Russian ice cream market thaws

A recent Market Advice survey, conducted in February 2003, provides an insight into the changing patterns of Russian ice cream consumption.

Since the fall of communism, ice cream in Russia has undergone a revolution of its own. While there is a long tradition of ice cream consumption in the country, foreign manufacturers have only been a significant force since economic liberalisation took hold.

According to consultancy firm Market Advice, Russian ice cream manufacturers still dominate the domestic market.

Generations were brought up on Soviet era ice cream, which was often based on high-fat products such as butter. Russian-made ice cream is still very popular.

However, foreign manufacturers are beginning to leave a bigger impact on consumers as they attempt to infiltrate the market through advertising.

For example, the survey of 500 Muscovites found that 55 per cent of those polled believed that Moscow-based firm Ice-Fili Plant was still the largest producer of ice cream in the country.

Nestlé and US-based company Baskin Robbins came in second and third respectively.

However, 30 per cent of those questioned - the largest group - said that Nestlé's advertising was the most memorable. Some 35 per cent said that they were sure they would buy a Nestlé product in the future.

Only 20 per cent said they were sure they would purchase an Ice-Fili Plant product in the future.

The conclusion seems to be that while the top domestic brands such as Ice-Fili Plant, Altervest, Metelista and Kolomenskiy Hladokombinat remain popular, they simply do not have the advertising funds of companies such as Nestlé, Baskin Robbins and McDonalds.

For more information on Russian food and ingredients markets, contact Katrin Myagkova​ at Market Advice.​