Ice cream’s lead at the front of the frozen category shows no sign of melting away, and there’s lots of NPD to help retailers capitalise on its popularity.
By Elena Dimama
The UK ice cream market remains resilient, being the largest category within frozen at a 23.3% share, worth £1.4bn.
According to Kantar Worldpanel data, chocolate ice cream boasted growth of £26.4m over the summer, with the segment being 98% incremental to the category.
Big Night In
The Big Night In occasion is once again expected to provide an opportunity for retailers to drive sales, especially in the currently challenging economic environment.
“Alongside wine and other snacks categories, premium treats, like luxury ice cream, are frequently added to baskets, and we’re helping retailers maximise the occasion by providing a range of flavours and formats to suit different tastes,” Jose Alves, Head of Häagen-Dazs UK at General Mills UK, says.
Häagen-Dazs research last year indicated that whilst one in three shoppers were hosting a Big Night In occasion weekly and that 60% of consumers were planning to choose ice cream for a movie night at home, almost half – 43% – couldn’t find the dessert options they wanted in-store.
NPD opportunity
The latest moving annual total data shows that the freezables category is growing by 70%, with innovation and unique flavours being key in the growth of the sector.
Looking to tap into the ice cream opportunity, Ferrero UK is rolling out its chocolates in an ice cream stick format. Supported by a £2m marketing campaign, the brand is unveiling three flavours comprising Ferrero Rocher Classic, Ferrero Rocher Dark and Rafaello, which will be available across the convenience sector.
“Ferrero Rocher and Raffaello are well-loved and trusted brands by many, and, as a key player within the confectionery category, we are confident that the newest addition to our portfolio will drive cross-category purchase between confectionery and ice cream,” Jason Sutherland, UK & Ireland Sales Director at Ferrero, comments. “It will attract existing Ferrero shoppers to the ice cream aisle as well as recruiting new ones, supporting retailers in strengthening the category.
“As we approach the warmer months, it’s the ideal time for retailers to offer their customers something new, and summer remains a pivotal season which accounts for almost half of annual category sales.”
Häagen-Dazs is also innovating in the category, introducing its biggest-ever product launch this year – an exclusive macaron ice cream range in two flavours, Strawberry & Raspberry and Double Chocolate Ganache.
“From 460ml tubs and 4 x 95ml mini-cup multipacks offering a selection of favourite flavours to share with family and friends to on-the-go stickbars, Häagen-Dazs truly offers indulgent premium ice cream experiences wherever you are,” Alves says. “We are expecting more consumers to seek everyday luxury in more affordable and accessible formats and Häagen-Dazs is perfectly placed to help deliver this routine indulgence and make life a little better for consumers and retailers alike.”
Confectionery distributor World of Sweets notes that nostalgic flavours are “incredibly sought after” by customers as they seek comfort and indulgence, noting that Barratt and Warheads are some of the brands innovating to help retailers maximise sales. “Freezables are becoming extremely popular and with the spring and summer season just around the corner, we’re thrilled to be able to offer our customers such an exciting selection with two leading brands in the confectionery category,” Chris Smith, Partner Brand Manager at World of Sweets, notes.
“It’s important for retailers to keep their customers engaged by offering them something different. That’s why the Extreme Sour Snap Ice from American brand Warheads is a must-have. We also expect the Barratt’s Ice Pole Duos in single formats for the convenience channel to perform really well as they offer great value and nostalgia with their Fruit Salad, Dip Dab, Wham and Refresher flavours. These are available to order from World of Sweets Field Sales.”
Healthy trend
Looking at healthier alternatives has been a matter of focus for an increasing number of shoppers, and the ice cream sector is following the trend.
“More and more consumers will also be looking for healthier alternatives to their favourite ice cream without having to compromise on taste or the overall experience,” Alves explains.
“Our mini cups empower consumers to make a more conscious choice as the format taps into the mindful indulgence trend by using high quality, premium ingredients in portion-controlled sizes. Our mini cups currently outperform the category and are an important driving force towards unlocking category growth.”
- Pair complementary categories together. Cross-merchandising ice cream with other sharing-size snacks can often interrupt purchase occasions, presenting an opportunity to up-sell nights in.
- De-seasonalise your ice cream fixture. Allocate space to year-round growth drivers, such as pints or mini cup formats, which have a higher share of sales over winter.
- Support your ice cream offering with a high-visibility location. Visibility is key for ice cream, so ensure shoppers know where your freezer is and display branded POS.
