Several categories within overall ice cream and frozen desserts in Serbia recorded double-digit growth rates in 2018. Amongst them were the best performer, frozen yoghurt, as well as frozen desserts, ice cream desserts and multipack dairy ice cream.
Single-portion dairy ice cream held the highest value share in Serbian ice cream and frozen desserts in 2018, as it did throughout the review period. These products are sold in most retailing outlets, but also in separate ice cream fridges on the street, meaning that this excellent distribution as well as consumer habits are the main factors influencing the category’s high value share.
Supermarkets was the leading channel for selling ice cream and frozen desserts products in Serbia in 2018, and other grocery retailers ranked second, a position that is exclusive to this particular category, with other grocery retailers having a very low to negligible value share in other categories. The reason why it is so well positioned in ice cream and frozen desserts is the fact that these products are widely sold via street fridges, which are abundant during the warm months of the year.
The leader of ice cream and frozen desserts in Serbia accounted for almost half of overall value sales in 2018, and its share even increased a little over the review period. When second-ranked Nestlé Adriatic Foods is added (which also increased its value share in 2018), it becomes clear that ice cream and frozen desserts is a highly concentrated category.
Private label lines within ice cream and frozen desserts with notable shares – two by Delhaize Serbia and one by Univerexport – continued to lose value share in 2018. Consumers are obviously very attached to their favourite brands and the somewhat lower prices of private label products are simply not enough to make them switch from branded products.
There were no notable new launches observed within Serbian ice cream and frozen desserts during the second part of 2017 and in 2018. The two leading manufacturers were focussed on improving distribution of their existing brands and providing marketing support for them.
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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 Serbia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport.