Both arguably benefit the same way from increased anxiety/neuroses about food, health and "complete" nutrition. More talk about health and diet and 21st century

Both arguably benefit the same way from increased anxiety/neuroses about food, health and "complete" nutrition. More talk about health and diet and 21st century lifestyle fears: lines go up. They sell the same thing -- perceived (and let's say for fairness potentially actual) control over health and nutrition -- to different market segments. Wellness itself is always the thing being sold.