Fortune magazine reported on the impact of consumer preference for healthy foods on Big Food companies and fast-food outlets.

A growing number of consumers are suspicious of processed foods.

Annual sales of processed food are declining.

The top 25 food and beverage companies in the United States have lost market share equivalent to $18 billion since 2009.

In 2014, McDonald’s reported four consecutive quarters of falling sales in their U.S. operations and a 30 percent drop in profit.

Subway’s sales dropped 3 percent, or $400 million, in 2014.

Big Food companies are increasingly marketing their products as “natural,” reviewing product recipes, and acquiring small health and natural food companies.

There is significant doubt and skepticism about whether large companies can deliver naturality and authenticity.

McDonald’s and Subway are struggling in the current environment, where consumers prefer fresh and healthy over fast and convenient.

Chipotle Mexican Grill and Firehouse Subs are thriving with annual growth rates of around 20 percent.

Subway is criticized for using the food additive azodicarbonamide (E927) in its bread.

Subway’s growth was previously due to its positioning as a healthy alternative to traditional fast food.

Subway is the world’s most ubiquitous restaurant chain, with almost 44,000 outlets in 110 countries.

Consumers now want meat that is freshly cut, not pre-cut slices.

Decline in sales and market share for processed food companies.

McDonald’s and Subway experiencing falling sales and profit due to changing consumer preferences.

Skepticism about the ability of large companies to deliver natural and authentic products.

Difficulty for McDonald’s to shift its image from fast and convenient to fresh and healthy.

Subway’s previous health-oriented positioning is now seen as outdated and not meeting current consumer expectations.

Criticism of Subway for using certain food additives.

The new market environment favors brands perceived as offering higher quality and fresher food.

Big Food companies marketing their products as “natural.”

Reviewing and revising product recipes to appeal to health-conscious consumers.

Acquiring small health and natural food companies to improve their product offerings and image.

Fast-food brands like Chipotle and Firehouse Subs thriving by positioning themselves as providers of fresh and healthy food options.