Rising whey prices are making muscle-building more expensive
Whey protein powder is getting increasingly expensive. In September 2026, Galaxus customers were paying just under 55 francs per kilo for whey. That’s 12 per cent more than at the beginning of the year and over 18 per cent more than the 2025 average. However, rising prices don’t seem to be deterring fitness buffs.
Building muscle takes dedication, discipline and hard work. And these days, an ever-growing bank account apparently helps too. Why? Because whey protein powder is now significantly more expensive than it was just a few months ago.
In September 2026, it cost 54.84 francs per kilo on average – just under 12 per cent higher than the price in January 2026. In 2025, a kilo of powder was still selling at around 46 francs on average.
However, this price hike hasn’t fazed exercise enthusiasts. In September, 90 per cent of powders purchased on Galaxus fell into the whey category. And in August 2026, sales of these protein powder packs hit a record high.
Whey dominates, putting the squeeze on alternatives
Plant-based powders made from peas, rice, hemp or soy currently cost about 40 per cent less than whey (roughly 33 francs compared to 54.84 francs). Just a few years ago, some plant-based protein powders cost twice that. Despite being cheaper, these alternative powders account for only 3.2 per cent of sales. The vast majority of fitness buffs seem to be sticking to whey protein.
If you take whey out of the equation, customers are most likely to go for multi-protein (four per cent), followed by casein (three per cent). Casein currently costs 44.50 francs per kilo, about 19 per cent less than whey. Multi-protein powders are roughly the same price as whey-based powders.
Why is the price of whey protein powder going up?
Martina Tatavitto, the Senior Category Business Manager responsible for Galaxus’s protein powder range asked manufacturers and suppliers why the price of whey powder is increasing. In their answers, three main reasons came up:
- Increased demand: «As our sales figures demonstrate, more and more people are consuming protein powder, whether it’s to build muscle, manage their weight or ensure they’ve got a convenient, day-to-day source of protein available. This broader target group is really pushing demand for whey products.»
- Limited supply: «Supply is no longer keeping pace with the demand created by this trend; dairies and producers have hit their capacity limits. Whey protein, a byproduct of cheese production, is becoming increasingly scarce.»
- Higher costs: «The rising cost of milk, energy and packaging is having a direct impact on the cost of producing whey protein powder. More and more producers are passing these additional costs on to customers.»
Martina anticipates that prices will either remain high or rise even more.
Despite rising prices, you can still save money
According to Martina, the protein powder that’s best for you will depend on your individual needs and goals. «If you’re on a budget, you might want to try casein or plant-based powders, as they can be up to 40 per cent cheaper than whey. However, it’s important you pay attention to the protein content per serving, which varies by product.» She adds that you should always try powders first, so that you find out what your body tolerates well.
One thing’s for certain: without appropriate exercise and a balanced diet, even the most expensive and sophisticated protein powders in the world can’t work miracles.
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