Impulse ice cream consumption in Georgia declined in 2020 due to the outbreak of COVID-19, which caused inbound tourism to collapse and resulted in Georgians spending much of the year confined to their homes. The category is expected to see a robust return to growth in retail volume sales in 2021 as local consumers start to venture outdoors more frequently in line with the anticipated easing of the pandemic.
Beyond the ongoing fallout of COVID-19, the fact that consumption of ice cream and frozen desserts remains highly seasonal in Georgia will continue to undermine the overall expansion potential of this category in 2021. Demand is heavily concentrated in the summer, and falls dramatically during the colder autumn and winter months, particularly when average temperatures drop below 18-20°C.
Georgia’s Cartu-Universali will maintain its commanding lead in ice cream and frozen desserts in 2021, with fellow local company Barambo set to remain the second leading player by a similarly wide margin. Together with a number of other domestic producers, the top two companies are expected to see their overall value shares increase from 2020.
Ice cream is expected to display robust growth in volume and current value sales throughout the forecast period. As the threat from COVID-19 recedes, the return of foreign tourists to Georgia will lift the category’s performance in the short term, particularly at the on-trade level but also in terms of retail demand for impulse products.
Frozen desserts also looks set to register impressive results in volume and value terms over the forecast period. While growth rates will be bolstered by the fact that sales are emerging from a low base, improvements in distribution via modern grocery retailers should help to raise awareness of these products among consumers.
As economic conditions improve in the wake of the pandemic, the early years of the forecast period should see renewed efforts to reduce the seasonality of ice cream and frozen desserts consumption in Georgia. Leading domestic manufacturers such as Cartu-Universali and Barambo are expected to step up investment in advertising campaigns outside of the peak summer season, and may also supply branded freezer cabinets to some independent small grocers to ensure their products remain easily accessible throughout the year.
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Understand the latest market trends and future growth opportunities for the Ice Cream and Frozen Desserts industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Ice Cream and Frozen Desserts research and analysis database.
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