The world of dairy has seen an unexpected twist, with a once-discarded byproduct, whey, taking center stage in the protein-obsessed culture of today. This story is not just about a shift in dietary trends but a fascinating glimpse into how cultural whims can impact entire industries.
The Rise of Whey
For generations, the Meives family has been in the cheese business, but now, their legacy has taken a surprising turn. Tony Meives, a bodybuilder and gym owner, has found a new path for the family business - selling whey protein powder. What was once considered waste is now a highly sought-after product, with a market that has expanded beyond bodybuilders to include a diverse range of consumers.
The declaration by the US health secretary, Robert F Kennedy Jr, that "the war on protein is over," is a testament to this shift. It's a victory for protein, with every aisle in the supermarket now boasting protein-fortified products, from cereals to lattes, and even traditional 'junk' foods.
A Cultural Shift
The cultural trend towards 'proteinmaxxing' has driven this demand, with people seeking to increase their protein intake. A 2025 survey revealed a significant rise in the number of Americans actively trying to eat more protein. This trend has transformed whey, a byproduct of cheesemaking, into a valuable co-product.
Joshua White, vice-president of dairy ingredients at TC Jacoby & Co., puts it simply: "Whey is a co-product now." This shift is a fascinating example of how cultural attitudes and trends can influence the value and use of products.
The History of Whey
The use of whey is not a new concept. Its production during dairy and cheesemaking processes has been known for centuries. Ancient Greek medic Hippocrates even prescribed whey serum to boost immune systems. However, it's only now that whey has become a sought-after commodity.
To create whey powder, liquid whey undergoes a process to remove fats and carbohydrates, followed by purification, evaporation, and spray drying. The resulting powder is versatile and can be added to various foods and drinks.
The Whey Shortage
The popularity of whey has led to a shortage, with producers struggling to meet demand. Dean Sommers, a cheese and food technologist, notes that there are many unfilled orders, indicating a significant gap between supply and demand. In response, manufacturers are investing in new equipment and building new facilities to increase production.
This demand has driven up the price of whey protein concentrates, with a fivefold increase in the past few years. The price of whey concentrates alone has increased by up to 83% in the last two years. This surge in price is a direct result of the cultural shift towards protein-rich diets.
Impact on the Dairy Industry
The increased demand for whey has impacted the broader dairy market. Joshua White suggests that the focus on whey may lead to an excess of cheese production, as whey is a byproduct of cheese. This could potentially disrupt the equilibrium between whey and curd demand.
The dairy industry is already exploring export markets in Latin America, China, and the Pacific Islands to manage this potential imbalance. This move highlights the global nature of the dairy industry and its ability to adapt to changing market demands.
The Role of GLP-1 Drugs
The popularity of GLP-1-style weight loss drugs, taken by at least one in eight Americans, has further fueled the demand for protein. These drugs, such as Ozempic, Wegovy, and Zepbound, can lead to muscle loss, emphasizing the importance of protein consumption.
Research suggests that protein intake and muscle synthesis do not scale exponentially. Ian Neeland, a cardiologist specializing in diabetes and obesity, notes that muscle-building plateaus after a certain point. This means that while increased protein intake is beneficial, it may not lead to significant gains beyond a certain threshold.
The Future of Dairy
The whey boom has led dairy farmers to explore other protein-rich products, such as yogurt and cottage cheese. The shift in consumer preferences has impacted the industry, with some cheese manufacturers switching to these alternative products.
The US Department of Agriculture's reporting shows a continuous rise in whey prices and a shrinking supply. This trend has retailers like Tony Meives concerned about the future of their businesses and the potential impact on consumer choices.
In conclusion, the whey boom is a fascinating example of how cultural trends can influence industries. It showcases the adaptability of the dairy industry and the impact of consumer preferences on product development and pricing. The story of whey is a reminder of the dynamic nature of our food systems and the ever-evolving relationship between culture and consumption.
