According to the report 'Consumer Trends in the Dairy Market in Italy, 2011', cheese had accounted for a major stake of 47% in 2011, followed by milk at 31% and others in the order of yoghurt, puddings/desserts, butter & spreadable fats and cream as per the market value.Milk, however, held a whopping share of more than 67% in volume terms restricting cheese to the second spot with a mere 16.8% stake.
Changing age structures has been the major trend cited by Italians as influenced their overall dairy consumption during 2011, followed by the trends such as better value for money and personal space and time at 30% and 25% respectively among various others, noted the survey.
It was also observed by Canadean that older consumers of age above 55 have shown lot of fondness towards dairy products as a whole by representing a leading share of close to 32%.
With an urban-rural divide of 79%-21%, female Italians have edged out males with little more than 50% value share in 2011.
Among the educated group upper secondary and post secondary groups have together held more than 50% market share, with the former group having the lead.
In 2011, affluent consumers have driven the Italy's dairy market more compared to other wealth groups with 37% share.
Similarly, individuals having poor time of one to three hours of leisure time in a day demonstrated the tendency to consume dairy products more than others.
In Italy, branded products have performed a lead role across all the segments, by restricting the private label penetration to the range of 5% to 12%.
