With no sign of the cost of living crisis easing, many of us will be looking for ways to enjoy a little moment of happiness this year and with the warmer summer months on the horizon, consumers will increasingly head to the freezer to find their favourite sweet treats.
In Take Home ice cream, handheld products in the category continue to grow ahead of tubs, as consumer lifestyles evolve and snacking occasions grow. Handheld products are more versatile and better suited to these changes, and the broad offer across handheld formats also means there’s something to please everyone.
Chocolate sticks, lollies and cones are the formats driving the most growth in handheld.
“Impulse ice cream is another key area of the category, especially during summer, where retailers can capitalise on increased footfall driven by hot weather spikes,” comments Henry Craven, Customer Marketing Controller at Froneri. “From our portfolio, Cadbury Flake Cone and Oreo Sandwich are the 2nd and 3rd best-selling impulse products in the market and must stocks for every retailer, helping to grow sales and offer shoppers the choice and variety they’re looking for.”
Since they were introduced last year, many retailers have had to adapt to the new rules around HFSS products. Ice Cream is the biggest category in Frozen, heavily reliant on promotions, feature space in store and the impulsive sales these deliver, so retailers and manufacturers have needed a strategy in place, ready for the introduction of the HFSS legislation.
“We know shoppers will continue to look for their favourite ice creams, so even though some of those unplanned sales will be lost, there’s now more pressure on the ice cream fixture to deliver the volume we’re used to selling from promotional space,” adds Craven.
It’s still too early to judge the full impact of the changes that landed in October last year, but it looks like most retailers have adapted well to ensure compliance with the rules, whilst still allowing shoppers looking for a deal to find what they want, which is important with the rising cost of living.
“It’s difficult to reformulate indulgent ice cream to fall below the permitted HFSS nutrient score without adversely impacting the quality – taste and enjoyment are key, consumers tell us they just aren’t prepared to compromise on this,” says Craven. “However, there are already some popular products that sit outside of HFSS rules which presents a unique opportunity for growth in the new HFSS world.”
Ice lollies are a great example; as the third largest sector in the category, lollies are one of the fastest growing sectors in recent years, driven by their great value, broad family appeal and low-calorie permissibility.
Rowntree’s is the No.1 Lolly brand in the UK market and the full range is non-HFSS, so there’s an opportunity to drive one of the biggest brands in the category from promotional feature space and offer visibility for the broader ice cream category in the aisle.
The Cadbury ice cream range has gone from strength to strength, growing ten times faster than the category in the last year (Nielsen), highlighting the popularity of the Cadbury brand as well as the importance of carrying a selection from the range to meet the shopper need for a strong confectionery offer in ice cream.
“To maintain growth, this summer we’re thrilled to launch Cadbury Caramilk in both stick and tub formats into the ice cream range, offering another delicious treat for the whole family to enjoy,” Craven continues. “Cadbury Caramilk has been a huge hit with consumers since it entered the confectionery category, and with an exciting launch planned to help the ice cream range reach even more shoppers, it offers a golden opportunity for retailers to drive even more incremental ice cream sales this year.”
Ferrero UK is set to add some ‘cool’ to the frozen aisle with the launch of a new ice cream trio. Backed by a £2m marketing campaign, Ferrero UK is rolling out the unrivalled taste of its chocolates in an ice cream stick format. The three flavours comprising of Ferrero Rocher Classic, Ferrero Rocher Dark and Raffaello will be available as premium ice cream sticks for consumer’s treating moments.
Ferrero Rocher Classic, Ferrero Rocher Dark and Raffaello ice creams join a market that already boasts 91% household penetration (Kantar). The UK ice cream market continues to expand with chocolate ice cream sticks growth at £26.4m over the summer being 98% incremental to the category (Kantar). Ice cream is also the largest category within frozen at 23.3% share worth £1.4bn (IRI).
As Ferrero continues its ambition to become a major player in sweet packaged foods, this launch provides the perfect opportunity to expand its portfolio and tap into a new category. The ice creams will target younger adults and offer shoppers more variety within the frozen aisle.
Jason Sutherland, UK & Ireland Sales Director at Ferrero, comments: “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. 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 (Kantar).”
Encompassing the signature taste of Ferrero Rocher, the new Ferrero Rocher Classic and Ferrero Rocher Dark ice creams are coated with crunchy hazelnut pieces and filled with a smooth hazelnut flavoured ice cream. The Raffaello ice cream sticks comprise of a crispy coating with a generous sprinkling of coconut shavings and crunchy almond pieces with a smooth, refreshing coconut flavoured ice cream.
Ferrero ice creams are available at an RRP of £2.00 for single sticks and £4.75 for multipacks of 4. The launch will be supported by a £2m campaign which will be leveraged across multiple touchpoints to drive ultimate excitement and recruit new shoppers to the aisle.
Jose Alves, Head of Häagen-Dazs UK at General Mills UK, comments: “According to new research commissioned by Häagen-Dazs, more than a third (37%) of convenience store shoppers would choose a Big Night In (BNI) over going to a pub, bar or restaurant to save money over the next six months, with one-in-three already hosting a BNI at least once a week.”
Currently, six in ten (60%) consumers say they would choose ice cream for a movie night at home and 44 percent would buy a premium brand of ice cream specifically for their Big Night In.
Sales of ice cream are also expected to continue throughout the winter months, with nearly a quarter of retailers regarding multi-serve ice cream as an all-year-round must stock and 35 percent of shoppers purchasing the same amount of ice-cream for a BNI in the winter vs. summer.
In the face of economic instability, consumers are looking for smaller more premium, indulgences to help them celebrate those special ‘me moments’ without breaking the bank.
“Retailers should ensure they are providing a broad range of dessert and treat products,” adds Alves. “A survey we recently conducted found that 43 percent of consumers think that the dessert options available in their local stores is limited, while almost half (48%) admit they can’t find what they’re craving.”
Big Night In is an opportunity for retailers to drive sales at a time when we’re all feeling the pinch. It is a high-purchase mission, with one-in-two shoppers spending more than £15 per person.
Premium treats, such as luxury branded ice cream, are frequently considered for a Big Night In, and many retailers see increased sales through cross-category promotions that make it easier for the shopper to choose, such as bundles combining dessert offerings with pizza or meal kits.
In fact, 64 percent of retailers feel that BNI contributes to the success of their store.
Many retailers see increased sales through cross-category promotions that make it easier for the shopper to choose, such as bundles combining dessert offerings with pizza or meal kits. In fact, 64 percent of retailers feel that BNI contributes to the success of their store.
“Support your ice cream offering with a high-visibility location for your freezer,” says Alves. “We know that shelf space remains at a premium, so it is important to allocate space to year-round growth drivers, such as pints or mini cup formats, which have a higher share of sales in winter months.”
Häagen-Dazs is well-positioned to meet consumer demands for indulgence, with a portfolio of flavours and formats that reflect decades of craftsmanship and use high-quality ingredients. The brand is launching its biggest ever marketing campaign to support its newest innovation, Häagen-Dazs Macaron in partnership with the Picasso of Pastry, Pierré Herme, to bring consumers an iconic ice cream experience they can enjoy at home.
The range is the brand’s biggest launch ever and will bring consumers a distinctive and luxurious experience, with rich ice cream, crunchy and chewy macarons and swirls of sauce that authentically brings the iconic patisserie to life. Pierre Hermé was involved in the whole product development – and has tested all products and approved both the recipes and the look and feel of the premium pack design, which will stand out on shelf.
Leanne Holcroft, Brand Manager at Holland’s Pies, comments: “It is undeniable that the cost-of-living crisis has had a huge impact on shoppers across the country. With prices increasing, customers have become more price sensitive; shoppers have begun to move away from chilled to frozen categories as they are seeking out cost-effective ways to stretch their budgets and keep freezers full. For example, a single own-label 150g pie in chilled is £1, while in frozen it’s 66p – a significant 34% saving.”
Times of stress often result in people looking for security, which leads them to nostalgic and traditional flavours that are trusted and known to provide comfort. Holland’s has seen sales of the Steak & Kidney flavour grow by almost a fifth (19.2%), with a 15.2% increase in the Plain Steak flavour (IRI).
“Holland’s is extremely proactive in bringing out new lines to delight pie lovers,” adds Holcroft. “The recent launch of the tasty new twin-pack pies has allowed the brand to meet the growing “dining-in” trend, which has continued to grow since 2018, with an increase of 87 million more together-time meals taking place on an evening per year (Kantar).”
Twin-pack pies tend to be larger, have higher QUIDs and are premium compared to the four-pack pies. The growth in this category is driven by fewer people treating themselves and saving money by creating an at-home dining experience.
Holland’s launched two twin-packs, Steak& Gravy and Chicken & Gravy, in March 2022. Chicken Balti and Peppered Steak flavours were added to the range in November.
British shoppers are stocking up on frozen veg in time for their Sunday roasts as fresh vegetable shortages continue, new data demonstrates.
Retail data experts Reapp have seen a surge in sales of frozen veg on weekends at one major British supermarket – with a 20 per cent year on year uplift. Almost £150,000 worth of additional sales have been made in 2023 alone.
The week ending February 26 saw a 47 per cent year on year uplift with additional sales of £28,000 – as supermarkets struggled to fill shelves with fresh veg.
Nationwide shortages of fresh veg have been blamed on unusually poor weather in Spain, with fears the current cold snap could prolong the issue further.
Reapp Commercial Director James Lamplugh comments: “Our analysis of recent supermarket shopping patterns show that the nationwide veg shortages have prompted the public to stock up on frozen alternatives. “With this trend strongest on weekends it suggests shoppers may be filling their freezers out of fear further shortages could impact on the best meal of the week – Sunday lunch.”
As the cost-of-living crisis continues, Dopsu is seeing a rise in the ‘big night in’ with 39% (YouGov) of shoppers looking to cut spending on eating and drinking out.
“We anticipate this trend to continue into the summer with cost-effective food options as a key driver of the purchasing decision for consumers,” says Abigail Flynn, Brand Manager at Dopsu. “This has led to a growth in retail frozen food sales which have increased by £872m to £7bn a year, making it the second fastest food and drink category.
“This aligned to the rapid growth of the plant-based category with 43.7% of UK shoppers considering themselves as flexitarian, which means that retailers should focus on frozen products like Dopsu, which offer a range of everyday plant-based meat alternatives from as little as £2 a pack. They can be stored in the freezer even after being opened and have an extended shelf life which can help reduce household food wastage.”
According to research by OnePoll, almost two-thirds (62%) of consumers are reducing or looking to cut back on the amount of animal protein they eat. However, it was found that classic meaty dishes like lasagne (40%) and spaghetti Bolognese (39%) remain some of the top dishes loved by Brits. Demand for more frozen food options has been behind Dopsu’s decision to offer a wider range of products and the brand has recently added Dopsu No-Beef Balls and No-Beef Mince, which provide the perfect frozen meat-free alternatives to these classics, whilst delivering on their familiar and much-loved taste and texture.
The Dopsu range has been developed to really live up to consumer expectations for plant-based meat alternatives that deliver on taste, texture and sustainability and rigorous independent taste tests have shown that Dopsu is the highest achiever in the meatless category.
Dopsu’s No-Chicken pieces are the brand’s best-sellers with an overall carbon footprint that is 70% less than chicken, making them a great tasting, sustainable option, especially when taking its long shelf life into consideration.
When the brand first launched, it immediately achieved unprecedented levels of satisfaction in independent consumer taste tests conducted by Wirral Sensory Services. The Dopsu range cooks and tastes just like meat so that people can create their favourite meals without compromising on a meat lover’s experience. It is its extensive range including Lamb, Beef, Chicken, Duck, Pork and now meatballs and mince, which is what helps the brand stand apart from its competitors.
Flynn adds: “It is clear that demand for meat alternatives is not waning as more and more consumers switch to a flexitarian diet. In January Dopsu announced new listings in ASDA for two additions to the range – Dopsu No-Beef Balls and No-Beef Mince. These were introduced to the range in response to customer demand for a greater choice of frozen meat alternatives that deliver on meaty taste.”
Dopsu is propelling itself as a brand with a strong marketing programme and has joined forces with brand ambassador and foodie, Fred Sirieix. The partnership with Fred is a great fit for Dopsu as he is a very well-known and respected figure through his TV career and his food credentials. Fred is passionate about making sustainable lifestyle changes that reduce his impact on the environment and as a meat eater, he can show how easy it is to cut down on meat, without losing the meals you love by using Dopsu. Fred is on a mission to empower meat-eaters to make simple plant-based swaps through an extensive PR and social media campaign targeting flexitarians.
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