Mixed results for frozen novelty sales
Ice pop sales pop higher, while other subcategories experience mixed results.
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In a unique look encompassing the entire 2023 period, as opposed to a specific 52-week period we often present, Chicago-based research firm Circana data reveals novelty sales were not red hot, but held up adequately compared to the prior year.
Overall, frozen novelty dollar sales reached $8.2 billion for the 52 weeks ending Dec. 31, a 4% year-over-year (YoY) climb. However, unit sales thawed by 3% to 1.8 billion.
Among frozen novelty subcategories, ice pop novelties can be characterized as having the best year when based upon achieving both YoY dollar sales and unit sales gains. Ice pops generated $220 million in sales for the entirety of 2023, a YoY gain of 4%, as well as a unit sales gain of 1% to 81.8 million, according to Circana.
Fun Pops, a division of Burlington, N.C.-based Alamance Foods, leads this category in terms of dollar sales, which came in at $73 million in 2023, a decline of 3% YoY. Unit sales also dipped by 6% YoY to 25.3 million, states Circana. Among the top 10 sellers in the subcategory, Victoria, B.C.-based Deebees Organics was a standout, achieving dollar sales of $12.5 million, an impressive 46% YoY advancement, as well as a 38% unit sales gain to 2.2 million.
The frozen novelty subcategory produced mixed results. Dollar sales rose 4% YoY to $7.6 billion, but unit sales declined by 3% to $1.7 billion. Vevey, Switzerland-based Nestlé led the way with nearly $1.2 billion in dollar sales for the year ending Dec. 31. Its dollar sales rose 7% YoY, pairing nicely with a 5% unit sales increase to 211.6 million, per Circana.
With the exception of private-label frozen novelty sales, Nestlé doubled all other competitors on a dollar sales basis. Next on the list was Dreyer’s Grand Ice Cream’s Outshine brand, which produced solid results, achieving $573.5 million in dollar sales, (up 4% YoY) and unit sales rising 5% to 113 million. Minneapolis-based Häagen-Dazs also had an excellent year, enjoying a dollar sales jump of 12% YoY to $419 million, as well as a 5% unit sales jump to 102 million.
Another frozen novelty standout for the year ending Dec. 31 was Yasso. The Boulder, Colo.-based company’s dollar sales skyrocketed by 17% YoY to $278 million, as well a double-digit unit sales increase of 11% YoY to 49 million, according to Circana.
The frozen ice cream/ice milk desserts subcategory also finished 2023 with mixed results. The subcategory saw dollar sales lift higher by 3% to $352.8 million, but unit sales declined by 4% to 16.7 million. Carvel is the No. 1 seller in this subcategory. The division of Rich Products Corp.’s dollar sales increased by 6% YoY to $239 million, but suffered a 4% YoY unit sales decline to 10.7 million.
The No. 2 seller in frozen ice cream/ice milk desserts, Wilbraham, Mass.-based Friendly’s, also saw dollar sales rise (12% to nearly $40 million) and unit sales decline (1% to 1.9 million). Several other companies suffered both dollar sales and unit sales declines for the year ending Dec. 31, Circana data reveals. In fact, only two companies saw both a dollar sales and unit sales YoY jump.
These standout companies are No. 14 ranked, Michigan-based Coolie Moo’s, whose dollar sales rocketed higher by nearly 100% YoY to $54,261, complementing its 65% unit sales jump to 5,286, and No. 15 ranked seller Royal Wich, a division of Manchester, Conn.-based Royal Ice Cream Co. Inc., whose dollar sales rose 74% to $40,156 and unit sales increased the same percentage YoY to 2,183.
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