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MAHA Working: Goldman Finds “Better-For-You” Consumption Shift Underway

by Tyler Durden, Zero Hedge
May 19, 2025
in Curated, Opinions
Gubba Homestead

(Zero Hedge)—President Trump’s second term will likely be regarded as a major public health inflection point, driven by the “Make America Healthy Again” (MAHA) movement. The initiative aims to revolutionize a broken system rigged against patients—creating disease and then profiting from it—while also targeting reform of the nation’s food supply chain, which is dominated by the processed food industrial complex.

Goldman analysts Leah Jordan and Eli Thompson provided clients with early indications that consumers are shifting and seeking “better-for-you options” at the supermarket.


  • Low-Cost and No-Cost Emergency Preparedness Measures


“Softer snacking demand with outperformance in better-for-you options,” Jordan wrote in a note to clients earlier this month.

She continued, “Several packaged food companies noted a slowdown in snacking demand as consumers focused on essentials in the current backdrop. However, better-for-you categories (e.g., high protein) have been outperforming, although select indulgences are resonating as well, noting relative strength in seasonal confection for HSY (e.g., Valentine’s Day and Easter) and cookies (over crackers) for MDLZ.”

The analysts expect the MAHA theme to continue:

“We expect the ongoing consumption shift towards better-for-you to continue, while investors have also noted caution on snacking, with risks related to rising GLP-1 adoption (including the potential launch of oral options) and regulation changes (e.g., potential SNAP funding cuts for select categories, removal of certain dyes/additives). All in, we see continued tailwinds for natural/organic (Buy SFM) and protein (Buy SFD).” 

They pointed to recent earnings commentary from major food companies, which revealed a noticeable slowdown in processed food sales between April and May.

Year-to-date snacking trends are on the decline.

Prioritize your health. Eat real food.

Americans are waking up to the rigged system that profits from our sickness.

Prioritize your health. Eat real food. pic.twitter.com/q1HpFLxHj4

— Giga Based Dad (@GigaBasedDad) May 17, 2025

Eat real food.

YOU'RE DANG RIGHT 😎 pic.twitter.com/s5sRdD3rkB

In these uncertain financial times, you need a company you can trust with stewardship of your life’s savings. We recommend self-directed IRAs backed by physical precious metals provided by Augusta with ZERO Gold IRA fees for up to 10 years.

— Declaration of Memes (@LibertyCappy) April 26, 2025

This is more than politics—it’s a movement for the nation’s future.

Recall that the “N” in SNAP (Supplemental Nutrition Assistance Program) means “Nutrition,” yet many recipients are buying soda bottles and candy bars. SNAP is also one of the nation’s largest welfare programs.

Expand your carbon footprint: Eat real food.






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I’ve found a handful that I like and I’ve worked with some of them. By no means would I “unrecommend” them because, again, I vetted them out and found them to be above the fold. Unfortunately, it isn’t hard to be better than the rest when the rest are so darn awful.

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  • Incredibly Low Fees: Most Americans would be shocked if they knew the spread other Gold IRA companies charge. Augusta charges just 5% versus up to 45% elsewhere.
  • No Pressure, No Gimmicks: There’s an understanding among most in the Gold IRA industry that fear and pressure is the way to go. Augusta Precious Metals takes a sober approach when working with clients because they hold integrity in the highest possible regard. This is why they don’t offer gimmicks like “free” or “bonus” silver. It’s also why they do not apply pressure tactics to get quick sales. Their educational and transparent approach to doing business is exceedingly rare in the Gold IRA industry.

Reach out to Augusta Precious Metals to learn more about protecting your wealth and retirement with physical precious metals.

Tags: FoodHealthLedeMAHATop StoryZero Hedge
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