US whey protein boom reshapes dairy industry

Whey protein, once a cheese‑making by‑product, has become a mainstream food ingredient in the United States. Influenced by social‑media protein‑maxing trends and the rise of GLP‑1 weight‑loss drugs, millions of Americans now consume whey‑enriched powders, bars and increasingly, everyday foods such as cereals, bagels, pretzels, instant noodles, Doritos nachos and Starbucks “ultra‑protein” coffee options.

Economist Chuck Nicholson of Penn State links the surge to online hype and the need for protein among users of drugs like Ozempic to preserve muscle mass. The shift is reflected in upcoming federal nutrition guidelines that will raise the recommended protein intake to 1.2‑1.6 g per kilogram of body weight by March 2026.