Consumer and Market Insights: Ice Cream Market in Indonesia
CS1940MF
May 2015
1
Report scope
This report brings together multiple data sources to provide a comprehensive overview of the Ice Cream sector in
Indonesia as part of our global coverage of the sector. This report draws on market data, analyzing value and
volume data and category and channel distribution breakdown, also highlighting which categories are witnessing the
biggest growth. Brand and Private Label analysis is also provided. It also contains top line foodservice transaction
figures highlighting where the most opportunistic channels are for industry players in the country. Detailed packaging
analysis is also provided, analyzing category trends and also packaging material and type. The report also contains
qualitative analysis of the most influential consumer trends driving consumption occasions in the category, analyzing
how these trends will evolve and highlighting best practice product examples to show how manufacturers are
targeting the trend.
Market data coverage – The overall market value and volume included in the report is split on the basis of on-trade
and off-trade volume and value.
Category coverage: This report provides information on three Ice Cream categories including Artisanal Ice
Cream, Impulse Ice Cream - Single Serve and Take-home and Bulk Ice Cream.
More extensive brand coverage: The report provides more extensive brand share coverage. Brand share data is
also validated by inputs from industry experts.
Distribution channel: The Distribution data included in the report covers 11 distribution channels including Cash &
Carries & Warehouse Clubs, “Dollar Stores”, Variety Stores & General Merchandise Retailers, Hypermarkets &
Supermarkets, Convenience Stores
Time period: The report provides overall market value and volume data, including category level data for the period
2009-2019. Distribution channel and brand share data is included for the year 2014.
14/05/2015
5/14/2015
5/14/2015
2
2
Table of Contents
• Country Context
• Market Overview
• Retail Landscape and Key Distribution Channels
• Packaging
• Brand Share
• Consumer trends
• Examples of new product development
• Appendix
3
Rise in GDP per capita will drive growth in the consumer packaged goods market in
Indonesia
Indonesia is one of the largest economies in South-East Asia. Increasing domestic consumption and the rise of
exported manufactured products and commodities will further boost the economic growth in the country.
Population
37,000,000
32,000,000
12%
27,000,000
22,000,000
8%
17,000,000
12,000,000
4%
7,000,000
2,000,000
2010
2011
2012
2013
Consumer Price Index
Consumer Price Index
1.2%
200
150
0.8%
100
0.4%
50
0.0%
2009
2014
GDP per capita showed an upward trend in 2014 after
declining during 2011-2013. It stood at
IDR39,826,259.0 (US$3,355.0) in 2014.
2010
2011
2012
2013
2014
Population growth declined from 1.4% during 20082009 to 1.2% during 2013-2014 and reached 252.8
million in 2014.
Age Profile
80+
70 - 79
135
130
60 - 69
50 - 59
125
120
40 - 49
30 - 39
115
110
105
100
2009
250
0
0%
2009
1.6%
Annual Growth (%)
300
16%
Population (Million)
42,000,000
Annual growth (%)
GDP Per Capita (IDR)
GDP Per Capita
2010
2011
2012
2013
2014
Consumer prices in Indonesia increased by 17.7%
during 2011-2014 and reached 130.3 basis points in
2014.
20 - 29
10 - 19
0-9
Indonesia has a large young population, with 51.2% of
the total population aged less than 30 in 2014.
4
The retail and foodservice markets in Indonesia: an overview
This slide provides an overview of the retail and foodservice markets in Indonesia, in which industry
players in the Ice Cream market operate:
Retail
Country indicator
Total value of Food market,
2014
Total volume of Food
market, 2014
Total Food volume growth
2009-2014
Proportion of Ice Cream as
part of overall food volume,
2014
Biggest category within the
Ice Cream market as part of
overall volume, 2014
Foodservice
Units
US$
millions
Value
36,779.7
Millions of
Kg
11,224.8
CAGR
3.8%
%
0.7%
%
Impulse
Ice Cream
– Single
Serve,
45.0%
Profit
Total number of transactions in the Profit
Sector, 2014: 2,453.4 million
Largest channel in the Profit Sector and
transactions, 2014: Restaurants, 1,512.8
million
Cost
Total number of transactions in the Cost
Sector, 2014: 1,484.2 million
Largest channel in the Cost Sector and
transactions, 2014: Education, 735.3
million
Figures for overall food 2014 are forecasts.
5
Table of Contents
• Country Context
• Market Overview
• Retail Landscape and Key Distribution Channels
• Packaging
• Brand Share
• Consumer trends
• Examples of new product development
• Appendix
6
The rising disposable income of the consumers is driving the growth of the Ice Cream
market in Indonesia
• The Ice Cream market in Indonesia registered growth at a CAGR of 8.6% in US$ terms during 2009-2014 and
is forecast to register growth at a CAGR of 7.8% during 2014-2019. In value terms, On-trade consumption will
grow at a slower rate compared to off-trade consumption during 2014-2019.
• The volume consumption of Ice Cream products is forecast to grow from 105.7 Kg million in 2014 to 154.1 Kg
million in 2019 to register growth at a CAGR of 7.8% during 2014-2019.
Market value of Indonesia’s Ice Cream
market, 2009-2019
Total(US$
million)
2009
382.1
Market volume of Indonesia’s Ice Cream
market, (Millions of Kg), 2009-2019
Total Volume
Off-trade (US$ On-trade (US$
million)
million)
250.2
131.9
Off Trade
On Trade
154.1
109.8
105.7
77.0
74.5
55.5
2014
576.0
377.5
198.5
2019
836.8
554.0
282.7
CAGR 2009–
2014
8.6%
8.6%
8.5%
CAGR 2014–
2019
7.8%
8.0%
7.3%
2009
44.3
28.7
19.1
2014
2019
Total
Off-trade
On-trade
CAGR 2009–2014
7.2%
6.8%
8.5%
CAGR 2014–2019
7.8%
7.4%
9.1%
7
Ice Cream market will record high value and volume growth during 2014-2019
The Ice Cream market in Indonesia registered strong growth in value and volume terms. It was worth
IDR68,37,378.5 million (US$576.0 million) in 2014, and is forecast to register a CAGR of 12.1% in local currency
terms during 2014-2019 to reach IDR121,23,430.5 million (US$836.8 million) in 2019. In US$ terms the Ice Cream
market in Indonesia was impacted due to the fluctuating exchange rates, resulting in variable growth rate during
2009-2014.
On-trade transactions accounted for 34.5% of the market share of Ice Cream products value sales and 65.5% of
volume sales in 2014.
Market value (IDR m and US$ m) and volume growth of
Indonesia’s Ice Cream market, 2009–2019
Value (IDR m)
Value (US$ m)
Market value (IDR m) and volume growth of
Indonesia’s Ice Cream market, 2014–2019 –
Off-trade/on-trade
Volume Kg m
Off-trade
30%
Growth Rate (%)
25%
On-trade
Value
growth
Volume
growth
Value
growth
Volume
growth
20%
2014
11.8%
7.0%
11.6%
8.8%
15%
2015
12.0%
7.1%
11.6%
8.9%
2016
12.1%
7.2%
11.7%
9.0%
2017
12.3%
7.4%
11.7%
9.1%
2018
12.6%
7.5%
11.7%
9.2%
2019
12.8%
7.6%
11.8%
9.3%
10%
5%
0%
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
-5%
8
Indonesian consumers will prefer to purchase value for money products
In 2014, the value of Indonesia’s Ice Cream market grew by 11.8% for off-trade and 11.6% for on-trade sales.
There was a 7.0% volume growth for off-trade and 8.8% for on-trade. Overall food prices increased by 6.8% and
the average price change for Ice Cream stood at 4.5% for off-trade and 2.6% and on-trade. Rising food prices
impacted the consumer purchasing power, resulting in an increased preference for value products among
consumers.
Extent to which consumers are trading up or
down in Indonesia’s Ice Cream market (off-trade)
Extent to which consumers are trading up or
down in Indonesia’s Ice Cream market (on-trade)
18.0%
16.0%
14.0%
-2.3%
12.0%
6.8%
10.0%
4.5%
8.0%
6.0%
4.0%
11.8%
2014 Annual Change %
2014 Annual Change %
18.0%
16.0%
14.0%
-4.2%
6.8%
12.0%
10.0%
2.6%
8.0%
6.0%
11.6%
8.8%
4.0%
7.0%
2.0%
2.0%
0.0%
0.0%
Change in
Change in
Change in
Sales Value Sales Volume Average Price
Food Price
Inflation
Trading Up or
Down
Change in
Sales Value
Change in
Change in
Sales Volume Average Price
Food Price
Inflation
Trading Up or
Down
9
Impulse Ice Cream – Single Serve is the most consumed Ice Cream product in
Indonesia
Market volume of Indonesia’s Ice Cream
market, (Millions of Kg), 2014, by category*
20.3
47.6
Impulse Ice Cream Single Serve
Take-home and Bulk
Ice Cream
The volume consumption of Ice Cream was 105.7 Kg
million in 2014, of which Impulse Ice Cream – Single
Serve accounted for 45.0% of volume sales followed
by Take-home and Bulk Ice Cream which accounted
for 35.7% of the share.
The Artisanal Ice Cream category is forecast to
register the fastest growth at a CAGR of 9.3% in
volume terms during 2014-2019.
Market Volume, forecast Compound Annual
Growth Rate, 2014-2019
Market
CAGR
Volume 2014
2014-2019
(Kg Million)
Artisanal Ice Cream
37.7
Impulse Ice Cream - Single Serve
47.6
7.6%
Take-home and Bulk Ice Cream
37.7
7.3%
Artisanal Ice Cream
20.3
9.3%
* Market volume includes on-trade + off-trade
10
Impulse Ice Cream – Single Serve accounted for highest off-trade while Artisanal Ice
Cream accounted for highest on-trade volume share
The Impulse Ice Cream – Single Serve category accounted for 55.5% of off-trade volume consumption and is
forecast to grow at a CAGR of 7.5% during 2014-2019. The Artisanal Ice Cream category accounted for 68.0% of
on-trade volume consumption and will grow at a CAGR of 9.3% during 2014-2019. It is also forecast to register the
fastest volume growth in off-trade and on-trade consumption at a CAGR of 8.1% and 9.3% respectively during
2014-2019.
Indonesia’s Ice Cream market, Off-trade (Millions of Kg), 2014, broken down by category
Market Volume 2014 (Kg Million)
CAGR
2014–2019
Impulse Ice Cream - Single Serve
42.7
7.5%
Take-home and Bulk Ice Cream
33.4
7.2%
Artisanal Ice Cream
0.8
8.1%
Indonesia’s Ice Cream market, On-trade (Millions of Kg), 2014, broken down by category
Market Volume 2014 (Kg Million)
CAGR
2014–2019
Artisanal Ice Cream
19.5
9.3%
Impulse Ice Cream - Single Serve
4.9
8.7%
Take-home and Bulk Ice Cream
4.3
8.3%
11
The Take-home and Bulk Ice Cream category will register highest off-trade value
growth during 2014-2019
The Impulse Ice Cream – Single Serve category accounted for IDR2,987,225.1 million (US$251.6 million) of off-trade
sales in 2014. It is the largest category by value and is forecast to register CAGR of 12.1% during 2014-2019. The
Take-home and Bulk Ice Cream category is forecast to register the fastest growth in off-trade sales during 2014-2019
with a CAGR of 12.9%.
Market value of categories in the Ice Cream market (Off-trade)
2014–2019 Category Value in IDR CAGR (%)
15%
Impulse Ice Cream - Single
Serve
12%
9%
Take-home and Bulk Ice
Cream
6%
Artisanal Ice Cream
3%
0%
0%
3%
6%
9%
12%
15%
Bubble size= 2014
Category Value
(IDR million)
2009–2014 Category Value in IDR CAGR (%)
12
The Artisanal Ice Cream category is the largest category by value in the on-trade
sales during 2014-2019
The Artisanal Ice Cream category accounted for IDR16,02,314.6 million (US$135.0 million) of on-trade sales in 2014.
It is the largest category by value and is forecast to register CAGR of 11.7% during 2014-2019. The Artisanal Ice
Cream, Take-home and Bulk Ice Cream, and Impulse Ice Cream – Single Serve categories are forecast to register
similar growth rates at a CAGR of 11.7% in on-trade sales during 2014-2019.
Market value of categories in the Ice Cream market (On-trade)
2014–2019 Category Value in IDR CAGR (%)
15%
Artisanal Ice Cream
12%
9%
Impulse Ice Cream - Single
Serve
6%
Take-home and Bulk Ice
Cream
3%
0%
0%
3%
6%
9%
12%
15%
Bubble size= 2014
Category Value
(IDR million)
2009–2014 Category Value in IDR CAGR (%)
13
Impulse Ice Cream – Single Serve is the largest category in value terms in the Ice
Cream market in Indonesia
Market value of categories in the Ice Cream market
Value (US$ Million)
500
30%
400
20%
300
10%
200
0%
100
0
Value (IDR Million)
Impulse Ice Cream - Single Serve – IDR
Impulse Ice Cream - Single Serve – US$
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
5%
1,000,000
0%
20092010201120122013201420152016201720182019
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
On-trade
10%
0
-10%
Off-trade
15%
Off-trade
Annual Growth (%)
On-trade
Annual Growth (%)
The Impulse Ice Cream- Single Serve category was worth IDR19,76,687.5 million (US$190.3 million) in 2009 and is forecast to reach
IDR59,91,869.9 million (US$413.6 million) by 2019, registering a CAGR of 11.7% in local currency terms during 2009–2019. On-trade
transactions accounted for 11.8% of the category share in 2014.
250
Take-home and Bulk Ice Cream – IDR
30%
200
20%
150
10%
100
0%
50
0
-10%
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Off-trade
On-trade
Annual Growth (%)
Value (IDR Million)
Value (US$ Million)
Take-home and Bulk Ice Cream – US$
3,000,000
15%
2,500,000
12%
2,000,000
9%
1,500,000
6%
1,000,000
3%
500,000
0
0%
20092010201120122013201420152016201720182019
Off-trade
On-trade
Annual Growth (%)
The Take-home and Bulk Ice Cream category was worth IDR10,18,585.3 million (US$98.0 million) in 2009 and is forecast to reach
IDR32,15,349.8 million (US$221.9 million) by 2019, registering a CAGR of 12.2% in local currency terms during 2009–2019. On-trade
transactions accounted for 19.9% of the category share in 2014.
14
Artisanal Ice Cream is the smallest category in value terms
Market value of categories in the Ice Cream market
Value (US$ Million)
250
30%
200
20%
150
10%
100
0%
50
0
-10%
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Off-trade
On-trade
Annual Growth (%)
Value (IDR Million)
Artisanal Ice Cream – IDR
Artisanal Ice Cream – US$
3,000,000
15%
2,500,000
12%
2,000,000
9%
1,500,000
6%
1,000,000
500,000
3%
0
0%
20092010201120122013201420152016201720182019
Off-trade
On-trade
Annual Growth (%)
The Artisanal Ice Cream category was worth IDR9,74,660.6 million (US$93.8 million) in 2009 and is forecast to reach IDR29,16,210.9
million (US$201.3 million) by 2019 registering a CAGR of 11.6% in local currency terms during 2009–2019. On-trade transactions
accounted for 95.6% of the market share in 2014.
15
The Take-home and Bulk Ice Cream category will gain market share in value terms
during 2014-2019
Change in market share (value terms) in the Ice Cream market*
Winners
Category
1
Take-home and Bulk Ice
Cream
Losers
Change in market
share, 2014–2019
0.6%
The Take-home and Bulk Ice Cream category is
forecast to gain market share, growing from 25.9% in
2014 to 26.5% in 2019.
Category
1
Change in market
share, 2014–2019
Artisanal Ice Cream
-0.4%
The Artisanal Ice Cream category is forecast to lose
market share, declining from 24.5% in 2014 to 24.0% in
2019.
2
Impulse Ice Cream – Single
Serve
-0.1%
The Impulse Ice Cream – Single Serve category is
forecast to lose market share, declining from 49.5% in
2014 to 49.4% in 2019.
* Change in market share based on on-trade + off-trade values
16
Category level pricing
Average category level prices (IDR) in Indonesia’s Ice Cream market, 2014
Category
Average Price/ Kg (IDR)
2014
Average Price/Kg (USD)
2014
Impulse Ice Cream - Single Serve
71,177.5
6.0
Take-home and Bulk Ice Cream
47,024.6
4.0
Artisanal Ice Cream
82,378.9
6.9
14/05/2015
5/14/2015
5/14/2015
17
17
Dairy-Based Ice Cream is the largest segment in the Take-home and Bulk Ice Cream
and Impulse Ice Cream – Single Serve categories
Segment’s share of the overall category and change in market share (in value terms) in Indonesia’s Ice Cream
Market, 2014
Category
Impulse Ice Cream Single Serve
Segment’s Share,
2014
Change 2014/2019
Dairy-Based
77.1%
0.2%
Off-trade
Water-Based
11.0%
0.0%
On-trade
On-trade
11.8%
-0.2%
Off-trade
Artisanal Ice Cream
4.4%
0.1%
On-trade
On-trade
95.6%
-0.1%
Off-trade
Dairy-Based
73.8%
1.1%
Off-trade
Water-Based
6.3%
-0.3%
On-trade
On-trade
19.9%
-0.8%
Off-trade / On-trade
Segment
Off-trade
Artisanal Ice Cream
Take-home and Bulk
Ice Cream
14/05/2015
5/14/2015
5/14/2015
18
18
Table of Contents
• Country Context
• Market Overview
• Retail Landscape and Key Distribution Channels
• Packaging
• Brand Share
• Consumer Trends
• Examples of New Product Development
• Appendix
19
Profiles of Selected Grocery Retailers
Leading retailers in the Indonesian Food market, 2014
Leading retailers, Indonesia
Company Name
PT Hero
Supermarket Tbk
Overview
The Hero Group is one of the largest hypermarket chains in Indonesia. As
of December 2014, the company operated 704 stores, comprising of 55
Giant Ekstra,165 Hero Supermarkets and Giant Ekspres, 349 Guardian
health and beauty stores, 1 IKEA and 134 Starmart convenience stores.
Alfamart is currently one of Indonesia’s leading retailers, serving more
than 2.5 million customers daily, with approximately 7,000 stores across
PT. Sumber
Alfaria Trijaya Tbk Indonesia. Alfamart is also one of the largest employers in Indonesia with
70,000 employees.
PT Matahari Putra Prima currently owns and runs 267 stores in Indonesia,
PT Matahari Putra
comprising of 107 hypermarkets, 58 foodmarts and 102 Boston health &
Prima
beauty stores.
Carrefour
Carrefour Indonesia, owned by PT Trans Retail Indonesia, operates more
than 84 Hypermarkets & Supermarkets in the country.
20
Hypermarkets & Supermarkets is the leading distribution channel in Indonesia’s Ice
Cream market in 2014
Leading distribution channels in Indonesia’s Ice Cream market, 2014
Leading distribution channels –Overall Food
2010
Value (US$ billion)
15
Leading distribution channels – Ice Cream
2013
9%
12
13%
9
6
Convenience Stores
2%
42%
On-Trade
Food & Drinks Specialists
3
Hypermarkets & Supermarkets
0
Hypermarkets &
Supermarkets
Convenience
Stores
Food & drinks
specialists
Others
Others
34%
Ice Cream market as a percentage of overall
Food: Ice Cream accounted for 1.0% of food retail
sales in Indonesia in 2013.
Hypermarkets & Supermarkets are the leading
retailers of food in Indonesia. They account for 34.7%
of Food retail sales in the country, followed by
Convenience Stores with a 31.0% share.
Convenience Stores registered the highest growth at
a CAGR of 0.9% in US dollar terms during 20102013.
Convenience Stores accounted for 42.3% of the
distribution share in Indonesia’s Ice Cream market in
2014. On-trade transactions was the second leading
distribution channel and accounted for 34.5% of the
market share. Hypermarkets & Supermarkets is the
fastest growing distribution channel with a CAGR of
12.2% in local currency terms registered during 20112014.
21
Convenience Stores is the leading distribution channel in the Impulse Cream – Single
Serve and Take-home and Bulk Ice Cream categories
Leading distribution channels by category in the Ice Cream market, 2014
Key distribution channels – Impulse Ice Cream Single Serve
9%
3%
58%
12%
Convenience Stores
Key distribution channels – Artisanal Ice Cream
4%
On-Trade
Food & Drinks Specialists
Food & Drinks Specialists
On-Trade
Hypermarkets &
Supermarkets
18%
Others
96%
Key distribution channels –Take-home and Bulk Ice
Cream
5%
2%
Convenience Stores
12%
Hypermarkets &
Supermarkets
Food & Drinks Specialists
On-Trade
19%
62%
Others
22
Table of Contents
• Country Context
• Market Overview
• Retail Landscape and Key Distribution Channels
• Packaging
• Brand and Private label Share
• Consumer Trends
• Examples of New Product Development
• Appendix
23
Flexible Packaging is the most used packaging material while Bag/Sachet is the most
commonly used container type in Ice Cream market in Indonesia
Overview of Indonesia’s Ice Cream market by type of packaging in 2014
Key Packaging Materials
Key Packaging Materials by category
Flexible Packaging
Flexible
Packaging
47.9%
17%
Rigid Plastics
Others
18%
25%
Rigid
Plastics
34.6%
100%
82%
57%
Paper &
Board
17.5%
Im pulse Ice Cream - Single
Serve
Flexible Packaging was the most commonly used
packaging material with 47.9% of the market share
followed by Rigid Plastics with a 34.6% share in 2014.
Key Container Types
Take-hom e and Bulk Ice
Cream
Flexible Packaging was preferred for the packaging of
Impulse Ice Cream, while Rigid Plastics was mostly
used for Take-home Ice Cream and Artisanal Ice Cream
in 2014.
Key Container Types by category
Bag/Sachet
7%
Tub
Others
Bag/Sachet
8%
15%
Tub
27%
Wrapper
57%
18%
48%
36%
Artisanal Ice Cream
82%
100%
Others
Impulse Ice Cream - Single
Serve
Bag/Sachet was the most commonly used container
type in Ice Cream market and accounted for 48.0% of
the market share in 2014. It was followed by Tub with a
36.0% share.
Take-home and Bulk Ice Cream
Artisanal Ice Cream
Take-Home Ice Cream and Artisanal Ice Cream used
Tub Outers while Bag/Sachet was used for the
packaging of Impulse Ice Cream – Single Serve.
24
Prize Off is the preferred closure type in the Ice Cream market in Indonesia
Overview of Indonesia’s Ice Cream market by packaging closure/outers used in 2014
Key Packaging Closures
Key Packaging Closures by category
Prize Off
1
Prize Off
2
Cap
3
Other
Cap
Others
36.5%
2.4%
3.6%
4%
27%
82%
3%
Impulse Ice Cream Single Serve
Prize Off closures were used for the packaging of
36.5% of Ice Cream products in 2014 followed by Cap
with 2.4% market share.
Key Packaging Outers
100%
Take-home and bulk Ice
Cream
Artisanal Ice Cream
Prize Off closure was preferred across categories in
2014.
* Data for Ice Cream using Closures.
Key Packaging Outers by category
Box
1
Box
3.0%
18%
Take-home and bulk Ice Cream
Box outers were used for packaging of 3.0% of Ice
Cream products in 2014.
Box outer was preferred for the packaging of Takehome and Bulk Ice Cream in 2014.
* Data for Ice Cream using outers.
25
Paper & Board and Wrapper are the fastest growing packaging material and
container type in Ice Cream market in Indonesia
Overview of Ice Cream market by type of packaging in 2019
Key Packaging Materials
2014
Key Packaging Materials by category
2014
2019
Million Units
Million units
800
600
400
200
800
600
400
200
0
Flexible Packaging
Rigid Plastics
Key Closures Types
Bag/Sachet
Wrapper
The use of Wrapper containers is forecast to grow at
the fastest CAGR of 20.5% during 2014-2019 and will
reach 167.0 million units in 2019.
Million Units
2019
600
400
200
0
Prize Off
Tub
Key Packing Outers
2014
800
0
Paper & Board
The use of Paper & Board packing material is forecast
to grow at the fastest CAGR of 21.3% during 2014-2019
to reach 358.9 million units in 2019.
Million Units
2019
1,000
1,000
Other
Cap
The use of Prize Off Closures is forecast to grow at a
CAGR of 19.5% during 2014-2019 to reach 691.9
million units in 2019.
60
2014
2019
40
20
0
Box
The use of Box outers is forecast to grow at a CAGR of
17.1% during 2014-2019 to reach 51.1 million units in
2019.
26
Table of Contents
• Country Context
• Market Overview
• Retail Landscape and Key Distribution Channels
• Packaging
• Brand Share
• Consumer Trends
• Examples of New Product Development
• Appendix
27
Wall’s is the leading brand in the Impulse Ice Cream – Single Serve and Take-home
and Bulk Ice Cream categories
Impulse Ice Cream - Single Serve – Brand
share
Leading brands - market share
29.7%
11.9%
Take- home and Bulk Ice Cream – Brand share
Leading brands - market share
22.8%
45.2%
Wall's - Others
Magnum
Wall's - Others
Campina-Overall
Magnum
Cornetto
Campina-Overall
14.2%
Others
15.3%
23.9%
Others
17.7%
Artisanal Ice Cream – Brand share
Leading brands - market share
Artisanal
Producers
100.0%
*Brand share is calculated for off-trade values only
28
Wall’s and Magnum are the leading brands in the Impulse Ice Cream – Single Serve
category
Brand shares by value in the Ice Cream market, 2014
Impulse Ice Cream – Single Serve
Brand
Share of
category, 2014
Wall's - Others
29.7%
Magnum
23.9%
Campina-Overall
15.3%
Cornetto
11.9%
Diamond-Overall
11.4%
Kiko
2.0%
Paddle Pop
1.0%
Artisanal Ice Cream
Share of category,
2014
Brand
Artisanal Producers
100.0%
Take-home and Bulk Ice Cream
Brand
Share of category,
2014
Feast
1.0%
Private Label
0.9%
Wall's - Others
45.2%
Buavita Smoothie
0.8%
Magnum
17.7%
Tam Tam
0.8%
Campina-Overall
14.2%
Others
1.3%
Others
22.8%
29
Table of Contents
• Country Context
• Market Overview
• Retail Landscape and Key Distribution Channels
• Packaging
• Brand Share
• Consumer Trends
• Examples of New Product Development
• Appendix
30
Canadean has identified nine mega-trends that drive consumers and these can be broken
down into 20 sub-trends
Better Value
MEGA-TRENDS:
Changing Age Structures
Trust
Changing Lifestages
Personal Space & Time
New Gender
Behaviours
Individualism
Urbanization &
Migration
CHANGING
LIFESTAGES
CONNECTIVITY
CONVENIENCE
ETHICS
Health
Aspiration
Beauty
Connection
EXPERIENCE &
ENJOYMENT
HEALTH &
WELLNESS
Quality Seeking
Media
INDIVIDUALITY
Indulgence
Technology
TRUST
Fun & Enjoyment
Busy Lives
VALUE
Experience Seeking
Ethics
31
An explanation of the sub-trends
Sub-trend
Explanation
Aspirations
The trend towards consumers having more aspirational desires and wanting this reflected in the products
that they consume.
Beauty
The trend towards consumers being increasingly interested in their beauty and grooming and, as a result,
seeking to achieve more of their beauty aims and ambitions.
Better Value for Money
Particularly important in the current economic environment, this trend reflects growing consumer desire,
particularly in Western economies, for Better Value for Money from their purchases. This can cover not
only trading down to lower priced items, but also trading up to higher priced ones when a consumer feels
there is value in doing so.
Busy Lives
The trend for consumers increasingly fitting more activities into the same amount of time in a day. Working
hours are increasing for certain groups, but many consumers similarly have increasingly Busy Lives as
they attempt to juggle work, home life, personal ambitions, and the desire to be close to friends and family.
As highlighted below, for this trend we also identify specific consumer groups.
Changing Age
Structures
A socio-demographic trend, the age structures of many countries are evolving, having a significant impact
on the marketing landscape. It’s not just the aging of populations in Western, developed countries either,
the rapid increase in younger generations in developing countries also challenges pre-conceptions about
who the main consumers for products are.
Changing
Life Structures
Another socio-demographic trend, and one related to Changing Age Structures. Combined with altering
age group dynamics, the marketing landscape is altered in many countries as people increasingly delay
settling down, marriage, and childbirth. The traditional pattern of life-stages is evolving and, as a result, so
are the sizes of these groups and their needs from CPG purchases. As highlighted below, for this trend we
also identify specific consumer groups.
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An explanation of the sub-trends
Sub-trend
Explanation
Connection
Flexible labor markets, increased work and pleasure travel, Busy Lives and the breakup of traditional family
structures in many countries leaves many people with a growing desire to rectify the downturn in the types of
personal connections those in previous generations had. The desire to be close to friends, family, or those
with similar interests combines with evolving technologies to create an explosion in the desire for people to
feel somehow “connected” to what’s important to them. Social networking, growth in the desire to spend more
time with family and friends, and the desire to improve the quality of that time, are all manifestations of this
trend.
Ethics, Responsibility &
Spirituality
Increasingly, a growing number of consumers are concerned (even if they don’t always act upon these
concerns) about their own ethics and spirituality. In turn, many consumers are increasingly critical of the
ethical and related credentials of the products or services they buy, and the providers of them.
Experience Seeking
Many consumers are seeking to go beyond the “simple” act of owning and consuming products and instead
are seeking to attain greater value by seeking products and services that somehow offer rewarding
experiences. This can take many forms and can be related to other trends. For example, consuming a very
high quality food or drink may not only satisfy a need for quality, but the act of consumption itself may also
have value as an experience that will not soon be forgotten.
Fun & Enjoyment
Many consumers, young and old, and not least in these challenging economic times, are seeking additional
fun and enjoyment and some will often choose CPG products as a result of these needs.
Health
In almost every country, consumers are increasingly worried about their overall wellbeing and specifically their
health. The wider social effects of growing obesity rates and sedentary lifestyles have led to growth in
consumer concern about their own health and impacted their willingness to choose products and services that
might result in health benefits.
Individualism
In an age of mass consumerism, global brands, and rules and regulations, many people often seek to express
their individual identities, personalities, needs, and wants when the opportunity arises. As a result, products
and services can tap into this trend by offering people ways of achieving these desires.
Indulgence
From little rewards to big ones, consumers are increasingly seeking ways in which they can indulge their
desires and achieve the “feel good” this can create, even if only temporary.
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33
An explanation of the sub-trends
Sub-trend
Explanation
Media
Fragmentation of the Media may mean that any one Media outlet’s or outlets’ influence may be declining, but
the growth of 24/7 Media access from almost any location means that Media influence continues to extend and
increasingly shape consumers’ habits – even if they are seeking to react against Media trends.
New Gender Behaviors
This trend refers to the blurring of traditional gender roles and behaviors, and is related to the changing nature
of modern life for many people. From stay-at-home dads to career women, the old ways of doing things is
changing and with it so are people’s views of themselves, and therefore the products and services that meet
their needs. It’s not all “new age” though as within this trend is also the counter-perspective of people seeking
more traditionally masculine and feminine products.
Personal Space & Time
The pace of modern life and all the demands it brings means that many people are seeking to create their own
“bubble” of space and time where they are in control, are able to relax and unwind, and are free from the
constant flow of things to do, even if it is just for five minutes.
Quality Seeking
This is the trend towards trading up to higher quality products and services, even if in challenging economic
times this is a “less of the best” approach.
Technology Uptake
The pace of technological change (not just in communication, but in other areas too) means many are keen to
try out the latest that’s on offer and are willing to experiment in order to gain the benefits, and, for some, be
among the first to experience them.
Trust
Or often, a growing lack of it, is increasingly important and is also a very broad trend. From the breakdown in
trust in institutions, governments, and companies, to concerns over specific ingredients in consumer goods,
trust is increasingly a major concern for consumers, and therefore marketers as well.
Urbanization &
Migration
Shifting patterns of urbanization as major economies develop and people move to where the work is plays a
role in fundamentally shaping people’s needs – especially when it comes to CPG purchases. The packaged
food and drinks needs of the average urban dweller can differ remarkably to those of the rural dweller, shifting
the balance between which types of products are best placed in the market. As highlighted below, for this trend
we also identify specific consumer groups.
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34
Trend 1: Indulgence: Indulgence related product features are highlighted in order to
attract consumers
How the Indulgence trend will influence Ice Cream consumption in
Indonesia
• Ice Cream is perceived as a sweet treat by most
consumers which makes indulgence the most
important trend in the market.
Indulgence
• This is especially true in markets such as Indonesia
where with a dominant population under the age of
30. These consumers often like to indulge in sugarrich food products as they have fewer health
concerns compared to the older age groups.
Key demographics to
target
• Both Men and
Women
• Aged 0-34
• Urban & Rural
Key categories to target
• All Categories
• Premium Ice Cream brands such as Magnum and
Häagen Dazs have introduced a variety of products in
Indonesia to cater to this indulgence seeking nature
of consumers. They often focus on the rich texture
and unique flavour of their products in their
promotions.
Rate at which the
trend will evolve
•Slow
• An example is Unilever Wall’s Oreo Ice Cream tub, it
contains vanilla Ice Cream mixed with crunchy bits of
Oreo sandwich cookies.
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35
Trend 2: Changing Age Structures: Ice Cream brands are introducing different
products targeted at different age groups
How the Changing Age Structures trend will influence Ice Cream
consumption in Indonesia
Changing Age Structures
• The Indonesian population is dominated by
consumers under the age of 30, which form 51.2%
of the overall population. Hence, the majority of Ice
Cream products are usually designed to suit the
younger ager groups.
• However, with changing consumer behavior,
especially among the middle class, and increasing
urbanization and globalization, people of all age
groups are identifying their interests and choosing
different products accordingly. This trend has
resulted in the launch of more Ice Cream brands that
are targeted at middle aged consumers.
• An example is Cornetto Balck Forest Red, limited
edition Ice Cream endorsed by the pop start Taylor
Swift, targeted at the teenage and early young adult
female population. Magnum Black Expresso and
Pink Champagne were introduced to target Older
Young Adults and middle aged population.
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Key demographics to
target
• Both Men and
Women
• Aged 0-44
• Urban & Rural
Key categories to target
• All Categories
Rate at which the
trend will evolve
•Slow
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36
Trend 3: Personal Space & Time: Ice Creams are often chosen to relax and unwind by
busy individuals
How the Personal Space & Time trend will influence Ice Cream
consumption in Indonesia
Personal Space & Time
• Increasing pace of consumers’ lives and work
pressures are resulting in consumers seeking
products that they can enjoy in their free time and
which help them feel relaxed.
• Ice Creams are often chosen by consumers,
especially by the young adult and middle aged
population when they feel tired after a long days
work, when they want to indulge in some “me time”.
• In order to relate to this trend, Ice Cream brands
have positioned themselves are personal time
products by introducing smaller, single scoop packs
that need not be shared.
Key demographics to
target
• Men and Women
• Aged 25-44
• Urban
Key categories to target
• All Categories
Rate at which the
trend will evolve
• Slow
• For example, Magnum offers Mini bars in different
flavors such as Classic, each bar weighs about 45
grams, ideal for enjoying while alone, in one’s free
time.
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37
Trend 4: Experience Seeking: Ice Creams that offer a novel experience have better
demand
How the Experience Seeking trend will influence Ice Cream consumption in
Indonesia
Experience Seeking
• The Ice Cream market in Indonesia is a high growth
market, supported by increasing middle class
population and better affordability every year.
Hence, to gain market share and sustain
competition, Ice Cream brands are introducing
products that stand out and provide a new
experience to the consumer for which they are willing
to pay a premium.
• Ice Cream brands are constantly introducing
products with new compositions, flavors, and
toppings in order to offer a sense of new experience
to the consumer.
• Elicxir, is an artisan style Gelato Ice Cream parlor
which offers Hokkaido ice cream hot dogs which
includes wild organic honey and corn flakes.
Key demographics to
target
• Both Men and
Women
• Aged 16-44
• Urban
• All Categories
Rate at which the
trend will evolve
• Fast
• Diamond Es Puter offers Ice Cream in traditional
Indonesian, durian and black sticky rice flavors.
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38
Introduction of innovative flavors and extensive social media promotion will drive
sales in the Indonesian Ice Cream market
Canadean predicts that the following drivers will rise in importance over the next five years to
become increasingly influential motivators of consumption within the market.
Extensive online promotion
for better sales:
Facebook users in Indonesia
increased by 6% in June 2014
compared to December 2013.
Leading Ice Cream brands
such as Walls and Magnum
leverage on this rapid growth
in social media use by
regularly holding competitions
and new product launches on
websites. They encourage
consumer
engagement
through interactive posts. for
example, Magnum celebrated
its
fifth
anniversary
by
launching a crack-Magnum
contest online and distributing
various gifts to winners. The
hash tag #CelebratePleasure
was used for the same on
Facebook.
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Emerging market for health
oriented Ice Cream
products:
With better exposure, health
awareness is rising among
Indonesians.
This
is
particularly evident among 2040 years age group, from
urban areas. Currently there
are few Ice Cream products
targeted at this segment,
however, leading brands have
launched
products
that
promote
good
health.
Campina Lu Ve Litee is low in
fat and 100% dairy free, and
Bauvita offers limited calorie
fruit based Ice Cream bars.
The demand for good-for-you,
low/no sugar, low fat or
nutrient fortified Ice Cream will
grow in 2014-2019.
Innovation and
premiumization to play a
key role:
Leading Ice Cream brands in
Indonesia
are
constantly
innovating and launching new
products in order to grab
consumer
attention.
The
majority of Ice Cream sales is
impulse driven, and the
visibility of product attributes
such as new flavors and
textures and other aspects
such as fun and enjoyment, to
the consumer is what drives
this impulse. Another growth
area for Ice Cream in
Indonesia
is
premium
products,
their
sale
is
increasing due to rising
income
levels
and
the
expansion of middle class.
39
39
Table of Contents
• Country Context
• Market Overview
• Retail Landscape and Key Distribution Channels
• Packaging
• Company and Private Label Share
• Consumer Trends
• Examples of New Product Development
• Appendix
40
Examples of new product developments in the Indonesian Ice Cream market
Brand: Secret Sensations
Manufacturer: Hangen Dazs
Häagen Dazs, offers various
indulgent products such as
the
Secret
Sensations
Chocolat Fondant. The rich
chocolate Ice Cream has bits
of brownie and chocolate
sauce centre and can be
consumed straight from the
tub for moments of “me-time”.
Trend alignment: Indulgence
Brand: Mini Honeycomb
Crunch
Manufacturer: Unilever
Magnum has released a pack
of four Honeycomb Crunch
and two Classic Ice Cream
bars, of 270 ml each. These
are ideal for consumption
when and individual wants to
unwind and relax.
Trend alignment: Personal
Space & Time
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Brand: Banana Boat, Paddle
Pop
Manufacturer: Unilever
Wall’s Paddle Pop which
targets kids, has recently
launched Banana Boat. It is
designed like to imitate a
banana with a peelable outer
yellow layer like an original
banana peel, which kids find
attractive and fun.
Trend alignment: Changing
Age Structures
Brand: Hula Hula
Manufacturer: PT.Campina
Campina has recently Hula
Hula Ice Cream in green
beans and black sticky rice
flavors to appeal to
consumers who seek to
experience traditional
Indonesian flavors.
Trend alignment:
Experience Seeking
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41
Table of Contents
• Country Context
• Market Overview
• Retail Landscape and Key Distribution Channels
• Packaging
• Brand Share
• Consumer Trends
• Examples of New Product Development
• Appendix
42
Appendix - Country Context
Exchange Rates: US$-IDR , 2009–2019
Year
US$-IDR Exchange
Rate (Annual Average)
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
10,389.94 9,090.43 8,770.43 9,386.63 10,461.24 11,870.83 12,506.99 13,168.63 13,664.01 14,091.66 14,488.67
GDP Per Capita (IDR)
Year
GDP Per Capita (IDR)
2009
2010
2011
2012
2013
2014
23,606,369.5
26,786,380.5
30,431,243.7
33,335,897.6
36,355,429.0
39,826,259.0
Population
Year
2009
2010
2011
2012
2013
2014
Total (Millions)
237.5
240.7
243.8
246.9
249.9
252.8
Annual Growth (%)
1.4%
1.3%
1.3%
1.3%
1.2%
1.2%
Year
2009
2010
2011
2012
2013
2014
Index
100.0
105.1
110.8
115.2
122.6
130.3
Consumer Price Index
Age Profile (Millions of Persons)
Age Group
Total (Millions)
0 to 9
10 to 19
20 to 29
30 to 39
40 to 49
50 to 59
60 to 69
70 to 79
80+
43.6
45.1
40.7
40.1
33.7
24.6
14.2
8.2
2.6
43
Appendix – Sector Overview
Indonesia’s Food sales Distribution (US$ Billion)
2010
2013
Hypermarkets & Supermarkets
13.7
13.8
Convenience Stores
12.0
12.3
Food & Drinks Specialists
10.7
10.3
Others
3.5
3.4
Indonesia’s Ice Cream Market Value by Category (US$ Million and IDR Million)
2014 Value
(US$ Million)
2009–2014
CAGR (%)
2014–2019
CAGR (%)
2014 Value
(IDR Million)
2009–2014
CAGR (%)
2014–2019
CAGR (%)
Impulse Ice Cream - Single
Serve
285.4
8.4%
7.7%
3,387,803.7
11.4%
12.1%
Take-home and Bulk Ice
Cream
149.4
8.8%
8.2%
1,773,252.4
11.7%
12.6%
Artisanal Ice Cream
141.2
8.5%
7.3%
1,676,322.5
11.5%
11.7%
44
Appendix – Sector Overview
Indonesia’s Ice Cream sales Distribution (US$ Million and IDR Million) – Off-trade
2014 Value
(US$ Million)
2009–2014
CAGR (%)
2014–2019
CAGR (%)
2014 Value
IDR Million)
2009–2014
CAGR (%)
2014–2019
CAGR (%)
Impulse Ice Cream - Single Serve
251.6
8.4%
7.8%
2,987,225.1
11.4%
12.1%
Take-home and Bulk Ice Cream
119.6
8.9%
8.5%
1,419,800.6
11.8%
12.9%
6.2
8.6%
7.7%
74,007.8
11.5%
12.1%
Category
Artisanal Ice Cream
Indonesia’s Ice Cream sales Distribution (US$ Million and IDR Million) – On-trade
2014 Value
(US$ Million)
2009–2014
CAGR (%)
2014–2019
CAGR (%)
2014 Value
IDR Million)
2009–2014
CAGR (%)
2014–2019
CAGR (%)
Artisanal Ice Cream
135.0
8.5%
7.3%
1,602,314.6
11.5%
11.7%
Impulse Ice Cream - Single Serve
33.7
8.5%
7.3%
4,00,578.7
11.5%
11.7%
Take-home and Bulk Ice Cream
29.8
8.5%
7.3%
3,53,451.8
11.5%
11.7%
Category
45
Appendix – Sector Overview
Components Of Change (Off-trade)
2013-2014 Annual (%)
Food Price Inflation
6.8%
Change in Sales Value
11.8%
Change in Sales Volume
7.0%
Change in Average Price Paid
4.5%
Trading Down
-2.3%
Components Of Change (On-trade)
2013-2014 Annual (%)
Food Price Inflation
6.8%
Change in Sales Value
11.6%
Change in Sales Volume
8.8%
Change in Average Price Paid
2.6%
Trading Down
-4.2%
46
Appendix – Category Data
Impulse Ice Cream – Single Serve Market Value
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
Value (US$ Million)
190.3
241.6
278.6
289.8
290.0
285.4
302.8
321.8
347.4
378.2
413.6
Growth (%)
3.6%
27.0%
15.3%
4.0%
0.1%
-1.6%
6.1%
6.3%
8.0%
8.9%
9.4%
Value (IDR Billion)
1.98
2.20
2.44
2.72
3.03
3.39
3.79
4.24
4.75
5.33
5.99
11.0%
11.1%
11.2%
11.3%
11.5%
11.7%
11.8%
11.9%
12.0%
12.3%
12.4%
Growth (%)
Take-home and Bulk Ice Cream Market Value
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
Value (US$ Million)
98.0
125.0
144.6
150.9
151.5
149.4
159.0
169.7
184.2
201.7
221.9
Growth (%)
3.9%
27.5%
15.7%
4.4%
0.3%
-1.4%
6.5%
6.7%
8.5%
9.5%
10.0%
Value (IDR Billion)
1.02
1.14
1.27
1.42
1.58
1.77
1.99
2.23
2.52
2.84
3.22
11.4%
11.5%
11.6%
11.7%
11.8%
11.9%
12.2%
12.4%
12.6%
12.9%
13.1%
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
Value (US$ Million)
93.8
119.3
137.8
143.5
143.6
141.2
149.6
158.7
170.9
185.1
201.3
Growth (%)
3.8%
27.2%
15.5%
4.2%
0.1%
-1.7%
6.0%
6.1%
7.7%
8.4%
8.7%
Value (IDR Billion)
0.97
1.08
1.21
1.35
1.50
1.68
1.87
2.09
2.33
2.61
2.92
11.2%
11.3%
11.4%
11.5%
11.5%
11.6%
11.6%
11.7%
11.7%
11.8%
11.8%
Growth (%)
Artisanal Ice Cream Market Value
Growth (%)
47
Appendix – Segment data
Market Share by Segment by Value
Category
Impulse Ice Cream –
Single Serve
Segment’s Share, 2014
Segment’s Share, 2019
Dairy-Based
77.1%
77.3%
Off-trade
Water-Based
11.0%
11.0%
On-trade
On-trade
11.8%
11.6%
Off-trade
Artisanal Ice Cream
4.4%
4.5%
On-trade
On-trade
95.6%
95.5%
Off-trade
Dairy-Based
73.8%
74.9%
Off-trade
Water-Based
6.3%
6.0%
On-trade
On-trade
19.9%
19.1%
Off-trade / On-trade
Segment
Off-trade
Artisanal Ice Cream
Take-home and Bulk
Ice Cream
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Appendix – Packaging Data
Packaging Materials in 2014 Vs. 2019 (Millions of Packs)
Packaging Material
2014
2019
Flexible Packaging
372.9
910.1
Rigid Plastics
269.3
637.3
Paper & Board
136.4
358.9
Container Types
2014
2019
Bag/Sachet
372.9
910.1
Tub
284.1
691.9
Wrapper
65.6
167.0
Cup
46.7
111.3
Box
9.4
26.0
Container Types in 2014 Vs. 2019 (Millions of Packs)
49
Appendix – Packaging Data
Closure Types in 2014 Vs. 2019 (Millions of Packs)
Closure Types
2014
2019
Prize Off
284.1
691.9
Cap
19.0
44.9
Other
27.7
66.5
Outer Types
2014
2019
Box
23.2
51.1
Outer Types in 2014 Vs. 2019 (Millions of Packs)
50
Category definitions
Category
Definition
Artisanal Ice Cream
Artisanal Ice cream manufactured (both dairy and water-based) by small local producers for sale on the
premises. Also includes branded gourmet ice cream and includes both on and off trade consumption.
Impulse Ice Cream - Single
Serve
Impulse Ice Cream - all dairy- and water-based ice creams. Includes single-serve ice cream tubs,
packaged cones (e.g. Cornetto), ice cream sandwiches, and chocolate-coated ice creams (e.g. Magnum).
Includes low fat dairy, oil-based products (other than frozen yogurt) and ice-lollies. Includes all on-trade
and off-trade consumption.
Take-home and Bulk Ice
Cream
Take-home Ice Cream - includes all diary and water-based ice cream products sold for take-home and
bulk consumption. Includes multiple-serving ice cream tubs (e.g. Ben & Jerry's, Carte d'Or, Häagen-Dazs)
and, ice-cream cakes (e.g. Vienetta). Includes low-fat dairy- and oil-based products (other than frozen
yogurt). Also includes sorbets. Includes all on trade and off trade consumption.
51
Segment definitions
Category
Definition
Artisanal Ice Cream
Artisanal Ice
Cream
Artisanal Ice cream manufactured (both dairy and water-based) by small local producers for sale
on the premises. Also includes branded gourmet ice cream and includes both on and off trade
consumption.
Dairy-Based
Dairy- or vegetable oil-based ice cream products purchased for immediate consumption. Includes
low fat dairy and oil-based products (other than frozen yogurt).
Water-Based
Water-based frozen desserts purchased for immediate consumption. Includes single serve
sorbet/sherbert tubs and ice lollies e.g. Calippo
Dairy-Based
Dairy- or vegetable oil-based ice cream intended for consumption in the home, as opposed to an
impulse purchase for immediate consumption. Includes multiple-serving ice cream tubs and icecream cakes. Includes low-fat dairy- and oil-based products (other than frozen yogurt).
Water-Based
Water-based frozen desserts intended for consumption in the home, as opposed to an impulse
purchase for immediate consumption. Includes multi-serve sorbet/sherbert tubs and ice lollies e.g.
Calippo
Impulse Ice Cream Single Serve
Take-home and
Bulk Ice Cream
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Channel definitions
Channel
Definition
Hypermarkets &
Supermarkets
Hypermarkets/mass merchandisers include all sales through retailers with floor area over 2,500 sq m that carry full
lines of both grocery and general merchandise (e.g. Wal-Mart). Supermarkets include all sales through retailers with
a floor area of 300 sq. m. -2,500 sq. m. that offer a wide, departmentalized range of groceries, and may carry some
general merchandise lines (e.g. Sainsbury's, Kroger). It also includes hard grocery discounters such as Wal-Mart.
Convenience
Stores
Includes all sales through stores of an area generally less than 300 sq m, that specialize in a limited range of food &
grocery products designed primarily for consumers with top-up shopping needs. Also includes sales in retail outlets
attached to gas stations, where fuel is the main revenue driver, kiosks, and newsstands. This also includes small
independent retailers, particularly those present in countries such as China and India.
Food & Drinks
Specialists
Includes bakers, butchers, delicatessens, drinks specialists, fishmongers, greengrocers, Food & drinks only stores,
and single category stores (e.g. stores selling only cheese, or only olives, or only honey, or only Confectionery
products) Example: Amul Ice Cream shops In India.
On-trade
Sales through consumer foodservice outlets include cafés/bars, FSR (full-service restaurants), fast food, self-service
cafeterias and street stalls/kiosks. Sales to semi captive foodservice outlets are also which include the outlets located
in leisure, travel and retail environments.
Other Retailers
Includes “Dollar Stores”, Variety Stores & General Merchandise Retailers, Cash & Carries & Warehouse Clubs,
Department Stores, Drug stores & Pharmacies, eRetailers, Vending Machines and other generalist retail channels not
included in the categories above (e.g. market traders, charity stores, student union stores, direct sales, and Duty Free
shops).
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Methodology
This report features data derived from market data.
Market Data
In order to create the data for all reports in this series and ensure their robustness, a comprehensive and empirically robust research
methodology has been adopted. This combines both a large-scale program of industry research with the results of extensive primary
industry interviewing and calling. Furthermore, all definitions are standardized across products and countries to ensure comparability.
The two main research methods, secondary research and primary research (the program of interviewing industry contacts), are brought
together and because both sets of research processes have been designed in conjunction with each other they can be combined and
consolidated into the final, integrated data sets.
The secondary research process involves covering publicly available sources, trade associations, specialist databases, company annual
reports, and industry publications. Primary research involves a major program of interviewing leading industry executives for each category
covered in each country – all with local country experts; typically brand, product and marketing managers for major brands within each
country. These processes help analysts in capturing both qualitative and quantitative information about the market.
The final stage of the process is the triangulation of inputs obtained from all the research methods with the analyst’s own understanding of
the market in order to finalize the data. Once the data is finalized, it goes through various top level quality checks prior to publishing.
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About Canadean
About Canadean
Canadean is a full-service business information provider with in-house market research capabilities. We specialize in analysis across
the Consumer Markets Value Chain, covering suppliers, producers, distribution and consumers.
Canadean’s dedicated research and analysis teams consist of experienced professionals with an industry background in marketing,
market research, consulting and advanced statistical expertise. We offer value-added market research, insight and strategic analysis
and our products help companies to make better, more informed, strategic and tactical sales and marketing decisions.
Canadean’s areas of expertise include online research, qualitative and quantitative research, industry analysis, custom approaches,
and actionable insights. In addition Canadean has built a network of consultants and specialist researchers across more than 60
countries, each with in-depth industry experience and expertise enabling us to conduct unique and insightful research via our trusted
business communities.
Disclaimer
All Rights Reserved.
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic,
mechanical, photocopying, recording or otherwise, without the prior permission of the publisher, Canadean.
The facts of this report are believed to be correct at the time of publication but cannot be guaranteed. Please note that the findings,
conclusions and recommendations that Canadean delivers will be based on information gathered in good faith from both primary and
secondary sources, whose accuracy we are not always in a position to guarantee. As such, Canadean can accept no liability
whatsoever for actions taken based on any information that may subsequently prove to be incorrect.
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