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Viewing report
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Ice-cream in Greece 2009
ICAP Group, Feb 2009, Pages: 32
The present study aims at the investigation of the sector of ice-cream. The examined sector is marked by a strong seasonality demand, with climaxing of demand for ice-cream during the summer months.
The Greek market offers a big variety of domestic as well as imported ice-creams. The number of companies which operate in the sector is big, yet the market is controlled by only a few companies, which mainly market brand name products and account for the largest part of consumption.
The sector of ice cream is marked by a strong seasonality demand. Climatic conditions and tourist traffic are two of the major factors that influence its consumption. According to the results of the sector study, the total domestic market of ice cream underwent fluctuations between 1997 and 2006.
The number of companies which operate in the sector is big, yet the market is controlled by only a few companies which mainly market brand name products and account for the largest part of consumption. Competition in the market is strong and is constantly intensifying, in view of the fact that domestic consumption does not portray significant growth margins in the short-term. Large-sized companies boast developed distribution networks throughout the country and, in addition, have modern mechanical equipment which they upgrade regularly in order to respond to the demands and the new conditions of the market in a better way. Moreover, they invest in the fields of marketing and promotion so as to strengthen the recognition of their brand names. Also, large-sized companies of the sector proceed, in some cases, to collaborations, mergers and acquisitions with other foodstuff companies.
In the sector of ice cream, apart from the large-sized production units, there are also many medium and small-sized companies. The problem faced by these companies concerns the lack of capital for the realization of investments in mechanical equipment, for the upgrading of their production facilities and the standardization of the products they produce. But most of all they face difficulties in developing an extensive distribution network; consequently they channel their products mainly or exclusively to local markets.
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