The experts I talked to for this article agree that the ice cream segment in Europe will continue to grow, with further development of products both from the regular types of ice cream, but also from its main competition, the free-from niche.
By Dan Orehov
Ice cream is a growing market in Europe, buoyed by good weather in recent years, and subject to the same trends in consumption and purchasing habits as other foodstuffs. As for the main trends observed all over the continent, an increasing number of people are putting “experience” at the heart of their treat choices, which is resulting in more exotic combinations of flavors and ingredients, such as salty ones, unusual inclusions of sauces and chocolates. Secondly, premiumization and uber indulgence is leading to smaller more formats – for example from 2l tubs of vanilla to half liter “pints” of high-density rich ice creams. Thirdly, health and wellness in different forms is becoming the norm. For example, authenticity and short ingredient lists with provenance claims, or low fat/sugar/calorie or free-from, such as vegan or non-dairy.
Challenges and opportunities
According to the European Ice Cream Association, EuroGlaces, the classic challenge to ice cream consumption is that it is a frozen good, hence it is always seen as slightly unavailable, whether referring to a supermarket, a corner shop away or at home. That said, it is also an impulse purchase, meaning the consumer sees it as a type of food that they need to have on the spot (the “I want it and I want it now” principle.) So, availability of the ice cream van on a hot day or at the beach or when ordering a pizza also come into play.
Another challenge can sometimes be the unfavorable weather conditions, as it is a common fact that ice creams are best sold when it is hot outside. Moreover, one challenge to regular ice cream is the health trend. Therefore, ice cream manufacturers are investing a lot in R&D to innovate their product range to healthier options and/or smaller portions.
“Consumers behavior towards ice cream seems contradictory. On the one hand, they want more premium products with complex flavor combinations. On the other hand, consumers want healthier options with fewer calories and smaller portions,” explains Myriam Goffings, secretary general of EuroGlaces. “They treat themselves more quickly to an ice cream if the portion is not too large and if it is tasty! The preferred flavors in premium individual portions are authentic and original combinations, such as e.g. cheesecake, caramel cookie, matcha green tea. Hence, ice cream manufacturers have the challenging task of combining indulgent, tasty products with fewer calories and they continue to innovate in order to offer a broader range of ice creams with less sugar and/or fat or to launch smaller single portions,” Goffings adds.
As for the Europeans’ favorite flavors, the so called classic “VCS”, that is Vanilla, Chocolate, Strawberry still bring about the core sales on the markets. However, EuroGlaces notes that an increasing number of other ingredients that convey different distinct flavors are being introduced.
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