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Ice Cream and Frozen Novelties - US - July 2014

"While more than half of frozen treat buyers express the importance of product price in their purchase decision, flavor rules. In practice, gelato (with its corresponding higher price point) has driven growth in the category in recent years."

– Beth Bloom, Food and Drink Analyst

This report looks at the following issues:

  • Why the slowdown in ice cream and frozen novelty sales?
  • What are growth opportunities in the ice cream and frozen novelties category?
  • How strong is the demand for non-dairy frozen treats?
Mintel estimates total US retail sales of ice cream and frozen novelties will stay at $11.9 billion in 2014.
 
While sales in the category have increased by 8% since 2009, these gains are wiped out when adjusted for inflation to reflect a 3% dip during that time. The category is driven by sales of ice cream, which represents half of market share.
 
Gelato (sales of which are counted among the ice cream segment) has kept the segment, and thus the category overall, afloat in recent years. Appealing to consumer interest in flavor innovation and product quality (which outweighs price consciousness to some extent), these pricier offerings have kept dollar sales steady despite decreased consumer participation in the category.
 
For the purposes of this report, the ice cream and frozen novelties market has been segmented as follows:
  • Ice cream 
  • Frozen novelties (ice cream bars, sandwiches, cones, popsicles, and the like, all with the advantage of inherent hand-held convenience, single portions/portion control, and snack friendliness) 
  • Frozen yogurt (including non-dairy items made from soy or other dairy alternatives) 
  • Sherbet, sorbet, and ices

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                    • The market
                      • Ice cream and frozen novelties sales freeze in 2014
                        • Figure 1: Total US retail sales and forecast of ice cream and frozen novelties, at current prices, 2009-19
                      • Leading companies
                        • Blue Bell pushes 10% growth as other leaders decline
                          • Figure 2: MULO sales of ice cream and frozen novelties at retail, by leading companies, rolling 52 weeks 2013 and 2014
                        • Segment performance
                          • Steady growth of frozen yogurt slows in 2014
                            • Figure 3: Total US retail sales of ice cream and frozen novelties (and percentage change) ($ millions), by segment, at current prices, 2009-14
                          • Competitive context
                            • Figure 4: Reasons for buying less (top five), April 2014
                          • The consumer
                            • Nearly a third of frozen treat eaters look for all-natural products
                              • Figure 5: Retail purchase drivers (health-related) (top five), April 2014
                            • What we think
                            • Issues and Insights

                                • Why the slowdown in ice cream and frozen novelty sales?
                                  • Issues
                                    • Insight: Expand permissible indulgence
                                      • What are growth opportunities in the ice cream and frozen novelties category?
                                        • Issue
                                          • Insight: Emphasize quality, even in smaller formats
                                            • How strong is the demand for non-dairy frozen treats?
                                              • Issue
                                                • Insight: Expanding dairy-free offerings may be one means of shining up the health halo
                                                • Trend Applications

                                                    • Trend: Non-Standard Society
                                                      • Trend: Factory Fear
                                                        • Trend: Locavore
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Ice cream and frozen novelties sales freeze in 2014
                                                              • Sales and forecast of ice cream and frozen novelties
                                                                • Figure 6: Total US retail sales and forecast of ice cream and frozen novelties, at current prices, 2009-19
                                                                • Figure 7: Total US retail sales and forecast of ice cream and frozen novelties at inflation-adjusted prices, 2009-19
                                                              • Fan chart forecast
                                                                  • Figure 8: Total US retail sales and forecast of ice cream and frozen novelties, at current prices, 2009-19
                                                              • Competitive Context

                                                                • Key points
                                                                  • Consumers eating less ice cream and frozen novelties
                                                                    • Figure 9: Change in purchase, by purchase by segment, April 2014
                                                                    • Figure 10: Change in purchase, personal consumption by dairy/non-dairy, April 2014
                                                                  • Health concerns lead reasons for cutting back
                                                                    • Figure 11: Reasons for buying less, by purchase by segment, April 2014
                                                                    • Figure 12: Reasons for buying less, by purchase by segment, April 2014 (continued)
                                                                  • Close to half of frozen treats eaters say restaurant/ice cream shop offerings are better quality than the freezer case
                                                                      • Figure 13: Household frozen treat purchase, by personal location, April 2014
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Frozen yogurt grows, but remains small part of the market
                                                                        • Figure 14: Total US retail sales of ice cream and frozen novelties, by segment, at current prices, 2012 and 2014
                                                                      • Ice cream sales grow 6% from 2009-14, boosted by gelato
                                                                        • US retail sales of ice cream
                                                                          • Figure 15: Total US retail sales and forecast of ice cream at current prices, 2009-19
                                                                          • Figure 16: Total US retail sales and forecast of ice cream at inflation-adjusted prices, 2009-19
                                                                        • Spotlight on gelato
                                                                          • US retail sales of gelato brands within the ice cream segment
                                                                            • Figure 17: Total US retail sales and forecast of gelato brands within the ice cream segment at current prices, 2009-19
                                                                          • Frozen novelties grow 7% from 2009-14
                                                                            • US retail sales of frozen novelties
                                                                              • Figure 18: Total US retail sales and forecast of frozen novelties at current prices, 2009-19
                                                                              • Figure 19: Total US retail sales and forecast of frozen novelties at inflation-adjusted prices, 2009-19
                                                                            • Frozen yogurt and tofu segment grows 67% from 2009-19
                                                                              • US retail sales of frozen yogurt and tofu
                                                                                • Figure 20: Total US retail sales and forecast of frozen yogurt and tofu at current prices, 2009-19
                                                                                • Figure 21: Total US retail sales and forecast of frozen yogurt and tofu at inflation-adjusted prices, 2009-19
                                                                              • Sherbet, sorbet, and ices only segment to fall over measurement period
                                                                                • US retail sales of sherbet, sorbet, and ices
                                                                                  • Figure 22: Total US retail sales and forecast of sherbet, sorbet, and ices at current prices, 2009-19
                                                                                  • Figure 23: Total US retail sales and forecast of sherbet, sorbet, and ices at inflation-adjusted prices, 2009-19
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Supermarkets continue to dominate, despite sales declines
                                                                                    • Figure 24: Total US retail sales of ice cream and frozen novelties, by channel, at current prices, 2012-14
                                                                                  • Store brands represent slightly more than a quarter of launches
                                                                                    • Figure 25: Frozen treats launches, by private label, 2010-14
                                                                                  • Young shoppers open to wider array of purchase locations
                                                                                    • Figure 26: Purchase location, by age, April 2014
                                                                                  • Low-income households look to save on frozen treats at mass outlets
                                                                                    • Figure 27: Purchase location, by household income, April 2014
                                                                                  • Mass merchandisers and club stores appeal to HHs with children
                                                                                    • Figure 28: Purchase location, by presence of children in household, April 2014
                                                                                  • High-frequency eaters patronize a range of outlets
                                                                                    • Figure 29: Purchase location, personal consumption by frequency*, April 2014
                                                                                • Leading Companies and Brand Analysis

                                                                                  • Key points
                                                                                    • Nestlé and Unilever continue to reign, Blue Bell posts strongest growth
                                                                                      • MULO sales of ice cream and frozen novelties
                                                                                        • Figure 30: MULO sales of ice cream and frozen novelties at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                      • Ice cream segment grows slightly as leading brands focus on flavor
                                                                                          • Figure 31: Blue Bell TV Ad, “Show and Tell,” 2014
                                                                                          • Figure 32: Blue Bunny TV Ad, “Real Ice Cream. Real Moments.” 2014
                                                                                        • MULO sales of ice cream
                                                                                          • Figure 33: MULO sales of ice cream at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                        • Popularity of Greek yogurt boosts frozen yogurt sales
                                                                                          • Figure 34: Cherry Garcia, Product Description, July 2014
                                                                                          • Figure 35: Introducing Two New Healthy Choice Flavors, Twitter Photo, July 2014
                                                                                          • Figure 36: “World’s Shortest Grant Application - #140difference,” YouTube Video, 2014
                                                                                        • MULO sales of frozen yogurt
                                                                                          • Figure 37: MULO sales of frozen yogurt at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                        • Sherbet, sorbet, and ices segment declines from poor differentiation
                                                                                          • Figure 38: “Talenti Gelato: A Vacation For Your Mouth,” YouTube Video, 2014
                                                                                        • MULO sales of sherbet, sorbet, and ices
                                                                                          • Figure 39: MULO sales of sherbet, sorbet, and ices at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                        • New frozen novelty formats fail to captivate consumers
                                                                                          • Figure 40: “It’s All Good,” Promotional Song, 2013
                                                                                        • MULO sales of frozen novelties
                                                                                          • Figure 41: MULO sales of frozen novelties at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                      • Innovations and Innovators

                                                                                        • New product innovation down
                                                                                          • Figure 42: Frozen treats launches, by launch type, 2010-14*
                                                                                        • Non-dairy offerings on the rise
                                                                                          • Figure 43: Frozen treats launches, by subcategory, 2010-14*
                                                                                        • Vanilla, chocolate lead flavor launches, see slight decline
                                                                                          • We all scream for…vegetables
                                                                                            • Figure 44: Frozen treats launches, by top 10 flavors, 2010-14*
                                                                                          • Category can find inspiration from international flavors and trends
                                                                                            • Brands from other categories enter the market with street cred
                                                                                              • Dessert-inspired flavors hit, well, dessert
                                                                                                • Premiumization and elimination of allergens among growing claims
                                                                                                  • Figure 45: Frozen treats launches, by top 10 claims, 2010-14*
                                                                                                • Product names imply healthier fare
                                                                                                  • Handheld formats on the rise
                                                                                                    • Figure 46: Frozen treats launches, by format type, 2010-14*
                                                                                                • Social Media

                                                                                                    • Key points
                                                                                                      • Market overview
                                                                                                        • Key social media metrics
                                                                                                          • Figure 47: Key social media metrics, June 2014
                                                                                                        • Brand usage and awareness
                                                                                                          • Figure 48: Brand usage and awareness for selected ice cream and frozen novelty brands, April 2014
                                                                                                        • Interactions with ice cream and frozen novelty brands
                                                                                                          • Figure 49: Interactions with select ice cream and frozen novelty brands, April 2014
                                                                                                        • Leading online campaigns
                                                                                                          • Highlighting lifestyles
                                                                                                            • Flavor innovations
                                                                                                              • Apps and gaming
                                                                                                                • What we think
                                                                                                                  • Online conversations
                                                                                                                    • Figure 50: Online mentions for select ice cream and frozen novelty brands, by week, July 7, 2013-July 6, 2014
                                                                                                                  • Where are people talking about ice cream and frozen novelties?
                                                                                                                    • Figure 51: Online mentions for select ice cream and frozen novelty brands, by page type, July 7, 2013-July 6, 2014
                                                                                                                  • What are people talking about?
                                                                                                                    • Figure 52: Topics of conversation around selected ice cream and frozen treat brands, July 7, 2013-July 6, 2014
                                                                                                                • Frozen Treat Consumption

                                                                                                                  • Key points
                                                                                                                    • More than eight in 10 adults eat frozen treats
                                                                                                                      • Figure 53: Frozen treat purchase (for self), personal consumption by segment, April 2014
                                                                                                                    • 10% of category participants eat frozen treats at least once a day
                                                                                                                      • Figure 54: Consumption frequency, personal consumption by segment, April 2014
                                                                                                                    • Men show greater consumption frequency
                                                                                                                      • Figure 55: Consumption frequency, by gender and age, April 2014
                                                                                                                    • 25-34s sweet on gelato and non-dairy offerings
                                                                                                                      • Figure 56: Frozen treat purchase (for self), personal consumption by age, April 2014
                                                                                                                    • … particularly young men
                                                                                                                      • Figure 57: Frozen treat purchase (for self), by gender and age, April 2014
                                                                                                                    • Non-dairy consumers also appear more engaged in the products
                                                                                                                      • Figure 58: Consumption frequency, personal consumption by dairy/non-dairy, April 2014
                                                                                                                    • Frozen yogurt and gelato may appear as cost prohibitive
                                                                                                                      • Figure 59: Frozen treat purchase (for self), by household income, April 2014
                                                                                                                    • Smaller formats may appeal to single-person HHs
                                                                                                                      • Figure 60: Frozen treat purchase (for self), by household size, April 2014
                                                                                                                  • Purchase Drivers

                                                                                                                    • Key points
                                                                                                                      • Flavor big among seniors, young shoppers look for indulgence
                                                                                                                        • Figure 61: Retail purchase drivers, by age, April 2014
                                                                                                                      • Seniors most finicky
                                                                                                                        • Figure 62: Alternate product purchase decision, by age, April 2014
                                                                                                                      • Older consumers interested in low-in, younger users want more
                                                                                                                        • Figure 63: Retail purchase drivers (health-related), by age, April 2014
                                                                                                                      • Young men open to ice cream and frozen novelty experimentation
                                                                                                                        • Figure 64: Alternate product purchase decision, by gender and age, April 2014
                                                                                                                      • Low earners aim to save money, higher earners want premium, health
                                                                                                                        • Figure 65: Retail purchase drivers, by household income, April 2014
                                                                                                                      • Daily eaters less price conscious, higher than average interest in health
                                                                                                                        • Figure 66: Retail purchase drivers, personal consumption by frequency*, April 2014
                                                                                                                        • Figure 67: Retail purchase drivers (health-related), personal consumption by frequency*, April 2014
                                                                                                                      • Gelato buyers less driven by price
                                                                                                                        • Figure 68: Retail purchase drivers, by purchase by segment, April 2014
                                                                                                                      • Non-dairy buyers also less interested in price, more likely to prioritize health
                                                                                                                        • Figure 69: Retail purchase drivers, personal consumption by dairy/non-dairy, April 2014
                                                                                                                      • Dairy-free buyers significantly more interested in natural and organic
                                                                                                                        • Figure 70: Retail purchase drivers (health-related), by purchase by segment, April 2014
                                                                                                                    • Attitudes towards Frozen Treats

                                                                                                                      • Key points
                                                                                                                        • Quality
                                                                                                                          • Nearly half of frozen treat eaters believe ice cream shops best CPG
                                                                                                                            • Men may be more brand aware, but appreciate local quality
                                                                                                                              • Figure 71: Attitudes toward frozen treats (quality), by gender and age, April 2014
                                                                                                                            • Seniors fine with quality of freezer case offering
                                                                                                                              • Figure 72: Attitudes toward frozen treats (quality), by age, April 2014
                                                                                                                            • Daily frozen treat eaters twice as likely to prefer local
                                                                                                                              • Figure 73: Attitudes toward frozen treats (quality), personal consumption by frequency*, April 2014
                                                                                                                            • Occasion
                                                                                                                              • More than a third of respondents eat the products away from home
                                                                                                                                • Figure 74: Attitudes toward frozen treats (occasion), personal consumption by frequency*, April 2014
                                                                                                                              • Health
                                                                                                                                • Majority of respondents say frozen yogurt is healthier than ice cream
                                                                                                                                  • Figure 75: Attitudes toward frozen treats (health), by age, April 2014
                                                                                                                                • Frozen yogurt eaters tolerant of low-in varieties
                                                                                                                                  • Figure 76: Attitudes toward frozen treats (health), personal consumption by segment, April 2014
                                                                                                                                • …as are high-frequency eaters
                                                                                                                                  • Figure 77: Attitudes toward frozen treats (health), personal consumption by frequency*, April 2014
                                                                                                                                • Price
                                                                                                                                  • Majority of respondents willing to spend more on quality
                                                                                                                                    • Seniors not sold on store brands
                                                                                                                                      • Figure 78: Attitudes toward frozen treats (price), by age, April 2014
                                                                                                                                    • Lower earners not willing to spend more
                                                                                                                                      • Figure 79: Attitudes toward frozen treats (price), by household income, April 2014
                                                                                                                                    • Gelato eaters will pay for quality
                                                                                                                                      • Figure 80: Attitudes toward frozen treats (price), personal consumption by segment, April 2014
                                                                                                                                    • …as will non-dairy consumers
                                                                                                                                      • Figure 81: Attitudes toward frozen treats (price), personal consumption by dairy/non-dairy, April 2014
                                                                                                                                    • Daily eaters are generally more tolerant
                                                                                                                                      • Figure 82: Attitudes toward frozen treats (price), personal consumption by frequency*, April 2014
                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                    • Key points
                                                                                                                                      • Gelato, non-dairy find favor among Asian consumers
                                                                                                                                        • Figure 83: Frozen treat purchase (for self), by race/Hispanic origin, April 2014
                                                                                                                                      • Other segments appeal to higher-earning Hispanics
                                                                                                                                        • Figure 84: Frozen treat purchase (for self), by Hispanic origin and household income, April 2014
                                                                                                                                      • Hispanics appear less price conscious about frozen treats
                                                                                                                                        • Figure 85: Retail purchase drivers, by race/Hispanic origin, April 2014
                                                                                                                                      • Higher-earning Hispanics are particularly attuned to quality
                                                                                                                                        • Figure 86: Attitudes toward frozen treats, by Hispanic origin and household income, April 2014
                                                                                                                                    • Custom Consumer Group – Households with Children

                                                                                                                                      • Key points
                                                                                                                                        • HHs with children more likely to buy frozen treats across the board
                                                                                                                                          • Figure 87: Household frozen treat purchase, by presence of children in household, April 2014
                                                                                                                                        • Opportunity exists to grow sales to parents of kids 5 and under
                                                                                                                                          • Figure 88: Household frozen treat purchase, by who purchased for, April 2014
                                                                                                                                        • Moms stick to ice cream, dads over index in most everything else
                                                                                                                                          • Figure 89: Household frozen treat purchase, by gender and parents with children in household, April 2014
                                                                                                                                        • Parents particularly interested in a product looking healthy
                                                                                                                                            • Figure 90: Retail purchase drivers, by presence of children in household, April 2014
                                                                                                                                            • Figure 91: Retail purchase drivers (health-related), by presence of children in household, April 2014
                                                                                                                                          • Kids-focused frozen yogurt brands may hit sweet spot
                                                                                                                                            • Figure 92: Attitudes toward frozen treats, by presence of children in household, April 2014
                                                                                                                                          • Teens eat ice cream only slightly more than once per week
                                                                                                                                            • Figure 93: Ice cream, November 2012-December 2013
                                                                                                                                          • Kids eat it slightly more often
                                                                                                                                            • Figure 94: Ice cream, December 2013
                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                          • Frozen treat purchase
                                                                                                                                            • Figure 95: Household frozen treat purchase, by age, April 2014
                                                                                                                                            • Figure 96: Household frozen treat purchase, by gender and age, April 2014
                                                                                                                                            • Figure 97: Household frozen treat purchase, by household income, April 2014
                                                                                                                                            • Figure 98: Household frozen treat purchase, by household size, April 2014
                                                                                                                                          • Consumption frequency
                                                                                                                                            • Figure 99: Consumption frequency, by gender, April 2014
                                                                                                                                            • Figure 100: Consumption frequency, by age, April 2014
                                                                                                                                            • Figure 101: Consumption frequency, by household income, April 2014
                                                                                                                                            • Figure 102: Consumption frequency, by purchase by segment, April 2014
                                                                                                                                            • Figure 103: Consumption frequency, by personal location, April 2014
                                                                                                                                          • Purchase drivers
                                                                                                                                            • Figure 104: Retail purchase drivers, by gender, April 2014
                                                                                                                                            • Figure 105: Retail purchase drivers, by gender and age, April 2014
                                                                                                                                            • Figure 106: Retail purchase drivers, by household size, April 2014
                                                                                                                                            • Figure 107: Alternate product purchase decision, by household income, April 2014
                                                                                                                                            • Figure 108: Alternate product purchase decision, by household size, April 2014
                                                                                                                                            • Figure 109: Alternate product purchase decision, by purchase by segment, April 2014
                                                                                                                                            • Figure 110: Alternate product purchase decision, personal consumption by dairy/non-dairy, April 2014
                                                                                                                                          • Purchase drivers (health-related)
                                                                                                                                            • Figure 111: Retail purchase drivers (health-related), by gender and age, April 2014
                                                                                                                                            • Figure 112: Retail purchase drivers (health-related), by personal location, April 2014
                                                                                                                                          • Purchase location
                                                                                                                                            • Figure 113: Purchase location, by gender and age, April 2014
                                                                                                                                          • Attitudes toward frozen treats
                                                                                                                                            • Figure 114: Attitudes toward frozen treats, April 2014
                                                                                                                                        • Appendix – Social Media

                                                                                                                                          • Brand usage or awareness
                                                                                                                                            • Figure 115: Brand usage or awareness, April 2014
                                                                                                                                            • Figure 116: Ben & Jerry’s usage or awareness, by demographics, April 2014
                                                                                                                                            • Figure 117: Breyers usage or awareness, by demographics, April 2014
                                                                                                                                            • Figure 118: Magnum usage or awareness, by demographics, April 2014
                                                                                                                                            • Figure 119: Häagen-Dazs usage or awareness, by demographics, April 2014
                                                                                                                                            • Figure 120: Nestlé Drumstick usage or awareness, by demographics, April 2014
                                                                                                                                            • Figure 121: Dreyer’s usage or awareness, by demographics, April 2014
                                                                                                                                          • Activities done
                                                                                                                                            • Figure 122: Activities done, April 2014
                                                                                                                                            • Figure 123: Ben & Jerry’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                            • Figure 124: Ben & Jerry’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                            • Figure 125: Ben & Jerry’s – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                            • Figure 126: Ben & Jerry’s – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                            • Figure 127: Breyers – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                            • Figure 128: Breyers – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                            • Figure 129: Breyers – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                            • Figure 130: Breyers – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                            • Figure 131: Magnum – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                            • Figure 132: Magnum – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                            • Figure 133: Magnum – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                            • Figure 134: Häagen-Dazs – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                            • Figure 135: Häagen-Dazs – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                            • Figure 136: Häagen-Dazs – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                            • Figure 137: Häagen-Dazs – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                            • Figure 138: Nestlé Drumstick – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                            • Figure 139: Nestlé Drumstick – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                            • Figure 140: Nestlé Drumstick – Activities done – I follow/like the brand on social media because, by demographics, April 2014
                                                                                                                                            • Figure 141: Nestlé Drumstick – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                            • Figure 142: Dreyer’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
                                                                                                                                            • Figure 143: Dreyer’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
                                                                                                                                            • Figure 144: Dreyer’s – Activities done – I have researched the brand on social media to, by demographics, April 2014
                                                                                                                                          • Key social media metrics
                                                                                                                                            • Figure 145: Key social media indicators of selected brands, June 2014
                                                                                                                                          • Online conversations
                                                                                                                                            • Figure 146: Online mentions for select ice cream and frozen novelty brands, by week, July 7, 2013-July 6, 2014
                                                                                                                                            • Figure 147: Online mentions for select ice cream and frozen novelty brands, by page type, July 7, 2013-July 6, 2014
                                                                                                                                            • Figure 148: Topics of conversation around selected ice cream and frozen treat brands, July 7, 2013-July 6, 2014
                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                          Ice Cream and Frozen Novelties - US - July 2014

                                                                                                                                          US $3,995.00 (Excl.Tax)