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Prediction: Full-Fat Will Be The New Fat-Free Milk

Dean Foods Products Ahead Of Earnings ReleaseDean Foods Products Ahead Of Earnings Release
Cartons of WhiteWave Foods Horizon Organic milk, one of Dean Foods, are displayed for sale at a supermarket.Photo by Bloomberg—Getty Images

The staff of Fortune recently assembled its predictions for 2016. Here’s one of our forecasts.

Sales of full-fat dairy products, including whole milk, rose significantly in 2015 for the first time in decades. Expect the comeback to accelerate in 2016, as consumers continue to rebel against processed and genetically modified foods in favor of the “real.” Increased nutritional education means consumers are increasingly able to distinguish between good and bad fats—dairy fats now generally rank among the good guys—and dieting is no longer about restricting fat overall.


This article is part of the 2016 Fortune Crystal Ball, a package of 33 predictions about business, politics and the economy by the writers and editors of Fortune. To see the entire package, click here.