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Ice Cream and Desserts - UK - September 2017

“The ongoing popularity of meal deals holds further opportunities for ice creams and desserts, as 20% of category users are interested in each of these as part of lunchtime meal deals.”

- Kiti Soininen, Category Director, Food & Drink

  • Ice cream can tap into the protein craze
  • Ice cream and desserts could find a place in lunchtime meal deals
  • International inspiration appeals in ice cream and desserts

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Ice cream
          • Desserts
          • Executive Summary

              • The market
                • The ice cream and desserts market bounces back
                  • Figure 1: UK retail sales of ice cream and desserts, by value, 2012-22
                • Sugar remains a controversial subject
                  • Ageing population continues to present a challenge
                    • Companies and brands
                      • Unilever brands continue to dominate ice cream
                        • Chilled and frozen desserts grow while ambient desserts struggle
                          • Figure 2: Leading brand value sales in the ice cream and desserts market, 2016/17
                        • Adspend on ice cream and desserts falls back in 2016
                          • NPD activity in the category remains largely flat year-on-year
                            • The consumer
                              • Ice cream and desserts continue to enjoy wide popularity
                                • Figure 3: Usage of ice cream and desserts, July 2017
                              • Healthier variants key to boosting usage
                                • Figure 4: Factors which would encourage increased usage of ice cream and desserts, July 2017
                              • High quality ingredients are the best premium signal
                                • Figure 5: Factors associated with premium ice cream and desserts, July 2017
                              • Multibuys appeal in desserts
                                • Almost three in five category users often eat desserts on evenings in
                                  • Figure 6: Behaviours relating to ice cream and desserts, July 2017
                                • What we think
                                • Issues and Insights

                                  • Ice cream can tap into the protein craze
                                    • The facts
                                      • The implications
                                        • Ice cream and desserts could find a place in lunchtime meal deals
                                          • The facts
                                            • The implications
                                              • International inspiration appeals in ice cream and desserts
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • The ice cream and desserts market bounces back
                                                      • Ice cream remains in growth…
                                                        • …Due to the strong performance of handheld multipacks
                                                          • Dessert sales largely flat overall despite uneven segment performance
                                                            • Ageing population continues to present a challenge
                                                              • Sugar remains a controversial subject
                                                                • Discounters increase competition for brands and other multiples
                                                                • Market Size and Segmentation

                                                                  • The ice cream and desserts market bounces back
                                                                    • Figure 7: Total UK retail sales of ice cream and desserts, by value, 2012-22
                                                                    • Figure 8: UK retail sales of ice cream and desserts, by value, 2012-22
                                                                  • Ice cream in growth in 2016-17
                                                                    • Figure 9: UK retail sales of ice cream, by value and volume, 2012-22
                                                                    • Figure 10: UK retail sales of ice cream, by value, 2012-22
                                                                    • Figure 11: UK retail sales of ice cream, by volume, 2012-22
                                                                  • Handheld multipacks drive ice cream’s growth
                                                                    • Figure 12: UK retail sales of ice cream, by type, by value and volume, 2014-17
                                                                  • Overall dessert sales remain broadly flat
                                                                    • Figure 13: UK retail sales of desserts, by value and volume, 2012-22
                                                                    • Figure 14: UK retail sales of desserts, by value, 2012-22
                                                                    • Figure 15: UK retail sales of desserts, by volume, 2012-22
                                                                  • Chilled desserts forge ahead
                                                                    • Figure 16: UK retail sales of desserts, by type, by value and volume, 2012-17
                                                                    • Figure 17: Proportion of UK value and volume retail sales of desserts, by segment, 2016
                                                                  • Forecast methodology
                                                                  • Market Drivers

                                                                    • Sugar remains a controversial subject
                                                                      • Figure 18: Trends in body mass index (BMI), England, 1996-2015
                                                                    • Discounters step up competition for brands and other multiples
                                                                      • Figure 19: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2012-May 2017
                                                                    • Warmer periods can boost market sales
                                                                      • The UK’s population is ageing
                                                                        • Figure 20: Trends in the age structure of the UK population, 2012-22
                                                                    • Companies and Brands – What You Need to Know

                                                                      • Unilever brands continue to dominate ice cream
                                                                        • Chilled desserts benefit from own-label/other brand growth while ambient desserts struggle
                                                                          • Frozen desserts forge ahead
                                                                            • Adspend on ice cream and desserts falls back in 2016
                                                                              • NPD activity in the category remains largely flat year-on-year
                                                                              • Market Share

                                                                                • Unilever brands continue to dominate ice cream
                                                                                  • Figure 21: Leading brands’ sales and shares in the UK ice cream retail market, by value and volume 2014/15-2016/17
                                                                                • A strong performance from Häagen Dazs
                                                                                  • Chilled desserts benefit from own-label/other brand growth
                                                                                    • Figure 22: Leading brands’ sales and shares in the UK chilled desserts retail market, by value and volume 2014/15-2016/17
                                                                                  • Ambient desserts continue to struggle
                                                                                    • Figure 23: Leading brands’ sales and shares in the UK ambient desserts retail market, by value and volume 2014/15-2016/17
                                                                                  • Frozen desserts forge ahead
                                                                                    • Figure 24: Leading brands’ sales and shares in the UK frozen desserts retail market, by value and volume 2014/15-2016/17
                                                                                • Advertising and Marketing Activity

                                                                                  • Adspend on ice cream and desserts falls back in 2016
                                                                                    • Figure 25: Total above-the-line, online display and direct mail advertising expenditure on ice cream and desserts, 2013-17
                                                                                  • Unilever slashed adspend by almost a third in 2016
                                                                                    • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on ice cream and desserts, by top five companies, 2013-17
                                                                                    • Figure 27: Total above-the-line, online display and direct mail advertising expenditure on ice cream and desserts, by top five brands, 2013-17
                                                                                    • Figure 28: Total above-the-line, online display and direct mail advertising expenditure on ice cream and desserts, by retailers, 2013-2017
                                                                                  • Magnum adspend falls away before rebounding in 2017
                                                                                    • Müller reduces its adspend in 2016…
                                                                                      • …But still focuses heavily on well-being and active consumers
                                                                                        • The large ice cream tub brands cut back in 2016
                                                                                          • Other notable advertising campaigns
                                                                                            • Nielsen Ad Intel coverage
                                                                                            • Launch Activity and Innovation

                                                                                              • NPD activity in the category remains largely flat year-on-year
                                                                                                • Figure 29: Percentage share of NPD in the UK ice cream and desserts market, by segment, 2013-17*
                                                                                              • Retailers drive the NPD agenda
                                                                                                • Figure 30: NPD in the UK ice cream and desserts market, by top 10 companies (sorted by 2016), 2013-17
                                                                                              • Ice cream tub brands react with their own NPD activity
                                                                                                • Shared mousses feature prominently in the desserts segment
                                                                                                  • Health features prominently in NPD
                                                                                                    • Figure 31: NPD in the UK ice cream and desserts market, by leading claims (sorted by 2016), 2013-17
                                                                                                  • Chocolate retains its popularity but coconut provides opportunities
                                                                                                    • Figure 32: NPD in the UK ice cream and desserts market, by leading flavours (sorted by 2016), 2013-17
                                                                                                • Brand Research

                                                                                                    • Brand map
                                                                                                      • Figure 33: Attitudes towards and usage of selected brands, August 2017
                                                                                                    • Key brand metrics
                                                                                                      • Figure 34: Key metrics for selected brands, August 2017
                                                                                                    • Brand attitudes: Ambrosia and Müller Rice sit apart from the other brands
                                                                                                      • Figure 35: Attitudes, by brand, August 2017
                                                                                                    • Brand personality: Häagen Dazs and Carte D’Or enjoy favourable perceptions
                                                                                                      • Figure 36: Brand personality – Macro image, August 2017
                                                                                                    • The selected ice cream brands enjoy an array of positive connotations
                                                                                                      • Figure 37: Brand personality – Micro image, August 2017
                                                                                                    • Brand analysis
                                                                                                      • Ben & Jerry’s enjoys high levels of advocacy and brand satisfaction
                                                                                                        • Figure 38: User profile of Ben & Jerry’s, August 2017
                                                                                                      • Häagen-Dazs is most likely to be seen as a premium, sophisticated brand
                                                                                                        • Figure 39: User profile of Häagen-Dazs, August 2017
                                                                                                      • Carte D’Or tries to keep up with Ben & Jerry’s and Häagen Dazs
                                                                                                        • Figure 40: User profile of Carte D’Or, August 2017
                                                                                                      • Gü’s premium credentials have scope for improvement
                                                                                                        • Figure 41: User profile of Gü, August 2017
                                                                                                      • Ambrosia is seen as comforting but not special
                                                                                                        • Figure 42: User profile of Ambrosia, August 2017
                                                                                                      • Müller Rice is seen as healthy and wholesome
                                                                                                        • Figure 43: User profile of Müller Rice, August 2017
                                                                                                    • The Consumer – What You Need to Know

                                                                                                      • Ice cream and desserts continue to enjoy widespread popularity
                                                                                                        • Healthier variants key to boosting usage
                                                                                                          • High quality ingredients are the best shortcut to a premium positioning
                                                                                                            • Multibuys could help to boost the desserts market
                                                                                                              • Almost three in five category users often eat desserts for meals at home
                                                                                                              • Usage of Ice Cream and Desserts

                                                                                                                • Ice cream and desserts continue to enjoy widespread popularity
                                                                                                                    • Figure 44: Usage of ice cream and desserts, July 2017
                                                                                                                  • Ice cream enjoys the most regular usage
                                                                                                                    • Figure 45: Frequency of usage of ice cream, July 2017
                                                                                                                  • Desserts are not eaten as regularly as ice cream
                                                                                                                    • Figure 46: Frequency of usage of desserts, July 2017
                                                                                                                • Boosting Usage of Ice Cream and Desserts

                                                                                                                  • Healthier variants key to boosting usage
                                                                                                                    • Figure 47: Factors which would encourage increased usage of ice cream and desserts, July 2017
                                                                                                                  • Natural ingredients and reduced calories also resonate
                                                                                                                    • Other factors also chime with a minority of category users
                                                                                                                    • Defining Premium Ice Cream and Desserts

                                                                                                                      • High quality ingredients denote a premium positioning
                                                                                                                        • Figure 48: Factors associated with premium ice cream and desserts, July 2017
                                                                                                                      • Tasting the difference also key to justifying premium
                                                                                                                        • Luxurious packaging is another clear premium cue
                                                                                                                        • Interest in Different Types of Ice Cream and Desserts

                                                                                                                          • Multibuys could help to boost the desserts market
                                                                                                                            • Figure 49: Interest in trying different types of ice cream and desserts, July 2017
                                                                                                                          • Meal deals also offer opportunities
                                                                                                                            • Consumer interest in trying new types of ice creams and desserts
                                                                                                                              • Less sweet flavours can win appeal among the older generation
                                                                                                                              • Behaviours Relating to Ice Cream and Desserts

                                                                                                                                • Almost three in five category users often eat desserts for meals at home
                                                                                                                                  • Widespread interest in making sundaes at home
                                                                                                                                    • Figure 50: Behaviours relating to ice cream and desserts, July 2017
                                                                                                                                  • Half of users prioritise transparent packaging in desserts
                                                                                                                                    • Health considerations are also important
                                                                                                                                    • Attitudes towards Ice Cream and Desserts

                                                                                                                                      • Own-label variants widely seen as a credible alternative to brands
                                                                                                                                        • Smaller portions widely seen to be preferable to cutting sugar
                                                                                                                                          • Figure 51: Attitudes towards ice cream and desserts, July 2017
                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                          • Abbreviations
                                                                                                                                            • Consumer research methodology
                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                              • Forecast methodology
                                                                                                                                                • Best and worst-case forecast data
                                                                                                                                                  • Figure 52: Total UK retail value sales of ice cream and desserts, best- and worst-case forecast, 2017-22
                                                                                                                                                  • Figure 53: Total UK retail value sales of ice cream, best- and worst-case forecast, 2017-22
                                                                                                                                                  • Figure 54: Total UK retail volume sales of ice cream, best- and worst-case forecast, 2017-22
                                                                                                                                                  • Figure 55: Total UK retail value sales of desserts, best- and worst-case forecast, 2017-22
                                                                                                                                                  • Figure 56: Total UK retail volume sales of desserts, best- and worst-case forecast, 2017-22
                                                                                                                                              • Appendix – Market Share

                                                                                                                                                  • Figure 57: Leading manufacturers’ sales and shares in the UK ice cream retail market, by value and volume 2014/15-2016/17
                                                                                                                                                  • Figure 58: Leading manufacturers’ sales and shares in the UK ambient desserts retail market, by value and volume 2014/15-2016/17
                                                                                                                                                  • Figure 59: Leading manufacturers’ sales and shares in the UK frozen desserts retail market, by value and volume 2014/15-2016/17

                                                                                                                                              Companies Covered

                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                              Ice Cream and Desserts - UK - September 2017

                                                                                                                                              US $2,648.76 (Excl.Tax)