The fairest way to compare protein powder value is to work out what 30 g of actual protein costs, not what one scoop costs. Find the total grams of protein in the tub, divide the price by the number of 30 g portions it holds, and you can compare any two powders, whatever their scoop size, tub size or flavour. Below we walk through the maths, then cover isolate versus concentrate, tub sizes and other label checks.
Why protein powder price per serve can mislead
Price per serve is the figure most people check first, but a serve is whatever the brand decides it is. Scoop weights differ a lot between tubs, some labels list protein for two scoops, and some front-of-pack numbers include the milk you mix the powder with. Serves per tub can even change between flavours of the same product, because scoop weights vary slightly by flavour.
If one scoop holds half the protein of another, you need two of them to match it, so a tub that looks cheap per serve can cost more for every shake you drink.
How to work out the cost per 30 g of protein
Why 30 g? The International Society of Sports Nutrition (ISSN) suggests about 20 to 40 g of high-quality protein per serve for most active people, so 30 g is a sensible middle point to compare against. You only need three numbers: the tub weight, the protein per 100 g and the price.
- Find protein per 100 g. Australian nutrition information panels show amounts per serve and per 100 g, and Food Standards Australia New Zealand (FSANZ) notes the per 100 g figures work like percentages, so 80 g of protein per 100 g means the powder is 80% protein. Imported tubs with a US-style panel often skip this column, so divide the protein per scoop by the scoop weight and multiply by 100.
- Work out the total protein in the tub. Multiply the tub weight in grams by the protein per 100 g, then divide by 100.
- Count the 30 g portions. Divide the total protein by 30.
- Divide the price. The tub price divided by the number of 30 g portions is your cost per 30 g of protein.
Use the same method for every tub you compare, including twin packs, sale prices and different sizes of the same product.
A worked example with made-up numbers
The prices and products below are invented round numbers to show the maths. They are not Supps247 prices and do not describe real products. Tub A is a budget-style powder with small scoops, Tub B is a whey isolate in a 1 kg tub, and Tub C is the same isolate in a 2 kg tub.
| Example tub | Example price (dollars) | Scoop and protein | Protein per 100 g | Price per serve (dollars) | Cost per 30 g of protein (dollars) |
|---|---|---|---|---|---|
| Tub A, 1 kg | 50 | 20 g scoop, 12 g protein | 60 g | 1.00 (50 serves) | 2.50 |
| Tub B, 1 kg | 60 | 30 g scoop, 24 g protein | 80 g | 1.80 (about 33 serves) | 2.25 |
| Tub C, 2 kg | 110 | 30 g scoop, 24 g protein | 80 g | 1.65 (about 67 serves) | 2.06 |
Here is the working for Tub B: 1,000 g multiplied by 80, divided by 100, gives 800 g of protein in the tub. 800 divided by 30 is about 26.7 portions of 30 g. The example price of 60 divided by 26.7 is about 2.25 per 30 g of protein.
Tub A looks like the bargain at 1.00 per serve against 1.80, but each of its scoops holds half the protein, so 30 g of protein from Tub A costs 2.50 against 2.25 from Tub B. Tub C, the bigger size of the same isolate, brings the cost down again to about 2.06. Ranked by price per serve, Tub A comes first. Ranked by what you actually pay for protein, it comes last.
Whey isolate vs concentrate: does isolate cost more per 30 g?
The ISSN position stand on protein describes a whey concentrate as a protein product that is 29 to 80% protein by dry weight, with sports products generally using concentrates of 70 to 80%. Once extra filtering lifts the protein above 90%, it is classed as an isolate (WPI). That filtering removes more of the lactose and fat, and the ISSN notes some filtering methods cost more to run, so isolate is usually dearer per kilo.
Because an isolate carries more protein per gram, the gap per 30 g of protein is often smaller than the gap on the shelf. Flavoured tubs also add cocoa, flavours and sweeteners, so the protein per 100 g on the panel is lower than the raw ingredient figure, and some isolate and concentrate blends end up close to some isolates. The only way to know is to run the numbers on the two tubs in front of you. If you are deciding between the two types, our guide to whey protein isolate vs whey blend covers taste, digestion and macros.
Tub sizes, twin packs and specials
Bigger tubs usually cost less per gram of protein, as Tub C shows, but they only save money if you finish them. Check the best-before date and how quickly you get through a tub, and try a new flavour in a small size first.
Twin packs and sale prices are worth running through the same formula, because a discount on a low-protein powder can still work out dearer per 30 g than full price on a higher-protein one. Our specials change regularly, and the under 50 dollars range is a good place to start if you have a set budget. Members can also use our price match guarantee on full-priced items, with the conditions listed on that page.
Value is more than price: what else to check on the label
- Protein quality. The ISSN suggests each serve should provide 700 to 3,000 mg of leucine along with a balanced spread of essential amino acids. If two tubs cost about the same per 30 g of protein, a label that lists leucine or essential amino acids per serve makes a useful tie-breaker.
- Collagen counts differently. Collagen lacks the essential amino acid tryptophan, so it is classed as an incomplete protein. A cost per 30 g figure for a collagen powder is not a fair comparison with whey.
- Powder only, not with milk. Make sure the protein figure you use is for the powder alone, not mixed with milk.
- Extras change the maths. Mass gainers, meal replacements and all-in-one shakes add carbohydrate and other ingredients, so their cost per 30 g of protein will look high. Compare them with each other, not with a lean whey.
- Testing for tested sport. If you are drug tested, a batch-tested product (for example HASTA or Informed Sport certified) can be worth paying more for.
For more on how protein sources compare, see our post on protein quality and different protein sources.
Products to look at
Popular tubs at Supps247 to run the numbers on include:
- R1 Protein WPI 2 lb and R1 Protein WPI 5 lb, the same whey isolate in two tub sizes, which makes them a handy size comparison
- Optimum Nutrition Gold Standard 100% Whey, a whey blend with whey protein isolate as the main ingredient
- Next Generation Protein Delicious, a whey blend sold in 1.25 kg and 2 kg sizes
- Rival Whey Protein, a blend of whey isolate, concentrate and native whey isolate
Browse the full whey protein powder and whey protein isolate ranges, or see our best protein powder in Australia guide for label facts on our most popular tubs.
FAQs
How do I compare protein powder value?
Work out the cost of 30 g of protein for each tub. Multiply the tub weight in grams by the protein per 100 g and divide by 100 to get the total protein, divide that by 30, then divide the price by the result. The lower the figure, the more protein you get for your money. Then check protein quality, ingredients and testing, because value is not only about price.
Is price per serve a good way to compare protein powders?
It is a starting point, but it can mislead. Scoop sizes and protein per scoop vary between brands, and some labels list two scoops or include milk. A powder can look cheaper per serve yet cost more per 30 g of protein, as the worked example in this guide shows. Comparing the cost per 30 g of protein puts every tub on the same footing.
Where can I find good-value protein powder in Australia?
Run the cost per 30 g maths on a few tubs you like, then check our specials, which change regularly, and our under 50 dollars range. Bigger tubs and twin packs often cost less per gram of protein if you will finish them before the best-before date. Members can also use our price match guarantee on full-priced items, with conditions on the price match page.
Is whey isolate worth the extra cost?
It depends on what you need. Isolate is filtered to more than 90% protein by dry weight, which removes more lactose and fat, so it suits people who want a leaner shake or find concentrate harder on the stomach. Because it carries more protein per gram, the gap per 30 g of protein is often smaller than the shelf price suggests. Run both tubs through the formula before deciding.
Why use 30 g of protein as the benchmark?
The ISSN suggests about 20 to 40 g of high-quality protein per serve, or about 0.25 g per kilogram of body weight, for most active people. 30 g sits in the middle of that range and is easy to work with. You can use 20 g or 25 g instead, as long as you use the same number for every tub you compare.
Sources: FSANZ, Nutrition information panels; Jäger and colleagues, ISSN position stand: protein and exercise (2017); Paul and colleagues, collagen and indispensable amino acid balance, Nutrients (2019).
Order online with Australia-wide delivery, free on orders of $99.99 or more, or visit a Supps247 store in Melbourne, regional Victoria or Brisbane to compare products in person before you buy. Members can use our price match guarantee on full-priced items.
Always read the label and follow the directions for use. If you have a medical condition, are pregnant or take regular medication, check with your doctor first.
