Lockdown has greatly affected distribution channels for ice cream and frozen desserts in Greece given that non-essential stores have had to close. Subsequently, many companies have turned to new ways of selling their products to consumers.
Single portion water ice cream recorded the strongest current value performance in 2020 and is on course to notch the highest growth again in 2021. Its uniqueness can be traced to fortuitously combining two topical trends: high cleanliness in its individual packaging, and healthy living by being dairy-free.
Greece still prefers traditional dairy ice cream, which dominated ice cream sales throughout the review period and before. Elais Unilever Hellas’s Evga brand continues to lead the pack with all-time classic flavours such as vanilla, chocolate or strawberry.
A new trend in Greece is brands of ice cream partnering with other well-known brands, but ones outside the category, eg chocolate and cookies. This is co-branding strategy is one that Kri Kri has adopted for many years, in collaboration with ION.
Impulse purchases have been the most significantly decreased due to COVID-19 restrictions. However, impulse ice cream holds a strong lead and will retain the largest value share throughout the forecast period.
Tourism is expected to return to the ever-popular destination Greece, and with high temperatures reported for longer stretches of the year, the ice cream season is being extended and subsequently most companies have been making concerted efforts to push ice cream sales throughout the year. Supermarkets are no longer reducing freezer space for ice cream in the traditional off-season.
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This report originates from Passport, our Ice Cream and Frozen Desserts research and analysis database.
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