Ice cream is a very popular product on the Ukrainian market. Consumers of ice cream are almost 90% of the total population. Earlier we have already conducted a study of the ice cream market, and now we would like to find out and analyze consumer preferences of Ukrainians in the ice cream market.
Types of ice cream by milk fat content (from higher to lower):
- Plombier (12-15% milk fat);
- butter (8-10%);
- dairy (2.8-3.%)
- fruit, fruit sorbet (up to 2%);
- frozen juice.
Also, ice cream is produced with different flavors – chocolate, caramel, condensed milk, with fruit filling (fruit pieces, jam), with nuts, and others.
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Ukrainians prefer ice cream-plombeer – 38.3%, chocolate ice cream – 24.1%, fruit ice cream – 17.3%, caramel ice cream – 11.9%, other – 8.4%.
That said, gender preferences are slightly different:
- Men prefer white and chocolate ice cream – 44.4% and 37.8% respectively, and women equally prefer white classic ice cream and fruit ice cream – almost 35% each.
- Ice cream consumption decreases with age, but there is a tendency of increasing demand for classic white ice cream with maximum fat content (more natural).
In 2013, as well as in 2012, the first place in ice cream production was occupied by Zhytomyr region represented by the company “Rud”, whose production volumes amounted to 27450 tons. The second place was held by Dnipropetrovsk region and the company “Lasunka”, whose production volume amounted to 17721 tons.
The regions were further distributed by production volume as follows:
- Lviv region – Lviv Refrigerating Plant, TM “Limo”, production volume 12062 tons.
- Kirovograd region – firm “Laska” – 9925 tons of ice cream.
- Donetsk region – PJSC “Hercules” and PJSC “Winter” – 8,925 tons of ice cream (in total).
- Cherkassy region – company “Elite” – 7775 tons of ice cream.
- Kharkiv region – company “Khladoprom” – 7606 tons.
The age structure of consumers showed that ice cream is bought by people of all ages and at almost the same level: the largest number of consumers is observed in the age group 25-34 years – a quarter of all consumers, the smallest number of consumers – in the age group 65 years and older – only 7.2%. *The study did not include children, so the age groups are divided starting from 18 years old.
Ice cream is in demand among all segments of the population, no specific dependence on income level is observed (the only thing is that consumers with lower income buy ice cream of low-price segment).
Who do people buy ice cream for?
The surveyed consumers most often buy ice cream for themselves (one pack) – 39.1% and for family members over 16 years old (several packs of ice cream) – 26.5%. For children, people aged 25 to 44 and for grandchildren aged 55 and above buy ice cream most often.
For all family members and for friends and acquaintances 7.7% and 2.1% of respondents respectively. At the same time, they buy large weight packs of ice cream.
Popularity of certain types of ice cream
Depending on the size of the package, ice cream is distinguished:
- small packaged (in waffle cups, popsicles, briquettes, cone, etc.);
- large-packaged (ice cream in buckets, cakes, desserts, etc.);
- and weight (soft pack from 0.5 to 2 kg).
The most popular among consumers is ice cream in a waffle cup – almost 50%. The second most popular is eskimo (ice cream on a stick). All other types of ice cream are bought less and the demand for them is almost the same.
Places to buy ice cream
Most often, ice cream lovers buy it in trays located on the street or in small stores – 40.2% and 29.5%, respectively. In the supermarket they buy ice cream 15.6%, for 5.3% of respondents the place of purchase does not matter.
Preferred ice cream manufacturers and brands
When asked whether consumers pay attention to the manufacturer or not, 75% answered that they pay attention, and 25% of respondents do not care what the manufacturer of ice cream is. At the same time, further survey revealed that no one knows the manufacturer of ice cream as such, and they only mention the name (brand name) of ice cream or describe the appearance of the package.
In 2013, Segodnya.ua conducted a survey “What brand of ice cream do you like“, in which more than 14 thousand Ukrainians took part. The top three are as follows:
- TM “Rud” – 25%;
- TM “Tri Vedmedi” – 16%;
- TM “Lasunka” – 13%.
Other consumer preferences according to this survey are shown in the diagram:
Based on the results of this study, a map of Ukraine, where the most delicious ice cream is made, was drawn up.
Criteria for choosing ice cream
The main factor that consumers are guided by when choosing ice cream is ice cream flavor – the majority of consumers – 42.7%. Next in importance are quality (33.5%), attractive packaging (9.5%), price (6.5%), brand name (5.3%) and ice cream size (1.5%).
The second most important selection criterion is price – 34.6% pay attention to it after taste. The least attention is paid to the brand name and size of ice cream. An important factor that consumers pay attention to is the attractiveness of the package.
Ice cream manufacturers
The Ukrainian ice cream market is 99% provided by domestically produced products. Imports of ice cream are insignificant, the suppliers of ice cream from abroad are large international corporations – Nestle and Mars.
Ukrainian ice cream producers – Zhytomyr Butter Factory, Lasunka, Lviv Cold Factory, Laska, Hercules, Elite, Winter, Khladoprom – produce a wide range of products, which gives consumers a choice of ice cream in terms of taste, price, appearance and even design.
Summary
Thus, from the conducted research it is possible to draw a portrait of the ice cream consumer:
- ice cream remains one of the favorite treats for Ukrainians, and they buy it very often in summer.
- men most of all like classic white ice cream, white plombier and chocolate ice cream, while women like white plombier and fruit ice cream.
- the most ice cream is bought in kiosks and small stores.
- the most popular ice cream is in waffle cups and popsicles.
- the main criteria for choosing ice cream are flavor and price.
- consumers pay attention to the manufacturer and brand name, even though they cannot always name it.
- packaging design and advertising also influence the purchase of a particular ice cream.
In 2014, the leading companies again expanded their assortment, launching more than a dozen new products on the market. The only question is why, at the height of patriotism and defense of Ukraine as a united country, none of the manufacturers launched the production of yellow and blue ice cream? Surely, it would have been in great demand 🙂
