Ice cream market analysis

Thèmes abordés

Ice cream market , food habits

Résumé du document

In all the worlds regions, the ice cream market is very heterogeneous and the competition is very active. This is one of the main reasons why I have chosen the ice cream industry combined with the factor of the incredible growth in recent years. The world ice cream's market is very different in accordance to the country, the diversity of situations provide to two important factors: The food habits and the standard of living of populations. The ice cream market consists of the total revenues generated through the sale of artisanal ice cream, frozen yogurt, impulse ice cream and take-home ice cream. The Global ice cream market grew by 2.7% in 2006 to reach a value of $41.9 billion. In 2011, the market is forecasted to have a value of $48.1 billion, an increase of 14.7% since 2006. Sales of take-home ice cream account for 42.9% of the market's value. Europe accounts for 45.5% of the global market's value. Unilever accounts for 15.5% of the global market's share by value in 2005.

The ice cream and sherbets market in France represented in 2006, a little bit more then 372 million liters with a turn over of 1.7 billion of Euros. The importance of the innovation on this market is present; indeed there were 10.5% of products which didn't exist in only the last two years. The French are one of the smaller Europeans consumers, they consume 6 liters per habitant per year. 70% of this volume are realized by the different commercialization channel, 30% (sales outside domicile: bars, coffees, restaurants, take away, corners…) The ice cream and sherbets are commercialized by different distribution channels: Hypermarkets (65%of volume), the hard discount (9.1%), the specialize shops (10,2%) and the deliver at home (14,2%). On a supermarket, the average is 247 different in regards to ice cream and sherbets references.

Extraits

[...] Russia imported 5000 tons of ice cream in 2004 and they exported 12000 tons. The consumption per habitant represents about 3 kilos per year. C. An example: China, 2nd producer in the world. The ice cream consumption is very important in China more then 73% of the population consumes ice cream, even if it stays low in comparison to the richer countries: The consumption is 2 liters per year per habitant in 2003, it will considerably increase in the coming years.There is a lot of competition between the local fabricants and the foreign companies which will give new flavours in the market. [...]

[...] Those components are very complementary to the PESTLE's analysis. CONCLUSION The ice cream market is an expansion market it's for that I found interesting to study this market. Big world groups cohabit more or less well with the little artisans, not to forget the presence of medium companies more and more subsidiaries by the two giants Nestlé and Unilever. The innovation is the main asset to success in the rich's countries, whereas numerous markets stay open in the developer's countries, where the main things (curb or restrains) stays the purchase power of populations and the technological pressures link to the health's control of this sector. [...]

[...] In this country as in a lot of countries, thanks to the political openings, the market is grown upwards Economic aspect A. Global market The ice cream market represents 5000 employees in 22 companies in the word in 2006. The global sale of ice cream represents 13 billion liters in 2005, this number is increasing by in comparison to the year before, this progression follows a general rise trend. This augmentation is explained by the amelioration of global revenues, this permits consumers to enlarge their purchases for non essentials food, then more frequently. [...]

[...] In particular the lighten products. For example, seven capital of Magnum are known to show an unbelievable success thanks to the lighten version.(with only 35% body fat and 30% sugar) However, the consumers always want more good flavours, the industries have to stay very vigilant to offer attractive novelties. The flavours “Crême brulée” (La laitière), the line “Folies”(Carte d'OR) or Craquant”(Nestlé) have been particularly appreciated by the consumers. Also at middle of these marketing developments, the small and medium companies try to stay in competition in launching of ice bar vodka-lemon or rheum- orange. [...]

[...] In second position it is the chocolate with 26% in sales volume in 2005. Now, the industries have created new flavours to still seduce their consumers. Creating new flavours is a problem because like all fashion products, the fashion will finish one day, so some products can have a very short lifecycle. For example, there were some years with kiwi, papaya and coconut, which now currently show an important recession. Another trend that is gathering success is fruits flavoured products which matches pleasure but also ensures health protection. [...]