the italian ice cream market continues to remain a source of national pride and a crucial part of life for many italians. with steady demand for high-quality ice cream continuing to attract italian producers, participation in the market is constantly growing. in 2018, the market was characterized by a wide range of products and patterns in terms of quality, regions, flavours, types and forms. from small business artisans to large ice cream chains, every type of provider in the market was able to survive. the products offered vary greatly depending on the preferences of the consumer and in particular, when accounting for local tastes and preferences. in line with this, trends suggest that the italian ice cream market is continuing to develop in line with the desires of consumers. consumers are responding to the demand for healthier, more natural products, driving producers to offer interesting alternatives such as vegan or low-fat options. though many consumers prioritise artisanal production, the vast majority of italians are seeing the convenience of pre-packaged and vending machine options. for the next 5-year period, further growth is expected in the italian ice cream market. despite the increasing cost of labour and materials, many producers are still keen to enter the market. manufacturers are focussing on providing new and exciting flavours as well as innovative packaging to attract the consumer. in terms of marketing strategies, the focus for producers is on conveniently located vending machines and attractive packaging. for those companies established as family businesses and with an artisanal focus, the primary strategy will be to target local customers. those manufacturers focussed on tourist towns will naturally concentrate on areas catering to visitors. beyond that, producers participating in the market are focussing on product variety, novelty and service excellence. innovation in flavours, new texture combinations and special flavour blends are the key to success in the italian ice cream market in the years to come. in summary, trends suggest that the italian ice cream market will continue to grow in the coming years. with the increasing demand for quality ice cream, producers will need to focus on creating an optimal customer experience to drive sales and remain competitive in the market. those companies that embrace innovation and offer unique products will continue to enjoy success in this sector.
