The findings regarding the trajectory, prospects, and new trends in the dairy market, as presented in the NIQ (NielsenIQ), which highlighted the transformation of a traditionally mature sector into one of the most dynamic categories of fast-moving consumer goods during The Dairy Conference organized by Boussias Events.
According to the data presented, the Greek supermarket dairy market now exceeds 2.5 billion euros, recording a 6.7% increase in sales compared to last year, while it is worth noting that compared to 2024, it is showing a double-digit growth rate of 11.9%.
At the same time, dairy products account for 15% of total supermarket revenue and 20% of fast-moving consumer goods (FMCGs), confirming their central role in the consumer’s daily shopping basket.
The survey revealed that the Greek dairy market is built on three key pillars: tradition, health, and innovation. Today’s consumer does not choose between these, but seeks products that combine authenticity, nutritional value, and modern features.
Of particular interest are the new trends emerging in the market. Protein-rich dairy products are showing impressive growth, exceeding 86% in value over the past two years, while kefir and other categories linked to digestive health are recording growth of over 77%. At the same time, new categories are emerging, such as ready-to-eat “on the go,” responding to the needs of a more demanding and active lifestyle, which offer full nutritional value like a regular meal, and already exceed 2.3 million euros in market size.
The findings also show that, despite consumers’ high sensitivity to price increases (it is estimated that approximately 50–60% of respondents state that they closely monitor price changes, partly due to the high frequency of their repurchases) Greeks are willing to pay more for products that offer real nutritional benefits. Freshness, naturalness, the absence of preservatives, organic origin, and enrichment with nutrients are key selection criteria. Health, therefore, serves as a key factor in their choices, making them more willing to invest in premium products.
Globally, the dairy market is worth 1.4 trillion euros, accounting for 10.4% of all fast-moving consumer goods.
Europe and North America hold the largest share by value, but emerging markets are the ones driving sales volume growth. The outlook is particularly positive for products with a strong Greek identity, such as feta cheese and Greek yogurt, which are recording double-digit growth rates in many international markets, confirming the dynamism and competitive advantage of Greek products.
Special mention was also made of the role of social media, which increasingly influences consumer choices, highlighting products of high nutritional value and repositioning traditional categories in the public consciousness through new uses and modern applications.
Concluding the presentation, Efi Giannakopoulou, Sales & Engagement Associate at NielsenIQ, emphasized that the dairy market is not merely in a phase of evolution but in a phase of redefinition. Consumer trust, the growing importance of health, and the shift toward wellness as a lifestyle are creating new opportunities for innovation, differentiation, and growth across the industry’s entire value chain.
For the dairy sector, the future is shaped by products that combine tradition, nutritional value, and a modern lifestyle, confirming that the market has strong growth prospects both in Greece and internationally.