Ice cream (Russian market) – TAdviser

Here are the best information about Russian ice cream brands public topics compiled and compiled by our team

2021

The leader has changed in the Russian ice cream market

According to the results of 2021, the Renna group of companies became the largest ice cream producer in Russia, ahead of Unilever for the first time in ten years. The corresponding assessment was provided by the National Union of Milk Producers Soyuzmoloko, Milknews and Streda Consulting. A study of companies was published on the Milknews portal at the end of June 2022.

In 2021, the new leader “Rennes” increased shipments of ice cream by 17.2%, to 50.4 thousand tons, while the production of Unilever ice cream increased by less than 1 percent to 45 thousand tons. In third place is the Iceberry group of companies (brands Plombir Vologda, Filevskoe). Its production volumes reached 44 thousand tons of ice cream, which is 19.9% more than a year earlier.

The fourth place was taken by the Russian Cold group of companies with an indicator of 32,000 tons of ice cream per year. On the shelves of stores you can find its brands “48 kopecks,” Movenpick, eXtreme, Oreo.

Closes the top five Froneri with 25,900 tons per year. Chistaya Liniya, Slavitsa, Chelny Kholod, FROST and Novosibkholod remained in the top 10 Russian ice cream makers.

In general, the production of ice cream in Russia at the end of 2021 increased by 17.4%, to 527 tons.

According to the rating, the ice cream market is consolidating: the share of the ten largest producers in 2021 exceeded 60% (about 57% a year ago); the same companies provided 70% of the market growth. Gruzdev linked the trend, among other things, with the implementation of the export potential of the players. At the end of 2021, the volume of ice cream exports increased by 26%, to a record 33,000 tons.

As we can see, the industry has recovered after pandemic restrictions, and despite the challenges facing the sector in connection with the new wave of sanctions, it remains one of the most attractive segments in the industry, “said Soyuzmoloko CEO Artem Belov.[1]

Ice cream exports from Russia grew by 50% over the year

In 2021, Russia exported ice cream worth $86 million, which is 50% higher than the volume of supplies a year ago. In physical terms, exports increased by 26% and reached 33 thousand tons. This is evidenced by the data of the federal center “Agroexport” under the Ministry of Agriculture of the Russian Federation.

According to experts, the United States came out on top among the leading importers of Russian ice cream. In 2021, shipments to this country increased 2.8 times, to 10.6 thousand tons in physical terms, and 3.1 times, to $29 million – in value.

The second position is in Kazakhstan, where 9.9 thousand tons of ice cream were delivered (minus 11% compared to 2020) for $23 million (plus 12%). Mongolia is in third place: supplies to this country increased by 7.1% – to 2.2 thousand tons in kind and by 19%, to $5.7 million – in monetary terms.

Also in the top 5 buyers of Russian ice cream in 2021 included Ukraine ($5.6 million, + 23%) and China ($4 million, -3.2%). In addition, shipments to Senegal increased by 4.1 times, to $653 thousand, to Kot-d (an increase of 1.5 times, to $526 thousand), as well as to Vietnam (an increase of 3.1 times, to $277 thousand).

For the first time, Russian ice cream was sent to Nigeria – by the end of 2021, the volume of supplies to this country amounted to 77 tons, more than 138 tons were sold to Brazil, Agroexport reported.

According to the general director of Streda Consulting LLC Alexei Gruzdev, which is given in a study at the end of April 2022, Russia on the horizon of 2-3 years retains good potential for the development of ice cream exports, but companies will need time to diversify geography. The expert believes that there is an opportunity to significantly strengthen positions in China, and the countries of Africa and the Persian Gulf can also become promising. In addition, Gruzdev noted, the Russian Federation still practically does not work in the world’s largest market – in the countries of Southeast Asia (outside China).[2]

2020

Import growth by 31% in 8 months

Ice cream imports to Russia in January-August 2020 amounted to 16.3 thousand tons, which is 31.4% higher than the level of the same period in 2019. At the same time, in value terms, imports increased by 29.1%, amounting to $50.6 million.

Import growth for 7 months amounted to 29%

Ice cream imports to Russia in January-July 2020 amounted to 14.8 thousand tons, which is 29% higher than the same period last year.

2019: How much does ice cream cost in Moscow?

Analysts of the Trading Platform AGRO24 studied the average retail prices for ice cream in online stores, as well as retail chains in Moscow. All types of ice cream were taken into account, the price review period is May and early June 2019. In online stores, goods at a discount were taken into account, in supermarkets the calculation was carried out based only on the promotional offers of stores.

In the first week of June, ice cream can be purchased at the following prices: in the Azbuka Vkusa online store for 1 387 rubles per kilogram, in Perekrestok – 916, in VkusVilla – 804, in Globus Gurme – 1,539, in Metro Cash & Carry – 800, in Platypus – 1,054.

Not for the first time, Metro Cash & Carry is the leader in AGRO24 ratings at the lowest price for products (due to the wholesale volume, the retail chain has the opportunity to reduce the price, unlike competitors).

Interestingly, the second place was taken by VkusVill, which positions itself as a food store for healthy eating, and it seems to the consumer that the price in such a store should be higher than in a regular online store. However, in VkusVilla there is a fairly narrow range of products, there is no imported ice cream of popular retail brands or exotic goods. Due to this, the maximum retail price for ice cream in the store is significantly lower compared to the maximum prices of the stores presented in the study.

The leader at the highest price is traditionally the online store of the premium segment “Globe Gourmet.” For example, you can find ice cream in it at a price of 1,060 rubles for 292 grams (this is ice cream with wine and pieces of chocolate filled with raspberries). You can also find gelato, plant milk ice cream, smoothie ice cream, original Italian ice cream. The second place from online stores with the most expensive ice cream is occupied by Azbuka Vkusa.

In online stores, one of the most expensive products from the entire range of ice cream is ice cream candy, the price of such a treat per kilogram can reach 4 thousand rubles. Japanese ice cream “Mochi” is also considered an expensive pleasure – this is ice cream wrapped in rice dough. Its price can exceed 5 thousand rubles per kilogram.

However, in online stores you can find inexpensive options. For example, in Perekrestok in May you could find a waffle cup for 7.7 rubles (now the goods are not available). In Utkonos, the cheapest sherbet will cost the buyer 26.5 rubles per 80 grams (including a discount), and the horn – 39 rubles per 110 grams. Even in Azbuk Vkusa, inexpensive ice cream is widespread: a cone for 54 rubles (120 grams), a cup for 51 rubles (100 grams), a sherbet for 41 rubles (80 grams).

If we consider prices in chain stores, then they are represented by the following values: in Dixy a kilogram of ice cream will cost 540 rubles, in Lenta – 536, in Magnit – 547, in Pyaterochka – 595. Of course, prices in supermarkets are below the prices of online stores and in all stores they are below the level of 600 rubles per kilogram.

There is no similar trend in all stores in terms of price increases or decreases compared to the previous month. All stores react differently to the ice cream season: someone tries to offer more discounts and promotions, thereby reducing the price, someone, on the contrary, enjoys the popularity of treats during the summer period and overestimates the price. It can be noted that since mid-May, stores have begun to significantly expand the range of ice cream. If in April you could see a dozen brands in the refrigerators, now the choice of ice cream is several times more.

2016

In August 2016, the DISCOVERY Research Group marketing agency completed a study of the Russian ice cream market. The volume of the ice cream market in the first half of 2016 in physical terms amounted to 226.3 thousand tons. In the first half of 2016, the volume of the ice cream market in value terms amounted to 48.8 billion rubles. The main market share continues to be domestic production.

There are many trends and events in the ice cream market, including: termination of the production of Obamka ice cream in Tatarstan, the entry of the British ice cream manufacturer R&R Ice Cream into the Russian market, the opening of the Unilever production cluster in the Tula region, the entry of the Ossetian ice cream brand into the Russian market, an increase in the production of ice cream by 4 times by the Perm Cold Processing Plant Constellation, unreliable advertising of Ice-Fili, the release of special ice cream for animals in Belgorod, etc.

Among federal districts, the maximum price of manufacturers in the 2nd quarter of 2016 was established in the Central Federal District – 214 thousand rubles/t. This is followed by the North-West Federal District – 189 thousand rubles/t. Closes the top three with the highest average prices of ice cream producers South FO – 166 thousand rubles/t.

Among federal districts, the maximum consumer price in the second quarter of 2016 is observed in the North-West Federal District – 408.4 rubles/kg. The average consumer price for ice cream in Russia in the second quarter of 2016 was set at 348.7 rubles/kg.

2015

According to DISCOVERY Research Group calculations, in 2015 the volume of the ice cream market in Russia amounted to 350.92 thousand tons, which is 11.8% less than in 2014. The main market share is domestic production.

In monetary terms, the volume of the Russian ice cream market in Russia amounted to 67.58 billion rubles, which is 11.6% lower than in 2014.

There are many trends and developments in the ice cream market, including: Nestle is in talks to merge its ice cream business with R&R Group; Belgorod will produce special ice cream for animals; the idea of ​ ​ installing ice cream machines at Moscow metro stations is being considered; the growing popularity of healthy lifestyles; decrease in the rate of development of ice cream parlors in Russia.

In January 2015, prices set at 159.4 thousand rubles/t. Then there was a decline in producer prices to 123 thousand rubles/ton in February. In June 2015, producer prices set at 135.3 thousand rubles/t. In January 2016, the price of ice cream producers set at 138.3 thousand rubles. per ton, which is 13.2% lower than in January 2015.

Among federal districts, the maximum consumer price in December 2014 was established in the Far Eastern District at the level of 336 rubles. per kg. The minimum price in the North Caucasus Federal District is 184.7 rubles. per kg In December 2015, the maximum retail price was set in the Far Eastern Federal District and amounted to 373.3 rubles. per kg. The minimum price was registered in the North Caucasus Federal District and amounted to 203.8 rubles/kg.

The leading ice cream producers in 2015 are Talosto, Unilever, Russian Cold, Nestle and Iceberry.

2013

The ice cream market in Russia in 2013 slowed down active growth, which determined its development in the post-crisis period. The fierce struggle of competitors continues in the market. As a result, the market strives in an oligopolical structure: larger and more efficient enterprises strengthen their position in the market, and small ones disappear at all or are absorbed.

In 2013, ice cream production increased by 1.9% compared to the same period in 2012 and amounted to 370 thousand tons. In 2012, almost 363 thousand tons of ice cream were produced in Russia, which is 8% more than in 2011. DISCOVERY Research Group data.

The main volume of ice cream production in the country falls on three federal districts: Central (103.3 thousand tons), Siberian (83.2 thousand tons) and Volga (75.3 thousand tons). In 2013, three federal districts saw an increase in ice cream production: Central (13.5%), Northwest (2.7%) and South (12.2%).

In Russia, there are about 150 ice cream producers. The largest three companies account for 39% of the national ice cream market in 2013. Among them: Unilever with a production volume of 58.8 thousand tons, Talosto with a production volume of 44.8 thousand tons and the Russian Cold holding, which produced 40.8 thousand tons of ice cream in six months.

In value terms, the volume of the Russian ice cream market in 2012 amounted to 59.15 billion rubles, which is 18% higher than the previous year. In 2013, the market volume in value terms amounted to 64.3 billion rubles, which is 8.6% more than in 2012.

The ice cream market in Russia is characterized by the same features as the entire food industry: enlargement of manufacturers and retail chains, low profitability, high competition in the market. The Russian market is also characterized by an insufficient level of professional retail development, primarily a small share in sales of the HoReCa channel and specialized corporate outlets.

Among the industry’s problems are a lack of domestic raw materials and equipment, both production and trade, high import customs duties on ingredients, outdated energy-intensive equipment, and a shortage of qualified personnel.

2011: Waffle cup ice cream is the demand leader

According to Synovate Comcon, despite the increase in the share of Russians paying attention to the naturalness of ice cream when buying (from 31% in 2008 to 34% in 2011), for 71% of consumers, the main criterion for choosing this product is still favorite taste. The data show that naturalness is more important for the 35-64 age group (39%).

For every third Russian, when choosing ice cream, an acceptable price is important, trust in the manufacturer/brand is important for a quarter of the population.

In terms of taste preferences, classic vanilla ice cream is the most popular (38%). One in three consumers opt for chocolate, creme brulee or chocolate chip ice cream; one in five like nut fillers. A little more than a third of Russians choose ice cream without additional additives (35%). At the same time, 47% of respondents like chocolate glaze, but white glaze is almost not popular, only 4% of Russians choose such ice cream.

Ice cream in a waffle cup is the leader among other types, it is preferred by 54% of Russians. The top 3 also includes popsicle and horn (25% and 22%, respectively).

According to the study, ice cream is consumed by every second Russian (51%, 2011). The proportion of ice cream lovers decreases as they grow older. Thus, the largest percentage of consumers belongs to the age groups of 10-15 years (68%) and 16-19 years (57%). People 65 and older (45%) consume ice cream to a lesser extent.

The highest share of ice cream consumers is in St. Petersburg (62%) and Moscow (60%). Least of all, this percentage among residents of the Southern region is 40%. Regional specifics are also noticeable in taste preferences – for example, in Moscow, the Central, Southern and Far Eastern federal districts, vanilla ice cream is more often than others, in St. Petersburg they prefer creme brulee. The most popular taste in the Volga, Ural and Siberian districts is chocolate, and residents of the North-West Federal District prefer ice cream without additives.

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