"Powerlifting coach Cam Brown says more people are getting into protein supplements, even those outside the fitness bubble. Even in the shops there's a lot more protein products there, he said. People have changed their viewpoints that protein powders are only for bodybuilders. Powerlifting coach Cam Brown says he has noticed protein supplements becoming more expensive in recent years. Photograph: Ellen Smith/The Guardian"
"Supplement companies have reported a significant increase in the retail price of whey, a milk byproduct used to make protein powder, even though other dairy products have become cheaper. Experts say the main price driver is that there is not enough whey protein being made to keep up with an increase in demand for powders and other protein-enhanced products. Many Australian supplements companies increased the retail prices of their protein powders in the past year, and posted announcements on their websites seeking to explain why."
"The local manufacturer Bulk Nutrients, regarded in the fitness industry as a more affordable brand, recently lifted its whey protein concentrate from $44 to $49 and whey protein isolate from $58 to $68. The respective 11.36% and 17.24% price hikes far eclipse Australia's most up-to-date overall inflation rate of 3.4%, as well as the 3.2% inflation in the price of dairy products in general recorded in the 12 months to November."
Protein supplements have shifted from a bodybuilder niche to broader consumer use, with more products visible in retail. Demand growth outpaced whey protein supply, pushing up wholesale costs and retail prices. Australian companies publicly raised powder prices; Bulk Nutrients raised concentrate from $44 to $49 and isolate from $58 to $68. Those increases (11.36% and 17.24%) are well above national inflation of 3.4% and dairy inflation of 3.2%. Industry leaders report whey costs rose more than 100% over five years. Insufficient whey supply to satisfy expanding demand is the primary factor driving higher supplement prices.
Read at www.theguardian.com
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