Non-PDO hard cheeses are gaining market share in Italia thanks to their lower prices
The favourable milk prices for producers have also led to generic products accounting for over 24 per cent of total sales (+4 percentage points over the last two years)
Things are getting tough for hard cheeses. In just a few years, the two-horse race between Grana Padano and Parmigiano Reggiano has become a ménage à trois, due to the onslaught of non-PDO ‘Grana-style’ products (the name ‘Grana’ is protected by a geographical indication, ed.), which in 27 months have gained a further four percentage points in market share by volume in the supermarket sector, reaching 24.4% of a market worth a total of 1.9 billion euros. This is not far behind the 27.3% held by Parmigiano Reggiano PDO but still a long way from the 48.3% held by Grana Padano PDO. These generic cheeses, which do not carry EU geographical indications, are produced by Italian companies (which often also produce PDO cheeses) and sold under made-up names or unbranded.
Behind the rise of ‘generic hard cheeses’ lies, first and foremost, a question of cost-effectiveness both for producers, who can use cheaper imported milk and curds, and for retailers (who enjoy higher profit margins, particularly with private labels), as well as for consumers, who spend less: 14.4 euros per kg compared to an average of 18 euros. The high price and the 9 per cent increase recorded in 2025 have prompted many Italians to reduce both the frequency of their purchases and the quantities bought, particularly of Parmigiano Reggiano, which saw an 11.8 per cent drop in sales volumes in large-scale retail over the course of a year.
Given that for one in three Italians, price is the primary factor when choosing a dairy product, the prospect of saving an average of 25 per cent (and up to 37 per cent) was a key factor in driving demand for generic cheeses. This reasoning holds even more true in the catering sector, where this type of cheese is indispensable, but where the choice of one variety over another affects food costs. Restaurateurs are therefore keen to make savings, particularly when these cheeses are used as ingredients. In fact, the two Italian PDO cheeses play a marginal role in the hospitality sector (6.7% of Parmigiano Reggiano sales), where they have significant untapped potential that they have long been seeking to capitalise on.
As demand grows, so does supply. Many dairy companies have decided to invest in hard cheeses to capitalise on opportunities in domestic and foreign markets. Last year, Valcolatte, a specialist in fresh cheeses (Riccotta brand), acquired a factory to produce the hard cheese Fior d’Italia, intended for the hospitality sector and export markets, where it generates over 50 per cent of its €320 million turnover. The Fiorenzuola dairy is located a short distance from the one where Apl produces Bianco d’Italia, another non-PDO cheese that is 100% made in Italia.
Other brands have expanded their ranges (such as Piemontino, Gran Biraghi and Bella Lodi ) or invested in pre-portioned products, which are in greater demand and more profitable. Grated cheeses are performing well, with Italians spending 895 million euros on them; generic cheese blends feature prominently in this segment, and corporate brands such as Ferrari, Latteria Soresina and Galbani with Grangusto act as the main drivers of this market. With a view to rounding out its portfolio, Granarolo launched new self-service formats of its Formaggio Italiano Stagionato a year ago, made from milk sourced from its supply chain and produced using traditional methods.
