Whey protein, a key infant formula ingredient, is in growing demand, partly linked to rising use of weight-loss drugs

The rise of “proteinmaxxing” – a trend in which consumers try to eat as much protein as possible – could lead to higher prices for infant formula, experts warn.

Whey protein, a key ingredient in infant formula, has surged in popularity over the past year as health professionals emphasise the benefits of protein.

The growing use of GLP-1 weight-loss medications, which suppress appetite, has also boosted demand for concentrated whey protein – often found in protein shakes and bars – as users seek to preserve muscle mass while losing weight.