How Dairy and Meat Producers are Capitalizing on the Protein Boom Amidst Big Food’s Struggles

Europe’s dairy and poultry sectors are thriving as more people lean toward high-protein diets. This trend contrasts sharply with larger food companies, which are struggling to boost sales.

Take Cranswick, a British meat producer. It reported that its premium products are doing well because more consumers are seeking protein-rich options. Similarly, Emmi AG, a Swiss dairy firm, recently increased its sales forecast, riding the wave of this “healthy nutrition” movement. They note that the high-protein sector is growing at over 20% annually.

Glanbia, an Irish nutrition company, also raised its sales expectations. They reported strong sales in protein powders and healthy snacks, catering to both athletes and everyday individuals who want to eat better.

Jim Brisby, Cranswick’s Chief Commercial Officer, explained that despite rising prices, the demand for meat remains strong. “Meat is back on trend for health,” he shared during an analysts’ call.

This upbeat outlook for smaller producers contrasts sharply with major snack and beverage companies like Nestlé and Heineken, which are seeing declining sales. Over the last six months, Nestlé’s shares fell by 14%, Heineken’s by 17%, and Diageo’s by 7.6%. In contrast, Glanbia’s stock rose by 40%, and Cranswick’s by 3.8%.

Experts are also noting the impact of anti-obesity drugs like GLP-1. A recent survey found that 30% of users cut back on sweets and alcohol both during and after their treatment. Analysts believe that such a significant portion of consumers reducing intake can cause a long-term revenue decline for major brands.

While some big companies have launched new, smaller, or healthier products, the impact on profits has been limited. However, smaller players like Danone are doing better, focusing on dairy products like their Activia yogurt.

The younger generation is also shifting away from indulgence, enjoying healthier lifestyles. Analyst Jon Cox noted that they tend to drink less alcohol, putting further pressure on companies in that sector.

This change in consumer preferences has been noticeable for years, but it is picking up speed. Analyst Chiara Di Giammaria highlighted that the rise in protein consumption is crucial for companies like Emmi. Social media plays a significant role in driving this trend, as people search for healthier options.

Interestingly, searches for high-protein foods on platforms like Ocado more than doubled in 2025 compared to 2024. By 2033, the European protein market is set to grow to $9.3 billion, up from $5.7 billion in 2024.

While many big food companies are struggling to keep pace with these changes, the smaller firms are quick to adapt and introduce new products. Emmi has recently launched protein water and new flavors of their meal replacements, showcasing the versatility of dairy in meeting the protein demand.

In this evolving landscape, big food retailers risk losing their stronghold as consumer preferences shift. As Douillet, an industry strategist, pointed out, “It’s hard to see what will drive growth.” Given the challenges like reduced consumption from younger generations, increasing competition, and market changes, many experts predict a tough road ahead for large companies.

As the trends continue to unfold, it’s clear the future of the food industry may not depend on traditional methods but rather on the ability to adapt quickly to new consumer desires. For more insights into these trends, visit Bloomberg.

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high-protein diets, dairy producers, protein powders, healthy nutrition, Emmi AG