Over the past decade, the flavoured liquid milk products market in Italy has experienced significant fluctuations. Starting at 8 kg per capita in 2012, the consumption initially decreased to 6.78 kg in 2013, then saw minor improvements till 2015, reaching 7.52 kg. A marked increase followed, peaking at 8.6 kg per capita in 2017. However, a decline trend set in from 2018 onwards, dropping to 5.95 kg per capita by 2021 and stabilizing slightly at 5.96 kg in 2022.
Recent data from 2023 indicates the market continues to face stagnation, maintaining similar per capita consumption levels. Notably, the market saw a year-on-year decline of around 0.17% from 2021 to 2022, suggesting a steady contraction. The five-year compound annual growth rate (CAGR) stands at -4.2%, signaling a persistent decreasing trend over the medium term.
Future trends to watch for include shifts in consumer preferences towards healthier and non-dairy alternatives, which might further impact this market. Additionally, innovations in product offerings and marketing strategies could play crucial roles in stabilizing or revitalizing consumption patterns in the coming years.
