Whey shock: The Whole Truth, Yoga Bar, Muscleblaze hike prices 10-25% as imported whey nearly quadruples

Whey concentrate has jumped from ₹700/kg in FY24 to ₹2,700/kg, and isolate from ₹800 to ₹3,600/kg, on a global supply crunch amplified by GLP-1 demand and geopolitical disruption. With 90% of whey imported and accounting for over 90% of COGS, Indian protein brands are passing through 10-25% price hikes; per-scoop pricing could move from ₹80 to ₹140-150.

— Source publishedThu, 21 May, 2026, 00:36 IST·First seen Thu, 21 May, 2026, 00:50 IST·Source ET Small Business

What happened

Indian protein-food brands like The Whole Truth, Yoga Bar and Muscleblaze are raising prices 10-25% as imported whey costs nearly quadrupled since FY24, driven

Key facts

  • whey concentrate ₹700/kg FY24 to ₹2,700
  • whey isolate ₹800 to ₹3,600/kg
  • price hikes 10-25%
  • up to 40% vs FY24
  • scoop ₹80 to ₹100-120, expected ₹140-150
  • 90% imported
  • whey >90% of COGS

Why this matters

Distressed smaller protein brands unable to absorb 4x whey costs become acquisition targets, while backward integration into domestic whey processing emerges as a strategic moat.

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