Whey protein prices soar due to high demand, U.S.-Canada trade war

Whey protein prices have hit record highs as surging demand from food manufacturers and fitness trends collides with a new U.S.-Canada trade dispute. The ingredient, added to snacks, drinks and supplements, is facing shortages that are forcing small Canadian businesses to scramble for supply and raise their prices. Consumers like Jennifer Mason, a new mother, are rethinking their shopping lists as costs climb. "I'm just cutting back. I'm trying to find protein in whole foods that I'm eating rather than actually getting products," she says.

Major brands are adding whey protein to products from chips and Pop-Tarts to Starbucks' cold foam to appeal to health-conscious shoppers. The trend of "protein-maxxing," or consuming dietary protein at every opportunity, and the use of weight-loss drugs like Ozempic, which can lead to muscle loss, are also driving demand. This is eating into the global supply of whey protein concentrate, one of the most popular ingredients for high-protein foods. Canada imports most of its supply from the United States, where prices have more than doubled over the past year and a half.

John Murray, marketing manager for protein snack maker Daryl's Bars in Tecumseh, Ont., says large companies securing big orders leave smaller firms struggling. "That leaves the little guys like us scrambling to try and secure enough for our operations," Murray said. He says the price of whey protein imported from the U.S. has gone "through the roof." To keep up, his company has raised prices on its snacks. "We absorbed as much as we could, but over the last year it's just been impossible. It's been outstripping our margins completely," he said.

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The U.S. Dairy Export Council says domestic demand for high-protein whey has been "insatiable," leaving less available for export. Prices for whey protein concentrate, known as WPC80, rose 60 per cent in 2025. By June 2026, buyers were facing another 76 per cent increase. The trade war has added further pressure. In retaliation for new U.S. tariffs on Canadian goods, the federal government imposed 50 per cent tariffs on imports of American whey on Sept. 8, pushing costs even higher.

Canadian businesses can apply for relief through a tariff-remission program, but they must show the goods cannot be reasonably sourced domestically or from non-U.S. suppliers. Mike von Massow, a food economist at the University of Guelph, says it is difficult to boost supply quickly because whey is a byproduct of cheese making. The liquid must be dried into a powder, a complex and expensive process. "It's very expensive to dry something that is 95 per cent water and a little bit of protein," he said.

The U.S. produces a lot of cheese, making it a major whey producer, but Canada has limited processing capacity. "We can't produce milk just for the whey. That's not economic. Even though the price is up, the rest of the milk would be a byproduct," von Massow said. The Dairy Processors Association of Canada expects companies to pivot toward New Zealand for supply, though that comes with significant shipping costs. Von Massow predicts higher prices will be passed down the supply chain. "I think your protein drink is probably going to get more expensive and it's likely to stay more expensive for a while," he said.

Some consumers say they will absorb the extra cost for now. "Unfortunately, I'm still paying the more expensive price because it's part of my routine. I work out a lot," said Audrey Marcoux. Others, like Nathan Bugiardini, are considering cutting back if prices rise further. "It's a little upsetting, frankly. I usually buy in bulk which helps the price a little bit." Some are turning to plant-based alternatives and whole foods. Nineteen-year-old Melania Antic says the steep costs are discouraging. "It discourages me a lot, especially, like, to actually get motivation to go to the gym and take protein after."

With files from CBC News