Whey prices surge 4X, squeezing India's protein brands; Whole Truth, Yoga Bar, MuscleBlaze hike 10-40%

Imported whey concentrate jumped from Rs 700/kg to Rs 2,700/kg and isolate from Rs 800 to Rs 3,600/kg, with whey accounting for 90%+ of COGS. With 90% of whey imported and rupee depreciation adding 10-15%, brands have raised prices 10-25% (up to 40%) and warn of shortages in 6 months. Pistachios +70%, cocoa +25%, packaging +25-30% compound the pain; players explore plant/yeast protein blends.

— Filed Tue, 19 May, 2026, 16:31 IST · Source ET Small Business · Updated

India's protein brands face a whey crisis as imported raw whey prices surged 4X. The Whole Truth, Yoga Bar, MuscleBlaze hiked prices 10-40%, margins compressed, shortages loom in 6 months. Brands explore plant/yeast protein and blends as alternatives.

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