PROSPECTS AND OPPORTUNITIES
Volume growth will be prevented by the falling birth rate and a move to alternative milks
Retail sales of drinking milk products in Italy are set to grow at a current value CAGR of 1% (2025 constant value CAGR of -1%) over the forecast period, reaching EUR2.6 billion.
More health-focused product lines set to emerge
In the evolving landscape of drinking milk products in Italy, several health-oriented trends are expected to shape growth opportunities for producers. Lactose-free milk is forecast to become a staple on retailers’ shelves, driven by its suitability for individuals with lactose intolerance.
Labelling will be an important area of focus
The Italian experimental scheme mandating the indication of the origin of raw materials on labels of milk and other dairy products, as well as pasta, rice, tomatoes, and processed pork, will be extended until 31 December 2025. This measure has received positive feedback from both producers and consumers, who are expected to continue benefiting from enhanced transparency within the agri-food chain.
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Overview:
Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Italy 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 Drinking Milk Products industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Drinking Milk Products in Italy 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 Drinking Milk Products in Italy?
- Which are the leading brands in Drinking Milk Products in Italy?
- How are products distributed in Drinking Milk Products in Italy?
- 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 Drinking Milk Products?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Italy?
- 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?
Drinking Milk Products in Italy - Category analysis
KEY DATA FINDINGS
Although cow’s milk declines, flavoured milk drinks and goat milk serve specific consumer groups and see growth
Parmalat maintains its share despite sales decline, while Almalattea performs well with its goat milk
Consumers value the convenience, wide product range, and promotions of supermarkets
Volume growth will be prevented by the falling birth rate and a move to alternative milks
More health-focused product lines set to emerge
Labelling will be an important area of focus
Dairy Products and Alternatives in Italy - Industry Overview
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
The following categories and subcategories are included:
Drinking Milk Products
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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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- Soy Drinks
- Other Milk Alternatives
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Drinking Milk Products research and analysis database.
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