Value-added milk is revolutionizing the industry – a new consumer mindset in Poland and Eastern Europe

The region’s dairy market has entered a new era. Today’s consumers are looking for dairy products that are delicious, suitable for everyday consumption and, above all, healthy. Research conducted by Tetra Pak in Poland, Croatia, Serbia, Hungary and Slovakia in May 2025 confirms that value-added milk is one of the fastest growing segments in the food industry. The results show that consumers are willing to pay more for products that support a healthy lifestyle. Milk enriched with protein, vitamins and minerals is increasingly being seen as a natural “superfood” that combines traditional ingredients with modern expectations.

New consumer demands – health, energy, immunity

According to the research, 34% of Eastern European consumers are interested in value-added milk. The most popular additional ingredients are calcium and vitamins (53% each), followed by protein (40%). Shoppers are looking for dairy products that support bones (39%), the immune system (29%), digestion (28%), energy (26%), and heart health (17%). Functional milk is a natural answer to these demands: a glass contains 8 grams of high-quality protein, calcium, phosphorus and vitamin B12. Consumers increasingly expect a clear list of ingredients, transparent labeling and the absence of artificial additives. Low-fat, lactose-free and organic milk options are also becoming increasingly popular.

Eastern European milk market: common trends, different emphases

The research examined consumer habits in five countries – Poland, Croatia, Serbia, Hungary and Slovakia. Although the maturity of each market varies, the trend is the same everywhere: more and more people are choosing functional milk.

In Poland , almost a quarter of respondents have been consuming functional milk for more than four years. There is a growing interest in products enriched with calcium, vitamins and protein – especially for supporting the immune system and bones. Compared to other countries, Polish consumers consume fortified milk more often for lunch, as an afternoon snack or for dinner. On-the-go packages are also becoming increasingly popular, as they offer a quick and healthy alternative to eating during the day. It is of utmost importance to them that fortified milk does not contain artificial additives, especially among those who are trying to reduce the proportion of processed foods in their diet.

In Croatia, 75% of consumers choose fortified milk as a supplement to their diet. The market here shows the greatest potential for bio and organic products with transparent labeling. Milk fortified with vitamins and minerals, especially those that support bone health and immunity, fits well with local preferences.

Croatian consumers’ consumption habits differ significantly between functional, value-added milk and long-life milk. 84% of respondents have been consuming long-life milk for more than four years, indicating a strong tradition and trust in this segment. In contrast, functional, value-added milk is a relatively new choice: only 30% of consumers have been consuming it for a long time.

Although 55% of respondents consider value-added milk too expensive, 78% would still buy it due to the health benefits. This shows that Croatian consumers increasingly value functionality and the impact on well-being, even if it means a higher price.

Interestingly, in Croatia, value-added milk is consumed more often for breakfast (57%) than long-life milk (48%), which suggests that breakfast is understood by many as part of an energy- and health-conscious daily routine. Not surprisingly, 40% of respondents do not consume long-life milk because they consider it too processed, which indicates a growing demand for transparency and natural composition.

According to the data, Croatian consumers increasingly prefer products that offer specific health benefits, while at the same time looking for natural ingredients and an affordable price.

Serbia is considered a mature market: 39% of consumers have been consuming functional milk for more than four years.