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Ice Cream and Desserts - UK - June 2015

There is no shortage of innovation in the ice cream and desserts market. There is nonetheless plenty of scope to take NPD in new directions to inject even more excitement into the category and grab the attention of experimental “foodie” consumers keen to step outside their comfort zone. Super sour flavours (as seen in the sugar confectionery market), spicy flavours and even savoury flavours all attract interest.”

– Emma Clifford, Senior Food Analyst

This report covers the following issues:

  • Encouraging customisation can help to heighten consumers' engagement with desserts and ice cream
  • Functionality can be further explored in the ice cream market
  • There is no need to play it safe with NPD, with a more unconventional approach likely to reap rewards
Positively, there is a notable amount of interest in NPD concepts which are relatively unexplored within the ice cream and desserts market. These range from products made with more unusual ingredients, to products with added-health benefits and functional products.
 
All of these present potential new directions for manufacturers to take with their NPD to differentiate themselves.”

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Table of contents

  1. Introduction

      • Definition
        • Ice cream
          • Desserts
            • Abbreviations
            • Executive Summary

                • The market
                  • Ice cream
                    • Figure 1: Forecast of UK retail sales of ice cream, sorbet and frozen yogurt, by value, 2010-20
                  • Desserts
                    • Figure 2: Forecast of UK retail sales of desserts, by value, 2010-20
                  • Market factors
                    • The sugar debate puts pressure on manufacturers
                      • A big summer boost for ice cream in 2013
                        • The ageing population presents a challenge
                          • Companies, brands and innovation
                            • Unilever has a stronghold on the ice cream market
                              • Figure 3: Leading manufacturers’ shares in the UK retail ice cream market, by value, 2014/15*
                            • NPD activity is dominated by chilled desserts and dairy ice cream
                              • Adspend reaches a five-year high
                                • The consumer
                                  • Eight in 10 people eat ice cream
                                    • Figure 4: Types of ice cream/sorbet/frozen yogurt eaten in the past 12 months, April 2015
                                  • Ice cream is most commonly eaten as a treat and weather plays a strong role
                                    • Figure 5: Occasions for eating ice cream, April 2015
                                  • Three quarters of adults eat shop-bought desserts
                                    • Figure 6: Usage and purchasing of desserts, April 2015
                                  • Ingredients and flavours can add more excitement to ice cream and desserts
                                    • Figure 7: Interest in innovation in ice cream and desserts, April 2015
                                  • Frozen yogurt from yogurt brands attracts interest
                                    • Figure 8: Attitudes towards ice cream, April 2015
                                  • Opportunities for “hybrid” desserts
                                    • Figure 9: Attitudes towards desserts, April 2015
                                  • What we think
                                  • Issues and Insights

                                      • Encouraging customisation can help to heighten consumers’ engagement with desserts and ice cream
                                        • The facts
                                          • The implications
                                            • Functionality can be further explored in the ice cream market
                                              • The facts
                                                • The implications
                                                  • There is no need to play it safe with NPD, with a more unconventional approach likely to reap rewards
                                                    • The facts
                                                      • The implications
                                                      • Market Drivers

                                                        • Key points
                                                          • The sugar debate puts pressure on manufacturers…
                                                            • …but also creates opportunities for low-sugar variants
                                                              • A big summer boost for ice cream in 2013
                                                                • The ageing population presents a challenge
                                                                  • Rise in consumer spending paving the way for premiumisation
                                                                  • Strengths and Weaknesses

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • NPD activity is dominated by chilled desserts and dairy ice cream
                                                                            • Figure 10: New product launches in ice cream and desserts, by segment, 2011-15
                                                                          • Ambient desserts grow their share of NPD
                                                                            • Dairy-free desserts double their share of NPD within ice cream and desserts
                                                                              • Brands snatch the lead from own-label in NPD
                                                                                • Figure 11: New product launches in ice cream and desserts, by company (top 10), 2011-15
                                                                              • The ‘Greek’ trend gathers momentum
                                                                                • The edgy Licktators brand targets adults
                                                                                  • A rise in better-for-you claims in 2014
                                                                                    • Figure 12: New product launches in ice cream and desserts, by selected claim, 2011-15
                                                                                  • Innovation in Gelato
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • Volume sales continue to slip in 2015
                                                                                        • Figure 13: UK retail value and volume sales of ice cream, sorbet and frozen yogurt, 2010-20
                                                                                      • Forecast – Ice cream, sorbet and frozen yogurt
                                                                                        • Figure 14: Forecast of UK retail sales of ice cream, sorbet and frozen yogurt, by value, 2010-20
                                                                                      • Desserts
                                                                                        • Figure 15: UK retail value and volume sales of desserts, 2010-20
                                                                                      • Forecast – Desserts
                                                                                        • Figure 16: Forecast of UK retail sales of desserts, by value, 2010-20
                                                                                      • Methodology
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Ice cream sales reached a peak in 2013
                                                                                            • Figure 17: UK retail value and volume sales of ice cream, sorbet and frozen yogurt, by segment, 2012-15
                                                                                          • Tubs are the most popular format of ice cream
                                                                                            • Figure 18: UK retail value and volume sales of ice cream, by format, 2012-15
                                                                                          • Chilled formats lead desserts in value
                                                                                            • Figure 19: UK retail value and volume sales of ambient, chilled and frozen desserts, 2010-15
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • Unilever had a stronghold on the ice cream market
                                                                                              • Figure 20: Leading brands’ sales and shares in the UK retail ice cream market (top 10), by value and volume, 2013/14-2014/15
                                                                                              • Figure 21: Leading manufacturers’ sales and shares in the UK retail ice cream market (top 10), by value and volume, 2013/14-2014/15
                                                                                            • Own-label extends its lead in chilled desserts
                                                                                              • Figure 22: UK retail sales of leading brands in chilled dessert, by value and volume, 2013/14-2014/15
                                                                                            • Frozen desserts
                                                                                              • Figure 23: Leading brands’ sales and shares in the UK retail frozen desserts market, by value and volume, 2013/14-2014/15
                                                                                            • Ambient desserts
                                                                                              • Figure 24: Leading brands’ sales and shares in the UK retail ambient desserts market, by value and volume, 2013/14-2014/15
                                                                                              • Figure 25: Leading manufacturers’ sales and shares in the UK retail ambient desserts market, by value and volume, 2013/14-2014/15
                                                                                          • Companies and Products

                                                                                            • General Mills (Häagen-Dazs)
                                                                                              • Product range
                                                                                                • Recent activity
                                                                                                  • Mars
                                                                                                    • Product range and innovation
                                                                                                      • Recent activity
                                                                                                        • Müller UK & Ireland
                                                                                                          • Product range and innovation
                                                                                                            • Recent activity
                                                                                                              • Nestlé
                                                                                                                • Product range
                                                                                                                  • Product innovation
                                                                                                                    • Recent activity
                                                                                                                      • R&R
                                                                                                                        • Product range
                                                                                                                          • Recent activity
                                                                                                                            • Premier Foods
                                                                                                                              • Product range and innovation
                                                                                                                                • Recent activity
                                                                                                                                  • Unilever
                                                                                                                                    • Product range
                                                                                                                                      • Innovation
                                                                                                                                        • Recent activity
                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                          • Key points
                                                                                                                                            • Adspend reaches a five-year high
                                                                                                                                              • Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure in the UK ice cream and desserts market, 2010-15
                                                                                                                                            • Unilever leads adspend
                                                                                                                                              • Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure in the UK ice cream and desserts market, by top 10 advertisers in 2014, 2010-15
                                                                                                                                            • Unilever steps up adspend in 2014
                                                                                                                                              • Iceland leads the supermarkets
                                                                                                                                                • Coverage/methodology
                                                                                                                                                • Brand Research – Ice Cream and Desserts

                                                                                                                                                  • Key points
                                                                                                                                                    • Brand map
                                                                                                                                                      • Figure 28: Attitudes towards and usage of selected brands, April 2015
                                                                                                                                                    • Key brand metrics
                                                                                                                                                      • Figure 29: Key metrics for selected brands, April 2015
                                                                                                                                                    • Brand attitudes: Ambrosia most strongly noted for offering value
                                                                                                                                                      • Figure 30: Attitudes, by brand, April 2015
                                                                                                                                                    • Brand personality: Gü has an element of exclusivity compared to other brands
                                                                                                                                                      • Figure 31: Brand personality – Macro image, April 2015
                                                                                                                                                    • Müller Rice has healthier brand image but struggles to match up on taste
                                                                                                                                                      • Figure 32: Brand personality – Micro image, April 2015
                                                                                                                                                    • Brand analysis
                                                                                                                                                      • Magnum enjoys strong position built on trust and satisfaction
                                                                                                                                                        • Figure 33: User profile of Magnum, April 2015
                                                                                                                                                      • Ben & Jerry’s vibrant and fun image provides youthful appeal
                                                                                                                                                        • Figure 34: User profile of Ben & Jerry’s, April 2015
                                                                                                                                                      • Häagen-Dazs may be the choice for consumers looking for something special
                                                                                                                                                        • Figure 35: User profile of Häagen-Dazs, April 2015
                                                                                                                                                      • Gü is the most exclusive brand analysed, which may limit usage somewhat
                                                                                                                                                        • Figure 36: User profile of Gü, April 2015
                                                                                                                                                      • Kelly’s has a traditional brand image that appeals to older groups in particular
                                                                                                                                                        • Figure 37: User profile of Kelly’s, April 2015
                                                                                                                                                      • Ambrosia’s longevity boosts trust but it lacks some glamour of other brands
                                                                                                                                                        • Figure 38: User profile of Ambrosia, April 2015
                                                                                                                                                      • Müller Rice has an additional element of healthiness, but lacks vibrancy
                                                                                                                                                        • Figure 39: User profile of Müller Rice, April 2015
                                                                                                                                                    • The Consumer – Usage of Ice Cream

                                                                                                                                                      • Key points
                                                                                                                                                        • Eight in 10 people eat ice cream
                                                                                                                                                          • Figure 40: Types of ice cream/sorbet/frozen yogurt eaten in the past 12 months, April 2015
                                                                                                                                                        • Frequency of usage is low
                                                                                                                                                          • Figure 41: Frequency of usage of handheld ice cream and tubs/pots of ice cream, April 2015
                                                                                                                                                        • 25-34s and parents are core demographics
                                                                                                                                                          • Figure 42: Consumers who eat handheld ice cream and tubs/pots of ice cream at least once a week, by gender, age and parental status, April 2015
                                                                                                                                                      • The Consumer – Ice Cream Usage Occasions

                                                                                                                                                          • Ice cream is most commonly eaten as a treat and weather plays a strong role
                                                                                                                                                            • Figure 43: Occasions for eating ice cream, April 2015
                                                                                                                                                          • Dessert occasion fuels usage among older consumers
                                                                                                                                                            • Figure 44: Selected usage occasions for typically eating ice cream, by age, April 2015
                                                                                                                                                          • Low levels of usage as a snack
                                                                                                                                                            • Minority of parents eat ice cream with their children
                                                                                                                                                            • The Consumer – Usage of Desserts

                                                                                                                                                              • Key points
                                                                                                                                                                • Three quarters of adults eat shop-bought desserts
                                                                                                                                                                  • Figure 45: Usage and purchasing of desserts, April 2015
                                                                                                                                                                • Users eating desserts weekly are in the minority
                                                                                                                                                                  • Figure 46: Frequency of usage of desserts, April 2014
                                                                                                                                                              • Ingredients and the Consumer – Interest in Innovation in Ice Cream and Desserts

                                                                                                                                                                  • flavours can add more excitement to ice cream and desserts
                                                                                                                                                                    • Figure 47: Interest in innovation in ice cream and desserts, April 2015
                                                                                                                                                                  • Savoury flavours
                                                                                                                                                                    • Textures
                                                                                                                                                                      • Natural sweeteners attract interest
                                                                                                                                                                        • Added health opportunities
                                                                                                                                                                          • Energy-boosting credentials appeal to the younger generation
                                                                                                                                                                          • The Consumer – Attitudes towards Ice Cream

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Frozen yogurt from yogurt brands attracts interest
                                                                                                                                                                                • Figure 48: Attitudes towards ice cream, April 2015
                                                                                                                                                                              • Portion control presents an issue
                                                                                                                                                                                • Scope to build on usage occasions
                                                                                                                                                                                  • Customisation can be encouraged through NPD
                                                                                                                                                                                  • The Consumer – Attitudes towards Desserts

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Opportunities for “hybrid” desserts
                                                                                                                                                                                        • Figure 49: Attitudes towards desserts, April 2015
                                                                                                                                                                                      • Scope for more ethnic-inspired desserts
                                                                                                                                                                                        • Homemade desserts pose competition
                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                            • Figure 50: Best- and worst-case forecasts for retail sales of ice cream, sorbet and frozen yogurt, by value, 2015-20
                                                                                                                                                                                            • Figure 51: Best- and worst-case forecasts for retail sales of ice cream, sorbet and frozen yogurt, by volume, 2015-20
                                                                                                                                                                                            • Figure 52: Best- and worst-case forecasts for retail sales of desserts, by value, 2015-20
                                                                                                                                                                                            • Figure 53: Best- and worst-case forecasts for retail sales of desserts, by volume, 2015-20

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • Ben & Jerry's (UK)
                                                                                                                                                                                        • Cadbury Schweppes European Confectionery
                                                                                                                                                                                        • Diageo Plc
                                                                                                                                                                                        • Fédération Internationale de Football Association
                                                                                                                                                                                        • General Mills Inc
                                                                                                                                                                                        • Häagen-Dazs
                                                                                                                                                                                        • Hillsdown Holdings Ltd
                                                                                                                                                                                        • Lactalis UK & Ireland
                                                                                                                                                                                        • Mars Incorporated
                                                                                                                                                                                        • Molkerei Alois Müller GmbH & Co
                                                                                                                                                                                        • Mondelez International
                                                                                                                                                                                        • Nestlé UK Ltd
                                                                                                                                                                                        • Premier Foods plc
                                                                                                                                                                                        • R&R Ice Cream Ltd
                                                                                                                                                                                        • Unilever Bestfoods UK Ltd
                                                                                                                                                                                        • Wall's

                                                                                                                                                                                        Ice Cream and Desserts - UK - June 2015

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