In 2018, manufacturers of ice cream started to focus on the health and wellness trend, particularly with regard to the claims and certifications carried on their packaging. They highlighted the fact that their products are made from natural cow’s milk and other natural ingredients, are free from artificial preservatives and vegetable fat and adhere to GOST standards.
2018 saw the emergence of the Trolls brand of ice cream, manufactured by Shin-Lain, which is targeted at children and is offered in pouch packaging. The packaging features popular children’s cartoon characters and the ice cream is free from artificial colourings and preservatives.
A trend towards on-the-go snacking has been observed in many packaged food categories, including ice cream. 2018 saw the emergence of the Bahroma brand, which offers single portion dairy ice cream in a sandwich format, thus catering for consumers looking for a quick snack during the hot summer weather.
Shin-Lain remained the leading player in ice cream in 2018. The company’s position can be attributed to a strong focus on new product development, marketing and advertising, widespread distribution and the development of sustainable production.
The ice cream category in Kazakhstan includes a wide range of imported brands in all price segments, with foreign manufacturers accounting for a notable share of sales. Imported brands benefit from wide product portfolios, strong marketing support and unique recipes.
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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 Kazakhstan with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport.