Whey Protein Price Update: What You Need to Know
Why Are Whey Prices Going Up?
In over 15 years in the industry, we’ve never seen raw whey protein costs this high.
So, what’s behind it? A mix of global and local factors are at play:
Rising global dairy costs
Producing dairy has never been pricier. Farmers are facing higher feed and fertiliser costs, extreme weather conditions are disrupting supply, and shifting consumer demand is putting pressure on the industry.
Healthy cattle = high-quality whey. Outbreaks like Foot & Mouth Disease and even Avian Influenza (who knew cows could get bird flu?!) have also significantly impacted supply and availability. Less dairy production worldwide means less whey available, which drives prices up.
More than just sports supplements
Because whey protein is a global commodity, it’s used in far more than just protein shakes – it's also a key ingredient in baby formula, pharmaceutical preparations, and everyday food products.
We have very high standards for the whey we accept in terms of food safety, macros, animal welfare, and taste. That means there’s some whey protein we simply won't accept, even if it’s cheaper.
More demand than ever
More Aussies are hitting the gym, focusing on nutrition, and prioritising muscle recovery - which means demand for whey is skyrocketing.
When demand is high and supply is tight, prices naturally rise.
The Updated Pricing: What’s Changing?
We believe in complete transparency, so here’s a breakdown of what will change on 9th April 2025:
Whey Protein Isolate (WPI)
- Price per serve (30g): Increasing from $1.45 to $1.67
- Price per bag (1kg): Increasing from $48 to $55
HASTA and Natural Whey Protein Isolate
- Price per serve (30g): Increasing from $1.52 to $1.73
- Price per bag (1kg): Increasing from $50 to $57
Whey Protein Concentrate (WPC)
- Price per serve (30g): Increasing from $1.18 to $1.27
- Price per bag (1kg): Increasing from $39 to $42
Natural Whey Protein Concentrate
- Price per serve (30g): Increasing from $1.24 to $1.33
- Price per bag (1kg): Increasing from $41 to $44
Protein Matrix+
- Price per serve (30g): Increasing from 1.21 to $1.36
- Price per bag (1kg): Increasing from $40 to $45
Thermowhey
- Price per serve (30g): Increasing from $1.39 to $1.48
- Price per bag (1kg): Increasing from $46 to $49
Muscle Food 101
- Price per serve (80g): Increasing from $1.71 to $1.77
- Price per bag (2.5kg): Increasing from $53 to $55
Total Meal Replacement
- Price per serve (60g): Increasing from $2.13 to $2.19
- Price per bag (1kg): Increasing from $34 to $35
While we’re always working to keep prices as stable as possible, WPI costs will rise further in 2025.
We’re monitoring market conditions closely, and we expect WPI, Natural WPI, and HASTA WPI to increase further in July 2025.
The good news? WPC prices remain stable, and no other product prices will increase in July.
WPI vs. WPC: What’s the Difference & Why the Price Gap
Not all whey protein has been hit equally by rising costs. WPI has seen a much bigger price jump than WPC - and here’s why:
- WPI is harder to source. Global supply is tight, and demand is high, which means prices keep climbing. In addition, WPI goes through extra filtration to remove more carbs and fats, making it more expensive to produce.
- WPC remains more stable - There’s still a strong supply of WPC, which has helped keep prices from skyrocketing. While it contains slightly more carbs and fats than WPI, it’s still a high-quality, cost-effective choice.
If WPI is stretching your budget, WPC is a great alternative - delivering excellent protein content without the additional price tag.
What’s Not Changing? Plenty
While whey protein prices are increasing, here’s some good news:
- Every other Bulk Nutrients product remains at its current price. That means your go-to creatine, collagen, BCAAs, pre-workouts, and more will not increase in 2025.
- No sneaky shrinkflation or quiet price hikes. We’re not cutting corners, reducing quality, reducing our focus on food safety, reducing bag sizes, or making behind-the scenes changes - we’re keeping things honest and transparent.
- We remain Australia’s best value for quality supplements. Even with whey price pressures, we’ve worked hard to keep pricing steady across the rest of our product range and continue making quality supplements more affordable.
So, if you’re stocking up on essentials beyond whey, nothing changes for you!
Keeping Costs Down
We know every dollar counts, so here are some smart ways to get the most out of your supplement budget:
- Buy in bulk – The more you buy, the more you save. Depending on the product and the quantity purchased, you can save anywhere from 2% to nearly 18%.
- Consider smart swaps – If WPI has whey’d too heavily on your budget, WPC or Protein Matrix+ are great value alternatives. They offer slightly more carbs and a little less protein but still deliver the same great quality and taste.
Will prices ever go down? We hope so! One of Bulk Nutrients' biggest advantages is that we control everything from raw goods to shipping. That means we’re always working to improve efficiency, reduce waste, and keep costs as low as possible.
When raw costs do drop, we don’t just pocket the savings – we pass them straight to you. Just like we’ve always done:
- Jan 2025 - Twice the amount of NMN for the same price.
- Nov 2024 – Dropped the price of our Alcar capsules.
- Sep 2024 - Slashed $13 off Valerian Sleep Support.
- June 2024 – Passed on cost savings across many capsule products and reduced the price of Creatine Monohydrate.
You can find all of our past price drop announcements on our news page.
Our Commitment: Quality, Safety & Local Manufacturing
At Bulk Nutrients, quality always comes first - because when it comes to your nutrition, what’s inside matters. That means:
- Stringent manufacturing standards -Every product is made under rigorous food safety guidelines right here in our custom-built facility in the beautiful Huon Valley, Tasmania. We’re externally audited every six months and have never received a rating lower than ‘A’.
- Ethical sourcing – We've built long-standing, trusted relationships with our suppliers. We take animal welfare and secure supply chains seriously, ensuring that every product is as ethical as it is effective. We know that when prices rise, it’s tempting to seek cheaper alternatives – but not all proteins are created equal.
- Commitment to Quality: You’ll never see us advertising a product as WPI that only contains 70% protein (believe us, we’ve even seen less 😱). We care about the macros, just like you do!
To make sure you’re getting the best value, here’s what you need to look out for:
- For WPI: Aim for 84–90g protein per 100g and 5.5g or less of carbs per 100g.
- For WPC: The sweet spot is 73–78g protein per 100g and 11g or less of carbs per 100g.
We lab test hundreds of batches and regularly share our results, so you can be 100% confident that what’s on our label is what’s in the bag.
When you choose Bulk Nutrients, you get exactly what you paid for, every time.
Our Whey Forward
We know price increases aren’t ideal, but we believe in being upfront and transparent about why they’re happening and how we’re staying committed to quality and value.
When you choose Bulk Nutrients, you’re not just buying protein - you’re investing in a product made with care, precision, and integrity right here in Australia by a wholly Australian-owned and operated company. No shortcuts, no compromises.
If you have questions or need clarification, our all-Australian customer service team is always here to help via live chat, email, or social media. Between them, they have over 60 years of combined training and fitness experience, including bodybuilding, weight training, personal training, gridiron, basketball, netball, and running (just for starters!).
Safe to say, they know their stuff...and they’ve probably downed more protein shakes than we could ever count!
We truly appreciate your trust and support as we continue to prioritise your health and well-being by making quality supplements more affordable.
Ben Crowley, founder of Australia's top sports supplement brand, Bulk Nutrients, combines two decades of industry experience with a commitment to employee work-life balance and career growth.
A firm believer in quality, Ben founded Bulk Nutrients to provide affordable, high-quality products, even amid global challenges.
Apart from business, he enjoys family time, outdoor activities, and adrenaline-charged car projects.
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