The Crisis at a Glance
Since entering the industry 13 years ago, we’ve never faced a period as challenging as this. The whey protein market is currently experiencing its most significant challenges, with price increases exceeding even the difficulties encountered during the COVID-19 pandemic.
What's Happening
- Whey Protein Concentrate (WPC) and Isolate (WPI): Sourcing WPC has become increasingly difficult, and WPI is nearly impossible to obtain. WPC is now approximately $8 per kilo more expensive than what we were paying for WPI 18 months ago, highlighting the significant cost disparity between protein grades.
- Record Price Increases: Over the past year or so, prices for WPC and WPI have skyrocketed, with WPI prices up almost 110% and WPC over 90%.
- Market Impact: Premium protein products are seeing unprecedented RRP increases, with market pressures suggesting much higher prices ahead.
How the Industry is Adapting
The current crisis is driving significant innovation and shifts across the protein industry. Many brands are turning to plant-based and blended protein formulations to mitigate the impact of whey shortages. This shift not only addresses supply challenges but also caters to the growing consumer demand for sustainable and affordable options.
What We're Doing at Xplosiv
Despite these unprecedented challenges, we’ve taken proactive steps to ensure our customers are protected:
- Secured Supply: We’ve secured enough protein to meet demand and hedged our pricing to some degree, allowing us to keep our affordable whey options under $100.
- Competitive Pricing: Our premium products are estimated to be priced at least $50 below the updated RRP of specific brands, ensuring you get the best value without compromising quality.
- Isolate Pricing: We’re holding our isolate pricing steady for as long as we can. Once our current stock is sold out, we don’t even know when we’ll be able to replenish it. Let’s be honest—nobody should have to pay $240 for a protein. That’s ridiculous.
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Purchase ANY qualifying item, and we'll add this bundle (worth $59.95) to your order—absolutely FREE. This bundle includes:
- Super Greens: Improve digestion and boost energy.
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- Shaker Bottle: Perfect for on-the-go mixing.
Exclusive Solutions for Our Readers
While we’ve limited our range during this unique time, we’re still doing our best to ensure we provide a substance-first approach. Below are some of the offers we have at the moment:
