Danone is strengthening its presence in the Italian yogurt market with the launch of Danone Greco Autentico, a new range that marks the group's entry into the Greek yogurt segment, one of the most dynamic in the dairy industry. This new product comes at a time of strong growth in the category, driven by demand for high-protein products that combine nutritional value, flavor, and versatility.
According to data released by the company, in 2026, Greek yogurt became the leading segment of the dairy industry in Italy, reaching a 22% market share, with a total value of €689 million and growth of over 25%. These figures confirm the evolution of consumer preferences and explain the interest of major players in this category.
Danone Greco Authentic is produced in Greece using only milk from local farms and is available in two varieties, 0% and 2% fat. Both contain 13 grams of protein per 150-gram container, contain no added sugar, and are characterized by a dense, creamy consistency.
The 0% version is aimed primarily at consumers seeking a fat-free product, while the 2% version offers a smoother texture and a more intense flavor. Both products are designed for different consumption occasions, from breakfast to snacks, and as an ingredient in sweet and savory dishes.
"The fact that Greek yogurt became the leading segment of the dairy sector in Italy in 2026, representing 22% of the entire market—worth €689 million and growing at over 25%—speaks to a profound shift in consumer choice. It's not just a growing focus on protein, but a broader need: choosing products that combine pleasure, nutritional quality, and versatility," comments Lucia Chevallard, Marketing Director of Danone Italy and Greece.
"Danone Greco Autentico was created to respond to this evolution. It's our way of entering a strategic segment with a product with a clear identity, capable of responding to new consumer expectations with authenticity, flavor, and a distinctive texture," adds Chevallard.
The launch also holds special significance in the group's history, recalling the origins of founder Isaac Carasso, born in Thessaloniki, Greece. It was Carasso who, in 1919, launched the business that would later become Danone in Barcelona, developing the production of fermented milks and yogurt.
The connection with this tradition is evoked through the Greek concept of Nóstos, meaning homecoming, chosen by the company to represent the return to its roots through a proposal aimed at contemporary consumers.
With this acquisition, Danone expands its portfolio in the Italian market and aims to tap into growing demand by entering a category that is increasingly important in commercial strategies and the assortment of food retailers.
