The emergence of COVID-19 and the subsequent lockdown measures introduced by the government in an attempt to control the spread of the virus in 2020, resulted in retail sales of ice cream declining in volume and value terms. However, ice cream will see robust retail value sales growth in 2021 as growth is from a negative base.
Ice cream is experiencing an increase in premiumisation and artisanal ice cream products, thanks to Ukrainians’ perceptions of these products using higher quality raw materials (milk) and fewer preservatives, resulting in better quality, and natural, healthier ice cream. Consequently, small regional manufacturers such as Umka, Fayni Lyody, Mr.
Zhytomyrsky Maslozavod VAT continues to retain its overall leadership of a consolidated competitive landscape in 2021 due to its strong position in the largest category of impulse ice cream and the more dynamic bulk dairy ice cream (with the latter benefiting from the lockdown) with its brand Rud'. However, its single portion dairy ice cream, will see a decrease in value share during the year as lockdown restrictions continue to some extent during 2021.
Ice cream and frozen desserts is expected to see healthy constant retail value growth during the forecast period with health and wellness options becoming more visible and driving sales. During 2020/2021 there were many new product launches, with some of the most distinct being Lvivsky Kholodokombinat VAT’s brand Limo launching Ice Pro with a high protein content and reduced sugar as well as a lactose free ice cream.
Digital communication will continue to gain importance due to manufacturers targeting younger generations. Rud’ successfully promotes novelties by using Facebook and Instagram, encouraging consumers to take selfies and participate in competitions as well as using TikTok and YouTube bloggers to expand coverage of its products and attract new consumers.
Premiumisation in ice cream is likely to remain important and drive value growth during the forecast period. Even during the period of economic uncertainty in 2020 manufacturers continued to refresh and launch premium novelty ice cream products, for example Limo from Lvivsky Kholodokombinat VAT refreshed its Ge'Limo premium range and launched new flavours in its Velvet line such as brie cheese, chia seeds, and passion fruit, Lasunka revitalised its DeLuxe range and advertising, while Try Vedmedi increased its television and out-of-home advertising for its Monaco range.
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Understand the latest market trends and future growth opportunities for the Ice Cream and Frozen Desserts industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Ice Cream and Frozen Desserts research and analysis database.
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