// BBC BUSINESS NEWS — FINANZA
'Proteinflation': Meet the people paying up to £100 for a bag of protein
The cost of the whey protein Amarpreet Singh buys has almost tripled since 2020
Amarpreet Singh has been drinking protein shakes since he was 16.
The 30-year-old, who lives in London and works in banking, started going to the gym at a time when he says protein supplements were mostly associated with bodybuilders.
Fourteen years later, shakes are still part of his routine, but they have become considerably more expensive.
He says a 4.5kg bag of the whey protein he buys cost around £60 in 2020.
By last year, the price had gone up to £120, though he managed to get one from eBay for £90.
Among his gym friends, the rising prices have even been given a nickname – "proteinflation".
Student Evie says the tub she buys is quite expensive for the size of it
Over the years, protein powders and shakes have attracted a much broader customer base, while food manufacturers now offer high-protein versions of everything from bagels to water.
Evie Lewis is a more recent buyer of protein powder.