Competition is the basic instinct of all living beings they use to survive in the world. Likewise, there are business entities on the market that come into contact with other entities that offer the same products or services as themselves, thus becoming each other's competitors which fight for a share of the market. There are many different forms of competitions on the market, one of which is monopolistic competition. Monopolistic competition is a form of market competition that is the most similar to the theorized perfect competition, which is not easy to achieve in practice. Monopolistic competition is most often mistaken for oligopoly, since they have several similar elements. There are two types of equilibria in such markets, long-term and short-term, and every company operating in this market feels certain impacts on its efficiency, depending on how long it operates on the market. The dairy market is one of the oldest markets in the world, which has existed since ancient times. Throughout history, various methods have emerged that have facilitated and improved the quality of milk and its byproducts, thus expanding the possibilities for all who were interested in entering this market in search of market share. The dairy market is a market that is globally present, and thus spread across a very large number of countries, some of which have more resources to produce milk than others. Likewise, there are an infinite number od different companies or private individuals competing in this market, from large corporations to small private dairy farms. As with many other ''old'' markets, with the developments of technology in this market, alternatives to classic animal milk began emerging, and serve as substitutes which weaken the influence of classic milk producers. A very strong impact was felt on this market in 2020 due to the COVID-19 pandemic, which had negative impacts throughout this market, with very high costs for all who do business, but also for countries that export milk as well.