Throughout 2025, there have significant increases in the cost of the raw materials that we use to produce our products. Whey protein has been hit particularly hard, with our wholesale purchase price almost doubling throughout 2025.
So I’m not going to tiptoe around it – we are now in the position where we are needing to raise our prices at the beginning of 2026.
I get it, price increases are never welcome news. We receive so much support from all of our customers and the last thing we want to do is put our prices up. But as a small business, this is a decision that we have had to make in order to remain in business.
As the founder and owner of Amino Z, I feel that it is paramount to remain honest and transparent around our pricing. So I’ll provide some background around what’s been going on and what changes will be made below.
I have also recorded a video to further explain these changes, which you can find here.
Why have whey protein prices increased?
Over the last couple of years, there has been a significant increase in global demand for whey protein powder. The key reason for this has been as a result of more people around the world consuming protein shakes, or protein fortified foods, than ever before. This has been fuelled by health and fitness culture, weight loss (think GLP-1) and a general focus on increasing protein intake.
If we cast back to 2023/2024, the early signs of this impact began to materialise. The wholesale price of whey protein isolate (WPI) began to rise. As the global wholesale price of WPI began to rise, manufacturers began to make less whey protein concentrate (WPC) to meet rising WPI demand. This subsequently also drove up the purchase price of WPC significantly in 2025.
Despite more WPI being made, demand has outpaced how much is being made around the world. There are a very limited number of whey producing factories globally, with practically all being owned by a few large corporate entities. While factories are under construction (or at least planned), it takes years and a significant amount of cash to start a new whey producing factory. So while supply has still not met the significant demand growth, it isn’t going to catch up in the near term either.
The end result of all of this is that whey protein pricing has shot up, a lot. To put this into perspective, over the last year alone, our purchase price has almost doubled. In the last three months, our purchase price has increased by approximately 30%. These are big jumps, far outpacing inflation.
This is a global issue and all businesses using whey protein have been affected, it’s not just us. Many other businesses have already announced (or implemented), significant price increases into 2026 for these reasons. And I expect more changes to be made in the coming months.
What will your new pricing be?
We will be revising the price of just two of our whey protein based products. This includes our Whey Protein Isolate and our Signature Protein. Importantly, no other products will be affected.
Our Whey Protein Isolate 1kg will be increasing from $67.99 to $84.99 (before discount). Meanwhile, our Signature Protein 1kg (a combination of WPC and WPI) will increase from $58.99 to $69.99 (before discount).
Any discounts (such as loyalty or 10% Subscribe & Save discounts) will be applied on top of these prices. You will continue to earn Z Points at the same rate to use as a further discount. Free shipping will remain for orders $149 or more.
We will also continue to offer bulk purchase discounts when you order more than 1 unit of each product.
These changes will come into effect from January 1st 2026. Our prices will remain unchanged the remainder of this year.
Into 2026 and beyond
As I said, I get it, it’s a big price jump from our current 2025 prices.
This decision has not been made lightly and has undergone extensive scrutiny by me and our team to arrive at what we feel represents fair value.
As a small business, we are in the position where we must increase our prices to not only remain in business, but also to uphold our quality standards and continue developing new and novel flavours and products.
Moving into 2026, based on all the information that I have at hand, I also feel it extremely unlikely that pricing will come down. The countless manufacturers I have spoken with have all said the same thing – there’s not enough whey protein to go around and there won’t be for the foreseeable future. This is something I wish to be fully transparent about as to not set false expectations that this is a temporary price change.
As a company, we are investing heavily into new flavour and product innovations, with many new releases already lined up for 2026.
And importantly, we will continue to fully back our products with our 110% Guarantee. This way, if you’re unhappy with our product, we take responsibility for not meeting your expectations. That onus should be on us, and not on you as our customer.
As the owner, I cannot tell you how grateful I (and the entire team) are for the amazing support we continue to receive from you. Thanks so much for your understanding.
Should you have any questions, feedback or complaints, please do not hesitate to reply to this email. We totally understand that this may be disappointing news and will be more than happy to assist and address your concerns.
Kind regards,
Jay Bonaretti
Owner/Founder
Amino Z
