Due to high milk prices in the EU, milk production in Northern and Western Europe increased, leading to surpluses and a decrease in consumption. Inflation and low purchasing power in Hungary have also impacted the dairy sector, causing constant pressure. Milk prices have decreased, and farmers are facing challenges as input costs remain high. The market share of milk at official prices has increased, and the impact of online price monitoring and promotions on milk assortment composition is uncertain. Extended producer responsibility fees have also increased production costs for milk processors.