WPI Market Overview 2025 [Global Report]

Whey protein isolate (WPI) is a highly processed dietary supplement containing 90-95% protein with minimal fat and carbohydrates. This makes it a popular choice among athletes and those concerned about a high protein supply in the diet while limiting sugar and fat.

The WPI market is set to grow rapidly in 2024, mainly due to the growing interest in healthy lifestyles and high-protein diets. Particularly in developed countries, consumers were more willing to turn to products to support muscle recovery, weight control and overall body fitness. However, the market has faced a number of challenges, such as rising raw material costs, disruptions in supply chains and changing regulations.

We encourage you to read the interesting article: The use of whey and whey preparations in the food industry

Global analysis of the WPI 2024 market

The past year has been a period of dynamic change for the WPI market. Production was closely linked to the situation in the dairy sector, which encountered numerous difficulties. Droughts in Europe and North America caused a drop in milk yields of cows, while the spread of bluetongue disease in Germany, the Netherlands and Belgium led to restrictions on animal transport and reduced milk availability. As a result, the supply of whey – a key raw material for WPI production – was limited.

Increased energy and transport costs have further burdened producers. Logistical problems, such as delays at Asian ports and difficulties in Europe, translated into higher costs and longer lead times.

It was a particularly challenging year for the whey protein isolate market. On the one hand, we have had to deal with limited supply due to problems in the dairy sector and logistical disruptions, and on the other hand, continued high demand from the food and feed industry. In developed countries, the growing popularity of protein-rich diets has driven sales of WPI, not only in the fitness sector, but also among consumers committed to a healthy lifestyle.

comments Mateusz Augustyniak

Member of the Management Board and Partner at Foodcom S.A.

The expert also draws attention to the situation on the Asian market: “In Asia, especially in China, the recovery of the pig sector after previous African swine fever outbreaks has significantly affected the demand for high-quality protein in feed, which has further exacerbated the supply situation on the WPI market.”

adds Mateusz Augustyniak.

WPI prices in Europe in 2024 reached 18500-21000 EUR/MT, one of the highest levels in recent years. In North America, increases in transport and energy costs have pushed prices 10-15% higher than in 2023.

Regional analysis of the WPI market

2024 brought varying challenges and opportunities in the WPI market depending on the region. Global health and nutrition trends favoured demand growth, but local conditions such as climatic conditions, animal health problems or logistical issues had a significant impact on market dynamics in different parts of the world.

North America

The WPI market in North America grew steadily due to the growing popularity of high-protein diets and functional foods. Athletes and health-conscious consumers were keen on WPI-containing products, but supply issues and trade tensions affected prices, which reached as high as 24,000 EUR/MT.

Europe

In Europe, the key challenges were adverse climatic conditions and cattle health problems. Droughts reduced milk production and the spread of bluetongue further reduced the supply of raw material. As a result, WPI prices rose to 21000 EUR/MT. Despite this, demand for high-quality nutritional and functional foods remained high, prompting manufacturers to introduce new formulas and flavours.

Asia-Pacific

In Asia-Pacific, particularly in China and India, interest in WPI grew faster than ever before. The rapid growth of the fitness industry and changing eating habits fostered a growing demand for whey protein isolates. Local manufacturers tried to meet market demands by introducing a wide range of protein products. However, growth was limited by logistical problems and volatile raw material costs.

Latin America

In Latin America, the WPI market grew rapidly, driven by the growing popularity of healthy lifestyles and the expansion of the fitness sector. Brazil and Argentina, as leading dairy producers, were increasing the scale of WPI production, but currency instability and volatile raw material costs were challenging producers.

Middle East and Africa

The WPI market in the Middle East and Africa was still at an early stage of development, but showed strong growth potential. The increased number of gyms and investment in the health sector contributed to the growing interest in high-protein products. However, high import costs and a lack of local production limited the availability of WPI in the region.

2025 – trends and forecasts in the WPI market

The first quarter of 2025 confirmed that the whey protein isolate (WPI) market continues to face many of the challenges of 2024. Problems with raw material availability, tensions in d chains

ood supply chains and high production costs have driven WPI prices to record levels. Experts predict that in 2025, the WPI market will be shaped by several key trends:

Diversification of raw material sources

Due to the limited supply of milk in Europe and North America, producers are increasingly looking for alternative suppliers of whey. The South American and Asia-Pacific markets may be particularly important, where the growth of the dairy sector is allowing for increased production of the raw materials needed to produce WPI.

More and more companies are investing in technologies to improve the efficiency of their production processes, which can help reduce the impact of high raw material costs on final product prices. It is also worth noting the development of alternative protein sources, which can complement WPI in certain market segments.”

says Mateusz Augustyniak

Board Member and Partner at Foodcom S.A.

Development of premium and functional products

Changing consumer preferences mean that there is a growing demand for WPI enriched with additional functional ingredients. Whey protein isolates enriched with:

• Probiotics – supporting gut health and immunity,
• Collagen – to improve skin, joint and muscle health,
• Branched-chain amino acids (BCAAs) – to support regeneration and muscle mass growth.

Companies that introduce innovative formulas tailored to different consumer groups – from athletes to those concerned with general health – can expect to gain a competitive advantage.

Increasing importance of sustainability and environmental regulation

In 2025, the European Union is introducing new regulations on carbon footprint and dairy production, forcing WPI manufacturers to invest in greener technologies. The requirements to reduce CO₂ emissions and use resources efficiently are becoming an important factor influencing production strategies.

At the same time, consumers are increasingly paying attention to the origin of products and choosing brands that promote sustainable production. Consequently, WPI producers will have to adapt their strategies to meet the growing market expectations of transparency and environmental performance.

Globalisation and new markets

The increase in demand for WPI in Asia, Latin America and the Middle East is creating new opportunities for producers. China and India are becoming key customers for whey protein isolate, and the growing number of health-conscious consumers in these countries is encouraging further market growth.

The Middle East and Africa also show potential for growth, but high import costs and limited logistics infrastructure remain a challenge. Companies that choose to expand into these markets can gain an advantage by offering tailored products and building strong distribution channels.

Persistent price tensions

Although demand for WPIs remains strong, limited milk supply and high production costs could keep prices high in 2025. Companies will need to implement cost optimisation strategies such as:

• Seeking more efficient production processes,
• Changing logistics models to reduce transport costs,
• Increased automation and digitisation of production to minimise raw material losses.

Uncertainty in milk supply and high demand continue to put pressure on WPI prices. Many companies are taking steps to optimise costs, but it is difficult to expect sharp price falls in the short term. The market will require a high degree of flexibility and a strategic approach to production management

summarises Mateusz Augustyniak

Board Member and Partner at Foodcom S.A.

Global Reports from Foodcom S.A.

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