Yoghurt and similar products: wellbeing and protein drive the market

Among the segments of the yoghurt and similar products market, kefir and Greek yoghurt/skyr stand out for their performance. Together with functional and lactose-free solutions, they respond to consumers’ new dietary needs.

In the last year ending on 28 June 2026, the sector achieved a turnover of almost 2,6 billion euros across Italy as a whole, recording value growth of 10,1% compared with the previous year. Performance was also supported by volumes (584,9 million kg), which grew by 7,5%, confirming particularly dynamic demand in the category. The average price by volume also increased (+2,4%), further helping to support turnover (NIQ data, total Italy, Hypermarkets+Supermarkets+Free-service stores+Discount).

Geographical areas and distribution channels

Area 23,6% excluding drugstores remains the leading geographical area in terms of market share, with a 9,3% share of total turnover, and records growth of 10,2% in value and 10% in volume, showing solid development but below the national average. Area 8,3% excluding drugstores accounts for +8,7% of turnover and shows growth of +7,9% in value and 21,7% in volume. The increase in the average price (10,8%) is higher than that recorded in the country's other areas, making a significant contribution to market growth. Area 6,5%, with a share of 4,1% of total turnover, stands out for its particularly positive performance. The area records an increase of 10,3% in value and 8,1% in volume, results indicative of strongly expanding demand. Area 4, although accounting for 22% of total turnover, once again stands out for the best performance in the entire market; it records growth of 12,9% in value and 9,4% in volume, clearly exceeding the national average. The average price also increases (+3,2%), contributing to the sector's strong expansion in the South. In terms of channels, modern distribution (Hypermarkets+Supermarkets+Free-service stores), which accounts for 78,3% of total turnover, shows performance broadly in line with the market as a whole, recording growth of 9,9% in value and 7,9% in volume, accompanied by an increase of 1,9% in the average price. “Supermarkets – says Francesca Babbo of NIQ – remain the main sales channel, with a share of 45,4% of the category's total turnover, followed by hypermarkets and free-service stores. All formats show positive value performance: supermarkets grow, hypermarkets grow and convenience stores grow. Volume trends are also positive across all channels, with particularly strong growth in hypermarkets and supermarkets. The discount channel records growth in value and volume, also supported by an increase in the average price. Although the trend remains very positive, the increase is more strongly supported by the price effect than that observed in modern distribution, demonstrating a context still characterised by moderate inflationary pressure.”

Segment performance

“The yoghurt and similar-products market,” Francesca Babbo continues, “is broad and diverse, but some segments account for a large proportion of turnover. The four main sectors, Whole Yoghurt (23,2%), strained Greek yoghurt/skyr (22,8%), functional yoghurt (22,5%) and kefir (12,3%), collectively represent 80,8% of the market by value. Among the main growing segments is strained Greek yoghurt/skyr, which achieves turnover of over 582 million euros and grows by 24,7% in value and 25,4% in volume. Contributing over 115 million euros to market growth, it continues to benefit from consumer interest in products rich in protein and positioned as healthy.” Within the segment, low-fat skyr/Greek yoghurt represents the predominant component (80% of turnover) and grows by 23,7%, while the whole sub-segment records an even sharper increase (+33%), despite its share remaining residual in the total (18% by value). The kefir segment also confirms its role as an emerging category, with turnover of over 314 million euros and growth of 49,5% in value and 42,9% in volume, making it the most dynamic segment in the sector as a whole. Growth is driven both by drinkable kefir (+33,2% by value and 54,5% of the segment's total turnover) and by spoonable kefir, which records an increase of 75,2% in value and accounts for 45,5% of the segment's turnover, highlighting the growing spread of this product type among Italian consumers. The functional yoghurt segment, on the other hand, achieves turnover of approximately 576 million euros, with more moderate growth (+4,4% by value). Within the segment, however, there is strong polarisation: products associated with dual functionality, wellbeing and lactose-free properties grew by 21,5% in value and account for 41,1% of total turnover; while traditional sub-segments associated with regularity, immune defence and cholesterol control recorded declines in value. Whole yoghurt, the leading segment by market share, shows a broadly stable trend, equal to +0,5% by value. Within it, a clear difference can be seen between the various types: plain whole yoghurt grows by 9,6%, while whole fruit yoghurt records a contraction of 3,2%, confirming consumers' gradual shift towards simpler products perceived as natural. “Among the segments facing the greatest difficulties,” concludes the NIQ analyst, “are low-fat yoghurt, which records a decline of 5,2% in value and 5,4% in volume, and drinkable yoghurt, down 9,9% in value and 9,8% in volume, highlighting a loss of appeal compared with the more innovative, high-functional-content products driving category growth.”

Read more about DM Magazine September 2026

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.