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Strategy Briefing
Ice Cream and Frozen Desserts in Western Europe
Feb 2017
US$1,325
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With sales of over USD20 billion, Western Europe is the biggest ice cream and frozen desserts market in the world. However, 2016 saw lacklustre growth as a result of shrinking sales in Italy, the region’s biggest market. That said, there are opportunities both at category and market level. Turkey, Spain and France are the markets to watch, and frozen yoghurt and take-home dairy ice cream the categories to watch, with off-season promotions and premium variants helping to drive growth.
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Overview
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Italy strongly leads sales of ice cream, but with decreasing importance
Accounting for over one third of sales of ice cream, Italy is still the biggest market in Western Europe. However, its sales are rapidly eroding. Over 2011- 2016 the country’s ice cream market shrank by the size of the total ice cream and frozen desserts market in Belgium. Artisanal and single-portion dairy ice cream were the biggest contributors to this decline, as these are mainly sold through traditional outlets, including bars, cafés and kiosks, which faced decline amidst the economic recession.
Germany, Turkey and Spain are the top contributors to growth
Germany, the second biggest ice cream market in Western Europe, was also the top contributor to the region’s value growth over 2011-2016. Off-season sales and the rise in the availability of premium offerings were the primary drivers of growth in Germany, while long warm summers, the desire of young people for new flavours and formats and the increasing perception of ice cream as a healthy snack helped to support growth in Turkey and Spain.
Frozen yoghurt is gaining popularity, while water ice cream and frozen desserts are losing out
With the exception of Germany, water ice cream is losing traction among Western European consumers, and even in Germany water-based variants sell less than their dairy counterparts, as they are considered to be less nutritious. Frozen yoghurt is emerging as a healthy and tasty alternative, not only to ice cream, but also to traditional snacks such as confectionery and yoghurt.
Unilever is the uncontested leader in the market; Mondelez is the fastest growing
With over a 30% share, Unilever is the clear leader in Western Europe, owing to the strong brand equity of its brands, such as Magnum, Cornetto, Carte D’Or and Ben & Jerry’s. Mondelez, on the other hand, is the fastest growing, owing to the successful extension of its flagship confectionery brands such as Milka and Cadbury, and biscuits brand Oreo into ice cream and frozen desserts.
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Introduction
Scope
Key findings
Regional Overview
Putting Western Europe into context
Impulse ice cream and frozen yoghurt are the frontrunners
Italy leads retail sales, with Germany following suit
Germany, France and Turkey are the top contributors to growth
Dairy ice cream and frozen yoghurt outperform water ice cream
Italy takes a hit; Germany and Spain go strong on dairy ice cream
Modern grocery dominates in the majority of European markets
Traditional stores still the preferred choice in southern Europe
Leading Companies and Brands
Ice cream markets are highly consolidated in Europe, bar Italy
Unilever is the uncontested leader in ice cream in Western Europe
Albeit small in size, Mondelez shows the strongest growth
Häagen-Dazs jumps into sixth place , overtaking M ö venpick
Forecast Projections
Over half of forecast growth will come from Italy and Turkey
Turkey and Spain are the markets to watch
Product variety and promotions important drivers of forecast sales
F orecast growth contingent on income and population growth
Country Snapshots
Italy : Market context
Italy : Competitive and retail landscape
Germany : Market context
Germany : Competitive and retail landscape
United Kingdom : Market context
United Kingdom : Competitive and retail landscape
France: Market context
France: Competitive and retail landscape
Spai n: Market context
Spain: Competitive and retail landscape
Turkey: Market context
Turkey: Competitive and retail landscape
Switzerland: Market context
Switzerland: Competitive and retail landscape
Finland: Market context
Finland: Competitive and retail landscape
Netherlands: Market context
Netherlands: Competitive and retail landscape
Sweden: Market context
Sweden: Competitive and retail landscape
Belgium: Market context
Belgium: Competitive and retail landscape
Portugal: Market context
Portugal: Competitive and retail landscape
Denmark: Market context
Denmark: Competitive and retail landscape
Austria: Market context
Austria: Competitive and retail landscape
Greece: Market context
Greece: Competitive and retail landscape
Norway: Market context
Norway: Competitive and retail landscape
Ireland: Market context
Ireland: Competitive and retail landscape
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
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