The functional dairy market, which includes products enriched with probiotics, proteins, or vitamins, is the fastest-growing segment globally.

According to Euromonitor, in 2024 sales of functional dairy products increased by 17% in Europe, while in Romania the growth rate was even higher, at 19%. The most popular products are protein yogurts, lactose-free milk, and kefir with added probiotics.

Romanian consumers, especially those in urban areas, associate functional dairy products with an active and healthy lifestyle and are willing to pay more for clear health benefits.

European regulations, through Regulation (EC) No. 1924/2006, set strict criteria for health claims on labels, which requires processors to invest in research and development.

In Romania, large factories have begun launching dedicated product lines, but the challenge remains for small and medium-sized producers, who lack sufficient resources.

In a global context where consumers are increasingly demanding personalized and healthy products, functional dairy is emerging as a growth driver for the Romanian industry in 2025 and the years to come.

(Photo: Freepik)