Customers buying whey protein are likely to notice another round of price increases during August.
We have been advised that both PER4M and Applied Nutrition will increase their prices by approximately 15% from 1st August 2026. This comes only two months after both brands implemented an earlier price increase in June.
Although the exact effect on retail prices will vary between products and retailers, increases of this size are difficult to absorb. Customers should therefore expect the price of PER4M Whey and Applied Nutrition's protein powders to rise as existing stock is replaced.
PER4M Is Also Reducing Its Whey Protein Tub Sizes
Alongside the price increase, PER4M is changing the sizes of its whey protein products:
- The current 2kg tub will be reduced to 1.8kg.
- The current 900g tub will be reduced to 800g.
This means customers will need to look beyond the headline price when comparing old and new tubs. A new tub may initially appear similarly priced, but it will contain less protein powder.
Comparing the price per 100g, number of servings and protein supplied per serving will provide a more accurate picture of value.
Why Are Whey Protein Prices Increasing Again?
The latest increases appear to be another consequence of the continuing rise in the cost of whey protein ingredients.
Global demand for dairy proteins has increased substantially, with sports nutrition companies now competing against food manufacturers producing high-protein yoghurts, desserts, drinks, snacks and ready meals.
Whey is also a by-product of cheese production. Manufacturers cannot simply produce considerably more whey whenever demand rises without a corresponding increase in milk and cheese production.
Energy, manufacturing, packaging and transport costs have added further pressure.
We explored these issues in more detail in our earlier article: Why Has Whey Protein Become So Expensive?
Because these pressures affect the entire protein industry, we expect other brands to announce similar changes over the coming months.
What Is the New PER4M Advanced Protein?
PER4M is also preparing to introduce a new product called PER4M Advanced Protein, intended to provide customers with a more affordable alternative to its regular whey protein.
Rather than relying primarily on whey, Advanced Protein will combine several different protein sources, including:
- Whey protein
- Milk protein
- Micellar casein
- Egg white protein
Using a broader blend reduces the product's reliance on increasingly expensive whey ingredients and should allow PER4M to offer it at a lower price.
PER4M Advanced Protein Blend is expected to launch in mid-August. You can already visit our PER4M Advanced Protein Blend product page, where we'll update availability as soon as stock arrives.
PER4M Whey vs PER4M Advanced Protein
Although the products will have similar names, PER4M Whey and PER4M Advanced Protein will use different formulations.
| Feature | PER4M Whey Protein | PER4M Advanced Protein |
|---|---|---|
| Main protein sources | Whey protein concentrate, whey protein isolate and milk protein concentrate | Whey protein, milk protein, micellar casein and egg white protein |
| Protein per serving | Approximately 22g, depending on flavour | Approximately 20g |
| Type of formula | Predominantly whey-based protein powder | Multi-source protein blend |
| Digestion profile | Mainly faster-digesting proteins | A mixture of faster and slower-digesting proteins, providing a more sustained digestion profile |
| Texture | Typically a lighter whey-style shake | Likely to produce a thicker, creamier shake due to the casein, milk and egg proteins |
| Main advantage | Higher whey content and slightly more protein per serving | Expected to provide a more affordable option with a broader blend of protein sources |
| Best suited to | Customers specifically looking for a whey-led protein powder | Customers prioritising value, texture and a mixture of faster and slower-digesting proteins |
PER4M Whey will remain the more whey-focused option, while Advanced Protein will be a mixed-source protein powder designed for customers who place greater emphasis on affordability.
The addition of milk protein, micellar casein and egg white protein should also produce a thicker shake and provide a more sustained digestion profile than a predominantly whey-based formula. Taste, texture and final value will become clearer once the product is available.
Is PER4M Advanced Protein Better Than PER4M Whey?
Neither product will automatically be better for everyone.
Customers who specifically want a whey-based protein with slightly more protein per serving are likely to prefer the established PER4M Whey formula.
Those primarily looking for an affordable and convenient way to increase their overall daily protein intake may find the new Advanced Protein blend offers better value.
Because it includes micellar casein and egg white protein alongside whey, PER4M Advanced Protein should provide a more sustained digestion profile than a predominantly whey-based shake. Whey is absorbed relatively quickly, while casein digests more slowly and egg protein sits somewhere between the two.
For most people, consistently consuming enough protein across the day is more important than whether every serving comes exclusively from whey.
Will Applied Nutrition Prices Increase Too?
Applied Nutrition is also expected to increase its prices by approximately 15% from 1st August 2026.
As with PER4M, this follows an earlier increase implemented during June. We have not been advised of comparable pack-size reductions from Applied Nutrition, but retail prices are likely to change as stores begin receiving stock at the new wholesale prices.
Should You Buy Whey Protein Before August?
Customers who already use PER4M or Applied Nutrition regularly and are due to reorder may wish to purchase before the new prices begin filtering through.
Some existing stock may remain available at current prices for a short period after 1 August, but availability will depend on the product and flavour.
At The Supplement Store, we will continue to keep our protein prices as competitive as possible. Unfortunately, repeated wholesale increases of this size cannot always be absorbed fully, particularly when they are combined with smaller pack sizes.
The latest changes are another indication that higher whey protein prices are not a temporary issue. Until global supply begins to catch up with demand, both brands and customers may increasingly need to consider alternative protein sources and mixed-protein formulations such as the new PER4M Advanced Protein.
