The ice cream market - Belgium

Artisanal ice cream is a sub-segment of the wider ice cream market. Artisanal ice cream is distinguished from traditional ice cream by a stricter adherence to a specific production process and use of ingredients. Generally speaking, manufacturers in this industry pride themselves on offering authentic, refined products, using local ingredients and production methods. As a result, the prices of artisanal ice creams are often higher than those of traditional ice creams. In this study, we'll be looking at ice-cream shops as outlets (itinerant or in-store) selling mainly artisanal ice creams (although some are industrial or semi-industrial). In Belgium, these players are part of the Horeca (Hotel - Restaurant - Café) sector. At European level, sales of artisanal ice creams are estimated at €9.5 billion in 2018, dominated by Italy with 30% of the market. Artisanal ice cream makers are often independent, although there are also franchises - such as Haagen-Daas, Glacio, Capoue and Australian Homemade Ice Cream in Belgium. In 2019, ice cream maker Franklin raised €700,000 to expand internationally. These artisanal Belgian ice creams have been very successful in Belgium, and are sold in over 500 outlets at the end of 2018 (and six supermarket chains).