Keywords: quality, trends, plant based, innovation, sustainability.
In a scenario characterised by strong market instability, European competitive pressures, production surpluses and deep-rooted changes in consumption, the MILK.IT conference confirms itself as one of the most important events for the Italian dairy and cheese sector. The event will be held at CremonaFiere within the Zootecniche Cremona International Exhibition, bringing together farmers, processors, technicians, distributors and sector experts.
This year indeed began with a particularly complex market outlook: the increase in production recorded in Italy and other large European countries is creating a level of overproduction which is significantly affecting the prices of milk and derivatives. Exports are helping absorb part of the surplus, but market volatility could continue past summer.
According to the most recent sector analyses, dairy production will remain at higher levels than 2025, both in Italy and in the main competing European countries. Germany and France have recorded increases of over 5%, boosting competitive tensions across the EC market.
Of particular significance is the collapse in raw material prices: farm-gate milk has recorded falls on the order of 20% compared to last year, while spot milk has seen drops of up to 55%. These dynamics are putting the entire production chain under pressure, and driving operators to evaluate cost containment and production limitation strategies. In parallel, the sector must face up to the increasingly evident effects of shrinkflation, reductions in product quantities with unchanged or increased prices. This dynamic is also affecting industrial strategies and consumer perception in the dairy and cheese sector: smaller packages of milk, yoghurt, butter and cheese are becoming increasingly common in the attempt to limit the impacts of energy, logistics and raw material costs. Nevertheless, this phenomenon risks compromising consumer trust, which has already been under pressure from food price inflation and increasing competition from alternative plant-based products. In recent years, the growth of plant-based products and other non-dairy alternatives has progressively reduced the market share of traditional milk and dairy products, above all in younger age groups and with consumers more sensitive to sustainability, animal welfare and health concerns. This phenomenon is changing the competitive balance in the sector and requiring the dairy industry to reflect on new strategies with regard to innovation, communication and market positioning.
During MILK.IT, participants will also discuss how the sector can take on the issue of transparency, perceived value and economic sustainability without further affecting consumption.
Changes in consumer dietary habits are also having a profound effect on the market.
MILK.IT will see the key strategic issues for the future of the industry under discussion:
- Evolution of international markets
- Competitiveness of the European supply chain
- Economic sustainability of dairy farms
- Managing production surpluses
- Consumer trends
- Impact of plant-based products on the dairy and cheese sector
- Innovation and promotion of Italian milk and dairy
The conference, now running for over 20 years, represents an opportunity for discussion and feedback on possible changes in the sector over the coming months, with hypotheses including reducing supply through slaughter of less productive animals, boosting the demand for fresh products and potential effects of the reduction in consumer prices on retail purchase behaviour.
MILK.IT thus stands as a platform for dialogue and analysis in order to understand the transformations in progress in the dairy and cheese sector, and to identify concrete tools to take on the challenges of an ever-more global, dynamic and competitive market.
MILK.IT, CremonaFiere, 26 November 2026
