📉 First Half of 2020: Decline in Sales Due to Lockdowns and Lost Tourism
The closure of restaurants, cafés, gelato shops, and pastry stores across Europe led to a significant contraction in gelato consumption. This was compounded by the disappearance of both domestic and international tourism, which traditionally plays a key role in boosting summer sales.
Europe, which accounts for over 60% of the world's artisan gelato shops, was particularly affected. Countries like Spain, Poland, and several Balkan states experienced the worst impact, suffering prolonged losses due to ongoing travel restrictions and the absence of tourists.
In Italy, the summer months brought a partial recovery, especially in southern regions such as Puglia and Sicily, where tourism rebounded somewhat. Summer sales in these areas were similar to or even better than 2019. However, northern regions, major urban centers, and art cities like Florence, Venice, and Milan saw significant revenue declines, with visitor numbers and local footfall well below average.
🚚 Delivery Helped Cushion the Blow
While traditional sales dropped, home delivery helped mitigate some of the losses. Artisan gelato emerged as one of the most resilient food products in delivery platforms such as Deliveroo, Uber Eats, and Glovo. Although delivery volumes started from historically low levels, they experienced triple-digit growth rates in many European markets.
This shift has also accelerated the trend of destagionalization, as consumers began ordering gelato well into autumn and winter, thanks to the convenience of online platforms.
🔄 Second Wave and Renewed Uncertainty
Unfortunately, after a brief summer recovery, the second wave of COVID-19 hit Europe in the fall. Renewed restrictions and economic uncertainty further complicated the situation for gelato businesses.
In Germany, the sector performed slightly better, supported by strong public health measures and government aid packages, including tax incentives and direct financial support. Still, revenues were down by an estimated 25% by the end of 2020.
In Spain, the third-largest market for artisan gelato worldwide, the absence of international tourists caused a steep 35% drop in annual turnover. The Polish and Balkan markets followed a similar path.
📊 Revenue Losses: A Historic Setback for the Industry
For the first time in decades, the artisan gelato industry saw a dramatic fall in both consumption and revenue.
🏷️ Estimated Revenue (Italy):
- 2018: €2.7 billion
- 2020 (forecast): ~€1.8 billion
- Drop: –30% to –35%
🏷️ Estimated Revenue (Europe):
- 2018: €9.6 billion
- 2020 (forecast): ~€6 billion
- Drop: ~–38%
These numbers reflect not only the direct impact on gelato sales but also major losses across the entire supply chain, including:
- Ingredient suppliers
- Equipment manufacturers
- Packaging providers
- Trade fairs and industry events
🧭 Outlook for 2021 and Beyond
The artisan gelato market has proven resilient in past economic crises, but the health-related nature of COVID-19 created new challenges that traditional business models weren’t equipped to face.
With many gelaterias struggling to stay open, 2021 was expected to be a year of transition and adaptation. New business strategies emerged, including:
- Digital transformation and e-commerce
- Increased focus on local and seasonal ingredients
- Premium positioning to attract health-conscious consumers
- Collaborations with restaurants and cafés for bundled menus and delivery
While winter has never been a peak season for gelato—especially in Northern Europe—the rise of delivery and the public’s craving for comfort food offer glimmers of hope for year-round business continuity.
💡 Key Takeaways for the Gelato Industry
- Tourism and mobility are key revenue drivers: their loss has been devastating.
- Delivery is no longer optional: it is now a core part of a gelateria’s business model.
- Government support makes a difference: markets with fiscal aid have weathered the crisis better.
- Destagionalization is here to stay: especially in urban and digital-savvy markets.
- Innovation and resilience will determine which gelaterias survive and grow post-pandemic.