In 2024, innovation in dairy products and alternatives was increasingly shaped by rising health awareness and the growth of flexitarian diets. Consumers increasingly sought high protein, low fat, probiotic, lactose free, and plant based claims that combine convenience with nutritional benefits. Major players were responding with innovations across both conventional and alternative dairy, including enriched yoghurts, drinking yoghurts, plant-based cheeses, and fortified milks.

Health and wellness dairy products and alternatives in Austria recorded strong current value growth in 2024, supported by consumers increasingly prioritising products perceived as natural, less processed and aligned with everyday wellness habits. This has reinforced demand for simpler ingredient lists and products positioned around authenticity, particularly in a category where trust, quality cues and origin are important purchase drivers. At the same time, consumers continued to show interest i

In 2024, fortified/functional and natural claims shaped dairy products and alternatives in Poland, with high protein products particularly popular among health-conscious consumers. Probiotic products gained traction due to rising awareness of gut health, while mineral-fortified variants reinforced functional benefits. Natural and minimally processed products, including butter and traditional cheeses, continued to resonate, supported by transparency, local sourcing, and heritage-focused positioni

Health and wellness dairy products and alternatives in Turkey continued to develop in 2024, although purchasing behaviour remained strongly influenced by affordability pressures. Milk pricing remained a key theme during the year, with higher input costs across feed, energy, wages and logistics pushing unit prices upwards and limiting consumer ability to trade up. While improved production conditions supported supply compared to earlier disruption, dairy products became less accessible for many h

Health and wellness dairy products and alternatives in the United Arab Emirates continued to develop in 2024, supported by a widening focus on health, fitness and functional nutrition. While the dairy sector remains mature and highly competitive, suppliers increasingly used added-value positioning to protect consumer interest and encourage trade-up, particularly through protein-enriched and fortified variants in drinking milk products, yoghurt and drinking yoghurt. This supported steady current

In 2024, health, nutrition, and sustainability drove innovation in Swedish dairy products and alternatives, with strong focus on high protein, low fat, lactose free, and plant-based claims. Rapeseed oil spreads, protein-enriched yoghurts, fortified oat drinks, and functional milk formulas highlighted heart health, gut support, and overall nutrient density. Natural and clean-label products, often locally sourced, remained popular, while private labels expanded with low sugar, fortified, and plant

In 2024, health and wellness dairy products and alternatives in New Zealand continued to evolve as consumers demanded more explicit health value from products that were historically assumed to be “naturally healthy”. While staples such as milk and yoghurt still benefit from a long-standing health halo, shoppers have become more attentive to product formulation and increasingly cautious about hidden sugars, especially in flavoured milk and many yoghurt lines. This has reinforced the role of claim

In 2024, Norwegian consumers increasingly prioritised natural, minimally processed, and nutrient-rich dairy products and alternatives, driving growth in full-fat milk, butter, natural yoghurt, and high protein offerings such as fromage frais, quark, and yoghurts. Baby food and plant-based dairy alternatives also experienced rising demand, with health-conscious parents and consumers sought transparency, low sugar, and sustainable, premium ingredients. Across categories, innovation in flavour and

Health and wellness dairy products and alternatives in China showed a broadly positive performance in 2024, with the vast majority of claims posting robust growth in volume and current value terms. While rising health awareness remained the primary demand driver, a sustained recovery in confidence and purchasing power among consumers provided a further boost to sales as inflation fell substantially. Frequent new launches, marketing activities and improvements in the distribution of various brand

Swiss consumers are becoming more aware of the wider impact of their purchasing decisions on their health, the environment and animal welfare. This continued to inform the dairy products and alternatives market in 2024, with consumers choosing better for you products that are low fat and no sugar, as well as fortified/ functional products that are high protein or a good source of vitamins and minerals, for example. As awareness of food allergies increases there has also been a growing demand for

Faced with rising rates of obesity, diabetes and cardiovascular disease, consumers are increasingly looking to make healthier dietary choices which is impacting demand for health and wellness dairy products and alternatives. While better for you claims, such as low fat and low sugar, remain popular, there is growing scepticism towards the artificial ingredients that are often found in these products. This has driven interest in organic and natural products with these often perceived to be health

Health and wellness dairy products and alternatives in Ireland continued to evolve in 2024, shaped by a growing focus on functionality, gut health and immune support. While low fat dairy remained the leading claim in value terms, its performance was increasingly challenged by shifting consumer perceptions around processing and nutritional quality. In contrast, products positioned around digestive health, protein enrichment and immune support gained stronger momentum, reflecting broader lifestyle

In 2024, health claims, including lactose free, low fat, high protein, and fortified/functional ingredients, were key drivers of innovation across dairy products and alternatives in Finland. Lactose free products have moved from niche to mainstream, appealing to consumers with intolerance as well as those seeking easier-to-digest and healthier options. Low fat and functional products, such as fortified yoghurts, high-protein quarks, and vitamin-boosted cheeses, continue to cater to health-consci

In 2024, Greek dairy and alternatives saw strong innovation driven by health and wellness trends, with fortified/functional, probiotic, and plant-based products gaining momentum. Low fat claims grew across milk, cheese, and plant-based options, while calcium and mineral enrichment, particularly in yoghurt and kefir, supported bone health positioning. Organic and baby food products also expanded, reflecting rising consumer demand for sustainable, nutrient-rich, and digestive-friendly options.

In 2024, health and wellness positioning in South African dairy products and alternatives continued to evolve through fortification, digestive health claims and functional differentiation rather than radical shifts in consumption. Core dairy categories such as milk and yoghurt increasingly carried clear front-of-pack health messages that aimed to reassure consumers around everyday nutrition, particularly in a context of rising health awareness and persistent affordability pressures. Manufacturer

Good source of vitamins and minerals are prominent claims in dairy products and alternatives, with many found in drinking milk products. Drinking milk products are commonly fortified with vitamins whilst milk formula also includes minerals. Plant-based dairy is transforming the sector and placing a stronger focus on natural claims.

Demand for health and wellness dairy products and alternatives continued to grow in Taiwan in 2024. Increasing awareness of the role nutrition plays in supporting short and long-term health outcomes is encouraging consumers to invest in healthier options. Taiwan’s ageing population is also dictating the market, with consumers looking for dairy products and alternatives that can support bone, memory, digestive and cardiovascular health. This growing demand is encouraging players to invest in new

Consumers in Spain are drawn to low fat and lactose free claims in dairy products and alternatives. Strong growth is seen in high protein claims, aided by significant product developments in this area bringing more affordable presentations to mainstream audiences.

Despite continuing to face financial pressures, consumers in Brazil remained keen to invest in their health in 2024, which benefited sales of health and wellness dairy products and alternatives. Fortified and functional products remained in high demand, with high protein being one of the most significant claims as awareness grew about the health benefits of this nutrient. Free from claims also continued to find appeal among a wider audience with demand no longer limited to those with food intole

Low fat claims are well-established in dairy products and alternatives, although consumers are starting to realise fat itself is not the enemy. Health claims are expanding with high protein, organic (bio) and plant-based making headway.

Health and wellness continued to shape dairy consumption patterns in Saudi Arabia in 2024, supported by rising consumer awareness around nutrition, obesity and lifestyle-related health risks. Demand increasingly shifted toward dairy products that deliver added functional benefits while retaining familiarity and taste. Fortified milk, yoghurt and cheese products enriched with vitamins, minerals and protein gained traction, particularly among families and younger consumers seeking everyday nutriti

Health and wellness dairy products and alternatives in Canada continued to grow in value terms in 2024, supported by rising consumer awareness of diet quality and functional nutrition. While volume growth remained constrained in some mature categories, manufacturers sustained momentum through reformulation, protein fortification and the expansion of plant-based alternatives. Consumers increasingly prioritised products that support active lifestyles, digestive comfort and weight management, while

In 2024,health and wellness claims were driving innovation in dairy products and alternatives in Denmark, with consumers seeking products that combine nutritional benefits, such as probiotics, protein, and fibre, with taste, convenience, and sustainability. Low fat, lactose free, fortified, and plant based claims were gaining traction, while premium and organic options faced challenges due to higher prices, particularly in milk. Protein-rich and probiotic-enriched dairy, as well as functional pl

Italians regularly consume dairy products as part of a healthy and balanced lifestyle. Whilst lactose free and low fat are prominent health claims, probiotic and natural claims also stand out. High protein is one of the most dynamic claims, with double-digit CAGR value growth over the review period.