HSN Transparency: the real situation with prices and what we are doing

Last updated: July 2026

We want to speak to you with the same transparency as always. If you are here, it is because you have noticed that the price of some of our products has changed. In any case, this page exists so that you have access to all the information.

We are not going to give you vague answers. We are going to put the figures on the table.

What is happening with raw materials?

This is not a general logistics issue or a one-off excuse. It is a genuine availability crisis affecting key ingredients:

Why is the price of protein increasing? The real cause: supply and demand

It is true that international conflicts — such as the situation in Iran or tensions in the Strait of Hormuz — have a real impact and a human cost that we do not wish to minimise in any way. These factors may affect logistics and energy costs. However, in the specific case of protein, the main reason is different, and we want to be honest: the underlying problem is supply and demand.

1. Protein is no longer just “a gym thing”

Today, protein can be found in yoghurts, ice creams, snacks, tortillas, crisps and mass-market ready meals. Major food corporations are now competing for the same raw material, but production facilities have not expanded at the same pace as this global demand.

2. GLP-1 medicines (such as Ozempic) are driving up demand

Doctors are widely recommending whey protein shakes to patients taking these medicines in order to prevent muscle mass loss. In markets such as the United States, this has created an enormous and entirely new level of demand, which is putting upward pressure on prices.

3. The price of the raw material has almost quadrupled

The market cost of WPC80 (Whey Protein Concentrate 80% Instant) has almost quadrupled over the past three years, according to data from Vesper. On top of this base ingredient, premium flavourings, sweeteners, natural colourings, packaging, labelling, transport, processing and the quality controls carried out under IFS Food standards for every batch must also be taken into account.

4. This is a global situation

Leading international sports nutrition brands are already openly communicating price increases and their causes to consumers. According to Vesper, European brands have publicly reported increases of 42% in raw material costs in just six months. Nobody is increasing prices because they want to: the market leaves no other option.

Forecasts for the coming months show no signs of improvement. We do not want to alarm you, but we would rather you heard it from us before hearing it anywhere else.

What are we doing at HSN?

We have not stood idly by. We have introduced three lines of action to protect our customers:

1. Absorbing costs. For months, we have been sacrificing a very significant part of our margin to reduce the impact on your budget. The raw material increases by 60%; the price for the customer does not increase by 60%. We absorb the difference. We are operating with the tightest margins we have ever had.
2. Direct negotiation and bulk purchasing. We optimise logistics and purchase large volumes to limit the impact from suppliers as much as possible.
3. Gradual price increases by batch, not all at once. The price of each flavour and format only changes when it is restocked with a new batch manufactured at the updated cost. While stock from the previous batch remains available, that product keeps its previous price.

This means that, at the moment, you may find some flavours at one price and others at a different price within the same product. This is not an error: each price reflects the actual cost of the raw material used to manufacture that batch. We prefer to do it this way because, if a batch was manufactured using raw material purchased at a lower cost, we do not believe it is fair for you to pay the price of the next batch.

The real cost per serving: putting it into perspective

We know that seeing a higher price can be frustrating. But we want to put the situation into context:

A 2 kg format provides approximately 66 servings of 30 grams. At the current price and with the usual promotions, the cost per serving ranges between €0.82 and €0.95. Less than one euro per serving.

How much do the same 24 grams of protein cost with other options?

Even at the current price, Evowhey matches or improves on the cost per gram of protein provided by chicken breast and is significantly cheaper than any other alternative. And that is without taking into account three advantages that whole foods cannot replicate:

Whey does not replace whole foods — it complements them. However, for the additional grams of protein you need each day, it remains the most efficient option.

Quality and safety: our red line

We could lower prices by using lower-quality raw materials, removing controls or disguising information on labels. But that would not be HSN.

Our factory holds IFS (International Featured Standards), GMP and HACCP certifications. Every batch is analysed and traceable. We work with high-quality raw materials and internationally recognised suppliers.

We have not changed a single detail of our formulations. We have not replaced any raw material with a cheaper alternative. The only thing that has changed is the cost of what we purchase.

At current market prices, when you see a whey protein format priced significantly below these ranges, it is worth asking: what raw material is being used? What is its actual concentration? What quality controls are applied?

We will not compete by lowering standards when your health is at stake.

Smart alternatives for optimising your budget

Whey does not have to be the only option. If you are looking for effective alternatives with more stable prices:

In summary

For us, a fair price does not mean always being the cheapest. It means offering the greatest possible real value for every euro you spend. And we remain firmly committed to that principle.

We will continue to update this page as the situation develops. Just as we tell you about every price increase, we will also tell you about every price reduction.

Thank you for your trust.

The HSN Team

Sources used:

• Vesper, vespertool.com