Over the past year, whey prices have nearly tripled globally.
The reasons lie thousands of kilometres away—in rising global demand, limited cheese production, the growing use of GLP-1 weight-loss drugs, and India’s dependence on imported whey.
Jul 8, 2026 · 6:52 AM UTC
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Protein and protein-focused D2C brands are feeling the squeeze
While some are raising prices others are absorbing some of the costs and operating on thinner margins. Some are doing both. Companies are also tweaking formulations, using alternatives such as yeast and plant proteins
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Consumers are adapting too.
Some are switching altogether to plant- and yeast-based proteins. Others are getting more protein from eggs, paneer and chicken, or trying products like high-protein milk, atta, curd and snacks.
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But one category has quietly emerged as the biggest winner: high-protein dairy.
Companies selling high-protein milk and paneer are seeing exponential growth as consumers make protein a part of their everyday diets.
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Read today’s story on how a global whey crunch is changing the way India consumes and sells protein.
@verma_shivani12 @thecaptable
Read now 👇
the-captable.com/2026/07/a-g…
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