Lockdown and restrictions on consumer movement through 2020 and into 2021 restricted demand for impulse ice cream, as retail footfall slackened, and consumers ate ice cream at home. However, the relaxation of quarantine has seen impulse sales bounce back.
Froneri Bulgaria EOOD (part of Nestlé) and Unilever Bulgaria EOOD continue to dominate the market in 2021, thanks due to their superlative distribution networks, and regular price and marketing promotions. Unilever has built share rapidly fast after acquiring the Denny Ice Cream brand in 2018.
Most manufacturers kept their prices unchanged during the pandemic, seeking to avoid consumer perception of opportunistic pricing during a national crisis. However, rising transportation costs and raw material prices have seen them start to raise prices again.
Bulgarians’ love for ice cream is deep seated, and demand is set to remain solid over the forecast period – sales were resistant to the crisis, and for most people ice cream is an affordable luxury. Sales will grow at a stable pace over the forecast period, driven by product development that focuses on indulgence.
After the year or two of limited investments because of the COVID-19 crisis, Unilever Bulgaria EOOD will resume the integration process of its acquired factories, bringing them into line with its internal standards. Its next years' focus will be the complete renewal of the Eskimo portfolio in terms of recipes, packaging and marketing.
The ongoing push into second tier cities by chained modern grocery retailers will be a significant factor in growing sales of ice cream and frozen desserts in Bulgaria over the forecast period. This is particularly true of larger volumes and formats, notably ice cream desserts and bulk ice cream, which will benefit from the larger average freezer space in these outlets.
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Understand the latest market trends and future growth opportunities for the Ice Cream and Frozen Desserts industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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This is the aggregation of all sales of ice cream and frozen desserts
See All of Our DefinitionsThis report originates from Passport, our Ice Cream and Frozen Desserts research and analysis database.
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