Protein powder seems to be in everything nowadays, not just shakes. There are now protein chips, lattes, and even Pop-Tarts. According to research firm Grand View Research, the protein-packed foods and drinks market will be worth $100 billion by 2030.
But, the protein craze might be consuming the powder faster than it’s getting made. The United States Department of Agriculture released a report that said that while demand for protein powder is getting higher, “inventories remain tight.”
“We’re seeing prices go up, wholesale and retail, it’s gonna be a little rough out there for you protein-heads,” said Ellen Cushing, who wrote about the shortage for The Atlantic.
Cushing joined “Marketplace” host Kai Ryssdal to talk more about her reporting.
To hear their conversation, click the audio player above.
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