The Uzbekistan Ice Cream Market in 2026: A Strategy to Win Hearts (and Freezers)

By 2026, the ice cream market in Uzbekistan will resemble Chorsu Bazaar on the eve of a holiday: full counters, fierce competition, and everyone praising their product as "the very best." But if we look closely, we see serious changes. Ice cream is no longer just a tool to cool down during the chilla (peak summer heat). It has become a part of our culture, a means of showing affection, and an ornament of the dastarkhan (dining table). This analytical article covers numbers, real-life examples, and strategies tailored to the Uzbek market.

What’s happening in the market?

The Battle of "Ours" vs. "Aliens"

Let's speak frankly: it is not easy for local manufacturers right now. Statistics from the first half of 2025 would make any marketer pause for thought. The volume of ice cream imports increased by 42.3%, reaching $9.4 million. So, who is "treating" us?

• Russia (828 tons): Brands like Chistaya Liniya and Korovka iz Korenovki are capitalizing on our people's nostalgia for that old-fashioned, tasty "plombir."
• Kazakhstan (648 tons): Our neighbors, especially Shin-Line (Bahroma), are pursuing a very aggressive strategy. They are opening their own warehouses in Tashkent and flooding the market with advertising and product.
• France (33 tons): This is for true gourmets; although the price is high, there is a buyer for it.

True, local production also grew (+5.4%, up to 57,250 tons per year), but imports are growing 8 times faster. Why does a shopper’s hand involuntarily reach for a foreign product when entering "Korzinka"? Because their packaging looks tastier.

Important Insight: The government has extended zero customs duties on food imports until 2027. This means the "greenhouse conditions" are over. Now, local brands are forced to compete on equal footing with global giants in terms of quality and design.

Legislative Changes in 2025

Last year, the rules changed significantly. From here on out, entrepreneurs must be vigilant:

1. "Traffic Light" Labeling: From January 1, 2025, it became mandatory to openly display the amount of sugar, fat, and salt on product packaging. If your ice cream is in the "red" (harmful) zone, mothers will think twice before buying it for their children.
2. Sugar Excise Tax: From April 1, 2025, an excise tax was introduced on sweet carbonated drinks (500 sums per liter). Although this does not directly affect ice cream yet, the narrative that "sugar is a harmful product" has increased in society.
3. Plastic Ban: By 2027, plans are in place to restrict polyethylene bags in Uzbekistan. Brands that switch to paper or eco-packaging now will be winners tomorrow.

Product Strategies

Winter Ice Cream (Winterization)

We have a habit: ice cream in summer, tea and jam in winter. But look at the statistics: imports grew even in the first half of the year (winter-spring). People want to eat ice cream all year round.

• What to do: Change the taste and composition. Do not sell fruit ice (popsicles) in winter. Offer "warm" flavors: chocolate truffle, nutty praline, coffee and milk, honey cake flavor.
• Texture: Ice cream should be fattier and more filling. It is no longer a thirst quencher, but a hearty dessert eaten with tea.

Variety of Flavors

In 2026, consumer flavor preferences are evolving under the influence of global culinary trends and cultures. Over 58% of consumers express interest in new and unusual ice cream flavors. This opens opportunities for manufacturers to experiment with exotic ingredients. Among the expected popular flavors are:

• Tropical Fruits: Flavors like mango, passion fruit, and coconut are becoming increasingly popular due to their refreshing and natural taste.
• Spices and Herbs: Flavors like turmeric, chili, and lavender are attracting the attention of consumers looking for unique combinations. According to research, 42% of respondents are ready to try spicy ice cream.
• Desserts and Pastries: Flavors inspired by famous desserts like tiramisu, cheesecake, and chocolate chip cookies remain favorites among consumers.

Another global trend of 2025 is melon flavor (+24% growth). Where is the sweetest melon in the world? In Uzbekistan!

• Idea: Premium ice cream with the taste of real Mirzachul melon (not chemical flavoring). This could be our USP (Unique Selling Proposition).
• Localization: Sumalak, holvaytar, basil (rayhon), fig flavors. Tourists look for exoticism, and locals look for "our own."

Healthy Lifestyle and Halal

Due to "Traffic Light" labeling, hiding sugar will be difficult.

• Strategy 1 (Indulgence): Say it openly: "Yes, it's sweet, it's caloric, but the taste is mind-blowing. Treat yourself once a week."
• Strategy 2 (Healthier): Lines with stevia, high protein, or made from coconut milk (lactose-free). This is a niche but high-paying audience.

Where and how do we sell?

Telegram

For us, Telegram is not just a communication tool; it is a whole ecosystem. If your brand is not on Telegram, it doesn't exist.

• Offer: A QR code inside or on the package. "Buy ice cream and enter the code in the bot." Raffles or a set of ice cream mascot stickers.
• This allows the manufacturer to bypass stores and collect data directly about the buyer. "Korzinka's" Telegram bot has proven how effective this is.

Instagram

For Instagram and TikTok, you need a "beautiful" product. Having "Instagrammable" packaging guarantees 30% of sales in 2026.

Retail

Supermarkets (Korzinka, Makro, Havas) are taking over the cities. The main weapon here is the Multipack. People do weekly grocery shopping. It is inconvenient for them to carry 5 melting cups in their hands. They need a box of 6 with a handle. The customer takes it and carries it home to the family.

E-commerce and Quick Delivery (Uzum)

Online sales are growing. But delivering ice cream is difficult. Turning thermal bags into part of the brand can be a great solution. A beautiful, cold-retaining, branded bag is an extra gift for the buyer. They will later go to the bazaar with this bag, becoming your free advertisement.

Minim Case Studies

Simply copying Western books does not work in marketing. We have our own mentality, Uzbek andisha (tact/consideration), and values.

Zenit Kilo

Our people have a wonderful proverb: "A guest is greater than one's father." This is not just a saying; it is a lifestyle. Imagine: the doorbell rings, in-laws or relatives have arrived. What does the housewife do? After serving the meal, some sweets or fruits must be placed on the table. And there is no time to bake pastries. This is exactly where "table-ready" ice cream takes the stage.

• The Minim team identified this pain point very correctly. You cannot put a simple ice cream stick in front of a guest. But a 1-kilogram block, decorated with golden patterns in premium packaging, sliced and served on beautiful plates—that is a different matter. This product is positioned not for personal consumption, but as a strategic reserve of hospitality or a family product. The housewife keeps it in the freezer, and when guests arrive, she serves it with pride.

Dadasini Qizi ("Daddy's Girl")

What does a tired father bring home in the evening when returning from work? Often sweets. Here, men are not experts at openly expressing emotions; they show their love through purchases. Buying ice cream for his little daughter is a small manifestation of fatherly love.

• The brand name itself ("Dadasining Qizi") reaches directly into the audience's heart. The packaging design is crafted as small stories about a father bear and his little daughter. The customer, i.e., the father, sees this name in the freezer and feels warmth inside. And the little girl, seeing the pictures, says: "Daddy, get the one with the teddy bear."

Morella

For the new generation (Gen Z), ice cream is content. If it cannot be photographed and put on Instagram or TikTok, it’s as if it has no taste.

• Our designers used 3D modeling in the Morella and Basma The coconut looks juicier than in real life, the chocolate shards look so real you can almost hear the crunch. This is called "eating with your eyes."

Esla

The supermarket shelf is a battlefield. You have only 2-3 seconds for the buyer's gaze to fall on you. If you enter a store, all ice creams are white, blue, or red and boring.

• For the Esla brand, molds were broken, and bright turquoise was chosen as the main color. This is the color of Samarkand domes, a symbol of purity, but rarely seen in the ice cream market. Result: the eye automatically lands on the new color. Dadasining Qizi used a combination of yellow and light blue—a symbol of a sunny, carefree childhood.

Ichan Qal’a (Basma)

Many manufacturers, wanting to be "national," stick atlas or adras patterns wherever they can. But the modern buyer perceives this as "grandma's chest."

• In cooperation with the Tourism Committee, a design inspired by the architecture of Khiva was created. But it is not old-fashioned; rather, it is in the style of a pirate treasure map. You can gift such a product to a foreign guest without fear, and we can consume it ourselves, learning much from the wrapper with interest. Trend: we take our history, but wrap it in world-class design.

Eco-Premium: Packaging of the Future

In 2026, attention to the ecological environment is increasing in the international market, and ice cream manufacturers are switching to natural raw materials and safe packaging. 73% of consumers are willing to pay more for eco-products. Therefore, companies have started using local organic ingredients and biodegradable packaging.

Conclusion: Secrets to becoming the "King of the Jungle" in 2026

The market no longer forgives mediocrity. The era of "just tasty plombir in a transparent bag" is over. Now only strong BRANDS will win. In 2026:

• Invest in packaging. It is your best salesperson. Minim cases proved this: a beautiful product sells for more and sells more.
• Emphasize emotions. Family, children, guests, love for the motherland. The buyer chooses with the heart, not the mind.
• Be adaptable to change. New rules (labeling, excise, ecology) are not scary limitations, but opportunities. Such requirements clear the market of low-quality competitors. Be the first to adapt to legislative innovations and turn this into an advantage.
• Be "Phygital". A tasty product in the physical world + interesting content in the digital world (Telegram, Instagram).

As our wise ancestors said: "Harakatda — barakat" (In movement, there is blessing). The market is open, the population is ready to pay a decent price for quality ice cream, and the youth are waiting for new flavors. Most importantly—the product must be high quality and have a beautiful appearance.