With temperatures reaching as high as 50°C in the summer, the United Arab Emirates residents undertake several measures to cope with the heat. One apparent action is to indulge in cold food such as ice cream and frozen desserts.
Frozen yoghurt continued to enjoy one of the most dynamic developments within the category due in part to the growing integration of the healthy eating trend in many local consumers’ lifestyles. For most, frozen yoghurt is perceived to be a healthier alternative to ice cream in terms of frozen desserts.
Impulse ice cream purchases are typically made at ice cream parlours such as Baskin-Robbins and Häagen-Dazs. When impulse ice cream is purchased through traditional retail channels, it is mainly through independent small grocers and convenience stores.
IFFCO Group continued to lead ice cream and frozen desserts in the United Arab Emirates in 2018. The group’s leadership of the category reflects its long and historical ties with the country as it is a local company.
Mars ranked second place in ice cream and frozen desserts with its Galaxy and Snickers brands, which offer competitively-priced ice cream bars, which have proved very popular with local consumers since their introduction. Unilever, ranked third just behind Mars, due to its Magnum ice cream bar and the popularity of its Ben & Jerry’s and Carte d’Or premium ice cream among local consumers.
Ice cream and frozen desserts continues to be characterised by premium brands, most of which are also available through popular ice cream parlours such as Häagen-Dazs. Generally in the United Arab Emirates, ice cream’s positioning is focused on adult consumers, with products aimed at their children distributed through economy brands.
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This industry report originates from Passport.