Attracting Consumers to Ice Cream in Russia

Russians have always been and continue to be steady consumers of ice cream, although the product remains an impulse buy in the country.  In fact, 75 percent of all ice cream sales in Russia are for single portion sizes. As a result, many manufacturers of ice cream products rely on eye-catching packaging and constant updates to attract consumers. These consumers are mainly children whom companies target using cartoon characters and unique shapes.

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