The market for drinking milk products in Italy is projected to experience a modest decline in retail volume terms during the five years to 2029. Within the dominant cow’s milk sector, shelf-stable options are expected to outperform fresh milk, as consumers increasingly prioritise reducing food waste, influenced by growing environmental concerns and the economic realities facing many households.
During the forecast period, drinking milk products that are perceived as healthier and more easily digestible, such as goat milk or plant-based milk, are predicted to outperform traditional cow’s milk in retail volume terms. A growing number of health practitioners are advising against the consumption of cow’s milk, as the growth hormones that are naturally present in cow’s milk are perceived to be harmful to the human body and are often seen as the root cause of various autoimmune disorders.
During the forecast period, factors such as sustainability, and animal welfare are expected to become more significant in consumer decision-making, potentially surpassing price as the primary consideration. As these values gain importance, companies are increasingly focusing on sustainability and packaging innovations to stand out from the competition.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Drinking Milk Products industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
See All of Our DefinitionsThis report originates from Passport, our Drinking Milk Products research and analysis database.
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