Ice cream and frozen desserts saw a number of new product launches at the end of the review period with players focusing on new flavours, textures and shapes. In an environment that is being increasingly influenced by social media players are looking for ways to make their products stand out and to help boost their sales.
Another feature of ice cream and frozen desserts in 2018/2019 was the introduction of more products targeting health-conscious consumers. Products with a reduced sugar and fat content were among the most common healthier options in ice cream, with a number of brands offering these options, such as Magnolia’s No Sugar Added line.
Thailand saw a rapid expansion in the number of convenience stores over the review period with these appearing nationwide, especially 7-Eleven stores, with the chain opening over 3,000 new outlets between 2013 and 2018. This resulted in convenience stores becoming one of the most important channels for the distribution of ice cream.
The top three companies in ice cream and frozen desserts – Unilever, Nestlé and F&N Dairies (Thailand) Ltd – were extremely active in their brand activities and new product developments in 2018/2019. Their brands include popular choices such as Nestlé, Cornetto and Magnolia and these are often promoted through various media.
Häagen-Dazs successfully targeted a younger group of consumers in Thailand at the end of the review period, with it seeing double-digit growth in current value terms in 2019. The brand introduced a smaller version of its single portion dairy ice cream, while it increased its distribution through convenience stores.
Local ice cream shops are gaining wider acceptance in Thailand with their creative and high-quality products. With consumers increasingly seeking out new sensations, local brands are catering to demand for local flavours, healthier versions, non-dairy and exotic ingredients.
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This industry report originates from Passport.