Volume sales of ice cream fell in 2020, as the closure of schools and more consumers working from home impacted sales of impulse ice cream, the largest part of the ice cream landscape in volume terms. Although this was somewhat offset by ongoing volume growth in take-home ice cream, as consumers indulged at home, retail restrictions and the inconvenience of social distancing meant that growth in take-home was somewhat limited.
Within Lithuania, ice cream is very much an impulse product. This is illustrated by the format of the packaging, with the most popular ice cream being single-serving portions, which are usually eaten immediately after purchase.
Although ice cream remains broadly speaking a mass-aligned product, there is an emerging trend for healthier options, boosted by the outbreak of COVID-19. This is notably in take-home ice cream during 2021.
Across the forecast period, ice cream consumption in Lithuania is expected to grow annually, with room for growth potential on the landscape. However, the pandemic has strengthened the trend for health and wellness, and consumers are set to become more interested in sourcing and exploring healthier food options.
Lithuanian consumers are becoming more aware of their specific dietary needs and tolerances, with a rise in tests allowing consumers to detect lactose and other food intolerances. This is increasing the need for products that align with consumers specific health needs.
Currently, frozen desserts only hold visible value share in foodservice channels, and retail sales are wholly made up of ice cream. However, these products, which potentially hold higher than average price positions, could offer the potential to build volume and value sales over the forecast period, as they are aligned with emerging consumer and retail trends.
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This report originates from Passport, our Ice Cream and Frozen Desserts research and analysis database.
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