Driven by gourmet innovations popular during confinement, the ice cream category returned to growth of +10% in value in 2020. A record result boosted by French people looking for pleasure products and manufacturers who have placed innovation at its highest level to satisfy them. Result : The French have never consumed so many ice creams with nearly 440,000 additional buyers in 2020 for more than 24 million consumer homes in total over the year. A success reinforced by the performance of the drive, champion any category in this health context.
In 2020, weather and confinements helping, The French have never sought so much pleasure and escape in their moments of consumption. Synonymous with gluttony, The ice has met their expectations. Results : + 10,3 % growth in value at 1,26 billion euros, + 8,9 % in volume to reach 171,8 million kg sold ! After a 2019 halftone year, The ice category has signed a historic season. Among this year's stars products, the minipots (+30,8 % in value), you can (+24,4 %), and the sticks (+13,3 %) and the cones (+11,2 %) hors mini. This depth of the offer coupled to its premiumization has attracted new consumers : nearly 440,000 additional buyers, Or more than 24 million households that consumed ice cream in 2020 (85,4 % penetration rate).
Pleasure and new features
This is the winning duo of the favorite dessert of the French. With four innovations in the top 10 of the best launches of 2020, The ice category claims its dynamism. "Pleasure" innovations today reach 30 % of TOP 20 PGC-FLS and 45 % of turnover. On the radius of sweet frozen, The weight of innovation represents 10,1% you ca, much higher than the average of 2,2 % for the PGC-FLS market. In 2020, Ice companies have launched more than 60 major innovations generating a turnover of 987 million euros ! Always more innovative, The members of the Association of Ice Companies continue on their momentum and promised in 2021 new experiences to all ice aficionados : surprise of tastes, texture games, Ingredients inviting to travel, playful formats, Saveurs and unpublished colors associations.
Taste and escape experiences
With 36 % of new consumers who are between 35 and 49 years old, The ice category plays the premium card and new moments of consumption this year plays this year. Manufacturers play on all the levers of novelty to (era)Invent Ice moments, take away, Corporated on the sofa or in small crunch at the time of snack. Through the invitation to travel with texas pecan ice cream, Passion associated with mango or vanilla from Madagascar, Italian ice cream, Belgian chocolate… through new formats : round sticks, Pots designed in duet, cookie cones… Through texture mixtures : Brownies melting hearts, hazelnuts or cookies, Nougatine pieces, Almond shards, Chocolate crunch, Chewable fruits,… Through attractive colors : rainbow, gold, noire… For the pleasure of the eyes. And always emphasizing the supply of responsible ice cream : Vegan recipes, sugar, recyclable packaging, Mention of the origin of raw materials, production made in France, Extending organic ranges,…
Limit ruptures : A growth opportunity
Faced with the observation of product availability ruptures, The association of ice companies is mobilizing to transform this brake into an opportunity for growth for manufacturers and distributors.
Priority objective : Better management of the natural volatility of demand. In one year, The rate of availability on the shelves deteriorated in mainland France by almost two points to reach 89 %. On a pulse market, The impact is immediate on purchasing acts, who are not postponed, and on customer satisfaction. A shortfall that represents 6,9 % of turnover for professionals in the sector. To re -register the supply chain at the heart of market performance, The Association of Ice Companies is mobilizing alongside distributors on increases in progression and improvement tracks. Thus smoothing of the supply and the optimization of transport. Control of jolts of purchase acts in store via total transparency on stocks and optimized clipping management. The reflection also focuses on commitment to growth rates co-signed at the start of the season with the fixing of a monthly threshold.
In the meeting, gluttony and comfort
No record season in Reunion, Rather a maintenance, and the beginning of a few trends.
In the meeting, The ice season lasts all year round. Sticks, cones, mini-pots : Relaxation ice creams are always in the spotlight, From January to December. And the ice of sharing, Family ice cream, as much. With of course the holiday peaks. Not enough to trumber in Reunion on this market in 2020. The ice has accompanied our gourmet and comforting pleasures, But not as in mainland France where the need for comfort due to pandemic was clearly more important. For a GMS director, The Reunionese Ice Market "was not very dynamic" in 2020 and the metropolitan market, seen from the angle of its new features and its trends, did not have only successes. Price drop and promotions would be largely in its performance. otherwise, At the end of 2020, Christmas frozen logs have not been as successful in mainland France. In the meeting, Nothing to report notable on this plan, ni performance, nor poor performance. Reunionese ice, With its Péi perfumes, is still so successful with the two major local brands, Bourbon and adélis ice cream. By reducing the consumption of ice -free ice cream, The health crisis seems to have accentuated a phenomenon noted for several years. The purchase of ice cream is becoming more and more in GMS. Boutiques sales, in service stations in particular, remain supported, But in the relationship between the two circuits, The balance leans towards the GMS. A sign of the evolution of lifestyles that promotes races in large distribution.
Craft ice cream arouses interest
The local food ice market nevertheless always has its own dynamics. "It continues its progression with an offer that has remained generally stable. There is no price difference allowing products to differentiate themselves on prices. What we notice on the other hand, This is the progression of craft ice, Products with an image of authenticity. This progression is still modest, But we see that it is over time. »Note also the good performance of ice jars, laugh dessert you snacking. Consequently, No one is disappointed by the year 2020 and the first months of 2021 are on the same trend. The new features put on the local market were less than in the metropolitan area, But they have found their place in an already well -supplied offer which reflects the important place of ice in Reunion food food. The market is notable news only the recovery by the Cilam of the distribution of the Nestlé ice cream. Hence this other consequence of the ice market in 2020 : on a background of pandemic, The year will be difficult to take as a reference to judge performances of 2021.
Ice cream, essential in service stations
150 service stations in Reunion and almost all have a refrigerated furniture for sorbets, ice cream and ice cream. The service station is the privileged circuit of individual ice in all forms, frozen sticks, pots, horn. The extent of the offer depends on the sales area. It is not uncommon, in the largest service stations stores than at least two refrigerated furniture, even three, develop an ice cream offer worthy of a small supermarket, with a significant number of different brands, With also a family bins offer. In charge, The ice offer is the most developed behind that of refreshing drinks. Ice creams are essential for all service stations, Whatever the brand. In particular in neighborhood service stations which are as much local shops where we take gas as the reverse. All managers are unanimous : ice is a product that sells well. Ainsi Aslam Gangate, Manager of the VITO service station on rue du Général de Gaulle, an average surface point of sale which devotes one of its refrigerated furniture exclusively to ice : "It is a product that has always sold well. Our store is enjoying a double clientele, that of the neighborhood and that of passage. Ice creams are bought by adults for their children but also for them. Our offer favors small packaging because we have much room to develop this offer. »In terms of brands, If adélis is practically all points of sale, Brands vary according to locations, Sign of the lively competition which reigns over this network also.
