You have noticed That your bag of bacon seems a little small—or that your protein bars have too few bars in the bag? Maybe you’ve noticed that the numbers on the nutrition label for your protein powder are suddenly different. It’s true: The decline has come for your protein.
Just in case you’re unfamiliar with the term, “hard deflation” is when food manufacturers cut back on food packages or items in multiple packages without announcing that they’re doing so. Or, sometimes, manufacturers keep the package size the same, but use more fillers in the product to reduce production costs. Edgar Dorsky, a longtime consumer advocate and founder of ConsumerWorld.org, describes discount inflation as the way companies sneak up on consumers: “You get less for your money. And if you’re not paying attention, you might not even know. The best scam is when you never know you’re being caught.”
What is today’s protein deficiency?
In an economy Where raw material prices rise, food producers try to keep costs down by selling less food at the same price. This is an effective strategy to avoid “sticker shock” in consumers, while recouping some of these higher costs.
But part of that is due to demand and part is due to supply, says David L. Ortega, Ph.D., a food economist and professor at Michigan State University.
“A high-protein diet is boosting demand for beef, at the same time the U.S. cattle herd is at a 75-year low,” Ortega says. “For eggs, the bird flu epidemic that began in 2022 was devastating, with more than 140 million birds lost in the United States. Prices have dropped significantly from their peak a year ago, but they remain above pre-epidemic levels and the market is still vulnerable to new outbreaks. Food, those high costs increase the pressure that can lead to inflation.
And as far as your muscle building powder jig? “Protein isolate prices are at record highs and U.S. supply is tight,” says Ortega. “An increasing number of Americans are now exposed to GLP-1 drugs, and beef protein is commonly prescribed alongside them to maintain muscle mass. The increased demand, on top of the current fitness and wellness trend, is increasing what manufacturers can produce.”
What can we do to prevent or manage inflation?
Carefully eyes
“The only way protein-conscious consumers will be able to recognize the change is to review the ingredient statement and Nutrition Facts labels of the products they buy regularly, and note the amount of protein per serving,” says Dorsky.
For protein powders, this can manifest as fewer scoops per container, smaller serving sizes overall, or improvements that replace expensive meat isolates for cheaper concentrated compounds. So make sure you read the Nutrition Facts panel and List of ingredients.
(If it all seems like this work For you, Men’s Health has done the math for you in their best protein powders.)
And then, by calculating the price per unit, Ortega suggests diversifying your protein sources. “With beef at a premium and meat in short supply, more affordable options like canned fish, chicken, beans and lentils can stretch the food budget,” he says.
Thinking of writing a company to complain about inflation? Don’t expect miracles. “The only real way to avoid inflation is to switch brands when your regular person starts playing around with ingredients or net weight,” says Dorsky. “Complaining to the company won’t make them replace the product, but you might get some coupons in the mail.”
Abby Langer, RD is the owner of Abby Langer Nutrition, a Toronto-based nutrition consulting and communications firm.
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