The yogurt market - Italy

Starting from 2020, the global yogurt market has seen continued growth, driven by the recognition of yogurt's health benefits and increasing consumer health awareness. Asia has been the leading region in consumption at 26% and is anticipated to fuel future growth due to rising purchasing power. The Italian yogurt market showcases a declining trend in overall volume, but the Greek yogurt segment bucks this trend. The sector is witnessing a surge in organic and plant-based alternatives with consumers leaning towards high-protein options like Greek yogurt and the adoption of yogurt in various diets. Italy's yogurt imports have consistently outpaced exports, with substantial dependence on Germany (43.6% of imports). Consumption habits in Italy indicate a preference for afternoon and breakfast times, with an increasing per capita consumption moving towards 7 kg, driven by perceived health benefits. The impact of Covid-19 has altered eating habits with a noted influence on the yogurt industry.

Changing Consumer Preferences in the Italian Yogurt Market

The Italian yogurt market has witnessed a trend towards an increased recognition of its health benefits, though the per capita consumption remains lower compared to countries like France and Germany. The market is experiencing a shift in demand, with a particular focus on the afternoon and breakfast as the most popular times for yogurt consumption. Estimates suggest that about 35% of yogurt is eaten in the afternoon, 34% at breakfast, and around 18% during mid-morning. The demand for Greek yogurt is surging, with a significant 7% growth in the market amounting to over 150 million packs, indicating a strong consumer preference for products with higher protein content and creamier texture. Organic and plant-based yogurts are also gaining traction, reflecting a broader trend towards organic growth and innovation in product offerings. While the Italian yogurt market is not as large as in other European countries, with annual production and consumption approximately between 425 and 430 tons, it has shown some growth. For instance, functional yoghurt sales have seen an increase of around 4% in both volume and value.

The growth of the yogurt market in Italy is becoming evident, with sales figures showing a rising interest in healthier and more specialized yogurt types, despite the downward trend in traditional segments such as drinkable and low-fat yogurts. The Greek yogurt segment in particular has captured the attention of consumers, with a noticeable increase in quantities sold by between 13.8% to 15.5%. This emerging trend is accompanied by the adoption of other protein-rich yogurts like Skyr, indicating a shift towards more nutritious and versatile products. The increasing sales of other yogurts such as Icelandic skyr and Middle Eastern kefir, although not as mainstream as Greek yogurt, also indicate this shift towards more protein-rich, health-focused products. Market analysis also suggests that price trends have seen an upward trajectory, partly due to an increase in raw material costs. However, innovation and diversity in the product offering continue to drive the market, with consumers showing an interest in a wide range of yogurts like fruit yogurts, Swiss Yogurt, and liquid yogurts, often priced differently based on brand, size, and type. In terms of consumption habits, nearly all Italian families purchase yogurt, though the frequency of consumption varies across different types of yogurt. Classic yogurt enjoys a regular consumption rate, while Greek and healthy yogurt types are less frequently consumed. The Italian yogurt market is also segmented by the cooperative movement in the dairy sector.

Key Players Shaping the Italian Yogurt Market Landscape

Within the dynamic realm of the Italian yogurt market, several prominent actors stand out, each carving a niche through distinctive offerings and strategic distribution methods that cater to various consumer preferences and market segments.

• Granarolo: Renowned as a behemoth in the dairy sector, Granarolo offers a vast array of yogurts under its flagship brand Yomo, among others. Known for emphasizing natural ingredients, Granarolo boasts products like "Yomo 100% natural yogurt" and "Citrus fruits of Sicily," marketing them predominantly through large-scale retail channels whilst also maintaining a presence in foodservices and normal trade.
• Müller Group: Müller is synonymous with innovation in the yogurt segment, introducing a myriad of flavors and combinations that enchant consumers' taste buds. Its product lineup, which includes "Müller FrütUp," "Müller Corner," and others, is widely distributed across grocery stores to discount retailers, with a keen focus on the GDO (Grande Distribuzione Organizzata - Organized Large-Scale Retail) channel as well as the HORECA sector.
• Danone: A global giant with a significant presence in Italy, Danone delivers health-focused products such as "Danacol," "Activia," and "Actimel." With a strong presence in GDO, discount stores, HORECA, and e-commerce, Danone continues to evolve its offerings in line with consumer health trends, introducing products like "Activia Oats Walnuts."
• Fage: Fage has etched its name in the Italian market primarily through its Greek yogurt offerings, with products like "Fage Total 0%" being especially popular. Its commitment to high-protein, healthful yogurts resonates with consumers leading active lifestyles, available predominantly in supermarkets and large-scale retail outlets.
• Arborea: With a focus on regional dairy production, Arborea offers a range of yogurts under brands like "L'isola Felice delle Mucche" and "Fattorie di Sardegna." Its commitment to local sourcing and sustainable practices is underlined in its diverse retail strategy, which includes a mix of retail, discount, industry, HORECA, wholesale, normal trade, and exports.

Through their innovative products, differentiated branding, and targeted distribution methods, these companies contribute to the ever-evolving story of Italy's yogurt market – a narrative rich with tradition, health consciousness, and contemporary preferences.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 07/03/2022

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