Ken research announced recent publication on, “Consumer and Market Insights: Ice Cream in Poland”. This market insights report focuses on the Ice Cream market in Mexico. It sheds light on the ingredient materials, types and closures category level distribution and brands market shares prevailing in this economy. We analyse the overall market value and volume data with growth analysis for 2010-2020. Value and growth analysis for Artisanal Ice Cream, Impulse Ice Cream-Single Serve, and Take-Home and Bulk Ice Cream with inputs on individual segment share within each category and the change in their market share forecast for 2015-2020. Leading player’s market share of various brands and private labels followed by private label growth analysis during 2012-2015 is viewed. The percentage of sales within each category through distribution channels such as Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, On-trade and others is provided followed by the packaging data analysis, which compasses consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for Flexible Packaging, Paper & Board and Rigid Plastics; container data for: Bag/Sachet, Tub and Wrapper etc. are given due importance. Clients can very well identify elevated potential categories and explore further market opportunities based on detailed value and volume analysis. Gaining an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning is this reports key function.
The Ice Cream market in Poland is forecast to grow at a compound annual growth rate of 4.8% in US$ terms during 2015-2020. The Polish consumers are opting for value for money products in the Ice Cream market. The ‘Take-Home and Bulk Ice Cream’ category accounts for the highest Off-trade & On-trade volume consumption in Poland. Hypermarkets & Supermarkets is the leading distribution channel in Poland’s Food market. Grycan and Carte D’Or are the leading brands in the ‘Take-Home and Bulk Ice Cream’ category in Poland. Flexible Packaging is the most commonly used packaging material in Poland’s Ice Cream market. Strong economy and high incomes of consumers is driving the Ice Cream market in Poland. The market is led by the ‘Take-Home and Bulk Ice Cream’ category in both Off-trade and On-trade volume consumption. Food & Drinks Specialists account for the highest distribution share of Ice Cream in the country. Unilever Plc, Nestle S.A. and Food Care are the leading players in the Polish Ice Cream market.
As ice cream remained a very seasonal product, producers struggled with promoting ice cream consumption over the months outside of the period April to the end of September, as outside of the peak season sales plummeted by about 50%. however, due to the traditional habits of Poles, that shift has been very slow and without major successes. The average Pole consumed four litres of ice cream per annum in 2016, a number much lower than in other European countries. The growing popularity of discounters and convenience stores supported growth of impulse ice cream, as the frequency of purchases, especially during the summer months, increased. Unilever Polska led sales of ice cream in both 2015 and 2016. The company offered a wide portfolio of products, including Algida, Magnum and Carte d’Or. The former was the most important, reaching sales amounting to millions in 2016. Over the forecast period, consumers will be encouraged to purchase ice cream during months outside of the summer, as the average consumption per capita in Poland is much lower than in other European countries. Private label products and premium brands are expected to be growth drivers over the forecast period, as customers will be split between those looking for a best price and those looking for the best products in terms of flavour.
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Ankur Gupta, Head Marketing & Communications