Ice Cream - UK - June 2013
“While the ice cream market continues to struggle, sales of frozen yogurt are soaring, with the segment benefiting from its naturally low-fat positioning. However, representing less than 1% of the total market, it remains fairly embryonic. This suggests there are lucrative opportunities for ice cream brands to grab a slice of this rapidly expanding sector.”
– Emma Clifford, Senior Food Analyst
Some questions answered in this report include:
- How can ice cream brands encourage out of season usage?
- How can ice cream brands boost the visibility of the sector?
- How can brands boost the health credentials of the category?
- Where are growth opportunities in the market?
With penetration at 85%, ice cream has an established place in British food culture, benefiting both from its position as an affordable indulgence and the presence of a number of iconic brands. However, high inflation in the market – owing to rising commodity prices, and only partly offset by promotions – has seen volume sales in the market steadily slip. The inherent seasonality of the market saw the market particularly hard hit by the unusually wet summer of 2012.
Brands continue to drive NPD, helping them to extend their lead over own-label in the last year, and premiumisation in the market continues to gain momentum. Strong performances came from Unilever’s Ben & Jerry’s, Carte D’Or and Magnum brands, largely thanks to successful product innovation, supported by marketing activity.
While sales of ice cream overall flounder, the frozen yogurt market – with its health halo – is booming, with sales having doubled between 2010 and 2013, albeit from a small base of less than 1% of the total market by value.
This report covers take-home and impulse sales of ice cream, as well as sorbets and frozen yogurts.
Impulse ice cream is defined as single-serve ice cream purchased for immediate consumption, including:
- Wrapped handheld ice cream products, including chocolate bars, ice cream cones, chocolate stick products, tubs and cups. Water ices and ice lollies are not strictly speaking ‘ice cream’ but are generally regarded as such and thus are another part of the handheld sector.
- Take-home ice cream is defined as any product that comprises primarily ice cream and is intended for consumption in the home
- Dairy ice cream and non-dairy ice cream of all flavours retailed in multiple serving packs (500ml or over) and multipacks of similar single-serve items.
- Dessert ice cream such as Carte D’Or, Ben & Jerry’s and Wall’s Soft Scoop.
The report excludes:
Other types of frozen ice cream products, for example gateaux made partly with ice cream, which may be mentioned in the text but are not included in market size data. These will be covered in the upcoming Yogurt and Desserts – UK, July 2013 report.
Sales through foodservice channels such as cash-and-carry outlets, distributors or even direct to consumer.
Sales from ice cream vans.
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