Table of Contents
Executive Summary
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- The market
- Ice cream
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- Figure 1: Forecast of UK retail sales of ice cream, sorbet and frozen yogurt, by value, 2010-20
- Desserts
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- Figure 2: Forecast of UK retail sales of desserts, by value, 2010-20
- Market factors
- The sugar debate puts pressure on manufacturers
- A big summer boost for ice cream in 2013
- The ageing population presents a challenge
- Companies, brands and innovation
- Unilever has a stronghold on the ice cream market
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- Figure 3: Leading manufacturers’ shares in the UK retail ice cream market, by value, 2014/15*
- NPD activity is dominated by chilled desserts and dairy ice cream
- Adspend reaches a five-year high
- The consumer
- Eight in 10 people eat ice cream
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- Figure 4: Types of ice cream/sorbet/frozen yogurt eaten in the past 12 months, April 2015
- Ice cream is most commonly eaten as a treat and weather plays a strong role
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- Figure 5: Occasions for eating ice cream, April 2015
- Three quarters of adults eat shop-bought desserts
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- Figure 6: Usage and purchasing of desserts, April 2015
- Ingredients and flavours can add more excitement to ice cream and desserts
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- Figure 7: Interest in innovation in ice cream and desserts, April 2015
- Frozen yogurt from yogurt brands attracts interest
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- Figure 8: Attitudes towards ice cream, April 2015
- Opportunities for “hybrid” desserts
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- Figure 9: Attitudes towards desserts, April 2015
- What we think
Issues and Insights
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- Encouraging customisation can help to heighten consumers’ engagement with desserts and ice cream
- The facts
- The implications
- Functionality can be further explored in the ice cream market
- The facts
- The implications
- There is no need to play it safe with NPD, with a more unconventional approach likely to reap rewards
- The facts
- The implications
Market Drivers
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- Key points
- The sugar debate puts pressure on manufacturers…
- …but also creates opportunities for low-sugar variants
- A big summer boost for ice cream in 2013
- The ageing population presents a challenge
- Rise in consumer spending paving the way for premiumisation
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- NPD activity is dominated by chilled desserts and dairy ice cream
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- Figure 10: New product launches in ice cream and desserts, by segment, 2011-15
- Ambient desserts grow their share of NPD
- Dairy-free desserts double their share of NPD within ice cream and desserts
- Brands snatch the lead from own-label in NPD
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- Figure 11: New product launches in ice cream and desserts, by company (top 10), 2011-15
- The ‘Greek’ trend gathers momentum
- The edgy Licktators brand targets adults
- A rise in better-for-you claims in 2014
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- Figure 12: New product launches in ice cream and desserts, by selected claim, 2011-15
- Innovation in Gelato
Market Size and Forecast
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- Key points
- Volume sales continue to slip in 2015
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- Figure 13: UK retail value and volume sales of ice cream, sorbet and frozen yogurt, 2010-20
- Forecast – Ice cream, sorbet and frozen yogurt
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- Figure 14: Forecast of UK retail sales of ice cream, sorbet and frozen yogurt, by value, 2010-20
- Desserts
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- Figure 15: UK retail value and volume sales of desserts, 2010-20
- Forecast – Desserts
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- Figure 16: Forecast of UK retail sales of desserts, by value, 2010-20
- Methodology
Segment Performance
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- Key points
- Ice cream sales reached a peak in 2013
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- Figure 17: UK retail value and volume sales of ice cream, sorbet and frozen yogurt, by segment, 2012-15
- Tubs are the most popular format of ice cream
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- Figure 18: UK retail value and volume sales of ice cream, by format, 2012-15
- Chilled formats lead desserts in value
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- Figure 19: UK retail value and volume sales of ambient, chilled and frozen desserts, 2010-15
Market Share
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- Key points
- Unilever had a stronghold on the ice cream market
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- Figure 20: Leading brands’ sales and shares in the UK retail ice cream market (top 10), by value and volume, 2013/14-2014/15
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- Figure 21: Leading manufacturers’ sales and shares in the UK retail ice cream market (top 10), by value and volume, 2013/14-2014/15
- Own-label extends its lead in chilled desserts
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- Figure 22: UK retail sales of leading brands in chilled dessert, by value and volume, 2013/14-2014/15
- Frozen desserts
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- Figure 23: Leading brands’ sales and shares in the UK retail frozen desserts market, by value and volume, 2013/14-2014/15
- Ambient desserts
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- Figure 24: Leading brands’ sales and shares in the UK retail ambient desserts market, by value and volume, 2013/14-2014/15
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- Figure 25: Leading manufacturers’ sales and shares in the UK retail ambient desserts market, by value and volume, 2013/14-2014/15
Companies and Products
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- General Mills (Häagen-Dazs)
- Product range
- Recent activity
- Mars
- Product range and innovation
- Recent activity
- Müller UK & Ireland
- Product range and innovation
- Recent activity
- Nestlé
- Product range
- Product innovation
- Recent activity
- R&R
- Product range
- Recent activity
- Premier Foods
- Product range and innovation
- Recent activity
- Unilever
- Product range
- Innovation
- Recent activity
Brand Communication and Promotion
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- Key points
- Adspend reaches a five-year high
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- Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure in the UK ice cream and desserts market, 2010-15
- Unilever leads adspend
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- Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure in the UK ice cream and desserts market, by top 10 advertisers in 2014, 2010-15
- Unilever steps up adspend in 2014
- Iceland leads the supermarkets
- Coverage/methodology
Brand Research – Ice Cream and Desserts
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- Key points
- Brand map
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- Figure 28: Attitudes towards and usage of selected brands, April 2015
- Key brand metrics
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- Figure 29: Key metrics for selected brands, April 2015
- Brand attitudes: Ambrosia most strongly noted for offering value
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- Figure 30: Attitudes, by brand, April 2015
- Brand personality: Gü has an element of exclusivity compared to other brands
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- Figure 31: Brand personality – Macro image, April 2015
- Müller Rice has healthier brand image but struggles to match up on taste
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- Figure 32: Brand personality – Micro image, April 2015
- Brand analysis
- Magnum enjoys strong position built on trust and satisfaction
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- Figure 33: User profile of Magnum, April 2015
- Ben & Jerry’s vibrant and fun image provides youthful appeal
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- Figure 34: User profile of Ben & Jerry’s, April 2015
- Häagen-Dazs may be the choice for consumers looking for something special
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- Figure 35: User profile of Häagen-Dazs, April 2015
- Gü is the most exclusive brand analysed, which may limit usage somewhat
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- Figure 36: User profile of Gü, April 2015
- Kelly’s has a traditional brand image that appeals to older groups in particular
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- Figure 37: User profile of Kelly’s, April 2015
- Ambrosia’s longevity boosts trust but it lacks some glamour of other brands
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- Figure 38: User profile of Ambrosia, April 2015
- Müller Rice has an additional element of healthiness, but lacks vibrancy
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- Figure 39: User profile of Müller Rice, April 2015
The Consumer – Usage of Ice Cream
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- Key points
- Eight in 10 people eat ice cream
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- Figure 40: Types of ice cream/sorbet/frozen yogurt eaten in the past 12 months, April 2015
- Frequency of usage is low
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- Figure 41: Frequency of usage of handheld ice cream and tubs/pots of ice cream, April 2015
- 25-34s and parents are core demographics
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- Figure 42: Consumers who eat handheld ice cream and tubs/pots of ice cream at least once a week, by gender, age and parental status, April 2015
The Consumer – Ice Cream Usage Occasions
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- Ice cream is most commonly eaten as a treat and weather plays a strong role
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- Figure 43: Occasions for eating ice cream, April 2015
- Dessert occasion fuels usage among older consumers
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- Figure 44: Selected usage occasions for typically eating ice cream, by age, April 2015
- Low levels of usage as a snack
- Minority of parents eat ice cream with their children
The Consumer – Usage of Desserts
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- Key points
- Three quarters of adults eat shop-bought desserts
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- Figure 45: Usage and purchasing of desserts, April 2015
- Users eating desserts weekly are in the minority
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- Figure 46: Frequency of usage of desserts, April 2014
Ingredients and the Consumer – Interest in Innovation in Ice Cream and Desserts
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- flavours can add more excitement to ice cream and desserts
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- Figure 47: Interest in innovation in ice cream and desserts, April 2015
- Savoury flavours
- Textures
- Natural sweeteners attract interest
- Added health opportunities
- Energy-boosting credentials appeal to the younger generation
The Consumer – Attitudes towards Ice Cream
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- Key points
- Frozen yogurt from yogurt brands attracts interest
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- Figure 48: Attitudes towards ice cream, April 2015
- Portion control presents an issue
- Scope to build on usage occasions
- Customisation can be encouraged through NPD
The Consumer – Attitudes towards Desserts
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- Key points
- Opportunities for “hybrid” desserts
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- Figure 49: Attitudes towards desserts, April 2015
- Scope for more ethnic-inspired desserts
- Homemade desserts pose competition
Appendix – Market Size and Forecast
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- Figure 50: Best- and worst-case forecasts for retail sales of ice cream, sorbet and frozen yogurt, by value, 2015-20
- Figure 51: Best- and worst-case forecasts for retail sales of ice cream, sorbet and frozen yogurt, by volume, 2015-20
- Figure 52: Best- and worst-case forecasts for retail sales of desserts, by value, 2015-20
- Figure 53: Best- and worst-case forecasts for retail sales of desserts, by volume, 2015-20
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