Whey protein sales outshine cheese profits

Soaring fitness trends such as the Keto diet and GLP-1 drugs like Ozempic encourage higher protein intake, which has led to a boom in the whey protein market.

At Nasonville Dairy in Marshfield, Wisconsin, whey—not cheese—is keeping the lights on. 

Master Cheesemaker and CEO Ken Heiman says the liquid byproduct of cheese-making now contributes more to the company’s bottom line than traditional Cheddar or Colby blocks.

Nasonville produces 150,000 pounds of cheese daily, but profits come largely from processing the 40,000 pounds of leftover whey into high-protein liquid. Farms like Norm-E-Lane in Chili, Wisconsin, benefit too.

Whey protein prices have tripled since 2020, with its market estimated at $5 billion–$10 billion, and expected to double by 2035. The product now delivers high protein in low-calorie servings, fueling growing consumer demand across all age groups.