Do They Eat Greek Yogurt in Italy? Exploring the Popularity

November 19, 2025 •

3 min read

According to Nielsen data cited in 2020, the market for Greek yogurt in Italy saw a notable increase in turnover by 7%, a trend contrasting the general decline in the broader yogurt market at the time. So, do they eat Greek yogurt in Italy? Yes, and its popularity reflects a shifting consumer preference towards health and high-protein foods.

Quick Summary

Greek yogurt is consumed in Italy, with rising popularity driven by health trends. While traditional Italian dairy products like classic yogurt and cheeses remain dominant, Greek yogurt has found its niche. Its high protein content and thick texture appeal to a new generation of consumers, and it is widely available in Italian supermarkets, including local and imported brands.

Key Points

Growing Popularity: Greek yogurt has seen significant market growth in Italy, especially among younger, health-conscious consumers.
Availability: Major Greek and international brands like Fage are commonly found in Italian supermarkets, alongside locally produced variations.
High Protein: A key driver of its success is Greek yogurt's high protein content, which appeals to consumers focused on fitness and wellness.
Complements Italian Dairy: Greek yogurt complements traditional Italian dairy products like ricotta and mascarpone, it does not entirely replace them.
Influenced by Health Trends: The rise of Greek yogurt reflects a broader shift in Italian eating habits, with consumers prioritizing products that offer specific health benefits.
Diverse Usage: Modern Italian consumers use Greek yogurt for breakfasts, snacks, and as an ingredient in both sweet and savory applications.

Italian Dairy Traditions vs. Modern Consumption

Italian cuisine is built upon a strong foundation of traditional dairy products, with a heavy emphasis on fresh cheeses and traditional yogurts. However, the dairy landscape is evolving, and Greek yogurt has emerged as a significant player. Its high-protein, thick texture has resonated with a new generation of Italian consumers, particularly those under 45, who are increasingly focused on health and wellness.

The perception of yogurt in Italy has also changed. Historically, it was viewed as a health food, and the first mass-market creamy yogurt, YOMO, became a daily staple for millions in the 1950s. Today, Italian consumers are more informed about nutrition and actively seek products with specific health benefits. Greek yogurt fits this modern demand perfectly, offering a protein-rich alternative to traditional varieties.

The Rise of Greek Yogurt in Italian Supermarkets

Walk into any major Italian supermarket, like Carrefour, and you'll find shelves dedicated to Greek and protein-rich yogurts. Prominent Greek brands such as Fage are readily available, while Italian manufacturers and retailers have also developed their own versions to meet the demand. This widespread availability is a clear indicator of Greek yogurt's strong foothold in the Italian market.

Wide Variety: Supermarkets offer a range of Greek yogurt products, from plain, high-protein options to fruit-flavored varieties.
Increased Exports: Greek dairy companies have strengthened their presence in Italy through distribution and private-label production partnerships.
Discount Channels: The growing popularity has seen Greek yogurt become a high-performing product in Italian discount retail sectors.
Market Share Growth: The penetration of Greek yogurt into Italian households has grown, demonstrating its increasing acceptance and integration into the Italian diet.

Comparison: Greek Yogurt vs. Traditional Italian Dairy

Understanding the differences between Greek yogurt and classic Italian dairy helps explain why both coexist in the market. While Greek yogurt is a modern favorite, traditional products like ricotta and mascarpone also offer unique textures and applications in Italian cooking.


Feature	Greek Yogurt	Traditional Italian Yogurt (e.g., Yomo)	Ricotta Cheese	Mascarpone Cheese
Texture	Very thick, dense, and creamy due to straining.	Smooth, often less thick than Greek yogurt, can be drinkable.	Soft, grainy curd-like texture, made from whey.	Very creamy, smooth, and high in fat.
Protein Content	Significantly higher due to straining process.	Lower than Greek yogurt.	Moderate protein, varying by type.	Low in protein compared to yogurt.
Usage	Breakfast, snacks, dips (tzatziki style), and as a sour cream substitute.	Breakfast, snacks, desserts, often served plain or with fruit.	Fillings for pasta and desserts like cannoli.	Desserts like tiramisu and creamy sauces.
Flavor Profile	Tangier and more acidic due to fermentation.	Milder and often sweeter flavor.	Mild and sweet.	Rich and mild, slightly sweet.

The Health and Wellness Driver

The adoption of Greek yogurt is a clear sign of Italy's health and wellness food trend. Younger Italians, in particular, are drawn to its high protein content for muscle recovery and an active lifestyle. This contrasts with the older generation, which historically favored traditional yogurt for general digestive benefits. The market shift shows that while tradition is respected, modern nutritional preferences are also shaping consumption habits. This extends beyond just Greek yogurt to other products like protein yogurt and kefir.

How Greek Yogurt is Eaten in Italy

While not part of classic Italian cuisine, Greek yogurt is consumed in several ways by modern Italians. It's a popular breakfast choice, often topped with fresh fruit, nuts, or honey, much like elsewhere in the world. It can also be used as a creamy, high-protein base for smoothies or as a healthier alternative in baking. Some may even adapt it for savory uses, replacing sour cream in recipes. The versatility of Greek yogurt makes it an easy addition to a contemporary Italian diet, complementing rather than replacing traditional options.

Conclusion

In summary, the answer to "Do they eat Greek yogurt in Italy?" is a resounding yes. Its consumption has seen significant growth in recent years, driven by health trends and younger demographics. While traditional Italian dairy products maintain their cultural importance, Greek yogurt has carved out its own niche in the market, becoming a widely available and popular choice for its nutritional benefits and thick texture. This adoption showcases how Italian food culture, while rooted in tradition, continues to evolve in response to global and health-conscious consumer trends.

Frequently Asked Questions

No, Greek yogurt is not a traditional Italian food. Traditional Italian dairy products include a wide range of cheeses like ricotta and mascarpone, and a smoother, less strained style of yogurt.

Its rising popularity is driven by a growing interest in health and wellness, particularly among younger Italians. The high protein content and thick texture of Greek yogurt make it appealing to those with active lifestyles.

Yes, Greek yogurt is widely available in Italian supermarkets. You can find both imported brands like Fage and local Italian-produced versions, often in the dairy or yogurt section.

While it's a modern addition, Italians enjoy Greek yogurt much like people elsewhere. It's often eaten for breakfast or a snack, served with honey, fresh fruit, or nuts.

Traditional Italian yogurt is often creamier and less thick than Greek yogurt, as it does not undergo the same straining process. It has a milder flavor and lower protein content compared to its Greek counterpart.

Yes, traditional Italian yogurt is a creamy alternative. For a similar richness but different flavor, you might find mascarpone or a fresh, creamy ricotta, though these are cheeses and not yogurts.

You can find several brands, including well-known Greek imports like Fage and brands from Italian companies that have started producing their own versions to meet local demand.