Ice cream is expected to be hit with the steepest prices of all snacks in 2021, and as a result there is expected to be only a slight increase in retail volume sales, with growth in current value on par with inflation. The pandemic had limited effect on volume sales and though food service has suffered, not much ice cream is consumed through food service.
Three local players, all offering economy-priced ice cream, are expected to account for the majority of current retail value share in 2021 due to their large portfolios, positive perception and brand recognition. Santa Bremor is expected to lead with its brand of the same name, whilst Khladokombinat No 2 will follow in second with Snegoviki and Morozprodukt IP in third with its eponymous brand.
Bulk dairy ice cream is becoming more popular in Belarus and is expected to perform strongly over the forecast period, as its availability increases through modern grocery retailers. For example, Morozprodukt now offers 1kg bulk-dairy ice cream.
Ice cream and frozen dessert will register healthy constant value growth over the forecast period, with volume sales also expected to increase year-on-year. Generally, Belarusians of all ages enjoy ice cream, which is particularly popular during the spring and summer.
The rising focus on healthier eating in Belarus is expected to impact product development in ice cream and frozen desserts over the forecast period, as companies attempt to latch onto the healthy lifestyle trend and attract a health-conscious consumer base. Local shelves are increasingly expected to see a growing number of healthier ice cream options, including low fat ice cream and the inclusion of healthy ingredients such as pumpkin, muesli, linen seeds and dry fruits.
The segmentation of ice cream is likely to increase over the forecast period, mainly according to consumers’ age. For instance, players are expected to try to attract children with bright designs, and teenagers and young adults with a wide range of flavours, as well as filled ice cream and black ice cream (made with activated charcoal).
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This is the aggregation of all sales of ice cream and frozen dessertsSee All of Our Definitions
This report originates from Passport, our Ice Cream and Frozen Desserts research and analysis database.
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