Ice cream and frozen desserts recorded very positive value and volume growth in 2018 and this was thanks mainly to the favourable economic and social conditions in Portugal towards the end of the review period. As a result of the recent return to stability in the economy, consumers are increasingly prepared to consume more indulgence products as their personal situations improve.
Premiumisation was present in the category in 2018 as manufacturers sought to take advantage of rising spending power, offering higher quality products that are more elaborate and more indulgent. In addition, increasingly affluent consumers were looking for products with interesting ingredients and more innovative flavours and flavour combinations.
Portugal is one of the warmest countries in Europe and the country is widely acknowledged for its very favourable climatic conditions. Indeed, the prevailing weather in recent years has underlined the country’s reputation as a country of hot, dry summers, while winters are increasingly mild, especially in coastal areas.
Unilever Jerónimo Martins remained the dominant player in ice-cream and frozen desserts in 2018 as none of its rivals were able to generate a value share higher than 10%. The company is behind very popular brands such as Magnum, Cornetto, Carte D’Or, Viennetta, Perna de Pau, Calippo and Solero and the wide penetration and high profile of these brands is the main reason for Unilever Jerónimo Martins’ success.
Brands that are focused mainly on single portion ice cream remained highly popular in 2018. With a vast portfolio of flavours, Magnum remains the leading brand in single portion dairy ice cream, slightly ahead of its Unilever Jerónimo Martins stablemate Cornetto.
Within such a highly-segmented category as ice cream and frozen desserts, multinational companies have a natural advantage by being able to offer numerous different products, many of which are merely variants of a core brand with strong underlying appeal. In addition, the ability of major international players to achieve very high penetration leaves little room for domestic players to thrive.
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This industry report originates from Passport.