Are protein powder tubs getting smaller? Protein shrinkflation, brand by brand

How these cases are counted

Sources. Of the 28 cases, 14 from the downsizing register of Hungary’s consumer protection authority (NKFH); 9 from Meiji’s own press release; 3 from archived label versions in the NIH Dietary Supplement Label Database; 1 from stack3d.com; 1 from wowma.jp. Each case page quotes or links its source and gives the old and new net weight; we do not estimate sizes.

Hungary’s register lists every flavour. The NKFH register publishes one record per flavour or pack variant. We count one case per product and pack size, so its 163 records for these products are 14 cases here; each case page names the flavours and links the other records. The register gives sizes only, no shelf prices. Every Hungarian case here was notified by BioTechUSA Kft., the maker named on the register for BioTechUSA and Scitec Nutrition.

US label archive. The 3 US cases compare two label versions in the NIH Dietary Supplement Label Database with the same UPC barcode and the same serving size. The year is when the newer label entered the database, and there are no prices, so these are medium confidence.

Pack replaced, not trimmed. For 3 cases the source says one pack was replaced by a smaller one: Scitec Nutrition Protein Delite Shake (Hungary) 700 → 420 g; Scitec Nutrition 100% Vegan Protein (Hungary) 1000 → 400 g; BioTechUSA Diet Shake (Hungary) 720 → 400 g. These are the biggest percentage cuts here; the smaller pack may also be a new format, as the case pages note.

No prices. None of the 28 sources recorded the shelf price before and after, so there is no price-per-100 g comparison. The “hidden rise” is what you pay more per gram if the pack price stayed the same.

Not counted here. Protein-branded foods that are not powders stay in their own categories: Post Premier Protein cereal (breakfast cereals); Danone Skyr high protein natural yoghurt (UK) (dairy); Atkins Protein Bars (chips & snacks); Protein Chunks Hack (meat & fish).

How to check a protein tub

1. Read the grams, not the tub. The tub or bag can keep its size and look while the net weight on the label drops.
2. Count servings. “Servings per container” at the same scoop size is the quickest check: fewer servings means less powder.
3. Compare price per 100 g (or per serving) between sizes and brands with the unit price calculator; the biggest tub is not always the cheapest per gram.
4. Look it up: search a brand, or use the barcode lookup.

More: all health & supplements cases · vitamin shrinkflation · Hungary tracker · Japan tracker · US tracker · drinks shrinkflation · best-known examples.

FAQ

Are protein powder tubs getting smaller?

Yes. Protein powder tubs and bags are getting lighter. ShrinkRadar has 28 documented cases of protein powders sold in smaller packs or with fewer items, in Hungary, Japan, the US and the EU, from 2019 to 2026 (21 of them in 2026). The median cut is 14.8%, which is a 17.3% higher price per gram if the pack price stayed the same. The most recent: SAVAS BIOPRO Whey Protein 100, yogurt flavour (Japan) 900 g → 700 g (2026); SAVAS Whey Protein 100, 980 g bag (Japan) 980 g → 800 g (2026); SAVAS Whey Protein 100, 2.2 kg bag (Japan) 2200 g → 1800 g (2026); SAVAS Aqua Whey Protein 100, 1.8 kg bag (Japan) 1800 g → 1500 g (2026).

Which protein powder shrank the most?

Scitec Nutrition 100% Vegan Protein (Hungary): 1000 g → 400 g (−60.0%, 2026, source: nkfh.gov.hu). Others with big cuts: BioTechUSA Diet Shake (Hungary) 720 g → 400 g; Scitec Nutrition Protein Delite Shake (Hungary) 700 g → 420 g; BioTechUSA 100% Pure Whey, 4 kg (Hungary) 4000 g → 3000 g.

Has SAVAS shrunk its protein powders?

Yes. 9 documented cuts, newest first: SAVAS Aqua Whey Protein 100, 1.8 kg bag (Japan) 1800 g → 1500 g (2026); SAVAS Aqua Whey Protein 100, 800 g bag (Japan) 800 g → 700 g (2026); SAVAS BIOPRO Whey Protein 100, yogurt flavour (Japan) 900 g → 700 g (2026); SAVAS Junior Protein cocoa (Japan) 840 g → 700 g (2026); SAVAS Junior Protein muscat (Japan) 700 g → 600 g (2026); SAVAS Pro Muscle Elite, chocolate (Japan) 800 g → 700 g (2026); SAVAS Whey Protein 100 Multi Vitamin & Mineral, milk chocolate (Japan) 900 g → 800 g (2026); SAVAS Whey Protein 100, 2.2 kg bag (Japan) 2200 g → 1800 g (2026); and more in the brand tracker below.

Has Scitec Nutrition shrunk its protein powders?

Yes. 8 documented cuts, newest first: Scitec Nutrition 100% Vegan Protein (Hungary) 1000 g → 400 g (2026); Scitec Nutrition 100% Whey Protein Professional 2.35 kg tub (Hungary) 2350 g → 1816 g (2026); Scitec Nutrition 100% Whey Protein Professional 5 kg tub (Hungary) 5000 g → 4000 g (2026); Scitec Nutrition 100% Whey Protein Professional 500 g bag (Hungary) 500 g → 400 g (2026); Scitec Nutrition 100% Whey Protein Professional 920 g tub (Hungary) 920 g → 780 g (2026); Scitec Nutrition Protein Delite Shake (Hungary) 700 g → 420 g (2026); Scitec Nutrition 100% Whey Isolate (Hungary) 2000 g → 1816 g (2025); Scitec Nutrition Egg Pro egg-white protein (Hungary) 930 g → 900 g (2025).

Has BioTechUSA shrunk its protein powders?

Yes. 6 documented cuts, newest first: BioTechUSA 100% Pure Whey, 1 kg (Hungary) 1000 g → 900 g (2026); BioTechUSA 100% Pure Whey, 2.27 kg (Hungary) 2270 g → 2000 g (2026); BioTechUSA 100% Pure Whey, 4 kg (Hungary) 4000 g → 3000 g (2026); BioTechUSA Diet Shake (Hungary) 720 g → 400 g (2026); BioTechUSA Iso Whey Zero 2.27 kg tub (Hungary) 2270 g → 1816 g (2025); BioTechUSA Iso Whey Zero 500 g bag (Hungary) 500 g → 454 g (2025).

Did my protein tub get smaller?

Check the net weight and “servings per container” on the label against an older tub. Of the 28 documented cases the median pack lost 182 g (14.8%); for example MuscleTech Nitro-Tech 100% Whey Gold, 2.5 → 2.2 lb tub: 35 → 31 servings with the same scoop. Search your brand or use the barcode lookup.

Where do the protein powder cases come from?

14 from the downsizing register of Hungary’s consumer protection authority (NKFH); 9 from Meiji’s own press release; 3 from archived label versions in the NIH Dietary Supplement Label Database; 1 from stack3d.com; 1 from wowma.jp. By country: Hungary 14, Japan 10, United States 3, Europe 1. Hungary’s NKFH register lists each flavour separately (163 records); we count one case per product and pack size.

Did protein powder get more expensive per gram?

None of the 28 sources recorded shelf prices before and after. If the pack price stayed the same, the median cut means a 17.3% higher price per gram.

Are protein bars and protein cereal included?

No. This page counts powders only. Protein-branded foods have their own categories: Post Premier Protein cereal (Breakfast Cereals); Danone Skyr high protein natural yoghurt (UK) (Dairy); Atkins Protein Bars (Chips & Snacks); Protein Chunks Hack (Meat & Fish).

Where does this data come from?

From meiji.co.jp, nkfh.gov.hu, stack3d.com, wowma.jp, dsld.od.nih.gov. Each case page quotes or links its source, and we list a cut only when the source gives both the old and the new size or count. We do not estimate.