Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- The category slowly climbs to $11.2 billion
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- Figure 1: Total U.S. sales and forecast of ice cream and frozen novelties, at current prices, 2008-18
- Market segmentation
- Ice cream makes up more than half of category sales
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- Figure 2: Total U.S. retail sales of ice cream and frozen novelties, by segment, 2013
- Leading companies
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- Figure 3: MULO sales of ice cream and frozen novelties, by leading companies, rolling 52 weeks 2012 and 2013
- Innovation
- Leading product claims on the decline
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- Figure 4: Frozen treats launches, by top five claims, 2008-12
- The consumer
- The youngest and oldest consumers are the most engaged
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- Figure 5: Personal frozen treat purchase, by age, April 2013
- Dessert is a popular eating occasion, but anytime is a good time
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- Figure 6: When frozen treats are consumed, April 2013
- Focusing on flavor will be key to sales growth
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- Figure 7: Top five important attributes, April 2013
- What we think
Issues and Insights
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- How can the category stem future sales losses?
- Insight: Product innovation will be key to holding the attention of consumers
- How can the category hone marketing efforts to reach a varied consumer base?
- Insight: Targeted marketing efforts can address specific users groups with a customized focus
- What role does health play in the category?
- Insight: Keeping healthy products available will be key, even in an indulgent category
Trend Applications
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- Trend: Mood to Order
- Trend: The Nouveau Poor
- Mintel Futures: East Meets West
- Format innovation
- Functionality
- Mix-ins
Market Size and Forecast
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- Key points
- The category slowly climbs to $11.2 billion
- Sales of ice cream and frozen novelties
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- Figure 8: Total U.S. sales and forecast of ice cream and frozen novelties, at current prices, 2008-18
- Figure 9: Total U.S. sales and forecast of ice cream and frozen novelties, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 10: Total market sales and fan chart forecast of market, at current prices, 2005-15
Competitive Context
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- More than one-third of consumers say restaurant treats taste better
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- Figure 11: Where frozen treats are consumed, by age, April 2013
- Figure 12: Where frozen treats are consumed, by household income, April 2013
- Make foodservice offerings available at retail
- Category can find inspiration in foodservice trends
Segment Performance
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- Key points
- Ice cream represents more than half of category sales
- Sales of ice cream and frozen novelties, by segment
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- Figure 13: Total U.S. retail sales of ice cream and frozen novelties, by segment, at current prices, 2011 and 2013
- Ice cream recovering after recessionary dip
- Sales of ice cream
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- Figure 14: Total U.S. retail sales of ice cream, 2008-18
- Frozen novelties estimated to grow 13% from 2008-13
- Sales of frozen novelties
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- Figure 15: Total U.S. retail sales of frozen novelties, 2008-18
- Frozen yogurt makes large gains, sales grow by 91% from 2008-13
- Sales of frozen yogurt
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- Figure 16: Total U.S. retail sales of frozen yogurt, 2008-18
- Sherbet, sorbet, ices dip, could recover with BFY positioning
- Sales of sherbet, sorbet, ices
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- Figure 17: Total U.S. retail sales of sherbet, sorbet, ices, 2008-18
Retail Channels
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- Key points
- Supermarkets dominate category sales, “other” channels gain
- Sales of ice cream and frozen novelties, by channel
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- Figure 18: Total U.S. retail sales of ice cream and frozen novelties, by channel, at current prices, 2011-13
Retail Channels – Natural Supermarkets
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- Key points
- Natural channel sales grow by 29.4% from 2011-13
- Sales of ice cream and frozen novelties in the natural channel
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- Figure 19: Natural supermarket sales of ice cream and frozen novelties, at current prices, 2011-13*
- Figure 20: Natural supermarket sales of ice cream and frozen novelties, inflation-adjusted, 2011-13*
- Natural channel sales of ice cream and frozen novelties by segment
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- Figure 21: Natural supermarket sales of ice cream and frozen novelties by segment, 2011 and 2013*
Leading Companies and Brands
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- Nestlé and Unilever lead category sales, post declines
- Manufacturer sales of ice cream and frozen novelties
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- Figure 22: MULO sales of ice cream and frozen novelties by leading companies, rolling 52 weeks 2012 and 2013
- Ice cream brand performance points to popularity of premium
- MULO sales of ice cream
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- Figure 23: MULO sales of ice cream, by leading companies, rolling 52 weeks 2012 and 2013
- Nestlé and Unilever battle it out for frozen novelty dominance
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- Figure 24: Leading frozen novelty treats (for eating at home), October 2011-November 2012
- MULO sales of frozen novelties
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- Figure 25: MULO sales of frozen novelties, by leading companies, rolling 52 weeks 2012 and 2013
- Growth in frozen yogurt evens the playing field
- MULO sales of frozen yogurt
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- Figure 26: MULO sales of frozen yogurt, by leading companies, rolling 52 weeks 2012 and 2013
- Private label represents 43.8% of sales of sherbet, sorbet, ices
- MULO sales of sherbet, sorbet, ices
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- Figure 27: MULO sales of sherbet, sorbet, and ices, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- New product launches should jumpstart sales growth
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- Figure 28: Frozen treats launches, by launch type, 2008-12
- Leading product claims on the decline
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- Figure 29: Frozen treats launches, by top 10 claims, 2008-12
- Indulgence can come in many forms
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- Figure 30: Frozen treats launches, by top 10 flavors, 2008-12
- Sweet and savory
- Alcohol
- Premium
- Gelato
- Small batch
- Environmental responsibility
- Novelties put innovation in the hands of consumers
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- Figure 31: Frozen treats launches, by format, 2008-12
- Ethnic-inspired offerings
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: Blue Bunny
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- Figure 32: Brand analysis of Blue Bunny, 2013
- Online initiatives
- TV presence
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- Figure 33: Blue Bunny TV ad, “Show and Tell,” 2013
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- Figure 34: Blue Bunny TV ad, “100 Wishes For 100 kids,” 2013
- Print and other
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- Figure 35: Blue Bunny print ad
- Brand analysis: Dreyer’s/Edy’s
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- Figure 36: Brand analysis of Dreyer’s/Edy’s, 2013
- Online initiatives
- TV presence
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- Figure 37: Edy’s Ice Cream TV ad, “No Giving Up (30/Caramel delight),” 2013
- Print and other
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- Figure 38: Edy’s OutShine Fruit Bars print ad
- Brand analysis: Häagen-Dazs
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- Figure 39: Brand analysis of Häagen-Dazs, 2013
- Online initiatives
- TV presence
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- Figure 40: Häagen-Dazs TV ad, “Say Sorry,” 2013
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- Figure 41: Häagen-Dazs TV ad, “Tempting Ice Cream,” 2013
- Print and other
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- Figure 42: Häagen-Dazs print ad
- Brand analysis: Ben & Jerry’s
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- Figure 43: Brand analysis of Ben & Jerry’s, 2013
- Online initiatives
- Print and other
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- Figure 44: Ben & Jerry’s print ad
- Figure 45: Ben & Jerry’s print ad
- Brand analysis: Skinny Cow
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- Figure 46: Brand analysis of Skinny Cow, 2013
- Online initiatives
- Print and other
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- Figure 47: Skinny Cow print ad
- Brand analysis: Magnum Ice Cream
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- Figure 48: Brand analysis of Magnum Ice Cream, 2013
- Online initiatives
- TV presence
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- Figure 49: Magnum Ice Cream TV ad, “bars Of Gold,” 2013
- Print and other
Social Media
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- Key points
- Social media metrics
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- Figure 50: Key performance indicators, June 2013
- Market overview
- Brand usage and awareness
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- Figure 51: Usage and awareness of selected ice cream and frozen novelties brands, April 2013
- Interaction with ice cream and frozen novelties brands
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- Figure 52: Interaction with selected ice cream and frozen novelties brands, April 2013
- Online conversations
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- Figure 53: Online conversations on selected ice cream brands, May 10-June 9, 2013
- Figure 54: Words most closely associated with online mentions of Ben & Jerry’s, May 10- June 9, 2013
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- Figure 55: Online conversations on selected ice cream brands, by day, May 10-June 9, 2013
- Where are people talking about ice cream brands?
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- Figure 56: Online conversations on selected ice cream brands, by page type, May 10-June 9, 2013
- What are people talking about?
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- Figure 57: Types of conversations around selected ice cream brands, May 10-June 9, 2013
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- Figure 58: Types of conversations around selected ice cream brands, by day, May 10-June 9, 2013
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- Figure 59: Types of conversations around selected ice cream brands, by page type, May 10-June 9, 2013
- Analysis by brand
- Ben & Jerry’s
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- Figure 60: Ben & Jerry’s – key social media indicators, June 2013
- Key online campaigns
- What we think
- Klondike
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- Figure 61: Klondike – key social media indicators, June 2013
- Key online campaigns
- What we think
- Nestlé Drumstick
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- Figure 62: Nestlé Drumstick – key social media indicators, June 2013
- Key online campaigns
- What we think
- Edy’s Ice Cream
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- Figure 63: Edy’s Ice Cream – key social media indicators, June 2013
- Key online campaigns
- What we think
- Breyers
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- Figure 64: Breyers – key social media indicators, June 2013
- Key online campaigns
- What we think
- Blue Bunny Ice Cream
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- Figure 65: Blue Bunny Ice Cream – key social media indicators, June 2013
- Key online campaigns
- What we think
Frozen Treat Purchase
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- Key points
- Ice cream and frozen novelties used in 90% of households
- Women are more likely than men to purchase most frozen treats
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- Figure 66: Any frozen treat purchase, by gender, April 2013
- Women are a good target for the purchase of multiple products…
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- Figure 67: Repertoire analysis of purchase of frozen treats, by gender, April 2013
- …but men eat more
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- Figure 68: Ice cream & sherbet (for eating at home), by gender, October 2011-November 2012
- Figure 69: Frozen yogurt, by gender, October 2011-November 2012
- Men gravitate toward indulgence, women to health
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- Figure 70: Personal frozen treat purchase (for myself), by gender, April 2013
- Ice cream’s barbell effect is slightly heavier at one end
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- Figure 71: Personal frozen treat purchase (for myself), by age, April 2013
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- Figure 72: Repertoire analysis of purchase of frozen treats, by age, April 2013
- Lowest income earning HHs least likely to participate in the category
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- Figure 73: Any frozen treat purchase, by household income, April 2013
- Ice cream popular among lower income HHs, gelato for higher earners
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- Figure 74: Personal frozen treat purchase (for myself), by household income, April 2013
- Higher health profile and expanded marketing may increase sales
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- Figure 75: Reasons for not purchasing frozen treats, April 2013
Consumption Occasion
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- Key points
- Dessert rules, but nearly half of consumers indulge anytime
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- Figure 76: When frozen treats are consumed, by gender, April 2013
- Ice cream is a treat
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- Figure 77: Why frozen treats are consumed, by gender, April 2013
- Young consumers most open to a range of consumption occasions
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- Figure 78: When frozen treats are consumed, by age, April 2013
- 18-24 year olds strong target for mood enhancement
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- Figure 79: Why frozen treats are consumed, by age, April 2013
- Category is valued by lower income earners
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- Figure 80: Why frozen treats are consumed, by household income, April 2013
- Singles most likely to eat ice cream whenever they want
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- Figure 81: When frozen treats are consumed, by household size, April 2013
Ways in Which Frozen Treats are Consumed
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- Key points
- Vast majority of consumers eat ice cream in a bowl by itself
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- Figure 82: Ways in which frozen treats are consumed, by gender, April 2013
- Young adults present opportunities for mix-ins, accessories
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- Figure 83: Ways in which frozen treats are consumed, by age, April 2013
Important Attributes
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- Key points
- Flavor and price lead important attributes
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- Figure 84: Important attributes, by gender, April 2013
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- Figure 85: Ice cream & sherbet (for eating at home), by gender, October 2011-November 2012
- Figure 86: Frozen yogurt, by gender, October 2011-November 2012
- Oldest consumers want flavor and health
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- Figure 87: Important attributes, by age, April 2013
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- Figure 88: Ice cream & sherbet (for eating at home), by age, October 2011-November 2012
- Price leads importance among low income earning households
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- Figure 89: Important attributes, by household income, April 2013
Attitudes Toward Frozen Treats
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- Key points
- Consumers have generally positive attitude toward category
- Majority of consumers believe frozen treats can fit into a healthy diet
- Retail exploration is an important aspect of sales performance
- Manufacturers and retailers should consider mimicking foodservice experience
- Category is not viewed as affordable, but consumers are willing to spend more
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- Figure 90: Attitudes toward frozen treats, by gender, April 2013
- Product development important in engaging young adult consumers
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- Figure 91: Attitudes toward frozen treats, by age, April 2013
- High income earners willing to spend more
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- Figure 92: Attitudes toward frozen treats, by household income, April 2013
Custom Consumer Group – Households with Children
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- Key points
- HHs with kids more likely to purchase frozen treats
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- Figure 93: Any frozen treat purchase, by presence of children in household, April 2013
- Special occasion ice cream popular among HHs with children
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- Figure 94: When frozen treats are consumed, by presence of children in household, April 2013
- New products/in-store discovery important to HHs with children
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- Figure 95: Attitudes toward frozen treats, by presence of children in household, April 2013
- Younger children more likely to eat ice cream
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- Figure 96: Ice cream, by age, October 2011-November 2012
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- Figure 97: Ice cream (for eating at home), by age, October 2011-November 2012
- Teen ice cream consumption down, CPG could mimic foodservice
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- Figure 98: Ice cream (for eating at home), October 2007-November 2012
- Other frozen treats are also more popular among kids
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- Figure 99: Other frozen treats, by age, October 2011-November 2012
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- Figure 100: Other frozen treats (for eating at home), by age, October 2011-November 2012
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- Figure 101: Other frozen treats, by age, October 2011-November 2012
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- Figure 102: Other frozen treats (for eating at home), by age, October 2011-November 2012
- Presence of children means greater opportunity for related produce sales
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- Figure 103: Ways in which frozen treats are consumed, by presence of children in household, April 2013
Impact of Race and Hispanic Origin
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- Key points
- Asian and Hispanic consumer represent growth opportunities
- Asian consumers indulge in frozen treats
- Alternative offerings find favor among Hispanics
- Black households drawn to sherbet and custard
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- Figure 104: Any frozen treat purchase, by race/Hispanic origin, April 2013
- Encourage Asian shoppers to purchase multiple products
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- Figure 105: Repertoire analysis of purchase of frozen treats, by race/Hispanic origin, April 2013
- Black consumers view ice cream as an accompaniment or mix-in
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- Figure 106: Ways in which frozen treats are consumed, by race/Hispanic origin, April 2013
- Consider occasion-based product development and outreach
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- Figure 107: When frozen treats are consumed, by race/Hispanic origin, April 2013
- Functional offerings should appeal to Asian shoppers
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- Figure 108: Why frozen treats are consumed, by race/Hispanic origin, April 2013
- Asians are price/quality conscious, Hispanics favor “low in” items
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- Figure 109: Important attributes, by race/Hispanic origin, April 2013
- New product development may attract Hispanics patronage
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- Figure 110: Attitudes toward frozen treats, by race/Hispanic origin, April 2013
IRI/Builders – Key Household Purchase Measures – Ice Cream/Sherbet
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- Ice cream
- Consumer insights on key purchase measures – ice cream
- Brand map
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- Figure 111: Brand map, selected brands of ice cream buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 112: Key purchase measures for the top brands of ice cream, by household penetration, 2012*
- Sherbet/sorbet/ices
- Consumer insights on key purchase measures – sherbet/sorbet/ices
- Brand map
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- Figure 113: Brand map, selected brands of sherbet/sorbet/ices, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 114: Key purchase measures for the top brands of sherbet/sorbet/ices, by household penetration, 2012*
- Frozen yogurt/tofu
- Consumer insights on key purchase measures – frozen yogurt
- Brand map
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- Figure 115: Brand map, selected brands of frozen yogurt/tofu buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 116: Key purchase measures for the top brands of frozen yogurt/tofu, by household penetration, 2012*
IRI/Builders – Key Household Purchase Measures – Frozen Novelties
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- Frozen novelties
- Consumer insights on key purchase measures – frozen novelties
- Brand map
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- Figure 117: Brand map, selected brands of frozen novelties buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 118: Key purchase measures for the top brands of frozen novelties, by household penetration, 2012*
Appendix – Market Drivers
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- Consumer confidence
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- Figure 119: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 120: U.S. unemployment rate, by month, 2002-13
- Figure 121: U.S. unemployment and underemployment rates, 2007-13
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- Figure 122: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
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- Figure 123: Changes in USDA Food Price Indexes, 2011 through May 24, 2013
- Obesity
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- Figure 124: U.S. obesity, by age group, 2008 and 2012
- Childhood and teen obesity – highest in decades
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- Figure 125: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 126: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 127: Households with children, by race and Hispanic origin of householder, 2012
- Shifting U.S. demographics
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- Figure 128: U.S. population, by age, 2008-18
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- Figure 129: U.S. households, by presence of own children, 2002-12
Appendix – Social Media
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- Brand usage or awareness
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- Figure 130: Brand usage or awareness, April 2013
- Figure 131: Ben & Jerry’s usage or awareness, by demographics, April 2013
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- Figure 132: Breyers usage or awareness, by demographics, April 2013
- Figure 133: Edy’s Ice cream usage or awareness, by demographics, April 2013
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- Figure 134: Blue Bunny ice cream usage or awareness, by demographics, April 2013
- Figure 135: Nestlé drumstick usage or awareness, by demographics, April 2013
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- Figure 136: Klondike usage or awareness, by demographics, April 2013
- Activities done
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- Figure 137: Activities done, April 2013
- Figure 138: Ben & Jerry’s – Activities done, by demographics, April 2013
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- Figure 139: Breyers – Activities done, by demographics, April 2013
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- Figure 140: Edy’s Ice Cream – Activities Done, by demographics, April 2013
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- Figure 141: Blue Bunny ice cream – Activities done, by demographics, April 2013
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- Figure 142: Nestlé drumstick – Activities done, by demographics, April 2013
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- Figure 143: Klondike – Activities done, by demographics, April 2013
- Online conversations
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- Figure 144: Online conversations on selected ice cream brands, May 10-June 9, 2013
- Figure 145: Online conversations on selected ice cream brands, by day, May 10-June 9, 2013
- Figure 146: Online conversations on selected ice cream brands, by page type, May 10-June 9, 2013
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- Figure 147: Types of conversations around selected ice cream brands, May 10-June 9, 2013
- Figure 148: Types of conversations around selected ice cream brands, by day, May 10-June 9, 2013
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- Figure 149: Types of conversations around selected ice cream brands, by page type, May 10-June 9, 2013
Appendix – Other Useful Consumer Tables
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- Purchase of frozen treats
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- Figure 150: Personal frozen treat purchase (for myself), by gender and age, April 2013
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- Figure 151: Personal frozen treat purchase (for myself), by household size, April 2013
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- Figure 152: Personal frozen treat purchase (for myself), by age and household income, April 2013
- Ways in which frozen treats are used
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- Figure 153: Ways in which frozen treats are consumed, by household income, April 2013
- Consumption occasion
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- Figure 154: When frozen treats are consumed, by household income, April 2013
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- Figure 155: When frozen treats are consumed, by repertoire groups – Purchase of frozen treats, April 2013
- Important attributes
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- Figure 156: Important attributes, by repertoire groups – Purchase of frozen treats, April 2013
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- Figure 157: Important attributes, by consumption occasion, April 2013
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- Figure 158: Important attributes, by ways in which frozen treats are consumed, April 2013
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- Figure 159: Important attributes, by consumption occasion, April 2013
- Attitudes toward frozen treats
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- Figure 160: Attitudes toward frozen treats, April 2013
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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