The Finns are among the world’s heaviest ice cream consumers, with many purchasing ice cream not only in the summer but throughout the year. However, it must also be said that the cold summer weather can have a particularly negative influence on sales, as can strong competition from other snack categories such as chocolate and sugar confectionery.
The free from trend continued to impact ice cream over 2018/2019, with ever more consumers seeking ice cream which is both lactose- and gluten-free, as well as vegan. This has led to the launch of various new products.
Premium ice cream remained a dynamic segment in Finland over 2018/2019, with sales supported by ongoing new product development as manufacturers sought to offer consumers higher quality ice creams in new flavours and flavour combinations. For example, under its organic brand Jymy, the domestic manufacturer Suomisen Maito launched six new flavours, including Lemon & Liquorice and Walnut & Mocha.
In 2019, ice cream remained largely in the hands of Froneri Finland and Unilever Finland, with the two manufacturers commanding more than three quarters of overall value sales. The much smaller frozen desserts category continued to be dominated by Orkla Foods Sverige.
The ice cream competitive landscape continued to intensify over 2018/2019. Firstly, the category witnessed the return of domestic manufacturer Valio in 2018 after more than a decade’s absence, with the company seeking to tap into rising demand for lactose-free ice cream via the launch of six new premium take-home ice creams in flavours such as salty liquorice and superfoods blueberry and rye, with some able to carry the Produce of Finland symbol to indicate their domestic origin.
In addition to traditional advertising, ice cream manufacturers are also focusing their marketing on social media platforms, particularly Facebook and Instagram, so as to better reach and engage with potential customers. While Froneri Finland’s new Good range under its Pingviini brand was advertised on television, with its Sweet ‘n’ Sour variant urging consumers to “Give that person next to you a good hug” and its Candy & Choco Corn using the slogan “Be nice and make someone feel good today”, smaller players tended to focus on cheaper digital channels.
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Discover the latest market trends and uncover sources of future market growth for the Ice Cream and Frozen Desserts industry in Finland with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport.