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Ice Cream and Frozen Desserts in Middle East and Africa

August 2020

This report highlights key growth drivers of ice cream and frozen desserts in MEA. The economic instability has shed its weight on the category hindering its growth, nevertheless this region is set to experience a more optimistic scenario when compared to other regions. Innovation and diverting from seasonality are the core of growth catalysts in addition to manufacturers striving to create a balance between affordability and product appeal. With the onset of COVID-19 this is category is set to

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Key findings

Coronavirus impacts strongly on category performance

With the outbreak of Coronavirus (COVID-19), this category faced a novel set of challenges including the spread of misinformation regarding consumption of cold food items, lockdown measures directly affecting unpackaged ice cream and indirectly impacting changing the nature of the shopping basket and pushing ice cream to the bottom of the priority list.

Economic uncertainty hinders growth across the region

Economic instability that was already evident in the region, only magnified with the onset of COVID-19, consumers lost jobs and were forced to reduce their spending, and premium ice cream and frozen dessert products lost their appeal as consumers started to trade down.

A clear diversion from seasonality is initiated across countries

Ice cream consumption occasions in the region were historically associated with the hot weather and while this remains the leading driver, other consumption occasions have started to appear to widen the scope of consumption throughout the year. Many brands across the region initiated campaigns to position ice cream and frozen desserts as the perfect treat during Ramadan, thereby tapping into the cooler months of the year.

Despite the current set of challenges, this region is forecast to experience growth

Having one of the lowest per capita consumption levels globally signifies that this market is currently far from saturation point. And while there are several challenges, discussed throughout the report, this region is also showing promising signs as countries such as Morocco and Algeria show great potential to explore a wider array of products.


Key findings

Regional Overview

Middle East and Africa market growth hindered by numerous factors
Despite the contraction in 2020, the future is moderately optimistic
As the Algerian ice cream market flourishes, the Egyptian market suffers
Algeria, Saudi Arabia and Morocco are the top contributors to growth
Impulse ice cream outperforms all other products
Morocco reveals appeal for diversification as health concerns rise
Despite growth of modern trade, independent grocers remain a key channel
Penetration of modern retail paves way for wider diversity of products

Leading Companies and Brands

Market remains highly consolidated, while private label gains share
Froneri continues to lead despite decline in value share
Leading brands triumph through geographical differentiation
Pressure on disposable income stimulates constant shuffling in rankings

Forecast Projections

Morocco, Israel and Algeria are the main contributors to forecast growth
Urbanization and overcoming seasonality will drive growth

Country Snapshots

Algeria: market context
Algeria: competitive and retail landscape
Cameroon: market context
Cameroon: competitive and retail landscape
Egypt: market context
Egypt: competitive and retail landscape
Israel: market context
Israel: competitive and retail landscape
Kenya: market context
Kenya: competitive and retail landscape
Morocco: market context
Morocco: competitive and retail landscape
Nigeria: market context
Nigeria: competitive and retail landscape
Saudi Arabia: market context
Saudi Arabia: competitive and retail landscape
South Africa: market context
South Africa: competitive and retail landscape
Tunisia: market context
Tunisia: competitive and retail landscape
United Arab Emirates: market context
United Arab Emirates: competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool
Market overlap
Overlap matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models

Appendix: Via Pricing

About Via Pricing from Euromonitor International


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