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Ice Cream - Germany - September 2009

The German ice cream market has been on a downwards trend in both volume as well as value sales since mid-decade. The market is worth an estimated €3,016 million in 2009, a fall of 2% on 2008. While sales of impulse ice cream have been declining in both volume and value since 2005, take-home ice cream at least did well in value terms in 2008, profiting both from a general rise in prices and a number of successful premium lines.

While the main thrust of demand is towards indulgent, hedonistic products, suppliers including leaders Unilever with its Langnese brand and Nestlé with Schöller and Mövenpick also launched a number of healthier lines such as low-fat, low-sugar and low-calorie, hoping to widen the consumer base to include more women and elderly Germans.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

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Table of contents

  1. Issues in the Market

      • Definition
        • Abbreviations
        • Market in Brief

          • Volume and value sales suffer
            • Impulse sector loses ground to take-home versions
              • Families and working status important for volume sales
                • Unilever/Langnese leads
                  • No improvement in 2009 expected
                  • Internal Market Environment

                    • Key points
                      • Taste comes first but health issues cannot be ignored
                        • Summer share holds steady
                          • The Italian parlours and their influence
                            • Freezer ownership high in families, among high earners
                              • Figure 1: Ownership of freezers and combined fridge/freezer, Germany, 2008
                          • Broader Market Environment

                            • Key points
                              • The ageing population hampers growth
                                • Figure 2: Trends in German population, by age, 2003-13
                              • Economy and employment crucial for take-home ice cream sales
                                • Figure 3: Trends in German PDI, consumer expenditure and GDP, at current prices, 2004-14
                                • Figure 4: Trends in German employment, by gender, 2003-08
                              • Small households also slow volume consumption
                                • Figure 5: Trends in number of German households, by size, 2003-07
                              • Wait and see for EU regulation
                              • Who’s Innovating?

                                • Key points
                                  • Figure 6: New product launches in ice cream, percenatge by country, 2006-09
                                  • Figure 7: Number of new product launches in ice cream, by category, percenatge, 2006-09
                                  • Figure 8: Number of new product launches in ice cream, by positioning, 2006-09
                                  • Figure 9: Number of new product launches in ice cream, by company, percentage, 2006-09
                              • Market Size and Forecast

                                • Key points
                                  • Sales slow down in 2009
                                    • Figure 10: German retail volume and value sales of ice cream, 2004-14
                                    • Figure 11: German retail volume and value sales of take-home ice cream, at current and constant prices, 2004-14
                                    • Figure 12: German retail volume and value sales of impulse ice cream, at current and constant prices, 2004-14
                                  • Longer-term prospects
                                    • Factors used in the forecast
                                    • Segment Performance

                                      • Key points
                                        • Figure 13: German retail value sales of ice cream, by sector, 2006-09
                                        • Figure 14: Frequency of consumption of impulse ice cream, 2004-08
                                    • Market Share

                                      • Key points
                                        • Unilever and Nestlé set the trends
                                          • Figure 15: Manufacturers’/brands’ value shares in household pack sales of ice cream, 2006-09
                                        • Take-home and multipacks
                                          • Figure 16: Popularity of take-home ice cream brands, 2004-08
                                          • Figure 17: Manufacturers’ value shares in multipack sales of ice cream, 2006-09
                                        • Impulse ice cream
                                          • Figure 18: Popularity of impulse ice cream/ice cream bars and sticks brands, 2004-08
                                      • Companies and Products

                                        • Humana Milchunion
                                          • Nestlé
                                            • Rosen Eiskrem
                                              • R&R Ice Cream
                                                • Unilever
                                                • Channels to Market

                                                  • Key points
                                                    • Figure 19: Value sales of take-home ice cream, by outlet type, 2008
                                                    • Figure 20: Sales of impulse ice cream, percentage transactions by outlet type, summers 2005-08
                                                • The Consumer – Pan-European Overview

                                                  • Key point
                                                      • Figure 21: Penetration of ice cream, by country, 2008
                                                  • The Consumer – Trends in Germany

                                                    • Key points
                                                      • Penetration in both sectors increases
                                                        • Figure 22: Penetration of ice cream, Germany 2004-08
                                                        • Figure 23: Penetration of ice cream in tubs and blocks, by type, Germany 2005-08
                                                        • Figure 24: Penetration of ice cream in bars and sticks, by type, Germany 2005-08
                                                    • The Consumer – Usage and Attitudes

                                                      • Key points
                                                        • Ice cream - for the young at heart
                                                          • Detailed demographics
                                                            • Figure 25: Penetration of ice cream in tubs and blocks, by demographic sub-group, 2008
                                                            • Figure 26: Penetration of ice cream in bars and sticks, by demographic sub-group, 2008
                                                            • Figure 27: Penetration and frequency of consumption of ice cream in tubs and blocks, Germany 2008
                                                            • Figure 28: Penetration and frequency of consumption of ice cream bars and sticks, Germany 2008
                                                        • The Consumer - Attitudes

                                                          • Key points
                                                            • Staying healthy
                                                              • Take a break
                                                                  • Figure 29: Attitudes towards shopping, Germany 2008
                                                                  • Figure 30: Attitudes towards health and diet, Germany 2008
                                                                  • Figure 31: Attitudes towards health and diet, Germany 2008

                                                              Ice Cream - Germany - September 2009

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