Dairy products and alternatives in 2025: The big picture
Sales of dairy and dairy alternatives have seen strong growth in current value terms in 2025, primarily driven by increasing retail prices. These price hikes are influenced by several key factors, including inflation and escalating production costs related to food ingredients, transportation, and packaging. Additionally, the fast-paced nature of modern lifestyles has led to a growing demand for convenient, on-the-go options when it comes to dairy products and alternatives.
Key trends in 2025
Consumers are increasingly seeking dairy products with health benefits such as digestive support, a higher protein content, and mental wellness advantages. Probiotic-rich options like kefir and yogurt, along with lactose-free alternatives, are gaining popularity. Manufacturers are responding by creating functional, high-protein meal replacements tailored for busy urban lifestyles, with these providing convenient yet nutritious options.
Competitive Landscape
Danube Foods Group BV is the global brand owner (GBO) of prominent Serbian dairy brands like Imlek and Mlekara ad, which are leaders in the local market. These local dairies have a significant presence across different retail channels and occupy significant shelf space. As a result, they hold a strong position in many dairy categories, with their brand recognition and customer loyalty helping to maintain their leading status. Imlek is the overall leader in dairy products and alternatives and it continues to tap into trendy and modern categories, like protein milkshakes, with it expanding this range to include Pistachio flavour at the end of 2024. Pistachio flavour is very trendy across different industries and has attracted the interest of the younger generation. The company also remains very active in social responsibility activities with it adopting sustainable packaging for many of its products. For instance, Imlek’s leading Moja Kravica brand uses plant-based caps made from sugar cane for its packaging.
Channel developments
Small local grocers continue to play an important role in the distribution of dairy products and alternatives, particularly in remote and less accessible areas of Serbia. Despite the rapid expansion of supermarkets and convenience stores, many regions still lack access to these modern retail formats. This gap presents an opportunity for small shops to thrive by meeting the immediate needs of their local communities. Small local grocers offer convenient access to essential items such as milk, while also fostering strong personal relationships with their customers. Their adaptability and responsiveness to local preferences ensure their continued relevance and resilience, even amid the growing presence of modern retail chains.
What next for dairy products and alternatives?
The maturity of major dairy categories may prevent some of them from seeing significant volume growth over the forecast period. As such, value growth will likely continue to be fuelled mostly by price growth. Convenience will be a key factor, with this driving the development of on-the-go consumption solutions. Brands will likely introduce smaller-sized packs, such as single-serve baby food pouches and portable yogurt cups, catering to busy lifestyles and urban consumers. As functional and sustainable nutrition grows in importance, companies will also innovate to deliver accessible, high-quality products that align with evolving consumer preferences.
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Overview:
Understand the latest market trends and future growth opportunities for the Dairy Products and Alternatives industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Dairy Products and Alternatives industry in Serbia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Dairy Products and Alternatives in Serbia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Dairy Products and Alternatives in Serbia?
- Which are the leading brands in Dairy Products and Alternatives in Serbia?
- How are products distributed in Dairy Products and Alternatives in Serbia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Dairy Products and Alternatives?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Serbia?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Dairy Products and Alternatives in Serbia
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
Baby Food in Serbia
KEY DATA FINDINGS
Baby food sales rising thanks to convenience and expanding choice
Podravka cements its leadership while private label continues to make gains
Supermarkets key to sales
Bright outlook for baby food as parents look for quality and convenience
Baby food offer set to increase with healthier and more specialised offerings
Private label set to have a bigger role in baby food over the forecast period
Butter and Spreads in Serbia
KEY DATA FINDINGS
Health, convenience, and affordability inform demand for butter and spreads
Dijamant extends its lead thanks to ongoing investment in the market
Small local grocers retain a key role despite the expansion of modern retailing
Margarine and spreads set to remain the key sales driver
Private label products expected to play a greater role in the market
Market maturity could limit opportunities for innovation
Cheese in Serbia
KEY DATA FINDINGS
Cheese rebounds with a greater focus on origin and quality
Private label comes out on top with expanded and improving cheese offering
Distribution landscape evolving but small local grocers remain significant
Cheese sales set to flourish as competition heats up
Health and wellness trend likely to inform demand and new product development
Players expected to focus on health and convenience with new innovations
Drinking Milk Products in Serbia
KEY DATA FINDINGS
Urbanisation fuelling a shift towards processed drinking milk products
Imlek remains the clear leader but private label making significant strides
Small local grocers remain key but modern channels gain share
Category maturity could limit stronger growth
Shelf-stable milk set to outperform fresh milk
Plant-based milk could present a growing threat to sales
Yoghurt and Sour Milk Products in Serbia
KEY DATA FINDINGS
Yoghurt a hotbed of activity as demand continues to grow
Imlek leads but private label continues to gain ground
Small local grocers lead but lose share to modern retail channels and e-commerce
The category is set to continue its evolution backed by healthy growth projections
Health and wellness will be big focus of new product development and marketing
Private label set to come to the fore as demand grows
Other Dairy in Serbia
KEY DATA FINDINGS
Category maturity, health concerns and economic pressures limit growth opportunities
Local dairy manufacturers remain on top but private label sees strong gains
Distribution landscape in a state of flux as more consumers shift to modern channels
Improved growth prospects predicted for other dairy
Rising competition from plant-based dairy could force dairy producers to innovate
Private label set to build on its strong position
Plant-Based Dairy in Serbia
KEY DATA FINDINGS
Plant-based milk attracting a growing audience of consumers in Serbia
Alpro’s lead could be tested by new local players
Supermarkets remain key to sales of plant-based dairy
Positive outlook for plant-based dairy but challenges remain
Health and wellness trend set to have a big influence on the market
Further market expansion predicted but high prices remain an obstacle
The following categories and subcategories are included:
Dairy Products and Alternatives
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- Dried Baby Food
- Prepared Baby Food
- Other Baby Food
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- Liquid Standard Milk Formula
- Powder Standard Milk Formula
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- Liquid Follow-on Milk Formula
- Powder Follow-on Milk Formula
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- Liquid Growing-Up Milk Formula
- Powder Growing-Up Milk Formula
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- Liquid Special Baby Milk Formula
- Powder Special Baby Milk Formula
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- Butter
- Cooking Fats
- Margarine and Spreads
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- Spreadable Cheese
- Processed Cheese excl Spreadable
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- Packaged Hard Cheese
- Unpackaged Hard Cheese
- Soft Cheese
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Sour Milk Products
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- Drinking Yoghurt
- Flavoured Yoghurt
- Plain Yoghurt
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- Chilled Dairy Desserts
- Shelf Stable Dairy Desserts
- Chilled Snacks
- Coffee Whiteners
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- Flavoured Condensed Milk
- Plain Condensed Milk
- Evaporated Milk
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- Cream
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- Flavoured Fromage Frais and Quark
- Plain Fromage Frais and Quark
- Savoury Fromage Frais and Quark
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- Soy Drinks
- Other Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
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This report originates from Passport, our Dairy Products and Alternatives research and analysis database.
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