Protein Obsession

Fascinating report here on the dairy industry and how protein is making such a big market impact at the producer level… hadn’t considered the role of GLP-1’s like Ozempic before…

America’s Whey Protein Obsession Is Transforming the Dairy Industry – The New York Times (Gift Article) 

More recently, the demand for whey has been turbocharged by the growing use of GLP-1 drugs like Ozempic. Patients taking those drugs are advised to increase their protein intake to avoid muscle loss.

Whey protein powders, and the increasing number of whey-protein-enhanced products on grocery store shelves, are an expedient way of consuming a lot of protein. Estimates of the size of the whey protein market vary from around $5 billion to $10 billion, but nearly all analysts say the market will double over the next decade. A pound of the highest-protein whey powder that cost about $3 in 2020 costs almost $10 today, according to Ever.Ag insights, an agriculture data company.
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The demand has trickled down and completely altered the economics of the dairy industry.