The Italian milk market is showing clear signs of contraction, prompting institutions and industry leaders to call for extraordinary measures. According to the latest data from Ismea, updated to September 2025, consumption of fresh milk in Italy has fallen by 7%, while long-life UHT milk has declined by 1.2%. The downturn comes despite rising volumes of yogurt and fresh cheeses, underscoring the need for a strategic reset in one of the country’s most critical agri-food supply chains.
During a recent dairy roundtable, the Italian Minister of Agriculture, Francesco Lollobrigida, stressed the urgency of coordinated EU actions to address sector challenges.
Among the measures proposed are extraordinary promotional campaigns aimed at:
Enhancing awareness of milk’s nutritional value.
Strengthening communication on supply chain sustainability.
Promoting the quality of PDO and PGI cheeses.
Stimulating domestic consumption.
Consolidating the sector’s presence in international markets.
The goal is clear: to safeguard a supply chain that represents a major economic, social, and cultural asset for Italy.
UNITED STATES: WHOLE MILK RETURNS TO SCHOOL CAFETERIAS
Across the Atlantic, the relaunch strategy is taking a regulatory route. With the adoption of the Whole Milk for Healthy Kids Act of 2025, recently implemented in U.S. school cafeterias, higher-fat milk options — including whole milk — have been reintroduced after years of restrictions. Children have been identified as the primary target group, with the dual aim of broadening nutritional choice and supporting the U.S. dairy industry. The measure signals a shift in public policy thinking around dietary fat and reflects renewed institutional backing for the dairy sector.
DAIRY COOPERATIVES CALL FOR EXTRAORDINARY MEASURES
Italy’s cooperative movement has voiced strong concern over the consumption downturn. “Today, the decline in milk consumption, even against a backdrop of rising yogurt and fresh cheese volumes, requires a clear acknowledgment of the situation and the implementation of extraordinary measures,” said Giovanni Guarneri, President of the Dairy Sector Committee at Confcooperative Fedagripesca. “We must act today to guarantee tomorrow a competitive future for milk and cheese, and the survival of a supply chain that represents a driver of sustainable development, cultural identity, and food security.”
Italian dairy cooperatives are already active in promotional efforts through the “Think Milk, Taste Europe, Be Smart” campaign, promoted by the dairy sector of the Alliance of Italian Cooperatives and implemented by Confcooperative with co-financing from the European Commission.
The initiative aims to counter fake news and prejudice, reaffirming the role of milk and dairy products in a balanced diet — particularly in light of changing eating habits and evolving consumer trends.
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