Ice cream is considered to be relatively healthy in Turkey when compared to desserts that have a higher calorie content. Thus demand for ice cream increases during Ramadan when consumers break their fasting.
Consumers are going to grocery retailers more often in 2021, mostly to get some fresh air and have a look around while walking there. As a result, demand for unpackaged ice cream is increasing and retail sales in value and volume terms is positive for the year, after the slowdown it experienced in 2020.
Unilever San ve Tic Türk AS remains the dominant player in a consolidated ice cream and frozen desserts category in 2021, holding the four leading brands. It will record stronger retail value growth in ice cream due to the combination of a pricing strategy focused on targeted discount campaigns and new product developments it started at the end of the review period.
Ice cream and frozen desserts is expected to record healthy retail value growth at constant 2021 prices over the forecast period as a whole. Single portion dairy ice cream is set to record the highest average growth as consumers return to buying impulse ice cream.
Ice cream is likely to continue to benefit from its perception as a healthier alternative to higher-calorie desserts and chocolate confectionery over the forecast period, while also remaining a traditional favourite among consumers. Many consumers are likely to continue to be influenced by the health and wellness trend when selecting ice cream products especially as many consumers may wish to lose some weight after restrictions are eased.
Foodservice sales of ice cream in general is expected to restart as cafés and restaurants reopen when pandemic-related restrictions are gradually lifted at the end of 2021. Indeed, unpackaged ice cream is likely to reach pre-pandemic levels in foodservice volume terms by 2023.
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This report originates from Passport, our Ice Cream and Frozen Desserts research and analysis database.
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