The article provides compelling evidence of this trend from Europe. It highlights the strong performance of companies like Swiss dairy manufacturer Emmi and British meat producer Cranswick. Emmi has boosted its sales guidance, driven by a high-protein category that is growing at over 20% a year. This shows how companies with a strategic focus on premium, protein-rich products are successfully capitalizing on changing consumer behavior and are, as a result, gaining market share and boosting their financial performance.

In stark contrast, the article details the struggles of major snack, chocolate, and alcohol companies, with their shares dropping significantly. The primary factor behind their weakening volumes is a societal shift toward healthier and more sober lifestyles. This trend is amplified by the rising use of anti-obesity drugs, with a survey finding that at least 30% of users cut back on sweets, snacks, and alcohol. This represents a significant challenge for traditional consumer goods giants and a major opportunity for players in the dairy industry.

Experts believe it will be incredibly difficult for these struggling companies to offset the revenue decline from their core categories, even with new product introductions. The consumer shift is proving to be a “major headwind” for these businesses, highlighting the profound and lasting impact of health and wellness trends. For agribusiness, this is a clear signal that the future lies in nutrient-dense, functional foods rather than traditional, discretionary snack items.