'Proteinflation': Meet the people paying up to £100 for a bag of protein

There are, however, early signs that the market is starting to adjust.

Wholesale prices for high-protein whey have begun to level off over the past couple of months, although they remain much higher than they were a few years ago.

For now though, the higher prices aren't putting off Max.

"It feels like protein is so important now, a lot more than it used to be. It's pushed out everywhere," he says.

"If you're doing exercise and not taking any…