Agribusiness trends | Whey Gold Rush: Protein Craze Reshaping Dairy Economics!
- ZISK
- Jul 22
- 1 min read
From Waste to Wealth: How Byproduct Powers Profits & Transforms Milk Industry.
The American protein obsession is fundamentally reshaping the dairy industry, transforming what was once considered a waste product—whey—into a highly lucrative commodity. Ken Heiman, a Master Cheesemaker and CEO of Nasonville Dairy in Wisconsin, reveals that while his company produces vast quantities of cheese, the primary driver of profitability is now whey. This liquid byproduct, rich in protein, is meeting the surging demand from consumers ranging from weight lifters to users of GLP-1 drugs like Ozempic, who are advised to increase protein intake to prevent muscle loss.
The newfound value of whey protein stems from its ability to deliver concentrated protein in a low-calorie format, aligning perfectly with two decades of rising health and fitness trends. Doctors recommend higher protein for healthy aging, and its popularity is soaring among weight lifters, including a growing number of women and Generation Z. Furthermore, prevalent eating trends like Keto diets, alongside the recent boom from anti-obesity medications, have turbocharged demand. Estimates for the whey protein market range from $5 billion to $10 billion, with analysts projecting a doubling over the next decade. The price of high-protein whey powder alone has tripled since 2020.
July 21, 2025
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