Proteinmaxxing has gotten out of hand. It’s in everything from ice-cream to yogurt – yes, our protein has extra protein in it now. GLP-1 weight loss drugs are in part to blame; as Americans eat less overall, protein intake becomes more essential. And whey protein in particular has taken off.
The side effect: a price hike for whey protein concentrates as much as fivefold as demand sharply increased in the past few years, as we reported. In other words, whey protein powders are more expensive than ever.