Table of Contents
Issues in the Market
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- Key themes
- Definition
Future Opportunities
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- Variety and indulgence – at an affordable price
- Bringing the ice cream shop home
- Pushing the health angle
Market in Brief
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- Value sales continue to grow
- A sustained healthy eating agenda
- New product innovation
- Consumer choices
Internal Market Environment
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- Key points
- A dessert for all seasons?
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- Figure 1: UK Mean seasonal temperature (°C), 2004-09*
- ‘Naughty but nice’
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- Figure 2: Trends in eating desserts/treats, 2005-09
- Striving for a healthy lifestyle
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- Figure 3: Trends in healthy lifestyles and eating habits, 2005-09
- Better-for-you treats
- Concerns over rising obesity levels
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- 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
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- Key points
- Commodity price rises and government subsidies
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- Figure 6: UK farmgate price of milk, 2004-09
- Cold storage
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- Figure 7: Household ownership of freezers (separate from refrigerator) and combined fridge/freezers, 2005-09
- Demographic trends
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- Figure 8: Trends in the age structure of the UK population, 2004-14
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Competing indulgent treats
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- 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?
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- Key points
- Dairy-based desserts dominate new product launches
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- Figure 10: NPD in ice cream, percentage, by type, 2006-09*
- Gearing up for the summer
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- 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?
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- Figure 12: NPD in ice creams**, % of launches by top flavour, 2006-09*
Market Size and Forecast
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- Key points
- Warm weather spells good news for sales in 2009
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- Figure 13: UK retail volume and value sales of ice cream, at current and constant prices, 2004-14
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- 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
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- Figure 16: Price (£) per litre, 2004-09
- Factors used in the forecast
Segment Performance
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- Key points
- Take-home ice cream
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- Figure 17: UK retail volume and value sales of take-home ice cream, at current and 2009 prices, 2004-14
- A more indulgent offering
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- Figure 18: UK retail value sales of take-home ice cream, by type, 2007-09
- Healthy treats
- Handheld multipacks offer convenience
- Impulse ice cream
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- Figure 19: UK retail volume and value sales of impulse ice cream, at current and 2009 prices, 2004-14
- Chocolate snacks
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- 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
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- Key points
- Unilever leads the ice cream market
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- 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
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- Figure 23: Manufacturers’ brand shares in sales of wrapped impulse ice cream, 2007-09
Companies and Products
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- Manufacturers and brands
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- Figure 24: Leading companies in the ice cream market in the UK and their brands, 2009
- Major players
- Fredericks Dairies
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- Figure 25: New products launched by Fredericks, Q1 2008-Q2 2009
- General Mills
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- Figure 26: New products launched by General Mills, Q1 2008-Q2 2009
- Green & Black’s
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- Figure 27: New products launched by Green & Black’s, Q1 2008-Q2 2009
- Mars
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- Figure 28: New products launched by Mars, Q1 2008-Q2 2009
- R&R Ice Cream
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- Figure 29: New products launched by R&R Ice Cream, Q1 2008-Q2 2009
- Unilever
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- Figure 30: New products launched by Unilever, Q1 2008-Q2 2009
- Own-label
Brand Elements
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- Key points
- Brand map
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- 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
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- Figure 32: Personalities of various ice cream brands, August 2009
- Experience of ice cream brands
- Ice cream an occasional treat, but Magnum most popular
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- Figure 33: Consumer purchase of various ice cream brands, August 2009
- Brand intentions for ice cream brands
- Green & Black’s most considered
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- Figure 34: Consideration of various ice cream brands, August 2009
- Brand satisfaction for ice cream brands
- Premium indulgence most positive
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- Figure 35: Satisfaction with various ice cream brands, August 2009
- Brand commitment to ice cream brands
- Ben & Jerry’s first choice
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- Figure 36: Commitment to various ice cream brands, August 2009
- Carte D’Or
- What the consumer thinks
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- Figure 37: Attitudes towards the Carte D’Or brand, August 2009
- Mars
- What the consumer thinks
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- Figure 38: Attitudes towards the Mars brand, August 2009
- Ben & Jerry’s
- What the consumer thinks
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- Figure 39: Attitudes towards the Ben & Jerry’s brand, August 2009
- Magnum
- What the consumer thinks
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- Figure 40: Attitudes towards the Magnum brand, August 2009
- Häagen-Dazs
- What the consumer thinks
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- Figure 41: Attitudes towards the Häagen-Dazs brand, August 2009
Brand Communication and Promotion
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- Key points
- Ice cream brands receive advertising support despite recession
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- Figure 42: Main monitored media advertising expenditure on ice cream, 2005-09*
- TV plays a dominant role
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- Figure 43: Main monitored media advertising expenditure on ice cream, by medium, 2006-09*
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- Figure 44: Expenditure on cinema advertising for ice cream, by manufacturer and brand, 2006-09
- Unilever reigns supreme
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- Figure 45: Main monitored media advertising expenditure on ice cream, by top ten manufacturers, 2006-09
- Adspend is seasonal and mirrors new product launches
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- Figure 46: Average monthly NPD and adspend for ice cream, cumulative 2006-09*
Channels to Market
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- Key points
- Multiples dominate the take-home market
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- Figure 47: UK retail value sales of take-home ice cream, by outlet type, 2007-09
- Weather has greater impact on the impulse sector
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- 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
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- Key points
- Tubs and blocks
- Usage declining
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- 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
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- 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’
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- Figure 51: Consumption of ice lollies – 7-14-year-olds, 2003-09
- A European context
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- Figure 52: Consumption of ice cream in tubs, blocks, bars and sticks in the last 12 months, by country, 2008
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- Figure 53: Percentage of new product launches, by country, 2006-09*
The Consumer – Consumption Habits
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- Key points
- Attitudes towards health
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- Figure 54: Agreement with statements about health and healthy lifestyles, June 2009
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- 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
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- Figure 56: Most important factors influencing choice of ice cream, June 2009
- Quality more important than brand
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- Figure 57: Most important factors influencing choice of sorbets, June 2009
- Looking for a healthier treat
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- Figure 58: Most important factors influencing choice of frozen yogurts, June 2009
- A freezer staple
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- Figure 59: Attitudes towards ice cream, June 2009
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- 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
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- Key points
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- 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
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- Abbreviations
Appendix – Internal Market Environment
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- Figure 62: UK mean Seasonal monthly rainfall (mm), 2004-09*
- Figure 63: UK mean monthly sunshine (total hours), 2004-09*
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- Figure 64: Agreement with selected lifestyle statements, by demographics, 2009
- Figure 65: Agreement with selected lifestyle statements, by demographics, 2009
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- Figure 66: Agreement with selected lifestyle statements, by demographics, 2009
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Appendix – Who’s Innovating
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- 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*
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- 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*
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Appendix – The Consumer – Usage
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- Figure 72: Consumption of ice cream in tubs and blocks in the last 12 months, by demographics, 2009
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- Figure 73: Consumption of ice cream bars and sticks in the last 12 months, by demographics, 2009
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- Figure 74: Types of ice cream bars and sticks eaten in the last 12 months, 2007-09
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- Figure 75: Types of ice cream bars and sticks eaten in the last 12 months, by country, 2008
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Appendix – The Consumer – Consumption Patterns
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- Figure 76: Agreement with statements about health and healthy lifestyle, by demographics, June 2009
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- Figure 77: Consumption patterns of ice cream, sorbets and frozen yogurts, by demographics, June 2009
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- Figure 78: Consumption patterns of ice cream, sorbets and frozen yogurts, by demographics, June 2009
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- Figure 79: Most important factors influencing choice of ice cream, by demographics, June 2009
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- Figure 80: Most important factors influencing choice of ice cream, by demographics, June 2009 (continued)
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- Figure 81: Most important factors influencing choice of sorbets, by demographics, June 2009
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- Figure 82: Most important factors influencing choice of sorbets, by demographics, June 2009
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- Figure 83: Most important factors influencing choice of frozen yogurts, by demographics, June 2009
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- Figure 84: Most important factors influencing choice of frozen yogurts, by demographics, June 2009
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- Figure 85: Agreement with statements about ice cream, by demographics, June 2009
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- Figure 86: Agreement with statements about ice cream, by demographics, June 2009
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- Figure 87: Agreement with statements about ice cream, by demographics, June 2009
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Appendix – The Consumer – Target Groups for Ice Creams
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- Figure 88: Target groups, by demographics, June 2009
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- Figure 89: Agreement with statements about health and healthy lifestyle, by target groups, June 2009
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- Figure 90: Agreement with statements about ice cream, by target groups, June 2009
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- Figure 91: Ice cream, sorberts and frozen yogurts eaten, by target groups, June 2009
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