There was a sharp decline in retail volume sales of ice cream during 2020. Restrictions on movement led to a reduction in impulse purchasing and on-the-go consumption, while the economic impact of COVID-19 caused a reduction in discretionary spending.
The range of ice cream flavours available in Kenya continues to widen. Pistachio, berry, pina colada and salted caramel ice cream are all now widely available at a relatively affordable price point.
Local company Glacier Products Ltd will continue to maintain a strong lead in ice cream during 2021, accounting for more than a third of retail value sales. Its products are affordable and widely distributed through modern grocery retail outlets, while most local consumers are familiar with them.
Retail volume sales of ice cream will begin to grow again during 2022. An anticipated post-pandemic economic rebound will be a significant driver of this, as it will lead to an increase in discretionary spending.
Impulse ice cream overtook take-home ice cream in terms of retail volume sales during the latter part of the review period – with single portion dairy ice cream particularly popular – and the gap between the two will continue to widen during the forecast period. Broader distribution will play an important role in this: With a growing number of independent small retailers stocking ice cream, impulse purchase opportunities are proliferating.
More generally, the distribution of ice cream is set to broaden significantly during the forecast period. The number of supermarkets in Kenya is expanding steadily, with Naivas and Quickmart particularly aggressive in this regard, as both of them are now backed by international private equity funds.
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This is the aggregation of all sales of ice cream and frozen dessertsSee All of Our Definitions
This report originates from Passport, our Ice Cream and Frozen Desserts research and analysis database.
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