Business
'Proteinflation': Meet the people paying up to £100 for a bag of protein
Consumers are feeling the squeeze from the rising price of protein.
BBC Business•
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.
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.
There is no equivalent UK measure, but Expana says the UK market is closely linked to mainland Europe, where some British businesses source their whey protein.