While the influence of the economic downturn was felt across most snacks, ice cream and frozen desserts maintained a relatively stable trend in terms of value, despite stagnating volume demand. The relative volatility was further hindered by unstable and progressively growing prices of crude milk on the global market early in 2018, which exhibited healthy growth rates across the categories including non-dairy products.
Although there were new product launches from Ljubljanske Mlekarne in frozen yoghurt, sales remained negligible in 2018. These and other product developments are estimated however to show success in the short term, as there are innovative new flavours launched frequently that spark some interest amidst a typically classic taste preference of Slovenians who opt for chocolate, vanilla and strawberry.
As ice cream and frozen desserts witnessed a flurry of increased competition, frequent in-store promotions including price discounts triggered price wars between the leading players and resulted in a declining average unit price in 2018.
The Croatian-based company Ledo retained its leadership of ice cream and frozen desserts with stable double-digit value share in 2018. The company was able to maintain its leading position due to a well-established and long-lasting presence in Slovenia coupled with a well-established brand name and fairly developed distribution.
In terms of innovation and marketing, no significant advance was noted in 2018 for packaging, although flavouring had been the most prominent domain with activity. As in the past, traditional media outlets remained the most prominent for advertisers where the category leader showcased the most television commercials.
Private label as well as other economy and standard brands exhibited the most conservative strategies by remaining within the scope of traditionally accepted flavours and focusing on competitive unit prices communicating quality. Premium products on the other hand appeal to a substantially narrower consumer base to execute highly visible marketing efforts towards brand building and serving a plethora of higher quality ingredients, flavours and claims.
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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 Slovenia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport.