Protein Diet Surge Boosts Meat and Dairy Industries, Challenges Ultra-Processed Food Giants

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September 8, 2025

europe’s food landscape is undergoing a notable shift, with Companies specializing in meat, dairy, and poultry experiencing a notable upswing in performance. This trend is fueled by growing consumer focus on high-protein diets,while established manufacturers of processed foods and alcoholic beverages face challenges in revitalizing sales.

The Rise of Protein Consumption

Consumer appetite for protein is driving growth across several sectors. British meat producer cranswick recently reported superior performance from its premium product lines, directly linked to this heightened demand. Simultaneously, swiss dairy manufacturer Emmi has revised its sales projections upwards, benefitting from a global movement towards “healthy nutrition, naturalness, and high-quality proteins,” with the high-protein market expanding by over 20% annually.

Irish nutritional producer Gianbia has also adjusted its forecasts, citing increased sales of protein supplements, nutritious snacks, and vitamins for both athletes and health-conscious individuals. Industry executives note that even with inflationary pressures, demand for protein remains robust. “Meat is back on the health agenda,” stated Jim Brisby, Commercial Director of Cranswick, during an investor call earlier this year.

Struggles for Traditional Food and Beverage Companies

The positive trajectory of these specialized firms contrasts sharply with the recent performance of large European snack, chocolate, and alcohol producers, many of which are grappling with declining sales volumes despite easing food inflation. Over the past six months, shares of Nestlé have decreased by 14%, Heineken by 17%, and Diageo by 7.6%, while Gianbia and Cranswick have seen increases of 40% and 3.8% respectively.

The emergence of obesity medications is further complicating matters for established food companies. Strategists at Bloomberg Intelligence suggest that these drugs pose a “significant obstacle” for firms like Nestlé, Lindt, Heineken, and Diageo. Though some larger companies, like Nestle, are launching products with higher protein content, the impact on overall profitability remains limited. Competitor Danone,though,is demonstrating success by investing heavily in dairy categories like protein-enhanced yogurts.

Shifting Consumer Lifestyles and Generational Trends

Recent studies indicate a significant dietary shift among users of GLP-1 medications like Ozempic, with at least 30% reporting reduced consumption of sweets, snacks, and alcohol both during and after treatment. This trend extends beyond medication users, as younger generations increasingly embrace healthier and more moderate lifestyles. Analysts at Kepler Cheuvreux observe that “Alcohol is under pressure as young peopel drink less, and GLP-1 users further reduce their consumption.”

The move toward protein-rich diets, already gaining momentum in recent years, is now accelerating. this benefits the dairy and yogurt sectors which had previously been in decline. Data from the OECD Group shows that online searches for protein-rich foods have more than doubled in 2025 compared to the prior year. The European protein market is predicted to reach $9.3 billion by 2033, up from around $5.7 billion in 2024, according to Renub Research.

Company	Recent Stock Performance (6 Months)	Primary Focus
Nestlé	-14%	Processed Foods, Beverages
Heineken	-17%	Alcoholic Beverages
Diageo	-7.6%	Alcoholic Beverages
Gianbia	+40%	Protein Supplements, Healthy Snacks
Cranswick	+3.8%	Meat Production

Did You Know? Social media platforms play a surprisingly impactful role in promoting the protein trend, driving demand and awareness among consumers.

The Entrepreneurial Edge

Smaller, more agile companies are proving quicker to adapt to these changing consumer needs.As one strategist noted, “When big disruptions occur, industry leaders often react slowly compared to entrepreneurial companies that can rapidly launch products.” Emmi, for exmaple, recently introduced protein water, strawberry-flavored meal replacements, and high-protein Caffè Latte options.

A Challenging Path Forward

This shift poses a risk for large food and beverage firms, potentially jeopardizing their reputation as stable investments without a clear path to renewed growth. Analysts warn that continued stagnation or declining revenues are likely scenarios for these companies unless they can successfully adapt.

What role will innovation play in helping established food companies regain market share? And how quickly can they respond to the evolving demands of health-conscious consumers?

Understanding the Protein Trend

The increasing focus on protein intake is driven by a number of factors,including growing awareness of its role in muscle building,weight management,and overall health. The trend has been fueled by the popularity of fitness and wellness movements, as well as an increasing recognition of the importance of nutrition in preventing chronic diseases. As consumers become more educated about the benefits of protein, demand for protein-rich products is expected to continue growing.

Frequently Asked Questions about the Protein Trend

• What is driving the demand for protein? The demand for protein is being driven by increased awareness of its health benefits,including muscle building,weight management,and overall wellness.
• Which companies are benefitting from the protein trend? Companies specializing in meat,dairy,poultry,and protein supplements are seeing significant growth.
• Are large food companies struggling to adapt? Yes,many large food and beverage companies are facing challenges adapting to the changing consumer preferences.
• What impact are GLP-1 medications having on food sales? GLP-1 medications, like Ozempic, are leading to reduced consumption of sweets, snacks, and alcohol among users.
• What is the projected growth of the European protein market? The European protein market is projected to reach $9.3 billion by 2033, up from $5.7 billion in 2024.
• Will the protein trend continue? Experts predict that the demand for protein will continue to rise as consumers prioritize health and wellness.
• How can I incorporate more protein into my diet? Consider incorporating lean meats, poultry, fish, eggs, dairy products, legumes, and protein supplements into your meals.

Share your thoughts on these trends in the comments below – are you actively increasing your protein intake, and have you noticed changes in your purchasing habits?

How are shifting consumer preferences impacting the ultra-processed food industry’s reliance on carbohydrates and fats?

The Rising Tide of Protein Consumption

The global demand for protein is experiencing a significant surge, driven by increased health awareness, fitness trends, and evolving dietary preferences. This isn’t just a fleeting fad; it’s a essential shift in consumer behavior with profound implications for the food industry. Specifically, we’re seeing a notable boost for the meat and dairy sectors, while ultra-processed food manufacturers are facing unprecedented challenges. This article delves into the dynamics of this protein revolution, exploring the factors fueling it, the winners and losers, and what the future holds for the food landscape. Key terms driving this trend include high-protein diets, protein intake, muscle recovery, and weight management.

How Protein Became a Dietary Priority

Several factors have converged too elevate protein to a dietary cornerstone:

Fitness & Athletic Performance: Athletes and fitness enthusiasts have long recognized the crucial role of protein in muscle building, muscle repair, and overall performance. The rise of CrossFit, HIIT, and other intense workout regimens has amplified this demand.

Weight Management: Protein promotes satiety, helping individuals feel fuller for longer, which can aid in weight loss and weight control. This is a key driver for the growing popularity of protein-rich diets like keto and paleo.

Aging Population: As populations age, maintaining muscle mass becomes increasingly critically importent for mobility and overall health. Adequate protein for seniors is now a major focus.

Increased Health Consciousness: Consumers are becoming more aware of the nutritional value of food and are actively seeking out options that support their health goals. Nutrient density is a key consideration.

Popular Diet Trends: Diets like the Dukan Diet and various iterations of low-carb, high-protein plans have popularized the importance of protein.

The Beneficiaries: Meat and Dairy Industries

The meat and dairy industries are directly benefiting from the protein surge. Demand for beef, poultry, pork, eggs, and dairy products like milk, yogurt, and cheese is steadily increasing.

Beef Industry: While facing sustainability concerns, beef remains a primary source of protein for many. Marketing campaigns emphasizing lean beef options are gaining traction.

poultry Industry: Chicken and turkey are often perceived as healthier protein sources, driving strong growth in this sector.

Dairy Industry: Dairy products offer a complete protein profile and are versatile in their applications.Innovation in dairy alternatives (protein-enriched plant-based milks and yogurts) is also contributing to growth.

Protein Supplements: The demand for whey protein, casein protein, soy protein, and other protein powders is skyrocketing. As an example, a popular brand like MYPROTEIN’s Impact Whey Protein (containing 22-27g protein per 30g serving) exemplifies this trend.(source: https://www.zhihu.com/question/29935445)

The Challenges for Ultra-Processed Food Giants

Ultra-processed food manufacturers, traditionally focused on convenience and affordability, are facing headwinds. These companies often rely on carbohydrates and fats, with limited protein content.

Shifting Consumer Preferences: Consumers are increasingly scrutinizing ingredient lists and opting for foods with higher protein and lower levels of sugar, salt, and unhealthy fats.

Reputational Concerns: Ultra-processed foods are frequently enough associated with negative health outcomes, further eroding consumer trust.

Reformulation Challenges: Reformulating products to significantly increase protein content without compromising taste, texture, or cost is a complex undertaking.

competition from Protein-Focused Brands: New brands specializing in high-protein snacks, meals, and beverages are gaining market share.Protein bars, protein shakes, and high-protein snacks are becoming increasingly popular.

The Rise of Choice Protein Sources

While meat and dairy are benefiting, the protein landscape is also diversifying.Alternative protein sources are gaining traction, driven by sustainability concerns and dietary preferences.

Plant-Based Proteins: Soy, pea, lentil, and other plant-based proteins are becoming increasingly popular, particularly among vegetarians, vegans, and flexitarians. Vegan protein sources are seeing significant innovation.

Insect protein: Though still niche, insect protein is gaining attention as a enduring and nutrient-rich alternative.

Cultured Meat: lab-grown meat, while still in its early stages of growth, holds the