Traditionally associated with keeping things cool for summer consumers, the premium ice cream category has begun to shift both sales and perceptions whilst extending consumption well into the cooler months and festive season.
As costs rise, higher than ever numbers of shoppers suggest that they will be staying at home more often this winter. With Häagen Dazs research1 suggesting that more than a third (37%) of convenience store shoppers would choose a Big Night In over going to a pub, retailers stocking best-selling lines outside the summer peak can maximise these growing incremental sales opportunities.
However, these indulgent consumers don’t always find it easy to shop the category in-store and will quickly move on if they can’t find what they want. In fact, 43% of consumers think dessert options are limited and 48% can’t find what they want altogether. As the leading brand for superior taste experiences2, Häagen-Dazs ice creams are a must-stock for all Big Night In occasions – whatever the time of year.
- 64% of retailers say that Big Night In shopping is driving sales in-store
- Big Night In is a high basket spend occasion with 50% of shoppers spending more than £15 per head
- 60% of shoppers buy ice cream for at home movie nights
- 35% of shoppers purchase the same amount of ice cream across both summer and winter
Jose Alves, Head of Häagen-Dazs UK, said: “This winter more than ever before, we can see the importance of Big Night In occasions to both retailers and consumers. 42% of shoppers always or often buy ice-cream as part of their Big Night In but they really do want more choice offered in local stores.
“Providing a range of flavours and formats to suit different tastes will help stores to boost sales and maximise success. Häagen-Dazs gives consumers premium ice cream experiences without compromise, in both luxurious pint tubs and mini cups for mindful indulgence in portion-controlled sizes.”
1 All data: KAM Media Consumer & Retailer Survey 2021
2 Ipsos May-Sept 21
