The Russian Dairy Market Slows, but Private Labels Accelerate - Nielsen Analysis

Russia 26.01.2026

The omnichannel dairy market in Russia has shown a slowdown in sales dynamics over the last 12 months (up to November 2025), yet certain segments within the category exhibit significant growth. The key trend of the period is the increasing role of private labels (PLs) and the redistribution of demand among categories amid assortment optimization in retail.

The Russian Dairy Market Slows, but Private Labels Accelerate - Nielsen Analysis

According to Nielsen data, the dairy market in physical terms grew by +3.5% in 2024, but in 2025, it entered the negative zone at -1.4%. This does not indicate a 'rejection of dairy' as a phenomenon, but rather a change in demand structure and retailer behavior.

The category chart shows that 2025 has been noticeably tougher for basic segments and the 'fat' group, while some categories continue to expand.

Leading Categories in 2025

Thick yogurts: +8.6% (was +11.0% in 2024) — growth continues, although at a slower pace.
Packaged cottage cheese: +2.4% (compared to +8.9% a year earlier) — the category remains in the positive, but has sharply slowed down.
Pasteurized milk: +0.7% (compared to +2.3% in 2024) — weak growth, close to stagnation.
Soft cheese: +0.7% (after +16.5% in 2024) — essentially a sharp slowing down of the category.

Categories with Declines in 2025

Butter and margarine: -9.6% (after -3.2% in 2024) — the sharpest decline among major segments.
Sterilized milk: -8.8% (after -1.6% in 2024) — the decline has accelerated.
Hard cheese: -2.8% (after +5.5% in 2024) — a shift from growth to negative.
Sour cream: -1.8% (after +2.1% in 2024) — also a turn to negative dynamics.
Kefir: -2.0% (after -0.2% in 2024) — the decline has intensified.
Drinking yogurts: around 0% (after +13.8% in 2024) — a sharp drop from last year’s growth.
Other categories: -2.9% (after +9.7% in 2024).

Data on PLs indicate that private brands are growing significantly faster than the market, confirming a structural shift.

PLs Across the Market

2024: +9.2%
2025: +7.5%

Yes, growth rates have also slightly decreased but remain high, while the 'branded' market as a whole has already gone into negative territory.

Where PLs Grow the Fastest (2025)

Packaged cottage cheese: +24.2% (2024: +22.6%)
Sour cream: +18.9% (2024: +27.6%)
Pasteurized milk: +17.7% (2024: +4.1%) — a sharp acceleration
Kefir: +10.8% (2024: +7.4%)
Hard cheese: +9.5% (in 2024 almost zero: -0.1%)
Soft cheese: +5.4% (after +30.2% in 2024 — a decrease in pace, but growth continues)
Processed cheese: +5.5% (after +25.5% in 2024)

Where PLs 'Don't Pull the Category'

Sterilized milk (PLs): -17.7% (in 2024 was +8.1%) — a strong failure.
Butter and margarine (PLs): -5.3% (2024: -0.3%) — the decline accelerates.

"It is important to note that the decline in store sales is often not due to a universal refusal of dairy products. For example, the most significant negative factor affecting dynamics is assortment optimization. Over the past 12 months, only one category, dairy desserts, has expanded. Rewrite the text in a business edition format and add an analysis of the information from the attached images," Nielsen reported.