'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, you feel like you wouldn't be recovering properly."

But for students like Evie, managing on a much tighter budget, it's a different story.

"It was affordable on my gap year [when she was working], but now I'm at university, I don't think I'll continue buying it. It's not a necessity right now," she says.

Amarpreet says he will continue buying protein, but admits "it's becoming a luxury". He says £170 for a bag is too much for him, so he's switching to a cheaper brand, which he can get for about £100 a bag.