said.
An ever-growing range of solutions
Other ingredient suppliers are also exploring how plant-based solutions can help manufacturers diversify from whey and meet consumer demand for high-protein products.
For example, in July, Puris introduced H2-IZO, a pea protein ingredient designed for high-protein beverages. The company says its low viscosity, solubility and emulsification properties can help formulators deliver 32 to 40 grams of protein per serving while maintaining a lighter, smoother texture
Earlier in the year, Roquette launched Natralys Pea 850F, which it described as a versatile pea protein isolate that can be used across dairy alternatives and other applications to deliver the nutritional benefits of pea protein but with less vegetal notes.
Likewise, in August, NNB Nutrition and Axiom Foods introduced PeptiClear, a range of hydrolyzed plant proteins designed to improve solubility, clarity and flavor in applications including ready-to-drink beverages and frozen desserts. The companies are positioning the range as another option for manufacturers navigating whey supply constraints.
These launches all illustrate how plant proteins can offer an alternative to whey while supplies remain tight and demand for protein continues to grow. The trick, however, will be finding the right fit for each product and balancing nutritional needs, functionality, cost and consumer expectations.
