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Ice Cream - UK - September 2009

  • There is growing demand for indulgent ‘treats’ in the British diet and the £1.3 billion ice cream market is tapping into this demand with growing sales of luxury and premium ice creams at the expense of standard varieties. 14m adults buy ice cream as a treat.
  • There are unexploited opportunities for sorbets and frozen yogurts (part of the ‘healthy’ ice cream sector valued at £47m); as an estimated 21m and 23m adults respectively do not buy these products. Non-buyers tend towards over 45-year-olds in the less affluent C2DE group.
  • Ice cream suppliers need to ensure that they actively promote the category all year round, and not save their promotional spend just for summer, as 16m adults eat ice cream all year round.
  • Flavour is the deciding factor for over 22 million people when choosing what ice cream to buy. Ice cream lovers are adventurous as 14m of them like trying out different flavours, offering opportunities for manufacturers to encourage consumers to trial a wider selection of innovative flavours.
  • Around 6m consumers think that sorbets are healthier than traditional ice cream; these consumers are likely to be 35-54 years old in the more affluent AB socio-economic group.
  • Value for money is ever more important for consumers are they look to make their shopping budgets go further and just under 7m consumers feel that multi pack ice cream bars (e.g. Mars, Snickers) are good value for money.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
        • Future Opportunities

          • Variety and indulgence – at an affordable price
            • Bringing the ice cream shop home
              • Pushing the health angle
              • Market in Brief

                • Value sales continue to grow
                  • A sustained healthy eating agenda
                    • New product innovation
                      • Consumer choices
                      • Internal Market Environment

                        • Key points
                          • A dessert for all seasons?
                            • Figure 1: UK Mean seasonal temperature (°C), 2004-09*
                          • ‘Naughty but nice’
                              • Figure 2: Trends in eating desserts/treats, 2005-09
                            • Striving for a healthy lifestyle
                              • Figure 3: Trends in healthy lifestyles and eating habits, 2005-09
                            • Better-for-you treats
                              • Concerns over rising obesity levels
                                • Figure 4: Current and projected levels of overweight and obese children in the UK, by age and gender, 2003 and 2010
                                • Figure 5: Projection of obesity prevalence among adults in England, by gender, 2003-50
                            • Broader Market Environment

                              • Key points
                                • Commodity price rises and government subsidies
                                  • Figure 6: UK farmgate price of milk, 2004-09
                                • Cold storage
                                  • Figure 7: Household ownership of freezers (separate from refrigerator) and combined fridge/freezers, 2005-09
                                • Demographic trends
                                  • Figure 8: Trends in the age structure of the UK population, 2004-14
                              • Strengths and Weaknesses

                                • Strengths
                                  • Weaknesses
                                  • Competitive Context

                                    • Key points
                                      • Competing indulgent treats
                                        • Figure 9: UK retail value sales of ice cream, desserts, fruit, yogurt, smoothies, chocolate confectionery and cake & cake bars, 2004-09
                                      • Sustaining sales of chocolate confectionery
                                        • Healthier options
                                        • Who’s Innovating?

                                          • Key points
                                            • Dairy-based desserts dominate new product launches
                                              • Figure 10: NPD in ice cream, percentage, by type, 2006-09*
                                            • Gearing up for the summer
                                              • Figure 11: NPD in ice creams, percentage of launches, by season*, 2006-09**
                                            • Mini treats
                                              • Confectionery brands continue to provide inspiration
                                                • An ambient ice cream
                                                  • Retro cool
                                                    • Something a little different
                                                      • What is your flavour?
                                                        • Figure 12: NPD in ice creams**, % of launches by top flavour, 2006-09*
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Warm weather spells good news for sales in 2009
                                                          • Figure 13: UK retail volume and value sales of ice cream, at current and constant prices, 2004-14
                                                          • Figure 14: New product launches in a tub format, 2006-09*
                                                          • Figure 15: UK retail sales of ice cream, by sector, 2007-09
                                                        • Resurgence of frozen food category
                                                          • New product launches
                                                            • Rising cost per litre
                                                              • Figure 16: Price (£) per litre, 2004-09
                                                            • Factors used in the forecast
                                                            • Segment Performance

                                                              • Key points
                                                                • Take-home ice cream
                                                                  • Figure 17: UK retail volume and value sales of take-home ice cream, at current and 2009 prices, 2004-14
                                                                • A more indulgent offering
                                                                  • Figure 18: UK retail value sales of take-home ice cream, by type, 2007-09
                                                                • Healthy treats
                                                                  • Handheld multipacks offer convenience
                                                                    • Impulse ice cream
                                                                      • Figure 19: UK retail volume and value sales of impulse ice cream, at current and 2009 prices, 2004-14
                                                                    • Chocolate snacks
                                                                      • Figure 20: UK retail volume and value sales of wrapped impulse and scooping ice cream, by type, 2007-09
                                                                    • Refreshment ice creams
                                                                      • Meeting the needs of children
                                                                      • Market Share

                                                                        • Key points
                                                                          • Unilever leads the ice cream market
                                                                            • Figure 21: Manufacturers’ value shares in take-home sales of ice cream, 2007-09
                                                                            • Figure 22: NPD in ice creams, Unilever percentage share of new product launches, 2006-09*
                                                                          • Häagen-Dazs and Ben & Jerry’s add to growth of luxury ice creams
                                                                            • Brand extensions add to value sales growth
                                                                              • Figure 23: Manufacturers’ brand shares in sales of wrapped impulse ice cream, 2007-09
                                                                          • Companies and Products

                                                                            • Manufacturers and brands
                                                                              • Figure 24: Leading companies in the ice cream market in the UK and their brands, 2009
                                                                            • Major players
                                                                              • Fredericks Dairies
                                                                                  • Figure 25: New products launched by Fredericks, Q1 2008-Q2 2009
                                                                                • General Mills
                                                                                    • Figure 26: New products launched by General Mills, Q1 2008-Q2 2009
                                                                                  • Green & Black’s
                                                                                      • Figure 27: New products launched by Green & Black’s, Q1 2008-Q2 2009
                                                                                    • Mars
                                                                                        • Figure 28: New products launched by Mars, Q1 2008-Q2 2009
                                                                                      • R&R Ice Cream
                                                                                          • Figure 29: New products launched by R&R Ice Cream, Q1 2008-Q2 2009
                                                                                        • Unilever
                                                                                            • Figure 30: New products launched by Unilever, Q1 2008-Q2 2009
                                                                                          • Own-label
                                                                                          • Brand Elements

                                                                                              • Key points
                                                                                                • Brand map
                                                                                                    • Figure 31: Attitudes towards and usage of ice cream brands, August 2009
                                                                                                  • Brand qualities of ice cream brands
                                                                                                    • Häagen-Dazs most indulgent, Skinny Cow healthiest
                                                                                                      • Figure 32: Personalities of various ice cream brands, August 2009
                                                                                                    • Experience of ice cream brands
                                                                                                      • Ice cream an occasional treat, but Magnum most popular
                                                                                                        • Figure 33: Consumer purchase of various ice cream brands, August 2009
                                                                                                      • Brand intentions for ice cream brands
                                                                                                        • Green & Black’s most considered
                                                                                                          • Figure 34: Consideration of various ice cream brands, August 2009
                                                                                                        • Brand satisfaction for ice cream brands
                                                                                                          • Premium indulgence most positive
                                                                                                            • Figure 35: Satisfaction with various ice cream brands, August 2009
                                                                                                          • Brand commitment to ice cream brands
                                                                                                            • Ben & Jerry’s first choice
                                                                                                              • Figure 36: Commitment to various ice cream brands, August 2009
                                                                                                            • Carte D’Or
                                                                                                              • What the consumer thinks
                                                                                                                • Figure 37: Attitudes towards the Carte D’Or brand, August 2009
                                                                                                              • Mars
                                                                                                                • What the consumer thinks
                                                                                                                  • Figure 38: Attitudes towards the Mars brand, August 2009
                                                                                                                • Ben & Jerry’s
                                                                                                                  • What the consumer thinks
                                                                                                                    • Figure 39: Attitudes towards the Ben & Jerry’s brand, August 2009
                                                                                                                  • Magnum
                                                                                                                    • What the consumer thinks
                                                                                                                      • Figure 40: Attitudes towards the Magnum brand, August 2009
                                                                                                                    • Häagen-Dazs
                                                                                                                      • What the consumer thinks
                                                                                                                        • Figure 41: Attitudes towards the Häagen-Dazs brand, August 2009
                                                                                                                    • Brand Communication and Promotion

                                                                                                                      • Key points
                                                                                                                        • Ice cream brands receive advertising support despite recession
                                                                                                                          • Figure 42: Main monitored media advertising expenditure on ice cream, 2005-09*
                                                                                                                        • TV plays a dominant role
                                                                                                                          • Figure 43: Main monitored media advertising expenditure on ice cream, by medium, 2006-09*
                                                                                                                          • Figure 44: Expenditure on cinema advertising for ice cream, by manufacturer and brand, 2006-09
                                                                                                                        • Unilever reigns supreme
                                                                                                                          • Figure 45: Main monitored media advertising expenditure on ice cream, by top ten manufacturers, 2006-09
                                                                                                                        • Adspend is seasonal and mirrors new product launches
                                                                                                                          • Figure 46: Average monthly NPD and adspend for ice cream, cumulative 2006-09*
                                                                                                                      • Channels to Market

                                                                                                                        • Key points
                                                                                                                          • Multiples dominate the take-home market
                                                                                                                            • Figure 47: UK retail value sales of take-home ice cream, by outlet type, 2007-09
                                                                                                                          • Weather has greater impact on the impulse sector
                                                                                                                            • Figure 48: UK retail value sales of wrapped impulse ice creams, by outlet type, 2007-09
                                                                                                                          • Could this be the end of Mr. Whippy?
                                                                                                                          • The Consumer – Usage

                                                                                                                            • Key points
                                                                                                                              • Tubs and blocks
                                                                                                                                • Usage declining
                                                                                                                                  • Figure 49: Consumption of ice cream in tubs and blocks in the last 12 months, 2003-09
                                                                                                                                • Tubs appeal to older consumers
                                                                                                                                  • Having some ‘me time’
                                                                                                                                    • Bars and sticks
                                                                                                                                      • Figure 50: Consumption of ice cream bars and sticks in the last 12 months, 2003-09
                                                                                                                                    • Light users of ice cream bars and sticks tend to be ABC1s
                                                                                                                                      • Parents are the ‘gatekeepers’
                                                                                                                                          • Figure 51: Consumption of ice lollies – 7-14-year-olds, 2003-09
                                                                                                                                        • A European context
                                                                                                                                          • Figure 52: Consumption of ice cream in tubs, blocks, bars and sticks in the last 12 months, by country, 2008
                                                                                                                                          • Figure 53: Percentage of new product launches, by country, 2006-09*
                                                                                                                                      • The Consumer – Consumption Habits

                                                                                                                                        • Key points
                                                                                                                                          • Attitudes towards health
                                                                                                                                            • Figure 54: Agreement with statements about health and healthy lifestyles, June 2009
                                                                                                                                            • Figure 55: Occasions when ice cream, sorbets and frozen yogurts are eaten, June 2009
                                                                                                                                          • A year-round treat
                                                                                                                                            • A treat for different occasions
                                                                                                                                              • Flavour the most important factor driving product choice
                                                                                                                                                  • Figure 56: Most important factors influencing choice of ice cream, June 2009
                                                                                                                                                • Quality more important than brand
                                                                                                                                                    • Figure 57: Most important factors influencing choice of sorbets, June 2009
                                                                                                                                                  • Looking for a healthier treat
                                                                                                                                                      • Figure 58: Most important factors influencing choice of frozen yogurts, June 2009
                                                                                                                                                    • A freezer staple
                                                                                                                                                        • Figure 59: Attitudes towards ice cream, June 2009
                                                                                                                                                        • Figure 60: Agreement that ‘I always have some in my freezer’ and ‘It’s a great treat for children’, by age and socio-economic status, June 2009
                                                                                                                                                      • Brand loyalty
                                                                                                                                                      • The Consumer – Target Groups for Ice Cream

                                                                                                                                                        • Key points
                                                                                                                                                            • Figure 61: Marketing targets for ice cream according to attitudes, June 2009
                                                                                                                                                          • Brand Loyals
                                                                                                                                                            • Ice Cream Disapprovers
                                                                                                                                                              • Mad For Ice Cream
                                                                                                                                                                • Own-label Valuers
                                                                                                                                                                  • Flavour Experimenters
                                                                                                                                                                  • Appendix

                                                                                                                                                                    • Abbreviations
                                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                                        • Figure 62: UK mean Seasonal monthly rainfall (mm), 2004-09*
                                                                                                                                                                        • Figure 63: UK mean monthly sunshine (total hours), 2004-09*
                                                                                                                                                                        • Figure 64: Agreement with selected lifestyle statements, by demographics, 2009
                                                                                                                                                                        • Figure 65: Agreement with selected lifestyle statements, by demographics, 2009
                                                                                                                                                                        • Figure 66: Agreement with selected lifestyle statements, by demographics, 2009
                                                                                                                                                                    • Appendix – Who’s Innovating

                                                                                                                                                                        • Figure 67: New product launches in the ice cream category, 2006-09*
                                                                                                                                                                        • Figure 68: NPD in ice creams, percentage of new launches, by month, 2006-08
                                                                                                                                                                        • Figure 69: NPD in ice creams, percentage of launches, by type of launch, 2006-09*
                                                                                                                                                                        • Figure 70: NPD in ice creams, percentage of launches, by company, 2006-09*
                                                                                                                                                                        • Figure 71: NPD in ice creams, percentage of launches, by branded vs. own-label, 2006-09*
                                                                                                                                                                    • Appendix – The Consumer – Usage

                                                                                                                                                                        • Figure 72: Consumption of ice cream in tubs and blocks in the last 12 months, by demographics, 2009
                                                                                                                                                                        • Figure 73: Consumption of ice cream bars and sticks in the last 12 months, by demographics, 2009
                                                                                                                                                                        • Figure 74: Types of ice cream bars and sticks eaten in the last 12 months, 2007-09
                                                                                                                                                                        • Figure 75: Types of ice cream bars and sticks eaten in the last 12 months, by country, 2008
                                                                                                                                                                    • Appendix – The Consumer – Consumption Patterns

                                                                                                                                                                        • Figure 76: Agreement with statements about health and healthy lifestyle, by demographics, June 2009
                                                                                                                                                                        • Figure 77: Consumption patterns of ice cream, sorbets and frozen yogurts, by demographics, June 2009
                                                                                                                                                                        • Figure 78: Consumption patterns of ice cream, sorbets and frozen yogurts, by demographics, June 2009
                                                                                                                                                                        • Figure 79: Most important factors influencing choice of ice cream, by demographics, June 2009
                                                                                                                                                                        • Figure 80: Most important factors influencing choice of ice cream, by demographics, June 2009 (continued)
                                                                                                                                                                        • Figure 81: Most important factors influencing choice of sorbets, by demographics, June 2009
                                                                                                                                                                        • Figure 82: Most important factors influencing choice of sorbets, by demographics, June 2009
                                                                                                                                                                        • Figure 83: Most important factors influencing choice of frozen yogurts, by demographics, June 2009
                                                                                                                                                                        • Figure 84: Most important factors influencing choice of frozen yogurts, by demographics, June 2009
                                                                                                                                                                        • Figure 85: Agreement with statements about ice cream, by demographics, June 2009
                                                                                                                                                                        • Figure 86: Agreement with statements about ice cream, by demographics, June 2009
                                                                                                                                                                        • Figure 87: Agreement with statements about ice cream, by demographics, June 2009
                                                                                                                                                                    • Appendix – The Consumer – Target Groups for Ice Creams

                                                                                                                                                                        • Figure 88: Target groups, by demographics, June 2009
                                                                                                                                                                        • Figure 89: Agreement with statements about health and healthy lifestyle, by target groups, June 2009
                                                                                                                                                                        • Figure 90: Agreement with statements about ice cream, by target groups, June 2009
                                                                                                                                                                        • Figure 91: Ice cream, sorberts and frozen yogurts eaten, by target groups, June 2009

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                    • Ben & Jerry's (UK)
                                                                                                                                                                    • Birds Eye Foods
                                                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                    • Cadbury Trebor Bassett
                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                    • Coca-Cola GB
                                                                                                                                                                    • Cream o' Galloway Dairy Company Ltd.
                                                                                                                                                                    • Del Monte Foods
                                                                                                                                                                    • Department for Environment, Food & Rural Affairs
                                                                                                                                                                    • Department of Health
                                                                                                                                                                    • Fayrefield Foods
                                                                                                                                                                    • Food Standards Agency
                                                                                                                                                                    • Frederick's Dairies
                                                                                                                                                                    • Freeview
                                                                                                                                                                    • General Mills Inc
                                                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                                                    • Green & Black's Ltd
                                                                                                                                                                    • Gü Rensow Ltd
                                                                                                                                                                    • Häagen-Dazs
                                                                                                                                                                    • Innocent Drinks Ltd
                                                                                                                                                                    • Itsu
                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                    • Kellogg Company of GB Limited
                                                                                                                                                                    • Lidl (UK)
                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                    • Mars Incorporated
                                                                                                                                                                    • MasterCard UK
                                                                                                                                                                    • Masterfoods UK
                                                                                                                                                                    • mmO2 plc
                                                                                                                                                                    • Nestle Rowntree
                                                                                                                                                                    • Nestlé UK Ltd
                                                                                                                                                                    • Orange plc (UK)
                                                                                                                                                                    • R&R Ice Cream Ltd
                                                                                                                                                                    • Selfridges Retail Ltd
                                                                                                                                                                    • Somerfield
                                                                                                                                                                    • T-Mobile (UK) Ltd
                                                                                                                                                                    • Tate & Lyle
                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                    • The Woodland Trust
                                                                                                                                                                    • Unilever Bestfoods UK Ltd
                                                                                                                                                                    • Virgin Media Ltd
                                                                                                                                                                    • Virgin Mobile
                                                                                                                                                                    • Vodafone Group Plc (UK)
                                                                                                                                                                    • Waitrose
                                                                                                                                                                    • Wall's
                                                                                                                                                                    • Weight Watchers Ltd. (UK)
                                                                                                                                                                    • Wm Morrison Supermarkets

                                                                                                                                                                    Ice Cream - UK - September 2009

                                                                                                                                                                    £1,995.00 (Excl.Tax)