More and more customers are trying to avoid pre-sweetened yogurts. Many prefer to add their own berries or jam and value homemade meals and more conscious eating. High protein content is also important for many.
Teemu Kilpiä, Prisma Eesti maajuht
Estonians Are Choosing Greek Yogurt More Than Ever
Prisma’s sales statistics from the past six months show that Estonian consumers' preferences for yogurt and dairy desserts are changing. The demand for plain yogurts has increased by 25% from January to June this year. The most significant growth has been in Greek yogurt sales, which have risen by as much as 35%.
Dairy products remain very popular among Estonians. A survey conducted by Socio Research Center in July at Prisma’s request revealed that 76% of respondents have consumed dairy desserts (such as curd snacks, yogurt, curd cream, pudding, or skyr) in the past month.
While the survey highlights that curd snacks, flavored curd creams, and flavored yogurts are still the most commonly preferred products, consumer behavior indicates a shifting trend. Over the past six months, sales of plain yogurts have grown by 25%, and Greek yogurt sales by 35%.
According to the Socio Research Center survey, the sugar content of yogurt or dairy desserts influences the purchasing decision of 47% of respondents, while 34% say it doesn’t bother them.
Prices Are Becoming More Important, but New Products Are Also in Demand
Consumers are increasingly focusing on price. More large family packs with a lower price per kilogram are ending up in shopping baskets—whether it’s flavored yogurts, curd creams, or drinkable yogurts in plastic bags. Sales of drinkable yogurts in plastic bags have increased by 30%, while sales of smaller packaged drinkable yogurts have decreased.
Dairy desserts and puddings also remain popular, with sales growing by 12% over six months. Customers still enjoy classic flavors like vanilla and cocoa, but new flavors such as mango, raspberry, and coffee have been introduced. Protein puddings are also gaining popularity.
Statistics confirm that new products pique people’s interest. Consumers appreciate variety in taste experiences and are eager to try something different. The Socio Research Center survey found that when trying new products, the most valued factors are natural ingredients (73%), low sugar content (56%), and innovative flavor combinations (29%).
Price Reductions on Yogurts and Desserts
In this context, Prisma will lower the prices of over 200 yogurts and desserts starting from July 21st. “Estonian consumers have become more aware and appreciate simplicity. They want consistently affordable prices in stores—not just during promotional weeks,” commented Teemu Kilpiä.
Since April, Prisma has reduced prices on more than 2,000 products. The reductions started with baby care products, followed by pet supplies, soft drinks, ice cream, barbecue meats, sweets, chocolate, and sports nutrition.
“Price reductions will continue because our goal is to offer families the possibility to get everything they need from one place at affordable prices, helping to ease the stress caused by various tax increases,” Kilpiä added.
The survey conducted by Socio Research Center took place from July 3–14, 2025, with a sample of 513 people. The target group included 18–64-year-old residents of Harju, Tartu, Rapla, and Ida-Viru counties. The sample is representative in terms of gender, age, nationality, and place of residence.