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
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 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.
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.
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.
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