Greek Yogurt Nears a Quarter of Italy’s Market as Food Sales Expand

Greek yogurt leads expansion in Italy

Greek foods are gaining ground across Italy’s supermarkets and restaurant sector, with yogurt emerging as the leading product. Cretalive, citing reporting by Il Sole 24 Ore, said Italian retailers are expanding their ranges of Greek yogurt, feta, Kalamata olives, baklava, tzatziki and Greek-style desserts. In foodservice, the first chains of Greek tavernas are also developing with the aim of becoming franchises.

The advance extends beyond products made for immediate consumption. Greek cuisine is increasingly associated in Italy with ingredients and dishes including olive oil, kiwi fruit, moussaka and gyros. The report links this demand to the standing of the Mediterranean diet as a reference for healthy eating and to consumers’ perception of Greek products as natural, authentic and capable of combining taste with nutritional value. High-protein diets have provided an additional opening, particularly for yogurt.

Retail sales reach €413 million

Greek yogurt has become one of the most dynamic categories in the wider food market after recording double-digit growth for an extended period. During the latest year covered by Circana estimates, sales through large-scale retail increased by 30% in volume and 26% in value, reaching €413 million. The faster rise in volume than value indicates that physical demand, rather than price alone, was a major contributor to the increase.

In less than a decade, Greek yogurt has secured almost one-quarter of Italy’s yogurt market. YouGov data cited in the report show that it is now purchased by 58% of Italian households, a penetration rate 15.2% higher than in 2022. Those households buy it an average of 27 times a year, demonstrating that the category has moved beyond occasional trial and become part of regular grocery purchasing.

Imports and larger packs support consumption

Italy imported 205,000 tonnes of yogurt in 2025, according to Assolatte estimates. Greece accounted for 42.5% of that total, with the volume originating there rising by 11% from the previous year. Greece’s share of Italian yogurt imports is therefore substantially larger than Greek yogurt’s share of the overall domestic market, underlining the importance of cross-border supply to the category’s expansion.

Larger packs of 500 g and 1,000 g are recording particularly positive results. Their stronger value-for-money proposition is one factor, but the format also reflects a broader change in consumption. Greek yogurt is no longer confined to breakfast: it is increasingly eaten as a snack and used as an ingredient. For Greek dairy producers and Italian importers, this creates opportunities in both branded retail products and higher-volume household formats. Feta, olives and prepared specialties can benefit from the same consumer interest, while Greek restaurant chains may provide an additional channel for familiarising Italian customers with the cuisine.