Factors effecting ice-cream market and ways of improving assortments (Summary)

Lia Berikashvili

Similar to most markets, ice cream one is highly competitive.

In present conditions, the greatest importance is attached to correct marketing research in the background of world globalisation and technological changes with there being strained competition in the market. The most important objective of marketing research is to provide competitiveness of production.
Presently, there are up to ten small and mid-size local enterprises and wide range of ice creams made of milk. However, the enterprises use imported semi-production for raw materials of ice creams. As for fruit ice creams, they are, in fact, not produced (despite the availability of local raw materials).
Georgia has great potential for the production of fruit ice-creams in accordance with pectin fruit ice-cream technology (patented as Sakpatent N70, 23 9/02 9/04) ? new technology in ice-cream production. In addition to fruits rich of pectin stuffs, product is also enriched by medicative prophylactic use.
In the conditions of market economy it is important to provide stable competitiveness of ice creams. The following factors effecting ice-cream competitiveness are important ones:
– Appearance and taste;
– Natural raw materials;
– Use of non-traditional technology and production of assortment with medicative prophylactic use;
– Extension of retention cycle by using raw materials with natural anti-oxidants.
– The fruit pectin ice-cream technology provides for all of the factors effecting competitiveness. We have offered technological instruction and developed technical conditions for the production of pectin ice creams.