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Warmest February sets pitch for surge in ice cream sales to boost industry growth
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Friday, 05 March, 2021, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Mother Dairy expects ice cream industry to bounce back this season due to warm February setting the pitch in ice cream sales.
Sanjay Sharma, business head, dairy products, Mother Dairy, said, “We expect the summers of 2021 to be a season of revival for the overall ice cream industry due to an early rise in temperatures and normalcy gradually setting in. The early onset of summer has already pushed the sales of our ice creams in February. With rising day temperatures, we expect a further increase in sales of ice creams across all portfolios. The last season however witnessed a larger demand of the take-home portfolio due to increase in in-home consumption. This season, we are likely to see this trend to continue, experiencing an increasing consumer preference for take-home portfolio over the impulse portfolio.”
The company has plans to bounce back and resurrect its ice cream business in 2021 largely focusing on a 3-point strategy. (i) to continue to dominate the take-home portfolio as the company plans to launch 8-10 new products in the segment. (ii) to strengthening distribution to enhance availability in arms’ length of desire, entailing investments in deeper penetration of assets and additional point-of-sales in existing markets along-with foray in 150-200 towns across the country. (iii) Drive brand salience within the category via a 360-degree campaign during the season.
“The organised ice cream industry in India was projected to grow at a CAGR of 18-20 per cent (2019-2025). However, the pandemic acted as a massive restraint on ice cream sales and manufacturing in 2020. This season, in its current progression coupled with factors of rising urbanisation, increasing affluence towards ice creams, growing preference for packaged food, enhanced electrification in urban and semi-rural areas, product innovation, and robust distribution network with efficient cold-chain infrastructure, will drive the ice creams business. Going ahead, we also expect a surge in ice cream consumption as consumers make a comeback by re-indulging in their favourite flavour after staying put at home for months,” concluded Sharma.
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