Weather is the most obvious factor affecting demand for ice cream, namely weather during the summer season, which is the peak season for ice cream. Insight into review period growth trends in ice cream confirms the workings of volatile weather shifts, as ice cream sales oscillated strongly between periods of cooler and warmer summers.
One of the reasons for increased focus on frozen desserts at the end of the review period was manufacturers’ intent to develop a format compatible with their business model that can overcome the seasonality issues of ice cream. Frozen desserts use the same or similar production, distribution and retailing infrastructure, thus enabling manufacturers to put their capacities to work, even whilst ice cream is out of season.
Multipack dairy ice cream achieved triple-digit value growth in 2018, more than any other variety in ice cream and frozen desserts in Bosnia-Herzegovina, albeit from a small base. Multipack dairy ice cream is another variety attempting to respond to seasonality affecting ice cream performance.
Ledo dominated ice cream and frozen desserts in Bosnia-Herzegovina in 2018. Ledo was the first ice cream and frozen desserts player to penetrate the market following the unrest in the 1990s in Bosnia-Herzegovina, which enabled it to build its infrastructure undisrupted by the competition.
In 2018 and at the end of the review period in general, Nestlé Ice Cream was gaining the most value share in ice cream and frozen desserts, capitalising on Ledo’s shifting focus as it got caught up in the Agrokor crisis. Nestlé is actively taking over exclusive access to numerous retail outlets, which found working with Ledo increasingly risky at the end of the review period, as the levels of support it provided significantly declined.
At the end of the review period smaller independent domestic players showed greater interest in ice cream, especially formats presented as artisanal and/or premium. One such example is Marshall’s Gelato, which is focusing on sales of premium artisanal bulk ice cream through the horeca channel.
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This industry report originates from Passport.