TOKYO - Protein powder prices are rising sharply in Japan as booming overseas demand for whey, partly linked to the growing use of weight-loss drugs, combines with the weak yen to make the key ingredient increasingly expensive for Japanese buyers.
Protein supplements have become increasingly popular as interest in health and fitness grows, but the higher prices are placing pressure on consumers who rely on them as part of their daily diets.
Among them is 25-year-old physique competitor Ko Yoshioka, who recently entered four classes at a competition and won three titles. He has also previously won a national championship.
Yoshioka carefully measures all the ingredients in his meals, treating nutritional management as part of his training. A typical meal consists of chicken, vegetables and rice.
Rising food costs, however, have forced him to look for ways to reduce spending. His freezer is stocked with large quantities of chicken purchased in bulk, which he said allows him to keep costs as low as possible.
Protein powder has become another growing expense. Yoshioka said he has been buying protein supplements for several years and has noticed a substantial increase in prices compared with the past.
Meiji, one of Japan's major food manufacturers, raised prices for related products by between 6% and 28% from June. The company also effectively raised prices again from September by reducing the amount contained in some products.
Yoshioka said the higher prices sometimes make him hesitate before buying protein powder, leading him to obtain more of his protein from foods such as chicken instead.
A major reason for the sharp increase is the soaring cost of whey, a milk-derived ingredient widely used in protein supplements.
Meiji said the price of whey protein ingredients has risen to more than three times the level of two years ago.
Part of the increase is being driven by a surge in demand overseas, particularly in the United States.
The growing use of drugs such as Mounjaro and other GLP-1 diabetes treatments for weight loss in countries including the United States and Brazil has contributed to stronger demand for protein supplements.
People using the drugs often eat less, which can also lead to a loss of muscle mass. Meiji said some users are being advised by doctors to increase their protein intake, causing demand for whey protein to rise rapidly.
Japan faces an additional disadvantage because of the weak yen.
As overseas demand increases, the decline in the yen's value has reduced the purchasing power of Japanese companies in international markets, making it more difficult for them to secure whey at competitive prices.
Meiji described the situation as an intensifying global competition for whey in which Japan is increasingly being outbid.
The price surge is also changing the protein supplement sections of Japanese stores.
Soy protein, made from soybeans rather than milk, is occupying more shelf space as consumers look for cheaper alternatives. Some soy protein products are about 60% cheaper than comparable whey-based products.
Welcia said whey products tend to be slightly more expensive, while many soy-based alternatives are easier for consumers to purchase.
Soy protein is absorbed by the body more slowly than whey, but there is little significant difference between the two in terms of building muscle when consumed consistently over a long period, according to Meiji.
The shift toward soy could eventually create another problem if demand rises enough to push soybean prices higher.
Meiji said that if increasing demand for soy leads to further price increases, the industry may eventually need to seek new sources of protein.
For consumers trying to maintain muscle while controlling household spending, the rising cost of protein supplements is adding another calculation to their daily fitness routines.
Source: TBS
