Ice cream producers, which derive 80-90% of their sales during the summer season, are counting on turnover increases as high as 40% this year, as a result of the high temperatures that helped the summer season start sooner than usual.
The very hot weather has allowed ice cream producers to step up production to the maximum capabilities and also launch new brands and products.
Retail sales of ice cream, currently estimated at 80m euros (with 50-60m euros accounting for out-of-home consumption, according to Nestle Ice Cream) could exceed 100m euros by the yearend, if the plans of the top six producers are met. The high temperatures, as well as consumers' switch to the high-end price segments of the market, are among the main growth drivers.
With a level of consumption of 1.77 litres of ice cream per capita, compared with 4.8 litres per capita in Greece and 3 litres in the Balkan states, the Romanian market is seen as having a significant growth potential.
The Romanian ice cream market could increase by over 12-14% in terms of volume this year against 2006, according to the estimates made by Dimitris Zogopoulos, marketing manager with Nestle. In terms of value, the growth rate for this period may increase at a faster pace, due to the development of the premium segment accounting for only 20% of the market. The Romanian ice cream market is currently split between Nestle Ice Cream and Napolact (part of Friesland Foods group) and domestic companies with similar market shares, of between 10 and 15%. These companies are Betty Ice, Alpin, Top Gel and Kubo Ice (Amicii). Napolact, which produces Napoca ice cream brand, currently holds a market share of between 10 and 15%.
Unilever is another company that has a relatively low presence on the market, with brands such as Magnum, Carte d'Or and Cornetto, which are imported by a domestic distributor and displayed primarily in major store chains. Market players expect Unilever to be more aggressive on this market more aggressively over the coming period, which would therefore bring an additional rival onto the premium segment, which is currently dominated by Nestle Ice Cream.
A year after the Nestle Swiss group took over Delta Ice Cream, Nestle Ice Cream Romania is already considering building a new plant and improving distribution services by taking over a smaller rival.
Domestic companies, as well as Nestle, have so far bet on the medium and low price segments, but Nestle's manager sees a high growth potential for the premium segment on medium term.
New launches and rising levels of consumption have generated the need for additional production capacities. The high distribution costs explain the fact that domestically manufactured products now account for over 90% of the market. The impulse buy segment accounts for around 80% of ice cream sales in Romania, which makes distribution even more difficult due to the high number of outlets that need to be covered.
Ice cream market
Sales of ice cream, currently estimated at 80m euros, could exceed 100m euros by the yearend
With a level of consumption of 1.77 litres of ice cream per capita, the market has a significant growth potential
The market is now split between Nestl? Ice Cream and Napolact and other domestic companies with similar market shares, of between 10 and 15%.
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