Single portion daily ice cream is expected to remain the most popular format over the forecast period due to the wide variety of products offered. As ice cream is primarily an impulse purchase, consumers are inclined to buy single servings.
The advent of ice cream parlours in the urban centres of the country has created intense competition for packaged brands as higher-income households prefer ice creams from designer outlets which offer variety in flavours and fillings and a tasty dessert experience with family and friends. Increased competition from home-based and artisanal flavours sold at ice cream parlours compelled companies to launch new traditional flavours, such as pista (pistachio) and kulfa (purslane) in order to maintain share.
Rapid urbanisation and higher consumer disposable incomes have shifted consumer preferences in favour of packaged ice creams. This shift is driven by an increase in brand awareness and the affordability and accessibility of packaged ice creams, even among lower-income households.
Unilever Pakistan continued to lead ice cream in 2018. Unilever’s Wall’s range has decades of brand equity, considerable product variety and vast distribution coverage, making it the most accessible ice cream brand in the country.
The domestic brand, Omore by Engro Foods, is a close second to Wall’s. However, Engro Foods was acquired by a Netherlands-based company, Royal FrieslandCampina in 2017, which means ice cream is now characterised by international players.
Power cuts and energy shortages in the country can negatively impact the sales and growth of ice cream manufacturers due to inventory losses. Hence, cold chain efficiency and inventory management at retail outlets remain a challenge for brands.
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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 Pakistan with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport.