This trend is particularly evident in the US, where the dairy industry is struggling to meet demand. It's about the protein left over from cheese production.
Athletes have long used protein supplements in their training. Nowadays, more consumers, including people losing weight with the help of weight-loss drugs, are consuming concentrated protein.
According to market research firm Nielsen IQ, the average store in the United States now carries nearly 39,000 products that advertise their protein content.
A typical whey protein concentrate with 80 percent protein has risen in price in the United States by 250 percent compared with a year ago, according to data analysis company Ever Ag. In Europe, prices have doubled.
