July 1, 2015
![Protein strong, but supply could be shifting Protein strong, but supply could be shifting](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/bltafc06db067aebac6/64cbf83cdb0bcc7a8de33eaa/NewHopeNetwork_Horizontal_RGB.png?width=1280&auto=webp&quality=95&format=jpg&disable=upscale)
With carbohydrates demonized and fat a non-starter, protein is being called “the macronutrient last standing.” Protein has few detractors and shows up in everything from cereal to sports drinks.
Still, demand has complexities. Plant-based sources look strong. Vega sales grew by 50 percent last year, and the company got picked up by WhiteWave last month for $550 million deal. Garden of Life was up 30 percent. Whey, while still the biggest share of the protein market, is more complicated. Once considered a byproduct, interest in whey for protein powders exploded. But supply followed demand, and we’ve seen prices drop markedly over the last year. It peaked at 70 cents a pound in August of 2014, but it sold at 41 cents a share at last check.
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