The World Market for Ice Cream
Consumers are increasingly
enjoying the indulgence aspect of ice cream. Although most prevalent in the
take-home sector, the latter half of the review period saw a concerted move
towards premium status among impulse ice cream. This was most clearly
illustrated by the launch of Magnum Seven Deadly Sins (Unilever), a range
of seven limited-edition variants of this market-leading brand.
The move towards indulgence is encouraging consumers
to regard ice cream as year-round treat, as opposed to a seasonal product.
While summer still is the peak time for ice cream sales, consumption
patterns are changing. Manufacturers are also exploring new formats, such
as multipacks of snack-sized ice creams, and new channels of distribution,
such as vending machines, in a bid to create more opportunities for
consumption.
The development of packaging that meets the needs of
changing consumer lifestyles is a constant theme in this market. In the
United Kingdom, for example, single-serve 100-milliliter tubs grew in
popularity in 2003, aided by trends towards on-the-go consumption and an
increase in the number of single-person households.
While the dominant trend in the ice cream market
during the review period was one of premiumization, diet-oriented ice
creams gained momentum during 2002-03, as manufacturers began to target
health-conscious consumers. Such activity was particularly pronounced in
the United States, where common themes in such products included sugar-free
formulations, fewer calories, lower fat, fewer carbohydrates and portion
control.
Co-branding remained a significant trend over the
2002-03 period, as a number of ice cream companies continued to forge
licensing agreements with leading confectionery and, more recently, fruit
juice manufacturers. In take-home ice cream, however, such activity was not
quite so evident as in previous years, as many confectionery brands have
already been brought out in ice cream form.
During the 2002-03 period, manufacturers increasingly
introduced a wider range of flavors to their existing brands in order to
capitalize on the increasingly cosmopolitan nature of consumer tastes and
to acknowledge the regionally specific tastes of migrant populations. In
the United States, for example, Hispanic-based flavors were one of the
prime growth drivers in 2003, as manufacturers tried to connect with one of
the most rapidly growing ethnic markets in the country.
The ice cream market is becoming increasingly
consolidated in the hands of a limited number of multinational players,
with many of the smaller companies leaving the industry. During the review
period, leading manufacturers Unilever and Nestlé both expanded
their respective businesses via a strategy of acquisition, culminating in
Nestlé’s purchase of Dreyer’s Grand Ice Cream Inc. in
June 2003.
The major distribution trend in the ice cream market
during the 1998-2003 period was growth in sales through multiple grocers
and convenience stores, and the converse decline of sales through
independent food stores and others. The increasing trend towards
supermarkets is attributable to a number of factors, including one-stop
shopping convenience, lower prices and a wider choice of branded and
private label products.
Non-traditional retail outlets such as leisure centers,
bowling alleys and cinemas are increasingly regarded as favorable channels
for distribution of impulse ice cream. “Cash rich but time
poor” consumers are increasingly willing to pay a premium for
innovative, high-quality ice cream products that can be consumed at point
of purchase or shortly after.
In emerging regional markets such as China, packaged
ice cream is becoming more affordable, as intensified competition and
increased production results in a fall in unit prices. Rising income levels
and the growing penetration of multiple grocers have also contributed to
this trend.
Source: Euromonitor
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