Seasonality remains a factor constraining the growth potential of ice cream and frozen desserts. This is not solely due to lower demand outside of hotter months but also because buying ice cream after September is very difficult, with many stores replacing these products with other frozen food.
One of the long-standing reasons for strong seasonality in ice cream is the fact that most independent small grocers are located in small outlets with little room for essential equipment such as freezers. Therefore, when sales of ice cream fall along with temperatures, many small retailers simply remove freezers and devote the space to more popular products.
Packaged frozen desserts have very low awareness amongst Georgian consumers. This is unlikely to change, as the availability of such products is expected to remain marginal in both modern grocery retailers and traditional grocery channels.
Georgian company Cartu-Universali Ltd remains the leading player and further increased its value share over 2018-2019. When September ends, ice cream tends to increasingly disappear from stores to free up space for other products that see greater demand in colder months, which means new negotiations with suppliers of frozen foods.
Cartu’s most visible brand is Tolia, which offers a wide range of ice cream flavours including vanilla, chocolate, vanilla & chocolate, vanilla & caramel, and strawberry jam. All of these flavours are offered in a wide range of product areas, including various shapes of wafers, on sticks and in several different sizes of take-home bulk packs.
Due to logistical practicalities and the presence of strong local production, ice cream and frozen desserts is dominated by Georgian brands, with the majority of products on offer being locally produced. The presence of several strong local players also means that prices have to remain competitive, with this in turn supporting the appeal of these products to price-sensitive local consumers.
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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 Georgia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport.