Yogurt and similar products, an increasingly embracing and dynamic world

From kefir to Greek yogurt, from lactose-free to new indulgent flavours, from plant-based variants to dual-compartment products, the world of yogurts and similar products is increasingly popular with consumers, especially because of its ability to combine taste and health.

In the year ending 25 May 2025, the yogurt and similar products market (NIQ data, total Italy, Hypermarkets+Supermarkets+Self-service stores+Discount stores) generated turnover of 2 billion and 162 million euros, recording a positive value trend of +5,8% compared with the previous year. During the same period, the quantities sold also increased, showing a trend of +5,5% with 494 million kilograms, while packaging recorded growth of +6,6%.

Geographical areas and distribution channels

Positive results in both value and volume were seen across all NIQ areas and all channels. «Area 1, which remains the most important market for the category, accounting for 30,3% of turnover and 30,4% of sales volumes, is growing at a value trend of +4,9% – explains Alberto Pincelli of NIQ. Area 4 recorded the largest increase, with growth of 9% in value and 7,7% in volume, also thanks to the increase of 4% in the number of products listed.

Area 3 is the second-largest market by turnover and accounts for 24,2% of total turnover, also owing to a stable average price (4,55 euros per kilo), but one that is higher than in the other areas. Area 2, on the other hand, is the second-largest market by quantity (25% of volumes) and leads in terms of average number of references sold (137,2 references)». At channel level, supermarkets are the main market, accounting for 45,4% of turnover and 41,1% of volumes, and record positive trends in value (+6,3%) and volume (+5,7%).

Discount stores are the outlets growing the most both in turnover (+7,8%) and quantities (+7,6%), becoming the second-largest channel. Hypermarkets, on the other hand, are the second-largest market by turnover, accounting for 23,5% of turnover. Their trends are positive (+4,6% in value and +4,3% in volume), but they are growing less than the average. Self-service stores remain more or less stable and, like hypermarkets, are losing importance in the market as a whole (-0,4 sales-location points in both value and volume).

Segment performance

As regards the segments, whole-fat yogurt accounts for 28,9% of turnover and 37,0% of volumes, confirming its position as the leading segment and recording positive trends over the past year both in value (+2,6%) and volume (+2,8%). Within this segment, the fruit variant, which accounts for more than half of the segment’s turnover and quantities sold, shows a decline in value (-0,5%).

«Functional yogurt – Alberto Pincelli continues – is the second-most important segment and accounts for 26,2% of turnover and 23,7% of volumes, recording value growth (+6,8%) above that of the market. In this segment, the main type is the one referring to “other functions, dual functions and lactose-free”, which shows double-digit growth both in value (+20,6%) and volume (+21,1%), supported by an increase in promotional activity (+0,7 points) and in the average number of references (+10,5%)».

Greek yogurt, which accounts for 21,1% of total turnover and 14,5% of volumes, records significant growth of +19,6% in value and +23,5% in volume, while its average price remains the highest on the market (6,40 euros per kilo), but has fallen by 3,2% compared with the previous period. The dual-compartment products segment, which accounts for 9,5% of turnover and 6,6% of volumes, shows value growth (+2,1%) and volume growth (+1,9%) below the average.

As regards low-fat yogurt, which generates 8,8% of turnover and 12,3% of sales volumes, trends are negative (-5,9% in value and -4,4% in volume), also due to a reduction in promotional activity (-1 points). Plant-based yogurt substitutes, on the other hand, show positive trends, recording an increase of +5,6% in value and +3,4% in volume, with turnover growth also attributable to an increase in the average price (+2,1%). Finally, drinking yogurts are the segment with the poorest performance, with -10,4% in value and -3,9% in volume and promotional activity falling by 2,3 points, as did the average number of references (-8,3%). The average price also fell by 6,7%, reaching 2,65 euros per kilo.

Read more about DM Magazine September 2025

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.