Craft and handmade ice cream: How to be competitive

Craft and handmade ice cream: How to be competitive
Today, Muscovites can try vegan, sugar-free, gorgonzola, spirulina and other unusual kinds of ice cream at kiosks and food festivals.

Today, Muscovites can try vegan, sugar-free, gorgonzola, spirulina and other unusual kinds of ice cream at kiosks and food festivals.

Competition on the Moscow ice cream market is high and continues to rise. Desserts made by regional producers and niche small businesses will be able to squeeze out products by large brands.

Ice cream producers and analysts drew attention to this tendency at a recent meeting of the Competition Club. As part of a discussion, Fashion and Traditions: What Kind of Ice Cream Muscovites Love, they raised the subject of modern consumer preferences and prospects for the development of the sector. The event was organised by the Moscow Department for Competition Policy.

According to the head of the Department, open meetings with representatives of different types of business within the Competition Club format help to structure information on the development of competition.

“The Moscow ice cream market is competitive. It has enough room for both large producers and small businesses, which invent and promote new flavours of ice cream, packaging, venues and realisation formats. There is proof that a product is in demand when new market players emerge and when existing businesses expand their operations by competing in tenders for the right to trade at specialised outdoor temporary outlets,” said Gennady Dyogtev.

Dyogtev noted that over the course of three years there had been more than 6,500 bids for around 1,300 tenders. The level of competition depended on the location of the outlet. On average, there were five to six interested parties in each tender. The most popular were sales kiosks on Chistye Prudy Street, for which 15 tenderers fought.

The Digital Marketing Director of one of the Moscow companies, Anna Ipatova, commented on the high level of competition in the Moscow ice cream market:

“There are a lot of federal and regional manufacturers in the Moscow ice cream market as well as niche representatives of small business selling special bulk ice cream. The market for this dessert has matured. Competition will only grow and what is on offer will change based on consumer preferences.”

The expert claims that niche producers selling scoop ice cream at kiosks and food festivals have a big influence on the development of the culture of ice cream consumption.

“The Moscow market is more and more interested in producing handmade ice cream. There will soon be a boom in craft desserts. Already, vegan, sugar-free, gorgonzola, spirulina and other kinds of ice cream are available. The main thing is not to forget about another important trend – today’s consumer prefers organic and natural products, counts calories and thoroughly studies the ingredients. So quality is our top priority,” said one participant in the meeting, the head of a group of companies, Nikolai Sinitsyn.

Today, Moscow offers ice cream makers various opportunities for developing their businesses. A suppliers’ website has announced over 30 tenders for the right to carry out trade at specialised kiosks and from carts. Also, entrepreneurs can buy or rent commercial property for street retail. The Moscow investment portal lists more than 600 such lots. Some of them are located in prominent positions in well-developed business and residential areas and boast a separate entrance.