The performance of drinking milk products will continue to be driven by fresh milk as a traditional product, with the consumption of fresh and unprocessed milk also remaining high. In fact, it is cited that only one third of total milk production is collected by the industry, which leaves a big quantity for consumers’ own consumption and sales directly from the farm.
Full fat cows’ milk is expected to remain popular over the forecast period, as it benefits from the perception that natural fats are harmless, and it is almost similar in terms of fat levels to the natural fresh milk as obtained directly from the cow. Premiumisation of fresh milk is also linked to full fat fresh milk which has already made the first steps forward with the niche brands Laptaria cu Caimac and Artesana, packaged in glass bottles.
Drinking milk products will continue to be led overall by international players who rely strongly on domestic brands which were purchased in the review period, together with local manufacturing facilities. Demand for domestic brands increased significantly during the event of the pandemic and this is expected to continue over the forecast period, as domestic products are perceived as providing quality at affordable prices – especially given the noticeable price growth in 2022-2023 for overall dairy.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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