Urban consumers in Romania are becoming the main driver of the dairy market, with well-defined preferences for healthy, convenient, and diverse products.

According to Euromonitor data, in 2024 the top of preferences was dominated by protein yogurts, which recorded an 18% increase compared to the previous year. In second place is lactose-free milk, with a 12% increase, followed by artisanal cheeses, preferred by 22% of surveyed urban consumers.

In fourth place are yogurts with added probiotics, a segment that grew by 9% in Romania, while fifth place is occupied by kefir, recognized for its digestive benefits. This ranking clearly shows the orientation of consumers towards products perceived as healthier and closer to the concept of functional foods.

Studies also show that young people aged between 25 and 35 are the most active consumers of these products, with a greater willingness to pay for quality. For processors, the ranking of preferences provides clear directions for developing new product lines and for strengthening their market position.

(Photo: Pixabay)