The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreFeb 2017
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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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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.
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, 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.
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.
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.
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.