The new dairy standard: Where health meets habit
Dairy brands demonstrated their strength in 2024 by aligning with what matters most to shoppers: health, habit, and household relevance. From everyday staples to functional front-runners, these brands have shown that evolution doesn’t mean losing your roots. Whether leading in penetration, innovating through functionality, or reinforcing cultural routines, dairy continues to adapt – and win.
European penetration
+5 (#30)
Position in European rank
CRP growth
Philadelphia is one of Europe’s standout success stories in household penetration. Over the past year, the brand gained an impressive +1.3 penetration points (+ 4.7%), making it the #3 FMCG brand gaining buyers in Europe. This growth reflects of how deeply Philadelphia is woven into everyday life across the continent – far beyond just marketing efforts.
Philadelphia – Penetration powered by everyday relevance
A prime example comes from Italy, where Philadelphia has become the default name for the entire cream cheese category. In Italian households and cafés, “Philadelphia” doesn’t just mean cream cheese – it is cream cheese.
This cultural relevance translates into measurable success: Philadelphia ranks #23 among Italy’s most chosen FMCG brands, climbing two positions year over year, with a strong CRP growth of +9.1%. In a category typically dominated by private labels, Philadelphia stands out as the only brand-led segment within Fresh Cheese and is the unquestioned leader in both penetration and purchase frequency, reaching nearly eight acts of purchase per household.
Philadelphia’s strength comes from more than just brand recognition – it’s about habitual relevance. The brand is deeply embedded in everyday routines, from breakfast spreads to baking, making it the go-to choice for home cooks and professionals alike. Its leadership in a category often ruled by private labels shows the power of consistent value, trust, and cultural fit.
Philadelphia across Europe
Source: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 | IT YouGov FMCG | https://www.philadelphia.it/
European penetration
+1 (#11)
Position in European rank
CRP growth
CRP growth
in 13 out of 17 EU markets
Arla – A trusted dairy leader gaining ground across Europe
With deep roots and a broad European footprint, Arla shows how trust, innovation, and local relevance can drive sustained growth across diverse markets. The brand recorded a notable gain of 0.9 penetration points year-over-year, fueled by its commitment to quality, sustainability, and innovation.
From mature Northern markets to dynamic Central and Eastern regions, Arla thrives by balancing local needs with global brand values. European consumers increasingly seek health-conscious, natural, and transparent dairy options – and Arla delivers. Its portfolio includes the Skyr line, lactose-free products, and an expanding organic range, positioning the brand as a reliable choice.
In Sweden, one of Arla’s home markets and a hub of innovation, Arla remains the most chosen brand in 2024, chosen 178 million times with 97% household penetration. This trust stems from a forward-looking portfolio that combines functional nutrition, responsible farming, and a commitment to climate-neutral dairy by 2050. Arla successfully blends sustainability with tradition, making it a national staple for today’s conscious shoppers.
Arla made a significant leap in the Dutch market, entering the Top 10 most chosen FMCG brands. With a 13.9% growth in CRP, Arla now ranks 9th, climbing five spots from last year. Dutch consumers, highly health-conscious and drawn to natural and functional products respond well to Arla’s organic dairy range and protein-rich innovations such as Skyr and Cultura. These reinforce Arla's “pure, simple, and natural” brand image.
Crossing the border to Germany, Arla continues to gain ground. Products like Skyr, lactose-free options, and BUKO cream cheese resonate strongly. Tailored local flavors in the cream cheese range have strengthened Arla's position against private labels and leading brands.
“Not a given: While penetration is increasing, purchase intensity of Arla’s biggest sub-brand is also rising – without a significant increase in promotional share,” notes Vincent Goricnik, Consultant at YouGov Germany.
Arla’s growth is further supported by a +34.5% volume increase at discounters, recent product launches like BUKO Shepherd’s Cheese, and its trusted Nordic heritage – all contributing to strong shopper loyalty and sustained success.
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Source: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 | DE YouGov FMCG | arla.com
Germany
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Arla Buko
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