Due to various global factors, the price you pay for whey and creatine supplements has increased significantly, with more price hikes likely in the coming months.
Retailers were forced to implement a 35% price adjustment across all whey-based products in December 2021 as supply pressures and higher demand filtered through to store level.
Supply constrained
The pandemic has negatively impacted global supply chains due to travel restrictions and also created shortages in raw materials, including packaging and other raw ingredients.
Consequently, input costs have risen across the board, from more expensive lids and tubs to higher freight and transport costs, which ultimately affect the price consumers pay for whey protein supplements at retail stores.
Due to these supply constraints, the price of raw whey effectively doubled in the space of 12 months.
Demand dynamics
On the demand side, the pandemic sparked renewed focus on health, with many consumers turning to supplements and nutraceuticals for support. Demand for protein also spiked after gyms reopened following lockdowns.
Additional factors affecting demand include rampant growth in the functional foods sector, which now produces numerous products that contain whey protein, from cereals, peanut butter and snacks to pancake mixes and cereals.
The price increase will impact all functional food items fortified with whey, and all whey-based products, including whey protein powders, diet shakes and meal replacements, protein bars, and ready-to-drink shakes.
While major retailers like Dis-Chem held off on raising prices for as long as possible, they were no longer able to absorb the increases and were forced to implement the price changes.
Creatine monohydrate is the other product category that will experience price increases in the coming month due to similar factors.
Author: Pedro van Gaalen
When he’s not writing about sport or health and fitness, Pedro is probably out training for his next marathon or ultra-marathon. He’s worked as a fitness professional and as a marketing and comms expert. He now combines his passions in his role as managing editor at Fitness magazine.
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