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Drinking Milk Products in Italy

Publisher Euromonitor International
Published Aug 11, 2025
Length 22 Pages
SKU # EP20320935

Description

In 2025, retail value sales of drinking milk products in Italy decreased by 2% to EUR2.5 billion, reflecting a multifaceted decline driven by reduced sales volumes and increased promotional pressure. This downturn occurred against a backdrop of economic uncertainty and shifting consumer habits, with cow's milk being the most impacted. Standard fresh and traditional shelf stable milk, in particular, saw notable drops in sales, while niche products such as lactose-free, organic, and short-chain mi...

Euromonitor International's Drinking Milk Products in Italy report offers in-depth knowledge of the market at a national level, providing local insight and understanding unavailable elsewhere. In addition to the latest retail sales data 2020-2024, it identifies the leading companies, brands and retail outlets, and assesses the key trends and demographic shifts behind consumer demand and sales growth. How key trends such as health and wellness, sustainability and recovery from the pandemic are currently shaping the market along with prospects for the next five years, clearly indicating how the market is expected to change.

Product coverage: Flavoured Milk Drinks, Milk, Powder Milk.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Drinking Milk Products market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

22 Pages
Drinking Milk Products in Italy
Euromonitor International
August 2025
List Of Contents And Tables
DRINKING MILK PRODUCTS IN ITALY
KEY DATA FINDINGS
2025 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 1 Sales of Drinking Milk Products by Category: Volume 2020-2025
Table 2 Sales of Drinking Milk Products by Category: Value 2020-2025
Table 3 Sales of Drinking Milk Products by Category: % Volume Growth 2020-2025
Table 4 Sales of Drinking Milk Products by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Drinking Milk Products: % Value 2021-2025
Table 6 LBN Brand Shares of Drinking Milk Products: % Value 2022-2025
Table 7 Distribution of Drinking Milk Products by Format: % Value 2020-2025
Table 8 Forecast Sales of Drinking Milk Products by Category: Volume 2025-2030
Table 9 Forecast Sales of Drinking Milk Products by Category: Value 2025-2030
Table 10 Forecast Sales of Drinking Milk Products by Category: % Volume Growth 2025-2030
Table 11 Forecast Sales of Drinking Milk Products by Category: % Value Growth 2025-2030
DAIRY PRODUCTS AND ALTERNATIVES IN ITALY
EXECUTIVE SUMMARY
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for dairy products and alternatives?
MARKET DATA
Table 12 Sales of Dairy Products and Alternatives by Category: Value 2020-2025
Table 13 Sales of Dairy Products and Alternatives by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Dairy Products and Alternatives: % Value 2021-2025
Table 15 LBN Brand Shares of Dairy Products and Alternatives: % Value 2022-2025
Table 16 Penetration of Private Label by Category: % Value 2020-2025
Table 17 Distribution of Dairy Products and Alternatives by Format: % Value 2020-2025
Table 18 Forecast Sales of Dairy Products and Alternatives by Category: Value 2025-2030
Table 19 Forecast Sales of Dairy Products and Alternatives by Category: % Value Growth 2025-2030
DISCLAIMER
SOURCES
Summary 1 Research Sources

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