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Ice Cream - UK, June 2013

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Table of Contents Ice Cream UK, June 2013

© Mintel Group Ltd. All rights reserved. iii

INTRODUCTION ..................................................................................................................................... 9

Definition ......................................................................................................................................... 9 Abbreviations ................................................................................................................................ 10

EXECUTIVE SUMMARY ....................................................................................................................... 11

The market .................................................................................................................................... 11 Figure 1: Market size and forecast for UK retail value sales of ice cream, sorbet and frozen yogurt, 2007-17 .. 11

Market factors ............................................................................................................................... 12 Gloomy summer weather in 2012 hits the market ............................................................................................. 12 Figure 2: Summer sunshine and rainfall trends, 2006-12.................................................................................. 12 Ageing population set to hinder the market ....................................................................................................... 13

Companies, brands and innovation .............................................................................................. 13 Unilever brands dominate the market ............................................................................................................... 13 Figure 3: Brand shares in the UK tubs and blocks ice cream market, 2013 ...................................................... 13 Brands drive NPD ............................................................................................................................................. 14 Adspend continues to ebb ................................................................................................................................ 14

The consumer ............................................................................................................................... 15 Ice cream enjoys high penetration .................................................................................................................... 15 Figure 4: Types of ice cream/sorbet/frozen yogurt eaten/bought in the past 12 months, April 2013 ................. 15 Special offers are the number one choice factor ............................................................................................... 16 Figure 5: Choice factors when buying ice cream/sorbet/frozen yogurt, April 2013 ............................................ 16 Ice cream benefits from its position as an affordable indulgence ...................................................................... 17 Figure 6: Attitudes towards ice cream, sorbet and frozen yogurt, April 2013 .................................................... 17 For one in three users, ice cream only appeals in warm weather ..................................................................... 18 Figure 7: Barriers to buying ice cream, sorbet and frozen yogurt, April 2013 .................................................... 18

What we think................................................................................................................................ 18

ISSUES IN THE MARKET .................................................................................................................... 21

How can ice cream brands encourage out of season usage? ...................................................... 21 How can ice cream brands boost the visibility of the sector? ....................................................... 21 How can brands boost the health credentials of the category? .................................................... 22 Where are growth opportunities in the market? ............................................................................ 22

TREND APPLICATION ......................................................................................................................... 23

Trend: Play Ethic ........................................................................................................................... 23 Trend: Collective Intelligence ........................................................................................................ 23 Mintel Futures: East Meets West .................................................................................................. 24

MARKET DRIVERS .............................................................................................................................. 25

Key points ..................................................................................................................................... 25 Disappointing weather in summer 2012 dents demand ............................................................... 25

Figure 8: Summer sunshine and rainfall trends, 2006-12.................................................................................. 25 Rising commodity prices put manufacturers under pressure ....................................................... 26 Population shifts present challenges and opportunities ............................................................... 27

Figure 9: Trends in the age structure of the UK population, 2007-17 ................................................................ 27 Families provide a boost to the sector… ...................................................................................... 28

Figure 10: Forecast adult population trends, by lifestage, 2007-17 ................................................................... 28 ….however, household sizes are shrinking .................................................................................. 29

Figure 11: UK households, by size, 2007-17 .................................................................................................... 29 Socio-economic shifts to benefit the market ................................................................................. 30

Figure 12: Forecast adult population trends, by socio-economic group, 2007-12 and 2012-17 ........................ 30

STRENGTH AND WEAKNESSES ....................................................................................................... 33

Strengths ....................................................................................................................................... 33 Weaknesses.................................................................................................................................. 33

WHO’S INNOVATING? ......................................................................................................................... 35

Key points ..................................................................................................................................... 35 Innovation levels remain low but stable ........................................................................................ 35


© Mintel Group Ltd. All rights reserved. iv

NPD concentrates on dairy-based products ................................................................................. 36 Figure 13: NPD in ice cream, sorbet and frozen yogurt, by type, 2009-12 ........................................................ 36

Frozen yogurt NPD looks to cater to burgeoning popularity ......................................................... 38 Brands extend their lead in NPD in 2012 ...................................................................................... 39

Figure 14: NPD in ice cream, sorbet and frozen yogurt – branded vs. own-label, 2009-12 ............................... 39 Figure 15: Top companies in ice cream, sorbet and frozen yogurt market, by NPD, 2009-12 ........................... 40

Unilever is a key driver of high-profile NPD… .............................................................................. 40 …while R&R focuses on the kids’ market ......................................................................................................... 41

Harnessing the power of brand extensions .................................................................................. 42 The miniature trend gains momentum .......................................................................................... 42 Flavours become more experimental ........................................................................................... 43

Figure 16: Top ten flavours used in ice cream, sorbet and frozen yogurt market, 2009-12 ............................... 43

MARKET SIZE AND FORECAST ......................................................................................................... 45

Key points ..................................................................................................................................... 45 Price inflation drives growth in ice cream, sorbet and frozen yogurt market ................................ 45

Figure 17: Market size and forecast for UK retail volume and value sales of ice cream, sorbet and frozen yogurt, 2007-17 ................................................................................................................................................ 45

The future of the ice cream, sorbet and frozen yogurt market ...................................................... 46 Figure 18: Market size and forecast for UK retail value sales of ice cream, sorbet and frozen yogurt, 2007-17 ..................................................................................................................................................................... 46 Figure 19: Market size and forecast for UK retail volume sales of ice cream, sorbet and frozen yogurt, 2007-17 ............................................................................................................................................................ 47

Factors used in the forecast .......................................................................................................... 48

SEGMENT PERFORMANCE ................................................................................................................ 49

Key points ..................................................................................................................................... 49 Ice cream sector governs the market ........................................................................................... 49

Figure 20: UK retail value sales of ice cream, sorbet and frozen yogurt, by type, 2009-13 ............................... 49 Multipacks are gaining ground on tubs and blocks ....................................................................... 50

Figure 21: UK retail value sales of ice cream, by format, 2009-13 .................................................................... 50

MARKET SHARE .................................................................................................................................. 53

Key points ..................................................................................................................................... 53 Ben & Jerry’s extends its lead of the tubs market......................................................................... 54

Figure 22: Brand shares in retail sales of tubs/blocks of ice cream, by value and volume, 2012 and 2013....... 54 Magnum dominates handheld....................................................................................................... 56

Figure 23: Brand shares in retail sales of handheld ice cream, by value and volume, 2012 and 2013 .............. 56

COMPANIES AND PRODUCTS ........................................................................................................... 59

Fredericks Dairies ......................................................................................................................... 59 General Mills (Häagen-Dazs) ........................................................................................................ 60 Green and Black’s ......................................................................................................................... 61 Mars .............................................................................................................................................. 62 R&R ............................................................................................................................................... 62 Unilever ......................................................................................................................................... 64

BRAND RESEARCH............................................................................................................................. 67

Brand map..................................................................................................................................... 67 Figure 24: Attitudes towards and usage of brands in the ice cream sector, March 2013 .................................. 67 Correspondence analysis ................................................................................................................................. 68

Brand attitudes .............................................................................................................................. 69 Figure 25: Attitudes, by ice cream brand, March 2013 ...................................................................................... 69

Brand personality .......................................................................................................................... 70 Figure 26: Ice cream brand personality – macro image, March 2013 ............................................................... 70 Figure 27: Ice cream brand personality – micro image, March 2013 ................................................................. 71

Brand experience .......................................................................................................................... 72 Figure 28: Ice cream brand usage, March 2013 ............................................................................................... 72 Figure 29: Satisfaction with various ice cream brands, March 2013 ................................................................. 73 Figure 30: Consideration of ice cream brands, March 2013 .............................................................................. 74


© Mintel Group Ltd. All rights reserved. v

Figure 31: Consumer perceptions of current ice cream brand performance, March 2013 ................................. 75 Figure 32: Ice cream brand recommendation – Net Promoter Score, March 2013 ........................................... 76

Brand index ................................................................................................................................... 77 Figure 33: Ice cream brand index, March 2013 ................................................................................................ 77 Figure 34: Ice cream brand index vs. recommendation, March 2013 ................................................................ 78

Target group analysis ................................................................................................................... 79 Figure 35: Target groups, March 2013 ............................................................................................................. 79 Figure 36: Ice cream brand usage, by target groups, March 2013 .................................................................... 80 Group One – Conformists ................................................................................................................................. 80 Group Two – Simply the Best ........................................................................................................................... 81 Group Three – Shelf Stalkers ........................................................................................................................... 81 Group Four – Habitual Shoppers ...................................................................................................................... 81 Group Five – Individualists ............................................................................................................................... 82

BRAND COMMUNICATION AND PROMOTION ................................................................................. 83

Key points ..................................................................................................................................... 83 Total adspend ebbs from its 2010 peak ........................................................................................ 83

Figure 37: Total advertising expenditure in the ice cream market, 2009-12 ...................................................... 83 Unilever accounts for the lion’s share, despite cutting adspend… ............................................... 84

Figure 38: Advertising expenditure, by top ten advertisers, 2009-12 ................................................................ 84 …while R&R steps up expenditure ................................................................................................................... 85 Sainsbury’s, Asda and Tesco ramp up adspend ............................................................................................... 85 Figure 39: Advertising expenditure, by media type, 2009-12 ............................................................................ 86

CHANNELS TO MARKET .................................................................................................................... 87

Key points ..................................................................................................................................... 87 Multiples reign supreme ................................................................................................................ 87

Figure 40: UK retail sales of the ice cream, sorbet and frozen yogurt market, 2009-12 .................................... 87

THE CONSUMER – USAGE OF ICE CREAM, SORBET AND FROZEN YOGURT ........................... 89

Key points ..................................................................................................................................... 89 85% of Britons purchase ice cream .............................................................................................. 89

Figure 41: Types of ice cream/sorbet/frozen yogurt eaten/bought in the past 12 months, April 2013 ............... 90 Families buy the most ice cream .................................................................................................. 91

Figure 42: Consumers who have purchased ice cream/sorbet/frozen yogurt in the past 12 months, by presence of own children and household size, April 2013 ................................................................................ 91

25-34s are important to the market ............................................................................................... 91 Frozen yogurts and sorbets attract a young, affluent crowd ......................................................... 92

Figure 43: Consumers who have purchased sorbet and frozen yogurt in the past 12 months, by age and socio-economic group, April 2013 ..................................................................................................................... 92

Repertoire analysis ....................................................................................................................... 93 Figure 44: Repertoire of types of ice cream/sorbet/frozen yogurt bought in the past 12 months, April 2013 ..... 93

The category is characterised by relatively infrequent usage ....................................................... 94 Figure 45: Frequency of eating ice cream, ice lollies, sorbet and frozen yogurt, April 2013 .............................. 94

THE CONSUMER – CHOICE FACTORS ............................................................................................. 97

Key points ..................................................................................................................................... 97 Special offers hold the most sway on ice cream shoppers ........................................................... 97

Figure 46: Choice factors when buying ice cream/sorbet/frozen yogurt, April 2013 .......................................... 98 Figure 47: Consumers who look for special offers/promotions and a well-known brand when choosing ice cream/sorbet/frozen yogurt, by gender, socio-economic group and presence of children, April 2013 ............... 99

The majority gravitate towards their favourite flavour ................................................................... 99 Figure 48: Consumers who look for their favourite flavour when choosing ice cream/sorbet/frozen yogurt, by gender, presence of children and working status, April 2013 ..................................................................... 100

Notable demand for premium and all-natural ingredients ........................................................... 101 Figure 49: Consumers who look for premium ingredients and all-natural ingredients when choosing ice cream/sorbet/frozen yogurt, by age and socio-economic group, April 2013 .................................................... 101

Health attributes are of most interest to women ......................................................................... 102 Figure 50: Consumers who look for low fat/fat-free, low sugar/sugar-free and reduced calorie when choosing ice cream/sorbet/frozen yogurt, by gender and age, April 2013 ....................................................... 102

Demand for large packs far outweighs that for small packs ....................................................... 103 Niche interest in ethical credentials ............................................................................................ 103


© Mintel Group Ltd. All rights reserved. vi

THE CONSUMER – ATTITUDES TOWARDS ICE CREAM, SORBET AND FROZEN YOGURT .... 105

Key points ................................................................................................................................... 105 Ice cream benefits from its position as an affordable indulgence ............................................... 105

Figure 51: Attitudes towards ice cream, sorbet and frozen yogurt, April 2013 ................................................ 106 Added-value opportunities for superfood ingredients ................................................................. 106 A third add toppings .................................................................................................................... 107 Notable demand for a wider range of sorbet and frozen yogurt ................................................. 107 16-24s most open to unusual flavours and added health benefits ............................................. 108

Figure 52: Consumers who are interested in buying ice cream featuring unusual flavours and with functional benefits, by age, April 2013 ............................................................................................................ 108

Meal deals could boost visibility .................................................................................................. 109 Room for products with natural alternative sweeteners .............................................................. 110

Figure 53: Consumers who would be interested in buying ice creams/lollies/sorbets which use natural alternative sweeteners and those who do not like the taste of healthier or ‘light’ variants, by gender and age, April 2013 ............................................................................................................................................... 110

THE CONSUMER – BARRIERS TO ICE CREAM ............................................................................. 111

Key points ................................................................................................................................... 111 For one in three users, ice cream only appeals in warm weather .............................................. 111

Figure 54: Barriers to buying ice cream, sorbet and frozen yogurt, April 2013 ................................................ 112 Negative health perceptions hinder the market .......................................................................... 113

Figure 55: Consumers who don’t eat more ice cream/lollies/sorbet/frozen yogurt because they are too high in fat/sugar, by gender, age and socio-economic group, April 2013 ........................................................ 113

Price is a sticking point for one in four users .............................................................................. 114 Figure 56: Consumers who don’t eat more ice cream/lollies/sorbet/frozen yogurt because they are too expensive and consumers who have cut back on buying these to save money, by gender and age, April 2013 ............................................................................................................................................................... 114

Ice cream is not front of mind for one in five ............................................................................... 114 Space in the freezer is an issue for one in eight ......................................................................... 115

Figure 57: Consumers who don’t eat more ice cream/lollies/sorbet/frozen yogurt because they take up too much space in the freezer, by age and household size, April 2013 ................................................................ 115

APPENDIX – MARKET SIZE .............................................................................................................. 117

Figure 58: Best- and worst-case forecasts for UK retail sales of ice cream, sorbet and frozen yogurt, by volume, 2012-17 ............................................................................................................................................. 117 Figure 59: Best- and worst-case forecasts for UK retail sales of ice cream, sorbet and frozen yogurt, by value, 2012-17 ................................................................................................................................................ 117

APPENDIX – BRAND RESEARCH .................................................................................................... 119

Figure 60: Brand usage, March 2013 ............................................................................................................. 119 Figure 61: Brand commitment, March 2013 .................................................................................................... 119 Figure 62: Brand momentum, March 2013 ..................................................................................................... 120 Figure 63: Brand diversity, March 2013 .......................................................................................................... 120 Figure 64: Brand satisfaction, March 2013 ..................................................................................................... 121 Figure 65: Brand recommendation, March 2013 ............................................................................................. 121 Figure 66: Brand attitude, March 2013 ........................................................................................................... 122 Figure 67: Brand image – Macro image, March 2013 ..................................................................................... 122 Figure 68: Brand image – Micro image, March 2013 ...................................................................................... 123 Figure 69: Profile of target groups, by demographics, March 2013 ................................................................. 124 Figure 70: Psychographic segmentation, by target groups, March 2013 ........................................................ 126 Figure 71: Brand usage, by target groups, March 2013 .................................................................................. 128

Brand index ................................................................................................................................. 129 Figure 72: Brand index, March 2013 ............................................................................................................... 129

APPENDIX – THE CONSUMER – USAGE OF ICE CREAM, SORBET AND FROZEN YOGURT .. 131

Figure 73: Most popular types of ice cream/sorbet/frozen yogurt eaten/bought in the past 12 months, by demographics, April 2013 ............................................................................................................................... 131 Figure 74: Next most popular types of ice cream/sorbet/frozen yogurt eaten/bought in the past 12 months, by demographics, April 2013 .......................................................................................................................... 135 Figure 75: Other types of ice cream/sorbet/frozen yogurt eaten/bought in the past 12 months, by demographics, April 2013 ............................................................................................................................... 138


© Mintel Group Ltd. All rights reserved. vii

Figure 76: Most popular types of ice cream/sorbet/frozen yogurt eaten/bought in the past 12 months, by demographics, April 2013 ............................................................................................................................... 142 Figure 77: Next most popular types of ice cream/sorbet/frozen yogurt eaten/bought in the past 12 months, by demographics, April 2013 .......................................................................................................................... 145 Figure 78: Other types of ice cream/sorbet/frozen yogurt eaten/bought in the past 12 months, by demographics, April 2013 ............................................................................................................................... 149 Figure 79: Repertoire of types of ice cream/sorbet/frozen yogurt bought in the past 12 months, by demographics, April 2013 ............................................................................................................................... 152 Figure 80: Frequency of eating tubs/pots of ice cream, by demographics, April 2013 .................................... 156 Figure 81: Frequency of eating ice cream sticks/bars/cones, by demographics, April 2013 ............................ 159 Figure 82: Frequency of eating ice lollies, by demographics, April 2013 ......................................................... 164 Figure 83: Frequency of eating sorbet/frozen yogurt, by demographics, April 2013........................................ 166

APPENDIX – THE CONSUMER – CHOICE FACTORS .................................................................... 169

Figure 84: Most popular choice factors when buying ice cream/lollies/sorbet/frozen yogurt, by demographics, April 2013 ............................................................................................................................... 169 Figure 85: Next most popular choice factors when buying ice cream/lollies/sorbet/frozen yogurt, by demographics, April 2013 ............................................................................................................................... 172 Figure 86: Top ten claims used in ice cream, sorbet and frozen yogurt, 2009-12 ........................................... 176

APPENDIX – THE CONSUMER – ATTITUDES TOWARDS ICE CREAM, SORBET AND FROZEN YOGURT .............................................................................................................................. 177

Figure 87: Most popular attitudes towards ice cream, lollies, sorbet and frozen yogurt, by demographics, April 2013 ....................................................................................................................................................... 177 Figure 88: Next most popular attitudes towards ice cream, lollies, sorbet and frozen yogurt, by demographics, April 2013 ............................................................................................................................... 181

APPENDIX – THE CONSUMER – BARRIERS TO BUYING ICE CREAM........................................ 187

Figure 89: Most popular barriers to buying ice cream, lollies, sorbet and frozen yogurt, by demographics, April 2013 ....................................................................................................................................................... 187 Figure 90: Next most popular barriers to buying ice cream, lollies, sorbet and frozen yogurt, by demographics, April 2013 ............................................................................................................................... 191

UK RESEARCH METHODOLOGY ..................................................................................................... 197

Consumer research .................................................................................................................... 197 Sampling and weighting.................................................................................................................................. 197 Definitions ....................................................................................................................................................... 199 Qualitative Research ...................................................................................................................................... 201

Trade research ............................................................................................................................ 201 Informal .......................................................................................................................................................... 201 Formal ............................................................................................................................................................ 201 Desk research ................................................................................................................................................ 201

Statistical Forecasting ................................................................................................................. 202 European Research Methodology .............................................................................................. 205

Introduction Ice Cream UK, June 2013

© Mintel Group Ltd. All rights reserved. 9

Introduction

With penetration at 85%, ice cream has an established place in British food culture, benefiting both

from its position as an affordable indulgence and the presence of a number of iconic brands. However,

high inflation in the market – owing to rising commodity prices, and only partly offset by promotions

– has seen volume sales in the market steadily slip. The inherent seasonality of the market saw the

market particularly hard hit by the unusually wet summer of 2012.

Brands continue to drive NPD, helping them to extend their lead over own-label in the last year, and

premiumisation in the market continues to gain momentum. Strong performances came from

Unilever’s Ben & Jerry’s, Carte D’Or and Magnum brands, largely thanks to successful product

innovation, supported by marketing activity.

While sales of ice cream overall flounder, the frozen yogurt market – with its health halo – is booming,

with sales having doubled between 2010 and 2013, albeit from a small base of less than 1% of the total

market by value.

Definition

This report covers take-home and impulse sales of ice cream, as well as sorbets and frozen

yogurts.

Impulse ice cream is defined as single-serve ice cream purchased for immediate consumption,

including:

Wrapped handheld ice cream products, including chocolate bars, ice cream cones, chocolate stick

products, tubs and cups. Water ices and ice lollies are not strictly speaking ‘ice cream’ but are

generally regarded as such and thus are another part of the handheld sector.

Take-home ice cream is defined as any product that comprises primarily ice cream and is intended

for consumption in the home, including:

Dairy ice cream and non-dairy ice cream of all flavours retailed in multiple serving packs (500ml

or over) and multipacks of similar single-serve items.

Dessert ice cream such as Carte D’Or, Ben & Jerry’s and Wall’s Soft Scoop.

The report excludes:

Other types of frozen ice cream products, for example gateaux made partly with ice cream, which

may be mentioned in the text but are not included in market size data. These will be covered in the

upcoming Yogurt and Desserts – UK, July 2013 report.

Sales through foodservice channels such as cash-and-carry outlets, distributors or even direct to

consumer.

Sales from ice cream vans.

Value sales throughout this report are at retail selling prices (RSP). Market sizes at constant 2012

prices are devised using Mintel’s food deflator. Crown copyright material is reproduced with the

permission of the Controller of HMSO and the Queen’s Printer for Scotland.

Introduction Ice Cream UK, June 2013


Abbreviations

BOGOF Buy One get One Free

EFSA European Food Standards Agency

GAD Government Actuary’s Department

GDA Guideline Daily Amounts

GNPD Global New Product Database

HFSS High Fat, Salt and Sugar

Nielsen Media Research For further information, please contact

[email protected]

L/N/R Low/No/Reduced

MAT Moving Annual Total

NPD New Product Development

PoS Point of Sale

PDI Personal Disposable Income

PR Public Relations

RSP Retail Selling Price

UK United Kingdom

Executive Summary Ice Cream UK, June 2013


Executive Summary “Various grocers have featured ice cream as part of meal deals targeting the dinner occasion;

however, few brands have explored the lunchtime occasion. That a quarter of under-25s are

interested in seeing ice creams included in meal deals suggests scope to tap into the lucrative

lunchtime meal deal market, also offering the brands a platform to boost visibility.”

– Emma Clifford, Senior Food Analyst

The market FIGURE 1: MARKET SIZE AND FORECAST FOR UK RETAIL VALUE SALES OF ICE CREAM, SORBET AND FROZEN YOGURT, 2007-17

(£m)

1,050

Best case (£m)1,373

Worst case (£m)1,158

Mintel forecast (£m)1,265

0

200

400

600

800

1,000

1,200

1,400

1,600

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Market

valu

e (

£m

)

95%

Confidence intervals

90%

70%

50%

Actual Forecast

Est.

0

SOURCE: MINTEL/BASED ON IRI

The ice cream, sorbet and frozen yogurt market posted solid value growth of 20% to reach £1.1 billion

between 2007 and 2013. However, this has been fuelled by inflation and masks a decline in volume

sales of 11% over the period to 333 million litres. Rising prices have in part curbed volume demand,

together with poor weather in recent summers, while the market also faces competition from other

treats and snacks.

The market saw the biggest annual decline in 2012, with volume sales down 5% year on year,

reflecting the unusually bad summer weather stifling demand, with even the Queen’s Diamond Jubilee

and the London Olympics failing to buoy sales.

Mintel forecasts that the market will decline by 9% in volume terms to 304 million litres over the

2013-17 period, continuing the earlier trend, while rising prices will see value sales increase by 16% to

£1.3 billion.

Ice cream continues to account for the bulk of the ice cream, sorbet and frozen yogurt market,

representing 99% of sales in the total market, while the fast-growing sorbet and frozen yogurt segment

retains a decidedly niche foothold with less than 1% of total sales.



While tubs and blocks remain the preferred ice cream format, accounting for 45% of ice cream sales,

multipacks of handheld ice creams continue to grow their share of the market, competing with tubs as

an affordable option to larger households and families, while sales of handheld single ice creams

continue to tumble.

Market factors

Gloomy summer weather in 2012 hits the market FIGURE 2: SUMMER* SUNSHINE AND RAINFALL TRENDS, 2006-12

188

358

320 323

244267

379

602

473451

529

495473

403

0

100

200

300

400

500

600

700

0

100

200

300

400

500

600

700

2006 2007 2008 2009 2010 2011 2012

Sun

shin

e (

ho

urs

)

Rai

nfa

ll (m

m)

Rainfall (mm) Sunshine (total hours)

* June-August SOURCE: THE MET OFFICE /MINTEL

As a classic summertime treat, the ice cream/sorbet/frozen yogurt category is highly seasonal and

susceptible to fluctuations in temperature. Indeed, a third of users don’t buy these products more often

because they only appeal in warm weather.

As such, the disappointing summer of 2012 – the second wettest year on record – hit the market,

cancelling out any potential uplift from the Queen’s Diamond Jubilee, the UEFA European 2012

football championship and the 2012 London Olympics, which should have helped to boost sales.

Challengingly for the market, prolonged wintry weather continued into spring 2013.



Ageing population set to hinder the market

The ageing of the UK population is set to hinder the market given that older consumers tend to be the

least frequent users of ice cream/sorbet/frozen yogurt. However, over-55s express the most interest in

all-natural ingredients, low fat and low sugar content, with scope for NPD which emphasises these

claims are likely to curb falling usage.

The number of consumers aged 25-34 is expected to see rapid growth of approximately 9% over the

next five years, to account for 14% of the population by 2017. This will benefit the market given that

this age group are most likely to buy tubs of premium ice cream, ice cream bars and small individual

pots of ice cream, and reflecting this have the widest usage repertoire of different ice

cream/sorbet/frozen yogurt products.

ABs and C2s both have above-average usage of ice cream, hence the forecast growth within these two

socio-economic groups bodes well for the future of the market. The former are core users of premium

ice cream, sorbet and frozen yogurt, while the latter, unsurprisingly, have higher usage of value-

oriented formats like standard tubs and ice cream cones.

Companies, brands and innovation

Unilever brands dominate the market FIGURE 3: BRAND SHARES IN THE UK TUBS AND BLOCKS ICE CREAM MARKET, 2013*

Ben & Jerry’s (Unilever)

19%

Wall’s Carte D’Or (Unilever)

13%

Häagen-Dazs (General Mills)

11%Kelly’s (R&R Ice Cream)

7%

Wall’s Soft Scoop (Unilever)

5%

Own-label28%

Other17%

* MAT w/e 3 March 2013 SOURCE: MINTEL/BASED ON IRI



Unilever has a stronghold on the tubs/blocks ice cream market, owning Ben & Jerry’s and Carte D’Or

– leaders in the segment and both rapidly growing – as well as the wide-ranging Wall’s portfolio.

However, growth of premium players in the tubs/blocks market has seemingly come at the expense of

the Wall’s brands, which have seen volume sales decline.

Yoomoo – the only representative of frozen yogurt in the top brands – posted sales of £5 million in the

12 months to March 2013, giving this segment of the market a significant boost.

Magnum continues to dominate handheld ice cream, accounting for a quarter of the segment’s value,

and continues to go from strength to strength in an otherwise struggling market.

In the overall ice cream market, own-label is failing to keep up with the big brands, their big

advertising budgets and busy NPD schedules, and own-label’s share of the market is diminishing.

Brands drive NPD

Brands have extended their lead over own-label in NPD again in 2012, accounting for 63% of new

launches, of which Unilever is the most active player. Brands have focused their attention on luxury

innovation, in response to – and helping to fuel – the strong growth at the premium end of the market.

Although Unilever stayed at the top in terms of innovation in 2012, it was Morrisons which really

stepped up its game in this arena. As part of revamping its own-label range in 2012, the grocer also

updated its ice cream offering, accounting for one in ten new ice cream/sorbet/frozen yogurt products.

Adspend continues to ebb

Total adspend in the ice cream market has continued to fall from its peak in 2010, dropping by 11%

year on year in 2012 to £17.5 million. The fall is largely owing to market leader Unilever’s reduction

in above-the-line support over this period, highlighting the reliance of the market on this key operator

for visibility.

General Mills is the only company to have ramped up its investment in advertising in 2012, although

Sainsbury’s, Asda and Tesco increased adspend, however, this failed to grow own-label’s share of the

market.



The consumer

Ice cream enjoys high penetration FIGURE 4: TYPES OF ICE CREAM/SORBET/FROZEN YOGURT EATEN/BOUGHT IN THE PAST 12 MONTHS, APRIL 2013 Base: 1,500 internet users aged 16+

85

53

46

45

39

32

26

26

25

19

16

16

8

15

83

47

43

43

37

27

26

26

25

18

17

17

11

17

Any

Tubs of standard ice cream (eg Wall’s)

Ice cream sticks (eg Magnum)

Tubs of premium ice cream (eg Häagen-Dazs)

Ice cream cones (eg Cornetto)

Ice lollies

Scoop ice cream (eg from an ice cream shop)

Ice cream bars (eg Mars Ice Cream)

Soft ice cream (eg from a van)

Small/individual pots of ice cream

Frozen yogurt

Sorbet

Other type of ice cream

None of these

%

I have bought in thelast 12 months

I have eaten in the last12 months

SOURCE: GMI/MINTEL

Signalling a mature market, 85% of UK consumers – equating to some 52 million adults – have

purchased ice cream in the past 12 months. Purchasing of ice cream is biased towards women, parents

of under-16s and those living in large households, underscoring the importance of families to the

market.

Though playing a small role in the retail channel, sorbets and frozen yogurt have been bought by

around one in six (16%) consumers, with a bias towards 16-34s and typically affluent ABs, helped by

their healthy image and high profile in the foodservice channel.

The ice cream market is characterised by fairly infrequent usage, with approximately a third of ice

cream/lolly/sorbet/frozen yogurt buyers eating these less than once a month, though around one in four

buyers eat them weekly. Families stand out as having above-average usage frequency, together with

C2s and 25-34s.



Special offers are the number one choice factor FIGURE 5: CHOICE FACTORS WHEN BUYING ICE CREAM/SORBET/FROZEN YOGURT, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

SOURCE: GMI/MINTEL

Illustrating consumers’ penchant for bargains and the proliferation of price promotions in the market in

recent years, special offers stand out as the number one choice factor for consumers when deciding

which ice cream products to buy, while those looking for a well-known brand remain in the minority.

The majority of consumers choose ice cream featuring their favourite flavour, presenting a potential

barrier to flavour-based innovation.

There is notable demand for ice cream with both premium and all-natural ingredients, with three in ten

users attaching importance to these, signalling scope to add value to the market.

Reflecting the overarching health trend and ice cream’s unhealthy reputation, there is a sizeable

minority demand for options carrying L/N/R claims, particularly for women. While over-55s are most

attracted to products with low fat and sugar content, reduced calorie claims resonate most with under-

35s. The acceptance of healthier variants is particularly promising news for the market given that

around one in four users limit their intake due to concerns about high fat or calories.



Ice cream benefits from its position as an affordable indulgence FIGURE 6: ATTITUDES TOWARDS ICE CREAM, SORBET AND FROZEN YOGURT, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

64

34

33

24

21

21

20

17

17

17

6

Ice cream is an affordable indulgence

Ice cream with superfood ingredients appeals to me

I like to add toppings to ice cream

I'd be interested in buying ice creams with unusual flavours

The variety of sorbets in supermarkets is too limited

I'd be interested in buying ice cream with functional benefits

The variety of frozen yogurts in supermarkets is too limited

I would like to see ice creams included in meal deals

I would be interested in buying ice creams/lollies/sorbetswhich use natural alternative sweeteners

I do not like the taste of healthier or 'light' variants

I only let my kids eat ice cream on special occasions*

%

* only asked to parents SOURCE: GMI/MINTEL

Ice cream enjoys the status as an affordable indulgence, which has helped to maintain high household

penetration throughout the recession and in its aftermath; however, rising prices are putting pressure

on the market, with volume sales declining in recent years.

There are opportunities for ice cream manufacturers to boost the health credentials of their products

and add value to the category with superfood ingredients, given the interest expressed by a third of

users.

One in three ice cream/sorbet/frozen yogurt users like to customise their ice cream with extra

ingredients, opening up opportunities for operators to look to toppings or flavourings as an additional

revenue stream.

Significant growth opportunities lie in the still embryonic sorbet and frozen yogurt markets, with one

in five users deeming the current selection available at supermarkets to be inadequate, rising to a

quarter of women.



For one in three users, ice cream only appeals in warm weather FIGURE 7: BARRIERS TO BUYING ICE CREAM, SORBET AND FROZEN YOGURT, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

33

26

26

25

20

15

13

11

11

10

1

14

They are only appealing in warm weather

They are too high in fat/sugar

Too expensive

I have cut back on buying these to save money

I tend to forget about having ice cream at home

I prefer other indulgent treats (eg chocolate, sweets, cakes)

Ice cream takes up too much space in the freezer

It is hard to get them home from the supermarket and intothe freezer without melting

Other treats are more convenient to eat (eg not as messy)

I find them too sweet

I don’t like the taste of ice cream

None of these

%

SOURCE: GMI/MINTEL

For a third of users, ice cream only holds appeal in warm weather, inclement weather dampening

demand. The sales slump in the wet summer of 2012 attests to this well-recognised challenge faced by

the industry.

Negative health perceptions, in terms of high fat and sugar content, hamper the market, causing a

quarter of users to limit their intake, rising to over a third (36%) of ABs.

With budgets under pressure and prices going up, a quarter of users deem ice cream to be too

expensive, with a third of under-25s having cut back to save money.

At-home visibility is a problem for the market, with one in five users reporting that they tend to forget

about having ice cream in the freezer, particularly those without children in the household.

What we think

The ice cream market enjoys high penetration, with over eight in ten consumers having bought into the

category in the past 12 months, signalling a mature market. The position of these products as an

inexpensive indulgence and consumers’ willingness to treat themselves even when budgets are tight

has helped to support usage. The market is nonetheless faltering, with volume sales continuing to drop

each year, as the market faces intense competition from other treats, rising prices and inclement

weather. Indeed, despite the British summer of celebration, 2012 saw the most significant decline in

volume sales since 2007 of 5% year on year, owing largely to the unusually cold, wet weather.



However, a strong premiumisation trend continues to gain momentum in the market. This has been

fuelled by premium NPD from key players in the market, which has helped drive the impressive

growth of leading brands Ben & Jerry’s, Carte D’Or and Magnum. This is adding value to the market,

and along with high levels of inflation, continues to push up average selling prices.

Despite the popularity of indulgent ice cream, ice cream’s reputation for being high in fat and sugar is

the reason one in four users don’t buy these products more often. However, there is also marked

openness towards lighter variants among users, the high interest among the growing group of over-65s

further signalling the need for manufacturers to continue to explore this area. Looking beyond the

traditional L/N/R claims, the inclusion of superfood ingredients could also add value to the category,

given the interest expressed by a third of users.

However, arguably the biggest growth opportunity comes from the still embryonic frozen yogurt

segment. Although sales have doubled between 2010 and 2013, this segment still only accounts for

less than 1% of the total market. One in five users of ice cream/sorbet/frozen yogurt see the current

variety of these products in the supermarkets is too limited, signalling scope for the segment to build a

mainstream.

Issues in the Market Ice Cream UK, June 2013


Issues in the Market “While the ice cream market continues to struggle, sales of frozen yogurt are soaring, with the

segment benefiting from its naturally low-fat positioning. However, representing less than 1% of

the total market, it remains fairly embryonic. This suggests there are lucrative opportunities for

ice cream brands to grab a slice of this rapidly expanding sector.”

– Emma Clifford, Senior Food Analyst

How can ice cream brands encourage out of season usage?

As a quintessential summertime treat, ice cream faces the well-recognised problem of seasonal

demand, a third of users noting that it only appeals to them in warm weather. With the summer of

2012 being the second wettest on record, ice cream saw volume sales fall by 5% year on year, despite

the Jubilee and Olympic Games.

Seasonal specials have been explored in many markets affected by seasonal demand, as seen with New

Covent Garden’s ‘Soup of the Month’, offering a platform for brands to remind shoppers about their

products outside the core season. In the US Jeni’s Splendid Ice Creams has looked to boost its winter

appeal by launching a sorbet to help fight the flu, which contains ginger, cayenne pepper, bourbon,

honey as well as orange and lemon juices. Limited edition NPD should appeal to the 64% of

consumers who like to experiment with new flavours of ice cream (see Ice Cream – UK, July 2012).

Encouraging consumers to use ice cream in more unusual ways, such as in cocktails like ‘hard’

milkshakes, could also help to deseasonalise the market. Related cross-category promotions and on-

pack recipe ideas offer a platform for boosting visibility of the category outside the freezer aisle.

Positioning ice cream as an accompaniment to home-baked goods could allow brands to tap into the

still-popular home-baking trend to encourage a wider range of usage occasions. Tie-ups with ready-

made desserts hold similar potential, with scope to drive consumer engagement through crowd-

sourcing product-pairing ideas.

How can ice cream brands boost the visibility of the sector?

Constrained to the freezer, the ice cream category lacks visibility, both in supermarkets and in the

home. This is hampering the ability of the category to use the products themselves to stay front of

mind for many consumers. Attention-grabbing images of ice cream on freezer doors/lids offer a low-

cost vehicle for driving visibility in-store, together with PoS materials adjacent to other weather-led

categories.

Meanwhile, one in five users state that they don’t buy ice cream more often because they tend to forget

about having it at home. Ice cream manufacturers could add another string to their bows with branded

ice cream toppings, the presence of which in the fridge or cupboard would boost the visibility of the

brand in-home. Given the preference among one in three ice cream users for adding extra ingredients

to their ice cream, such brand extensions also have scope to offer a valuable additional revenue stream.

While free gifts have been used as loyalty rewards in markets as diverse as tea, butter and toilet paper,

such schemes remain rare in ice cream, where branded rewards like ice cream spoons or bowls could

offer the added benefit of acting as a reminder to consumers about the ice cream in their freezers.

Issues in the Market Ice Cream UK, June 2013


Various grocers have featured ice cream as part of meal deals targeting the dinner occasion; however,

few brands have explored the lunchtime occasion. That a quarter of under-25s – found to be more

drawn than older consumers to lunchtime deals – are interested in seeing ice creams included in meal

deals (eg at Boots, M&S) suggests scope to tap into the lucrative lunchtime meal deal market, also

offering the brands a platform to boost visibility.

How can brands boost the health credentials of the category?

Although consumers continue to enjoy treating themselves to indulgent treats such as ice cream, the

ice cream market’s reputation for being high in fat and sugar is the reason one in four users don’t buy

these products more often.

That only 17% of users do not like the taste of healthier or ‘light’ ice cream options indicates that

negative taste perceptions are not a major barrier for this segment. There are also growth opportunities

for products using stevia to reduce the sugar and calorie content, with one in five women who eat ice

cream expressing an interest in ice cream products using alternative natural sweeteners.

Simple product comparisons could also be used to combat the perceptions of ice cream as unhealthy,

for example reminding consumers that for certain varieties one large scoop of ice cream has no more

calories than an apple or a cereal bar.

Where are growth opportunities in the market?

Sales of frozen yogurt are soaring; the value of the market doubled between 2010 and 2013, albeit

from a decidedly small base or less than 1% of the market. This is testament to consumers’ interest in

healthier options which still feel indulgent. The rapid growth also reflects the higher visibility of these

products in the foodservice channel, and their wider availability in retail and in particular the

expansion of the Yoomoo brand (which was acquitted by R&R Ice Cream in January 2013).

However, one in five users of ice cream/sorbet/frozen yogurt view the current variety of these products

in the supermarkets as too limited, suggesting potentially lucrative opportunities for manufacturers in

this still relatively untapped market.

Purchasing of frozen yogurts and sorbets is strongly skewed towards the younger generation, with

limited interest among over-45s, likely to be related to a lack of awareness of these products. However,

specifically targeting older consumers, leveraging the naturally low-fat proposition of these products,

should provide a significant boost to the market given that this cohort is generally more health-aware

than younger age groups. There is scope for manufacturers to tap into the Greek yogurt trend with

frozen Greek yogurts, taking cues from the Ben & Jerry’s Greek Frozen Yogurt range in the US.

Trend Application Ice Cream UK, June 2013


Trend Application

Mintel’s approach in this section goes beyond merely identifying trends. We apply trends from

Mintel’s trend tool, Inspire, to understand the wider implications of cultural changes, gaining insight

into how companies and brands can translate these into on-the-ground opportunities relevant for the

ice cream, frozen yogurt and sorbet industry.

Trend: Play Ethic Play Ethic is a consumer trend identified by Mintel that looks at how brands are helping adults engage

with their inner adolescent by incorporating ‘play’ opportunities into their products, thus providing a

kind of antidote to the stresses and responsibilities of adulthood.

Here is how the Play Ethic trend can be utilised in the ice cream/sorbet/frozen yogurt market:

Mintel’s research for this report reveals that a quarter of ice cream/sorbet/frozen yogurt users would be

open to buying ice creams featuring more unusual flavours, rising to almost four in ten under-25s

(37%).

However, innovation has largely focused on rich, indulgent flavours, with many new products taking

inspiration from classic dessert flavours, such as Crème Brûlée, Chocolate Fondant and

Chocolate/Blondie Brownies. Although some smaller brands are experimenting with more unusual and

globally inspired flavours (such as the Cactus & Piquin Pepper flavour from Taywell Ice Creams’

Mexican range), there remains a gap in the market among the major players for more adventurous

offerings.

Manufacturers could look to the sugar and chocolate confectionery categories for ideation, where a

number of recent high-profile launches using surprising and playful concepts have helped to drum up

all-important consumer interest. Wrigley introduced the new Skittles Confused product in January

2013 (with a mismatch between colour and flavour) and Starburst and Fruittella both unveiled flavour-

changing chews in March 2013. Meanwhile, in the chocolate aisle, Cadbury Dairy Milk launched its

Marvellous Creations bars with jelly popping candy shells, unveiled in May 2013.

Ice cream brands could also tap into the Roald Dahl-inspired Willy Wonka theme to inject more

excitement into their products. For example ice cream tubs could include popping candy or pockets of

mystery flavours so consumers do not know what they are going to get, adding an element of surprise

and playfulness.

Trend: Collective Intelligence Mintel Inspire’s Collective Intelligence trend shows how the market/consumer relationship has

evolved from monologue to dialogue to roundtable ideation. This is creating a new kind of expectation

among consumers to participate and to become part of a company’s creation process from the start.

The ice cream market is limited by its seasonality, with a third of ice cream/sorbet/frozen yogurt users

agreeing that these products only appeal to them in warm weather. The long-running challenge the

industry faces is to boost the all-year-round appeal of ice cream to stop sales drying up in the winter

months – and indeed in poor summer weather (as was the case in the wet summer of 2012).

Trend Application Ice Cream UK, June 2013


To do so, ice cream manufacturers could look to launch limited edition specials around key times of

year, featuring seasonal ingredients, for example pumpkin-flavoured ice cream for Halloween.

For a more personal angle, manufacturers could invite consumers to have an active input into their

product offering via competitions on social media, asking users to vote for seasonal flavours. This

would follow in the footsteps of, for example, chilled soup brand New Covent Garden which has a

‘Soup of the Month’ and asks people to send in their own recipes.

Alternatively, brands could ask consumers what their favourite product is to have ice cream with, and

use this to create product tie ups in-store, with cross-category promotions helping to boost visibility.

This would help to move ice cream’s presence beyond the frozen aisle – which is notoriously difficult

to do. Product tie-ups would not necessarily have to be with typical desserts, but could encourage more

unconventional ways of using ice cream such as in milkshakes or cocktails.

Mintel Futures: East Meets West

Mintel’s Futures: East Meets West prediction suggests that the long-held view of Asia as a cash cow

for the West is shifting, with the boundaries between East and West blurring as Asian countries

become an increasingly influential force over Western trends.

Ice cream in Asia is often characterised by zany flavours and ingredients not typically associated with

ice cream. These could provide inspiration for the UK market, given that a sizeable minority are

attracted to unusual flavours (as discussed above). Green tea ice cream, for example, has become well

established in Asian countries but has yet to gain traction in the UK. In Japan, Häagen-Dazs has

launched flavours such as Purple Sweet Potato, Pumpkin Pudding and Cream Cheese Tart.

Also in Japan, Kracie Foods unveiled a Mix-it Ice Cream, which offers grape-, lemon- and soda-

flavoured ice cream that can be mixed together to create a new cola flavour ice cream, adding an

interactive element to the product.

Experimenting with more unusual flavours would help to grab consumer attention and cut through a

highly competitive landscape. Picking up on the current wasabi trend would appeal to consumer

demand for more exotic products showcasing ethnic ingredients.

Market Drivers Ice Cream UK, June 2013


Market Drivers

Key points

As a classic summertime treat, the ice cream/sorbet/frozen yogurt category is highly seasonal

and susceptible to annual fluctuations in temperature. The unusually wet summer of 2012

stifled demand for these products, cancelling out any potential uplift from the summer of

celebration.

Manufacturers continue to face inflation in ingredients such as sugar and milk, driving up

the average selling price of ice cream/sorbet/frozen yogurt, forcing a sizeable minority of

consumers to make cutbacks in buying these products.

The predicted rise in the number of 25-34s, families and children aged 5-9 by 2017 bodes

well for the ice cream market, these groups being key users of ice cream, while the ageing

population and shrinking household sizes are set to hamper the market going forward.

Disappointing weather in summer 2012 dents demand FIGURE 8: SUMMER* SUNSHINE AND RAINFALL TRENDS, 2006-12

188

358

320 323

244267

379

602

473451

529

495473

403

0

100

200

300

400

500

600

700

0

100

200

300

400

500

600

700

2006 2007 2008 2009 2010 2011 2012

Sun

shin

e (

ho

urs

)

Rai

nfa

ll (m

m)

Rainfall (mm) Sunshine (total hours)

* June-August SOURCE: THE MET OFFICE /MINTEL

As a quintessential treat when the sun is shining, demand for ice cream/sorbet/frozen yogurt tends

to be affected by the weather, which is notoriously unpredictable in the UK. Indeed, a third of

users don’t buy these products more often because they only appeal in warm weather (see The

Consumer – Barriers to Ice Cream).



As such, the generally gloomy summer of 2012 – the second wettest year on record – hit the

market and volume sales tumbled by 5% year on year (see Market Size and Forecast). This is

despite the Queen’s Diamond Jubilee, the UEFA European 2012 football championship and the

2012 London Olympics, which should have helped to boost sales.

Challengingly for the market, disappointing weather has continued into 2013. The unrelenting

wintry weather and snowfall continued into March, putting the UK on track for its coldest spring

in more than 30 years, according to early figures from the Met Office.

Key analysis: The challenge for brands is to boost all-year-round usage to make the performance of

the market less dependent on the weather. One way for brands to do this would be to regularly

update their product offering with new flavours and launch limited edition seasonal specials. This

would appeal to the two thirds (64%) of users who would like to try new flavours/limited edition

flavours (see Ice Cream – UK, July 2012). Here, manufacturers could look to other categories for

inspiration. For example, in the soup market, New Covent Garden looks to drive year-round usage

of its products with its ‘Soup of the Month’ campaign. However, despite most users’ willingness to

experiment with new variants, only a quarter are interested in trying unusual flavours, such as

green tea or cinnamon (see The Consumer – Attitudes Towards Ice Cream, Sorbet and Frozen

Yogurt).

Rising commodity prices put manufacturers under pressure

Global inflation remains high in key ingredients for ice cream manufacturers. Although world

sugar prices have come down significantly thanks to good harvests in major sugar-producing

countries such as Brazil and Thailand, manufacturers in the UK are failing to reap the rewards

from this because of continuing EU trading restrictions.

However, average selling prices have also been driven up by value-adding branded NPD such as

the Ben & Jerry’s Core range and Häagen-Dazs Secret Sensations, which cost around £0.50 more

than their standard products.

The strong performance of premium ice cream demonstrates that even when finances are stretched,

demand for high-quality, affordable treats remains robust.

Although the majority of consumers deem ice cream to be an affordable indulgence (64% – see

The Consumer – Attitudes Towards Ice Cream, Sorbet and Frozen Yogurt), a quarter perceive ice

cream to be expensive and the same proportion of users agree they have cut back to save money,

rising to one in three under-25s.

In the current era of austerity, price hikes can also explain the strong emphasis shoppers place on

promotions, with almost two thirds of users looking for special offers when buying ice cream,

making these notably more important than a well-known brand name.

Key analysis: The ice cream market is under pressure to keep prices low or maintain high levels of

promotions in order to keep consumers buying into the category, eroding companies’ profit

margins. However, there is scope for manufacturers to drive awareness of global commodity

inflation to explain why prices continue to rise. According to Attitudes towards Pricing and

Promotions in Food and Drink – UK, April 2013, 63% of consumers agree that price rises are

inevitable because of environmental factors (eg growing population, poor harvests), demonstrating

a high level of understanding about the broader factors that the food and drink industry has to

undertake.



Population shifts present challenges and opportunities FIGURE 9: TRENDS IN THE AGE STRUCTURE OF THE UK POPULATION, 2007-17

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

10-14 15-19 20-24 25-34 35-44 45-54 55-64 65-74 75-84 85+

00

0's

2007 2012 (est) 2017 (proj)

SOURCE: OFFICE FOR NATIONAL STATISTICS/GAD/MINTEL

The population is experiencing a boom in the number of older consumers, fuelled by rising life

expectancy among UK consumers. The over-55 age group is projected to expand by 9% over the

next five years to 19.7 million, making them a prime target to consider for many food

manufacturers.

This shift is set to hinder the market given that older consumers tend to be the least frequent users

of ice cream/sorbet/frozen yogurt. However, over-55s express the most interest in all-natural

ingredients, low fat and low sugar content, so products which emphasise these claims are likely to

appeal to this growing group.

The number of consumers aged 25-34 is also expected to see rapid growth of approximately 9%

over the next five years, to account for 14% of the population by 2017. This group is also a key

audience for ice cream/sorbet/frozen yogurt manufacturers, being the most likely age group to buy

tubs of premium ice cream, ice cream bars and small individual pots of ice cream. They also have

the widest repertoire of different ice cream/sorbet/frozen yogurt products.

The number of 16-24s is forecast to decline over the five years to 2017, however, engaging this

young age group who currently show significantly above-average usage of sorbet and frozen

yogurt could be key to the future growth of the still small sorbet and frozen yogurt segments, if

they retain their enthusiasm for the category in the long term. The presence of youth-oriented

brands such as Yoomoo and Yog are helping to drive interest in the frozen yogurt market, with the

former in particular fuelling the rapid retail growth in the segment by expanding its product

portfolio.



Families provide a boost to the sector… FIGURE 10: FORECAST ADULT POPULATION TRENDS, BY LIFESTAGE, 2007-17

13.9 13.9

12.7

9.3

14.0 14.2

13.1

10.8

14.2 14.4

13.2

12.0

0

2

4

6

8

10

12

14

16

Pre-/no family Families Third age Retired

Mill

ion

pe

op

le

2007 2012 (proj) 2017 (proj)


The growth in the number of families, and that they represent the largest group in the population,

bodes well for the ice cream sector as these households are more likely than average to have

bought all types of ice cream.

Within the family sector, the number of children aged 5-9 in particular is expected to grow rapidly,

surging by 12% over 2012-17. This is also positive news for the market, given the parents with

children of this age are key drivers of ice cream sales and have the widest repertoires of different

ice cream products.

Parents, especially parents of 5-9s, are more likely than average to rate low sugar/sugar-free

formats (see The Consumer – Choice Factors). This suggests that NPD in this area could help to

keep them buying into the category going forward



….however, household sizes are shrinking FIGURE 11: UK HOUSEHOLDS, BY SIZE, 2007-17

7.4

8.9

4.0

3.5

1.7

7.7

9.3

4.3

3.5

1.7

8.2

9.7

4.6

3.6

1.7

0

1

2

3

4

5

6

7

8

9

10

1-person 2-people 3-people 4-people 5 or more

Mill

ion

pe

op

le

2007 2012 2017


The ice cream market on the surface should benefit from the 5% overall increase in the number of

households over the next five years. However, this household growth is not evenly distributed and

– symptomatic of the ageing population – household sizes are in decline.

Combined, one- and two-person households account for around two thirds (64%) of the total

number of homes in 2012, with the number of one-person households expected to increase by

almost 6% between 2012 and 2017. Meanwhile the share of households comprising four or more

people is expected to decline marginally over the 2012-17 period.

This shift is set to hamper growth in the market, given that large households have above-average

usage of all types of ice cream and the broadest repertoires. Conversely, adults living in one-

person households are less likely than average to eat any type of ice cream, sorbet or frozen

yogurt.

Space is a barrier for those living in one-person households, with a fifth of consumers who live on

their own agreeing that ice cream takes up too much space in the freezer, compared to 13% on

average (see The Consumer – Barriers to Ice Cream).



Key analysis: Mintel’s Inspire trend The Power of One charts how society has become far less

critical of singlehood. The significant decline in marriage and rise in divorce over the past few

decades has translated to a greater number of unmarried individuals. With greater numbers comes

greater acceptance and a stronger sense that there’s nothing inherently wrong with being on one’s

own. For companies and brands, this means a need to think differently about the divorced,

unmarried, widowed or perpetual (and perhaps determinedly so) single consumer.

This suggests that demand for smaller tubs of ice cream, allowing for both easier storage and

portion control, is likely to grow going forward.

There is scope for manufacturers to look to variety packs of small tubs and pots of ice cream to offer

consumers living in one-person households a greater variety of choice and a better value-for-money

proposition than buying small pots individually. These could then be broken apart to enable more

flexible storage in the freezer. Häagen-Dazs is an example of a brand which has packs of assorted

individual ice creams pots, in Japan and elsewhere globally.

Socio-economic shifts to benefit the market FIGURE 12: FORECAST ADULT POPULATION TRENDS, BY SOCIO-ECONOMIC GROUP, 2007-12 AND 2012-17

+7.0

+0.3

+11.3

-1.1

+8.2

+4.7

+3.5

-1.8

+9.4

-0.1

+9.8

+3.3

AB

C1

C2

D

E

Total

% change

% change 2007-12 % change 2012-17 SOURCE: OFFICE FOR NATIONAL STATISTICS/TGI/MINTEL

ABs and C2s both have above-average usage of ice cream, hence the forecast growth within these

two socio-economic groups bodes well for the future of the market.

C2s are anticipated to see large growth of 9% over the 2012-17 period to account for almost a

quarter of the population. These consumers are most likely to buy the more economically priced

tubs of standard ice cream, ice cream cones, lollies and ice cream bars.



Meanwhile, typically affluent ABs are the primary purchasers of tubs of premium ice cream,

small/individual pots of ice cream, sorbet and frozen yogurt, with these categories set to benefit

from continued upward mobility.

Strength and Weaknesses Ice Cream UK, June 2013


Strength and Weaknesses

Strengths

High penetration – More than eight in ten UK consumers have bought ice cream products in the

past 12 months, illustrating their significant popularity with British consumers.

Affordable indulgence – Over six in ten (64%) consumers agree that ice cream is an affordable

indulgence and consumers remain willing to treat themselves, even when budgets are tight.

High levels of adspend – The market benefits from hefty above-the-line advertising support from

big hitters such as Unilever, helping to drive visibility within the market; however, adspend has

dropped from its peak in 2010.

Growth of families and 25-34s – The rapid growth in the number of 25-34s and the rising number

of families over the 2012-17 period bode well for the market, these being core users of ice cream.

Potential of frozen yogurt – Sales of frozen yogurts are booming, albeit from a small base,

benefiting from its lower-fat positioning, with under-25s the most likely to purchase these

products. However, one in five users think the selection of frozen yogurt available at the

supermarket is too limited, suggesting NPD opportunities for manufacturers.

Weaknesses

Volume sales are stumbling – Volume growth of the ice cream market is constrained by existing

high household penetration. It has seen volume sales fall by 9% over 2007-12, a trend that is

expected to continue over the next five years.

Seasonality – Demand for ice cream fades in the winter months, reflected in the finding that a

third of users only find ice cream appealing in warm weather. This makes the market susceptible

to the vagaries of British weather, with the unusually wet summer of 2012 hitting the market.

High levels of inflation – Rising commodity prices, including sugar, look set to continue to put

pressure on the market in the short term. Coinciding with the uncertain economic outlook, this is

likely to curb demand, with a minority (25%) of consumers buying less ice cream to save money.

Lack of health credentials – Given the overarching health trend and rising levels of obesity, the

ice cream market is hindered by its negative health perceptions, with a quarter of users limiting

their consumption of these products because of their high fat/sugar content.

Shrinking household size – The average household size is gradually declining. Almost three in

ten UK households are made up of people living on their own, and these consumers are

significantly more likely than average to be non-buyers of ice cream/sorbet/frozen yogurt.

Strength and Weaknesses Ice Cream UK, June 2013


Who’s Innovating? Ice Cream UK, June 2013


Who’s Innovating?

Key points

Accounting for close to 90% of new launches in the market, dairy-based cream dominates

NPD; however, this has slipped as lollies and sorbets have gained ground, reflecting a host of

own-label activity in this area.

Brands have extended their lead over own-label in NPD again in 2012, accounting for 63%

of new launches, of which Unilever is the most active player. Brands have focused their

attention on luxury innovation, in response to the strong growth at the premium end of the

market.

The trend towards miniature formats continues to gather pace, as manufacturers look to

meet demand for smaller ‘healthier’ portions and position ice cream as an ‘any time’ snack.

Taking cues from around the world, more unusual flavour combinations are appearing in

the UK ice cream market to cater to the more experimental consumer, while the sweet/salty

trend is also influencing NPD.

Innovation levels remain low but stable

The ice cream, sorbet and frozen yogurt market held a 2% share of the total food launches in 2012,

a level that has remained stable since 2009. This low level of NPD suggests that the maturity of

the market could have a limiting effect on NPD, as well as other inherent limitations in the market,

such as its seasonality.



NPD concentrates on dairy-based products FIGURE 13: NPD IN ICE CREAM, SORBET AND FROZEN YOGURT, BY TYPE, 2009-12

87 90 87 86

13 10 13 13

1 1

-

10

20

30

40

50

60

70

80

90

100

2009 2010 2011 2012

%

Dairy-based Water-based Soy-based

SOURCE: MINTEL GNPD

Unsurprisingly, the vast majority of new ice cream/sorbet/frozen yogurt products entering the food

market are dairy-based (ie made from milk and cream), echoing the segment’s dominance in the

market.

However, water-based products – comprising ice lollies and sorbets – have gradually grown their

share of NPD since 2010. This has been driven by a steady increase in the number of new launches

in this area by supermarket own-label, while brands maintained their NPD activity in ice lollies

and sorbets in 2012. New additions to the market include Asda Chosen by You Mango &

Pineapple Sorbet, Morrisons NuMe Sorbet Smoothies Selection, Waitrose Love Life You Count...

Smooth & Juicy Fruit Sorbet Lollies and Tesco Mixed Berry and Mango & Passion Fruit Sorbet

Swirls Selection.



Despite a small increase in the availability of sorbet products, this is yet to be reflected in an uplift

in sales within this category; while estimated volume sales of sorbet in 2013 are expected to be the

same as in 2009, the value of the market has slipped (see Segment Performance).

However, given that a fifth of users agree that the variety of sorbets available in supermarkets is

too limited (see The Consumer – Attitudes Towards Ice Cream, Sorbet and Frozen Yogurt), this

suggests growth opportunities in this category going forward, particularly given the typically

young user base of these products (see The Consumer – Usage of Ice Cream, Sorbet and Frozen

Yogurt).

Meanwhile, soy-based innovation over the 2009-12 period has been limited, the majority coming

from the Swedish Glace brand, which offers products that are free from lactose, cholesterol and

gluten. However, given that the free-from market has almost doubled its sales over 2007-12 and

that sales are expected to rise by over 64% by 2017 (see Meat-free and Free-from Foods – UK,

September 2012), this could be a potentially lucrative area for brands to explore in their NPD.



Frozen yogurt NPD looks to cater to burgeoning popularity

While the ice cream market has a bad reputation for its high fat and sugar content, with a quarter

of consumers limiting how much they eat for this reason (see The Consumer – Barriers to Ice

Cream), frozen yogurt benefits from its naturally low-fat positioning.

Yog was the first frozen yogurt brand to enter the UK supermarket arena in October 2011,

illustrating the immaturity of the take-home frozen yogurt market. Since then sales have surged,

reflecting consumer demand for a naturally low-fat and low-calorie alternative to ice cream which

still feels indulgent.

R&R Ice Cream spotted the potential to add another string to its bow and acquired the Yoomoo

brand in January 2013, having partnered with the brand in bringing Yoomoo to retail in 2012. The

company launched four new flavours into Tesco in March: Cherrychocmoo, Veryberrymoo,

Vanillamoo and Cherrymoo, backed by a five-week TV advertising push which began in April.

Own-label innovation in this category has been almost non-existent in the last year, although

Waitrose Love Life You Count... Frozen Natural Yogurt Dessert was added to its frozen offering

in 2012.

Key analysis: The availability of frozen yogurt has improved and the value of the market has

doubled between 2010 and 2013 (see Market Segmentation). However, this remains a largely

untapped opportunity, particularly when compared to the US where this is a huge market.

The primary purchasers of these products are young and upmarket shoppers (typically ABs,

urbanites and consumers from high-earning households) – a cohort which holds a lot of value for

food brands. Given that one in five users of ice cream/sorbet/frozen yogurt think that the variety of

frozen yogurts available in supermarkets is too limited, rising to 26% of under-25s, there are

opportunities for ice cream brands and supermarkets alike to grab a slice of this rapidly expanding

market through investing in innovation in this area. Here exciting flavour innovation is likely to be

key to drumming up all-important consumer interest, particularly given that young consumers are

most open to experimenting with different flavours.

Social media provides an effective platform for brands to extend their brand reach, heighten

engagement with their audience and spread the word about new product launches. That over half

(54%) of internet users access social networks at least once a day, rising to eight in ten 16-24s,

highlights the possibility of engaging with the younger generation on a regular basis (see Social

Networking – UK, May 2013).



Brands extend their lead in NPD in 2012 FIGURE 14: NPD IN ICE CREAM, SORBET AND FROZEN YOGURT – BRANDED VS. OWN-LABEL, 2009-12

44

65

5663

56

35

4437

-

10

20

30

40

50

60

70

80

90

100

2009 2010 2011 2012

%

Brands Own-label

SOURCE: MINTEL GNPD

With the notable exception of 2009, brands have been the main drivers of innovation in the ice

cream, sorbet and frozen yogurt market. Although own-label increased NPD in 2011, brands

extended their lead again in 2012, helping them to move ahead of own-label in terms of market

share in the 12 months to March 2013 (see Market Share).

Although Unilever, the biggest player in the market, stayed at the top in terms of innovation in

2012, it was Morrisons which really stepped up its game in this arena, revamping its own-label

range in 2012 and accounting for one in ten new ice cream/sorbet/frozen yogurt products. The

More range includes new ice cream flavours such as Clotted Cream and Strawberry Afternoon Tea

and Peanut Butter Sundae.



FIGURE 15: TOP COMPANIES IN ICE CREAM, SORBET AND FROZEN YOGURT MARKET, BY NPD, 2009-12 2009 2010 2011 2012

% % % %

Unilever 7 13 14 10 Morrisons 1 1 2 10 Asda 5 2 7 7 Tesco 12 5 5 6 R&R Ice Cream 1 10 6 5 Sainsbury's 10 6 10 5 Häagen-Dazs 2 3 1 4 Waitrose 4 10 3 4 Nestlé 1 6 5 1 Other 55 45 47 48 Total 100 100 100 100

SOURCE: MINTEL GNPD

Unilever is a key driver of high-profile NPD…

Magnum, the number one handheld ice cream brand from Unilever, continues to re-invent itself in

order to drum up consumer interest, looking to new flavours and formats. The brand continues to

go from strength to strength, with volume and value sales jumping by 11% and 13% year on year

respectively in the 12 months to March 2013.

To strengthen its lead in the market, Unilever unveiled its Magnum Kisses Tarte aux Pommes and

Magnum Kisses Minis range in March 2013. Tapping into the trend for classic dessert flavours,

this range is inspired by French patisseries. While Magnum Kisses Tarte aux Pommes is exclusive

to the impulse sector for the summer, Magnum Kisses Minis are only sold through the in-home

channel. The latter is available in Crème Brûlée and Meringue Et Fruits Rouges.

Unilever looked to add a more premium addition to its Carte D’Or range with the launch of Carte

D’Or Signature in September 2012, available in 450ml tubs – marking a departure for the brand

from its standard 900ml products. As with Magnum Kisses, the range took inspiration from French

desserts, with flavours including Crème Brûlée, Tarte aux Pommes and Fondant au Chocolat. The

launch helped the brand achieve double-figure year-on-year growth in the 12 months to March

2013 (see Market Share).



Unilever-owned Ben & Jerry’s is the number one ice cream tub/block brand, capturing almost a

fifth of sales in the 12 months to March 2013 (see Market Share). Furthermore the brand has

grown in value by 21% year on year, largely owing to the popularity of its Core range, first

launched in February 2012. To build on this success, Unilever added two new variants to this

range in February 2013 – Peanut Butter Me Up and Blondie Brownie – which should also benefit

from a £5 million advertising campaign in 2013. The latter variant features a soft salted caramel

core, tapping into the current sweet/savoury flavour trend (as discussed in more detail below).

Key analysis: There has been a notable move from brands towards the premium end of the price

spectrum, reflecting the strong performance of this end of the market. This highlights that even in a

shaky economic environment, there remains a strong demand for indulgence, and luxury ice cream

benefits from its status as a relatively low-cost permissible treat. While this mindset prevails, and

without an Olympics or Jubilee to help to boost sales, it is likely that the premiumisation trend will

continue to gain momentum in the near future.

…while R&R focuses on the kids’ market

R&R Ice Cream is aiming to expand its presence in the children’s ice cream market in 2013

through its NPD. In September 2012 the company targeted the kids’ party occasion with its new

Nestlé Smarties Penguin Party Ice Cream.



The company added Mickey and Minnie Ice Cream Lollies to the licensed ice cream market in

April 2013. The products comply with The Walt Disney Company’s nutritional guidelines, which

were developed as part of the company’s commitment to making healthier food for children.

Harnessing the power of brand extensions

Mintel’s Inspire trend Extend My Brand highlights the opportunities for brands to leverage their

familiarity and all-important consumer trust to explore new revenue streams and boost their

visibility. Brands can grow their reach by venturing into new categories and, when successful, also

their relevance to consumers.

Looking to capitalise further on the strong growth in premium ice cream, Unilever launched

Magnum Luxury in September 2012, marking the brand’s first foray into the ice cream tubs

market. The 450ml tub features a soft core of sauce surrounded by Magnum ice cream, topped

with real chocolate sprinkles, available in Chocolate and Vanilla.

Following in the footsteps of many chocolate/biscuit brands, Fredericks Dairies (recently acquired

by R&R Ice Cream) teamed up with Oreo to create the biscuit brand’s UK ice cream debut. The

Oreo Cones 4 Pack hit shelves in February 2013. The launch was supported by a targeted

marketing campaign, including national sampling to drive awareness.

While many chocolate confectionery brands also have a strong presence in the ice cream aisle, the

tables were turned when Mangum, Cornetto and Mini Milk were launched as small chocolate bars

in March 2013. This resulted from a new licensing tie-up between Unilever and Kinnerton – which

manufactures a range of licensed confectionery under brands including Peppa Pig, Hello Kitty and

The Simpsons.

Key analysis: In this highly competitive market, brands will continue to look to the well-trodden

path of brand extensions to build their presence in the category. Where Magnum has made the leap

into the tubs market, there is perhaps scope for operators in the tubs market, such as Ben & Jerry’s,

Carte D’Or and Häagen-Dazs to chase the impulse occasion through launching handheld sticks.

The miniature trend gains momentum

The trend towards multipacks of miniature ice creams is well established and shows no signs of

abating. These provide consumers with a more guilt-free way of indulging themselves. Indeed,

26% of consumers agree that mini formats would allow them to indulge in ice cream on a more

frequent basis (see Ice Cream – UK, July 2012). They also target the family market, the sizes

being well suited for children and adults alike.

In a move to expand its Nestlé ice cream portfolio, R&R Ice Cream launched its Minis range

across Nestlé brands in March 2013. These comprise smaller versions of its iconic brands, namely:

its Fab, Milkybar and Nobbly Bobbly products.

Also tapping into the growth in mini portions and ice cream snacking, Unilever launched Cornetto

Mix Mini in May 2013. The two different packs contain six individual cones, of three flavours:

Strawberry, Hazelnut and Stracciatella, and Chocolate, Caramel and Classico.

Mars launched its most iconic bars, Mars and Snickers Ice Creams, in a new snack-sized format in

March 2012. These are sold in packs of ten and have less than 100 calories each, making them

well positioned for either after-dinner dessert or daytime snacking.



Flavours become more experimental

The stalwart Neapolitan ice cream flavours – chocolate, vanilla and strawberry – remain by far the

most popular for ice cream manufacturers in the UK, accounting for two thirds of all new product

launches.

This is lower than in 2009, when almost all new product launches (97%) featured at least one of

these key flavours, suggesting that the market is starting to cater to the more adventurous

consumer, perhaps taking cues from global innovations which continue to showcase far more

experimental and daring flavours.

FIGURE 16: TOP TEN FLAVOURS USED IN ICE CREAM, SORBET AND FROZEN YOGURT MARKET, 2009-12 2009 2010 2011 2012 % % % %

Chocolate 48 37 33 33 Vanilla 28 25 30 21 Strawberry 21 13 16 12 Caramel 10 11 8 6 Raspberry 8 1 7 5 Mango 4 1 1 5 Blackcurrant 2 1 4 4 Toffee 2 6 4 4 Coffee 1 1 1 3 Hazelnut 3 2 1 3 SOURCE: MINTEL GNPD

The sweet and savoury trend has been sweeping the food category, most notably the chocolate

confectionery and salty snacks markets. The concept has become accepted among UK consumers

with a third enjoy eating mixed sweet and savoury snacks, rising to almost four in ten under-45s

(see Mintel’s Crisps, Salty Snacks and Nuts – UK, January 2013).

The sweet/salty combination has just started to infiltrate the ice cream market, exemplified in the

below own-label 2013 launches from the Co-Operative, Sainsbury’s and Morrisons.

Unilever tapped into this – as well as the fast-growing popcorn trend – with the April 2013

addition of the Salted Caramel and Popcorn variant into its Cornetto Enigma range. The move

marks a bid to specifically drive interest among 16-25s, which is well placed given that the

younger generation are the biggest users of popcorn and are most likely to enjoy sweet/savoury

combinations.



Meanwhile, smaller ice cream brands are experimenting with more unusual and exotic flavour

combinations to stand out from the crowd. This should appeal to the one in four users who would

be interested in buying ice creams featuring unusual flavours (see The Consumer – Attitudes

Towards Ice Cream, Sorbet and Frozen Yogurt).

Kent-based Taywell Ice Cream unveiled a new Mexican range in spring 2013, including Cactus &

Piquin Pepper and Margarita flavours. This follows the launch of its Asian ice cream and sorbet

range comprising: Black Sesame, Japanese Green Tea, Kaffir Lime Leaf and Chocolate & Wasabi

variants, launched in 2012.

From own-label, some launches featuring more unusual ingredients such as ginger and honey

include: Belgian Chocolate and Ginger Ice Cream and Greek Style Yogurt & Acacia Honey Dairy

Ice Cream, both from Sainsbury’s Taste the Difference, and Limited Edition Belgian Chocolate,

Orange Blossom Honey & Almond Ice Cream from Tesco Finest.

New Forest Ice Cream also launched a product centred on ginger, unveiling the Oriental Ginger

flavour in January 2013, featuring pieces of real stem ginger, available in 4.5-litre tubs.

Market Size and Forecast Ice Cream UK, June 2013


Market Size and Forecast

Key points

The ice cream, sorbet and frozen yogurt market posted solid value growth of 20% to reach

£1.1 billion between 2007 and 2013. However, this has been fuelled by inflation and masks a

decline in volume sales of 11% over the period to 333 million litres.

The market saw the biggest annual decline in 2012, with volume sales down 5% year on

year, reflecting the unusually bad summer weather stifling demand, with even the Queen’s

Diamond Jubilee and the London Olympics failing to buoy sales.

Mintel forecasts that the market will decline by 9% in volume terms to 304 million litres

over the 2013-17 period, while rising prices will see value sales increase by 16% to £1.3

billion.

Price inflation drives growth in ice cream, sorbet and frozen yogurt market FIGURE 17: MARKET SIZE AND FORECAST FOR UK RETAIL VOLUME AND VALUE SALES OF ICE CREAM, SORBET AND FROZEN

YOGURT, 2007-17 Total Index % annual

change Total Index % annual

change £m at 2012

prices

Index % annual change

m litres

£m

2007 374 112 na 910 83 na 1,085 104 na 2008 368 111 -1.6 933 85 +2.5 1,109 106 +2.2 2009 367 110 -0.3 992 91 +6.3 1,119 107 +0.9 2010 364 109 -0.8 1,009 92 +1.7 1,104 106 -1.3 2011 359 108 -1.4 1,054 96 +4.5 1,089 104 -1.4 2012 342 103 -4.7 1,050 96 -0.4 1,050 100 -3.6 2013 (est) 333 100 -2.6 1,093 100 +4.1 1,045 100 -0.5

2014 (fore) 330 99 -0.9 1,126 103 +3.0 1,035 99 -1.0 2015 (fore) 321 97 -2.7 1,170 107 +3.9 1,031 99 -0.4 2016 (fore) 312 94 -2.8 1,214 111 +3.8 1,028 98 -0.3 2017 (fore) 304 91 -2.6 1,265 116 +4.2 1,029 98 +0.1 SOURCE: MINTEL/BASED ON IRI

Estimated at £1.1 billion in 2013, sales of ice cream, frozen yogurt and sorbet experienced value

growth of 20% since 2007.

This value growth has been driven by price inflation. This is largely thanks to the rising cost of

raw materials, but can also be attributed to high levels of innovation, primarily at the premium end

of the market (see Who’s Innovating?).

Volume sales declined by 11% over the 2007-13 period to reach 333 million litres. The slump in

volumes is likely to have been even worse had it not been for the steady flow on NPD and format

developments and above-the-line support, as well as the number of promotions in the category,

these standing out as the number one choice factor for consumers when choosing ice cream/frozen

yogurt/sorbets.



The market experienced the most significant annual decline in 2012, with volume sales down 5%

year on year, reflecting the unusually bad summer weather stifling demand. Even the Queen’s

Diamond Jubilee and the London Olympics, for which sponsor Cadbury was the supplier of ice

cream and chocolate, failed to buoy sales.

The future of the ice cream, sorbet and frozen yogurt market

Mintel predicts slightly slowing growth in value sales of 16% between 2013 and 2017 to reach

£1.3 billion. However, this is fuelled by inflationary hikes and continued NPD in the premium

segment of the market and is anticipated to come against a decline in volume sales of 9% over the

period.

FIGURE 18: MARKET SIZE AND FORECAST FOR UK RETAIL VALUE SALES OF ICE CREAM, SORBET AND FROZEN YOGURT, 2007-17

(£m)

1,050

Best case (£m)1,373

Worst case (£m)1,158

Mintel forecast (£m)1,265

0

200

400

600

800

1,000

1,200

1,400

1,600

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Market

valu

e (

£m

)

95%


90%

70%

50%

Actual Forecast

Est.

0


Given the maturity of the market – with penetration standing at 85% – and that consumption is

geared towards light usage, volume growth will rely on increasing usage frequency or encouraging

consumers to buy bigger portions.



FIGURE 19: MARKET SIZE AND FORECAST FOR UK RETAIL VOLUME SALES OF ICE CREAM, SORBET AND FROZEN YOGURT, 2007-17

(m litres)

342

Best case (m l)321

Worst case (m l)288

Mintel forecast (m l)304

0

50

100

150

200

250

300

350

400

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Market

vo

lum

e (

m)

95%


90%

70%

50%

Actual Forecast

Est.

0


Competition from other treat markets, most notably chocolate confectionery, is unlikely to abate,

putting the category under pressure to keep itself on consumers’ shopping lists.

The market’s over-reliance on the peak summer season, and that demand is also tied to annual

fluctuations in temperature and rainfall, may also hamper growth going forward.

The presence of numerous big-hitting brands should help to maintain visibility of the category

going forward. These are led by a handful of Unilever’s iconic brands, including Ben & Jerry’s,

Carte D’Or and Magnum. Indeed, the manufacturer alone accounted for 63% of advertising spend

in 2012 (see Brand Communication and Promotion).

The number of consumers aged 25-34 is expected to see rapid growth of approximately 9% over

2012-17, which bodes well for sales of ice cream, since 25-34s have above-average usage of most

types of ice cream, particularly ice cream bars, tubs of premium ice cream and small/individual

pots of ice cream (see The Consumer – Usage of Ice Cream, Sorbet and Frozen Yogurt), with the

last two segments commanding a price premium.

However, the rapid expansion anticipated within the over-55 age group by 2017 is set to hinder the

ice cream market, given that these consumers tend to be the least frequent users of ice cream,

sorbet and frozen yogurt. Related to the ageing population is the shift towards smaller households,

which is also set to hamper growth in the market.

Increasing engagement among 16-24s remains important for the long-term prospects of the ice

cream category, particularly given that this age group are most likely to have cut back on buying

ice cream to save money. Here, continued innovation in terms of both flavour and formats and

marketing activity targeting young consumers will be key. This is particularly the case within the

frozen yogurt and sorbet categories, the popularity of these products highest among the younger

generation.



Factors used in the forecast

For the ice cream, sorbet and frozen yogurt market PDI was identified to have the most influence

on the market value, while the population of ABs has the most influence on volume sales.

Mintel has produced these forecasts based on an advanced statistical technique known as

‘multivariate time series auto-regression’ using the statistical software package SPSS.

The model, based on historical market size data taken from Mintel’s own market size database and

supplemented by macro- and socio-economic data sourced from credible organisations (eg Office

for National Statistics, HM Treasury, Bank of England), searches for relationships between actual

market sizes and a selection of key economic and demographic determinants (independent

variables) in order to identify those predictors having the most influence on the market.

Next to historical market sizes and a current-year estimate, the fan charts illustrate the probability

of various outcomes for the market value of the ice cream, frozen yogurt and sorbet market over

the next five years.

The future uncertainty within this market is illustrated by the coloured bands around the five-year

forecast. The widening bands successively show the developments that occur within 95%, 90%,

70% and 50% probability intervals. Statistical processes predict the central forecast to fall within

the darker shaded area, which illustrates 50% probability ie a five in ten chance.

At a 95% confidence interval, we are saying that 95 out of 100 times, the forecast will fall within

these outer limits, which we call the best- and worst-case forecasts as these, based on the

statistically-driven forecast, are the highest (best case) and lowest (worst case) market sizes the

market is expected to achieve.

The best- and worst-case forecasts take the value of ice cream, frozen yogurt and sorbet sales from

an expected £1.1 billion in 2012 to as high as £1.4 billion (best case) or as low as £1.2 million

(worst case) in 2017. Based on our consumer research findings, the projected growth in relevant

age groups (25-34s) and rising food inflation which shows no signs of abating, Mintel expects the

ice cream market to grow to a total of £1.3 billion in 2017.

In terms of volume sales, the best- and worst-case forecasts take the ice cream, frozen yogurt and

sorbet market from an expected 342 million litres in 2012 to as high as 321 million litres (best

case) or as low as 288 million litres (worst case) in 2017. Based on our consumer research

findings, Mintel expects the ice cream, frozen yogurt and sorbet market to grow to a total of 304

million litres in 2017.

Segment Performance Ice Cream UK, June 2013


Segment Performance

Key points

The performance of the ice cream, sorbet and frozen yogurt market is heavily dependent on

that of ice cream, given that it holds a 99% share of sales.

The sorbet and frozen yogurt segments remain decidedly niche, however, the latter appears

to be a rising star, with the value of the market more than doubling between 2009 and 2013.

While tubs and blocks remain the preferred ice cream format, accounting for 45% of ice

cream sales, multipacks of handheld ice creams continue to grow their share of the market,

while sales of handheld single ice creams continue to tumble.

Ice cream sector governs the market FIGURE 20: UK RETAIL VALUE SALES OF ICE CREAM, SORBET AND FROZEN YOGURT, BY TYPE, 2009-13 2009 2010 2011 2012 2013 (est) % change 2009-13 Value £m £m £m £m £m

Ice cream 982 998 1,044 1,039 1,078 +9.8 Sorbet 6 6 4 4 5 -16.7 Frozen yogurt 4 5 6 7 10 +150.0 Total 992 1,009 1,054 1,050 1,093 +10.2 Volume m litres m litres m litres m litres m litres

Ice cream 364 361 357 340 329 -9.6 Sorbet 2 2 1 1 2 - Frozen yogurt 1 1 1 1 2 +100.0 Total 367 364 359 342 333 -9.1 SOURCE: MINTEL/BASED ON IRI

Ice cream is the powerhouse within the ice cream, sorbet and frozen yogurt market, accounting for

99% of the market by value. While volume sales have continued to slip – despite high levels of

discounting – price inflation has driven up the value of the ice cream market by 10% between

2009 and 2013 to an estimated £1.1 billion.

Sorbets and frozen yogurt continue to hold a comparatively niche appeal, with one in six (16%)

consumers having bought each of these products in the 12 months to April 2013 (see The

Consumer – Usage of Ice Cream, Sorbet and Frozen Yogurt).

However, under-35s are significantly more likely than average to have bought sorbet and frozen

yogurt. If this cohort continues to use these products then they will represent a solid core of

committed shoppers, who could be instrumental in growing these segments in the long term. The

higher levels of flavour-based innovation (eg own-label players have increased investment in

sorbet products while R&R is expanding Yoomoo’s flavour range) in these segments are helping

to drive engagement among this young cohort (see Who’s Innovating?).



Frozen yogurt stands out as the real star of the show, the value of the market having rocketed by

150% between 2009 and 2013 to £10 million. The consumer drive for healthier alternatives to

indulgent treats, in light of the so-called obesity epidemic, is likely to help grow the frozen yogurt

market going forward.

This demand is being slowly met by brands in the retail market. Yog was the first frozen yogurt

brand to enter UK supermarkets in October 2011, illustrating that these are early days for the

segment.

Eyeing the significant growth potential in this market, R&R Ice Cream acquired the Yoomoo

frozen yogurt brand at the beginning of 2013, having partnered with the brand in early 2012,

launching several products into retail. The company then expanded the range with four new

flavours in Tesco in March 2013, supported by a five-week advertising campaign in April (see

Brand Communication and Promotion). The Yoomoo brand generated £5 million in sales in the 12

months to March 2013.

Multipacks are gaining ground on tubs and blocks FIGURE 21: UK RETAIL VALUE SALES OF ICE CREAM, BY FORMAT, 2009-13 2009 2010 2011 2012 2013 (est) % change

2009-13

£m £m £m £m £m

Tubs and blocks 415 420 426 463 487 +17.3 Handheld multipacks 338 354 375 406 427 3 Handheld singles 229 224 243 170 164 -28.4 Total 982 998 1,044 1,039 1,078 +9.8


Tubs and blocks continue to be the largest sector within the ice cream category, holding a share of

45% of retail sales in 2013. Furthermore the value of the market has increased by 17% between

2009 and 2013, driven by strong performances from leading premium players in the market,

namely Ben & Jerry’s, Wall’s Carte D’Or and Kelly’s (see Market Share), helped by high levels of

NPD.

While tubs of standard ice cream mainly appeal to 35-54s and C2 consumers, tubs of premium ice

cream are most commonly purchased by 25-34s and typically affluent ABs (see The Consumer –

Usage of Ice Cream, Sorbet and Frozen Yogurt). Given that both these socio-economic groups are

forecast to grow over the next five years (ABs by 4% and C2s by 9%), this bodes well for both

ends of the value spectrum in this sector.

Ice cream sticks are the most popular handheld ice creams, purchased by almost half (46%) of

adults in the last 12 months, followed by ice cream cones (39%) and ice cream bars (26%).

There has been a clear shift in the market, with the value of handheld multipacks gaining ground

rapidly on tubs and blocks, at the expense of handheld individual ice creams. This reflects

consumers’ tendency to seek out the better value proposition of multipacks, particularly when real

incomes are being squeezed.



Meanwhile, handheld single ice creams are heavily reliant on impulse purchasing, and were

particularly hard hit by poor summer weather in 2012, with sales dropping by 30% year on year. It

is likely that, while consumers favour stocking up at the supermarkets over often higher-priced ice

creams on impulse, this trend towards multipacks will continue.

Market Share Ice Cream UK, June 2013


Market Share

Key points

Unilever has a stronghold on the tubs/blocks ice cream market, owning Ben & Jerry’s and

Carte D’Or – leaders in the tubs market and both rapidly growing – as well as the wide-

ranging Wall’s portfolio. However, growth in premium players in the tubs/blocks market

has seemingly come at the expense of the Wall’s brands, which have seen volume sales

decline.

Yoomoo – the only representative of frozen yogurt in the top brands – posted sales of £5

million in the 12 months to March 2013, giving this segment of the market a significant

boost.

Magnum continues to dominate handheld ice cream, accounting for a quarter of the

market’s value, and continues to go from strength to strength in an otherwise struggling

market.

In the overall ice cream market, own-label is failing to keep up with the big brands, their big

advertising budgets and busy NPD schedules, and their share of the market is diminishing.



Ben & Jerry’s extends its lead of the tubs market FIGURE 22: BRAND SHARES IN RETAIL SALES OF TUBS/BLOCKS OF ICE CREAM, BY VALUE AND VOLUME, 2012 AND 2013 2012* 2013** % change

2012-13 Value £m % £m %

Ben & Jerry’s (Unilever) 75 17 91 19 +21.3 Wall’s Carte D’Or (Unilever) 51 12 59 13 +15.7 Häagen-Dazs (General Mills) 49 11 51 11 +4.1 Kelly’s (R&R Ice Cream) 25 6 31 7 +24.0 Wall’s Soft Scoop (Unilever) 24 5 23 5 -4.2 Wall’s Viennetta (Unilever)*** 19 4 20 4 +5.3 Mackie’s (Mackie’s of Scotland) 17 4 13 3 -23.5 Wall’s other (Unilever) 10 2 12 3 +20.0 Yoomoo (R&R Ice Cream) - - 5 1 - Other 40 9 32 7 -20.0 Own-label 130 30 131 28 +0.8 Total 440 100 468 100 +6.4

Volume 2012* 2013** % change

2012-13 m litres % m litres %

Ben & Jerry’s (Unilever) 13 6 15 7 +15.4 Wall’s Carte D’Or (Unilever) 22 10 22 11 - Häagen-Dazs (General Mills) 8 4 8 4 - Kelly’s (R&R Ice Cream) 11 5 13 6 +18.2 Wall’s Soft Scoop (Unilever) 25 11 21 10 -16.0 Wall’s Viennetta (Unilever)*** 10 5 10 5 - Mackie’s (Mackie’s of Scotland) 8 4 6 3 -25.0 Wall’s other (Unilever) 5 2 4 2 -20.0 Yoomoo - - 1 - Other 16 7 12 6 -25.0 Own-label 103 47 97 46 -5.8 Total 221 100 209 100 -5.4

* MAT w/e 3 March 2012 ** MAT w/e 3 March 2013 *** Viennetta is included here but is not included in the market size because it is classified as a dessert SOURCE: MINTEL/BASED ON IRI

Unilever holds a dominant position in the tubs/blocks ice cream market, owning market-leading

Ben & Jerry’s and Carte D’Or – which combined account for around a third of the market’s value.

The market is consolidating with these big-hitting brands posting impressive sales performances

and continuing to steal share of the market in the 12 months to March 2013.

However, for Unilever, the growth of these premium brands appears to be at the expense of the

rest of the Wall’s portfolio. Wall’s Soft Scoop, for example, suffered a drop of volume sales of

16% year on year in the 12 months to March 2013, reflecting premiumisation within the market

and high levels of NPD from the premium brands.



The growth of Ben & Jerry’s can largely be attributed to the popularity of its brand extension Core

which launched in early 2012. The range was extended with Peanut Butter Me Up and Blondie

Brownie flavours in February 2013, supported by a £5 million advertising campaign and a Ben &

Jerry’s Core Tour sampling programme (see Brand Communication and Promotion).

Carte D’Or launched luxury range Carte D’Or Signature in September 2012, available in three

flavours: Crème Brûlée, Tarte aux Pommes and Fondant au Chocolat. The brand has also

continued to explore new flavour combinations in its standard range, most recently unveiling a

Salted Caramel variant in March 2013.

General Mills-owned Häagen-Dazs launched Secret Sensations in January 2012, pre-empting the

launch of Ben & Jerry’s Core range (see Who’s Innovating?). However, volume sales have

remained flat in the year to March 2013.

Kelly’s, the R&R-owned Cornish clotted ice cream, has achieved the strongest growth of the top

ice cream brands. This again highlighting consumers’ willingness to treat themselves by trading up

to higher-quality ice cream, despite the tough economic climate. The company invested £2 million

on a summer TV advertising campaign for the brand, which first aired on 20 May ahead of the

Bank Holiday weekend.

While brands continue to grow the category, own-label takes a backseat, and volume sales have

fallen by 6% year on year in the 12 months to March 2013. The increase in branded promotional

activity is likely to be steering consumers away from own-label, particularly given exciting NPD

from the big names in the market.



Magnum dominates handheld FIGURE 23: BRAND SHARES IN RETAIL SALES OF HANDHELD ICE CREAM, BY VALUE AND VOLUME, 2012 AND 2013 2012* 2013** % change

2012-13 Value £m % £m %

Wall’s Magnum (Unilever) 126 22 143 25 +13.5 Wall’s Other (Unilever) 72 13 73 13 +1.4 Nestlé 61 11 52 9 -14.8 Wall’s Cornetto (Unilever) 50 9 51 9 +2.0 Cadbury (Fredericks Dairies) 42 7 42 7 - Mars (Mars) 19 3 14 2 -26.3 Ben & Jerry’s (Unilever) 9 2 9 2 - Other 64 11 61 11 -4.7 Own-label 123 22 132 23 +7.3 Total 566 100 577 100 +1.9

Volume 2012* 2013** % change

2012-13 m litres % m litres %

Wall’s Magnum (Unilever) 19 14 21 16 +10.5 Wall’s other (Unilever) 12 9 12 9 - Nestlé 14 10 11 8 -21.4 Wall’s Cornetto 12 9 11 8 -8.3 Cadbury (Fredericks Dairies) 7 5 7 5 - Mars (Mars) 2 1 2 2 - Ben & Jerry’s (Unilever) 1 1 1 1 - Other 12 9 11 8 -8.3 Own-label 56 41 54 42 -3.6 Total 135 100 130 100 -3.7

* MAT w/e 3 March 2012 ** MAT w/e 3 March 2013 SOURCE: MINTEL/BASED ON IRI

Bestselling brand Magnum has increased its share of the handheld ice cream market to 25%

following an impressive annual growth of 14% to £143 million. Furthermore it is the only brand to

have recorded a rise in volume sales over the period.

The brand was boosted by the launch of Magnum Infinity in March 2012 – a premium variant of

the iconic Magnum range tapping into consumers’ desire to treat themselves with something

indulgent. Magnum launched a new heavyweight campaign in 2013 to keep up the sales

momentum of Magnum Infinity in its second year with a multimillion-pound marketing spend and

an on-pack promotion (see Brand Communication and Promotion).

Magnum is also strengthening its position within the market with the launch of Magnum Kisses

Tarte aux Pommes and Magnum Kisses Minis ranges in March 2013, inspired by French patisserie

desserts (see Who’s Innovating?).

The most notable decline in value sales came from Mars, despite its volume sales remaining flat,

indicating that the brand has turned to high levels of discounting to drive consumer interest across

its range of ice cream bars, sticks and cones.



Meanwhile the Nestlé portfolio (which includes Fab, Nobbly Bobbly and Milky Bar ice cream to

name a few) has seen the biggest decline in volume sales. In a bid to boost sales, the company

launched ‘Mini’ versions of its iconic brands in March 2013 – marking its first branded entry into

the handheld mini sector.

Despite Cadbury’s being the sole provider of ice cream at the London 2012 Olympic Games, this

failed to result in an uptick in volume sales for the company’s ice cream brands.

As is the case in the tubs/block ice cream market, own-label sales of handheld ice cream are

slipping. It is clear that the supermarkets (barring Morrisons, which revamped its range of ice

cream in May 2012) have yet to step up innovation within their own-brand offering to compete

with the likes of Magnum and its rivals, particularly in light of high levels of promotional activity

across branded products.

Companies and Products Ice Cream UK, June 2013


Companies and Products

Fredericks Dairies

www.fredericksdairies.com

Background

Fredericks Dairies launched in the late 1890s. The company produces own-label ice cream for the

majority of the UK’s grocery retail chains, while also holding the exclusive rights to the

production and supply of Cadbury, Del Monte, Britvic, Vimto, Tangerine and Tate & Lyle ice

cream brands within the UK and Ireland.

In April 2013, Frank and Phillip Frederick, the brothers behind operation, sold the company to

R&R Ice Cream for a reported £49 million. The deal saw R&R, which is profiled below, become

the second-biggest firm in the UK for ice cream sales after Unilever.

Product range

The group’s impulse products span across the majority of its brand portfolio with a variety of

handheld and miniature tub/cup products. These include the Cadbury Crunchie Blast Stick, Double

Decker Bar, Caramel Cup and R White's Lemonade Ice Lollies.

The take-home segment offers a more extensive range of products, including a variety of tubs and

multipacks. Under the Cadbury’s brand, the company offers packs of the Flake 99 Cone, Crunchie

Blast Stick and the Bourneville Deeply Dark Stick. The Del Monte brand offers a range of fruit

lollies and ice smoothie lollies, with an assortment of iced fruit products from other brands such as

Barratts, Robinsons and Trebor.

Fredericks also manufactures own-label products for the take-home category, including various

choc-ices, ice cream cones and several different flavoured iced lollies.

Recent activity

Frederick Dairies’ financial year 2012 was largely successful, with the company reporting an

increase in overall turnover of 4% to £41.2 million from the previous year (2011: £39.6 million),

while its operating profit grew by 10% to £3.9 million from £3.5 million in 2011. The company

reported an increase in profit (after taxation) for the year of 8% to £2.6 million, up from £2.4

million.

February 2013 saw Fredericks Dairies partner with biscuit brand Oreo to manufacture the group’s

first ice cream product. Oreo Cones was rolled out to grocery, convenience and independent

retailers at the end of February. The product was also supported by a targeted marketing campaign

which involved extensive national sampling with the aim of increasing brand awareness and

encouraging consumers to try the product.

In March 2013, Fredericks Dairies introduced the Double Decker ice cream bar across the UK

following successful regional trials in 2012.

http://www.fredericksdairies.com/



General Mills (Häagen-Dazs)

www.haagendazs.com

Background

The first Häagen-Dazs shop was in New York City in 1961, before launching into a further 50

countries, including one in London and two in Northern Ireland.

From its inception, the Häagen-Dazs brand has sought to deliver a range of innovative and new ice

cream flavours to the market including distinctive flavours such as Vanilla Swiss Almond, Butter

Pecan and Dulce de Leche.

The company was the first to manufacture the ice cream bar in 1986 and expanded its portfolio

into the frozen yogurt market in 1991 and sorbet in 1993.

Häagen-Dazs products can be purchased mainly from supermarkets, convenience stores and

foodservice channels in the UK.

Product range

Häagen-Dazs targets the more affluent consumer; offering a wide variety of ice cream flavours

commonly in 500ml tubs and 100ml tubs. Flavours include Tiramisu, Banoffee, Strawberry

Cheesecake, Cookies & Cream, Choc Choc Chip and Rum & Raisin. In the UK, the group has

launched a new flavour of Chocolate Pralines & Caramel in 2010, and also a limited edition

flavour of Green Tea & Hibiscus in 2011.

The company also offers ice cream in its smaller cup range and ice cream bars.

Häagen-Dazs’ UK division offers a total of 25 different ice cream flavours and a limited number

of varying products, whereas there is a greater selection available internationally. For example, the

group’s US division offers several limited edition flavours including Cappuccino, Limoncello and

Stracciatella, while also providing a range of gelato, sorbets and frozen yogurts.

Recent activity

In November 2012, the company launched a luxury frozen Christmas pudding with a hand

delivery service included in the overall price. The product was developed through the group’s

collaboration with London design duo, Doshi Levien, to create an ice cream cake in the shape of

the moon. The product contained a pistachio biscuit base with layers of macadamia nut ice cream,

meringue and a coating of raspberry sorbet, for the price of £50, including hand delivery in the

form of a butler. Only 50 of the cakes were created for consumers based in the UK.

In October 2012, Häagen-Dazs launched a new flavour, Meringue and Raspberry Fondant, into its

Secret Sensations range, increasing the overall offering to three flavours (in addition to the

existing collection of Chocolat Fondant and Crème Brûlée). The new flavour combines vanilla ice

cream with small meringue pieces and a raspberry sauce centre.

General Mills recently cited mobile couponing as a key marketing strategy for brands such as

Häagen-Dazs. In January 2013, General Mills partnered with online platform, Shopitize, to further

integrate digital marketing into its promotional strategy in an attempt to boost sales.

http://www.haagendazs.com/



February 2013 also saw Häagen-Dazs reveal details of how the company is attempting to help the

farmers in Madagascar, who supply Häagen-Dazs and its parent company, General Mills, improve

harvests while reducing environmental impacts, through its sustainable vanilla sourcing

programme. The two-year project is designed to provide training and education to several hundred

farmers on how to cure vanilla – a multistep process that includes drying and storing the vanilla

seed pods as a way to release their characteristic flavour.

Green and Black’s

www.greenandblacks.com/uk

Background

Green and Black’s was founded in 1991 by Craig Sams, who also developed the organic food

company, Whole Earth. The company is widely recognised as an organic premium chocolate

brand, specialising in particular types of chocolate; white, milk, dark, fruity and nutty.

Since its inception, the company has expanded its product portfolio and now offers hot drinks, ice

cream and products for particular occasions.

Green & Black’s was bought by Cadbury Plc in 2005. As a result, the brand now sits within

Kraft’s brand portfolio, following the acquisition of Cadbury by the US food company in February

2010.

Product range

The company’s ice cream range consists of six different flavoured tubs including Neapolitan

favourites Vanilla, Strawberry and Chocolate.

Each product is developed using a minimum selection of ingredients. For example, the group’s

Vanilla ice cream contains just five ingredients – cream, sugar, milk, eggs and bourbon vanilla

pods.

Recent activity

Green and Black’s has continued to promote its more primary product offerings in its chocolate

category, at the expense of its other products such as ice cream. For example, in March 2013, the

company sought to move away from promoting its dark chocolate with a multimillion-pound push

to highlight its lesser-known milk chocolate bars. In the group’s latest advertising campaign, titled

‘This is not a chocolate bar’, the company attempts to give personalities to its five most popular

chocolate bars, with the aim of encouraging viewers to try the products.

http://www.greenandblacks.com/uk



Mars

www.mars.com/uk

www.marsicecream.co.uk

Background

Mars was launched in 1932 in the US, and is now one of the world’s most renowned chocolate

confectionery ranges, with a wide recognition of sub-brands including Twix, M&M’s, Snickers

and Galaxy.

Mars’ ice cream range contains many of the group’s most popular titles in the form of an ice cream

bar, stick or cone.

Product range

Mars Ice Cream offers its most signature products from is confectionery range including, Snickers,

Bounty, Galaxy, Twix and M&M’s.

The products are available in both take-home packs and as impulse purchases.

Recent activity

Mars revamped the packaging of its Mars and Snickers multipacks of ice cream bars during

summer 2012, both featuring a ‘100% satisfaction guaranteed’ logo on-pack.

In March 2013, Mars Ice Cream announced the launch of three new products within its core Ice

Cream and Chocolate brands; Mars and Snickers Mini, Galaxy Almond and Mars Chocolate Core.

R&R

www.rr-icecream.eu

Background

Ice cream manufacturer, R&R, originates from Osnabrück, Germany, after Oaktree Capital

Management merged UK-based Richmond Ice Cream with Italian supplier, Roncadin in 2006.

The move resulted in the forming of one of the largest and most profitable ice cream

manufacturers in Europe, acquiring a portfolio of brands such as Nestlé UK Ice Creams, Skinny

Cow and Kelly’s of Cornwall.

R&R Ice Cream acquired the frozen yogurt Yoomoo brand in January 2013, having partnered with

the brand in bringing Yoomoo to retail in 2012.

Product range

The company has an extensive product range due to the multitude of brands which fall under the

R&R title, consisting of ice cream tubs, sticks, cones, bars and ice lollies.

http://www.mars.com/uk

http://www.marsicecream.co.uk/

http://www.rr-icecream.eu/



R&R’s products range from its Fab lollies, which are over 40 years old; the Rowntree's Fruit

Pastille lollies, which offer five different flavours in one; Kelly's Cornish Clotted ice cream which

is made from locally sourced cream and milk; and the group’s emerging Skinny Cow brand.

The Nestlé brand offers a wide selection of renowned confectionery brands, including Aero, Rolo

tubs, Toffee Crumble sticks and Smarties cones.

Skinny Cow offers a range of different flavoured ice cream sticks including mint double chocolate,

triple chocolate brownie and caramel shortcake, containing less than 3% fat and less than 100

calories per serving.

Kelly’s of Cornwall specialises in take-home and impulse ice cream mini pots with flavours

including Chocolate, Strawberry and Honeycomb Swirl.

Yoomoo’s retail range includes Cherrychocmoo, Veryberrymoo, Vanillamoo and Cherrymoo

flavours.

Recent activity

In August 2012, R&R Ice Cream revamped its Nestlé Potz ice cream tubs range. The My Purple

Potz series, which is inspired by the Quality Street brand, now comes in a new-look 160ml format

which replaced the 220ml tubs, and features plastic, not paper packaging.

R&R Ice Cream launched a new product range targeting the kids’ party market in September 2012

with Nestlé Smarties Penguin Party Ice Cream. The product is an 800ml penguin-shaped vanilla

and chocolate ice cream dessert topped with chocolate stars. Children can also customise the ice

cream with the extra packet of Smarties that comes with the product.

In March 2013, the company introduced new miniature versions of its most iconic Nestlé brands.

The move is intended to bolster the group’s Nestlé ice cream portfolio with the launch of smaller

forms of the Fab, Milkybar and Nobbly Bobbly products, to create its ‘Minis’ range – R&R’s first

branded entry into the handheld mini sector.

R&R launched a five-week TV, print, digital and PR advertising push in April 2013 in support of

its newly acquired Yoomoo retail range.

April 2013 saw the group announce another acquisition in the form of Frank and Philip

Frederick’s Ice Cream group, Fredericks Dairies. The business was sold to R&R for £49 million;

100 years after the company first began operating on the Italian Riviera.

France-based private equity firm, PAI Partners, bought R&R Ice Cream in April 2013 in a deal

worth more than £700 million. PAI is a former owner of the Yoplait dairy brand and United

Biscuits; home to brands such as McVitie's and Hula Hoops. PAI said that the company posed

potential for expansion within the UK and internationally.



Unilever

www.unilever.co.uk

Background

Unilever is a multinational consumer products company with 40 brands in the UK and various

different markets including nutrition, home hygiene and personal care.

Unilever offers a wide variety of ice cream products in its food and drink brand category.

The company’s annual sales figures within the UK hit almost £2.1 billion (€2.5 billion).

Product range

Ben & Jerry’s, which was introduced to the UK market in 1994, offers a selection of different

flavoured ice creams under names such as Phish Food and Karamel Sutra. The year 2012 saw the

group launch a new Core range, which consisted of a selection of fair trade ice cream tubs with a

flavoured sauce as the soft-centred core. Ben & Jerry's Core was initially available in three

variants; Karamel Sutra, Dough-ble Whammy and Berry White.

Wall’s Carte D'Or, introduced to the UK and Ireland market in 1990, offers multiple flavours of

ice cream including Italian-inspired Crema di Mascarpone and Chocolate Inspiration, as well as

the more traditional flavourings such as Vanilla, Vanilla Light and Rum and Raisin.

Cornetto’s ice cream handheld cones are available across a variety of flavours in multipacks for

the take-home market and individual handheld cones for impulse.

Magnum was launched in the UK in 1987, and offers handheld ice creams in an array of different

flavours and formats across several sub-brands such as Gold and Infinity. Flavours include Double

Chocolate, Double Caramel and Almond. There are also limited edition titles such as the ‘7 Sins’

and ‘5 Senses’.

Solero was first launched in 1994 and offers ice cream products covered with a soft fruit sorbet.

Flavours from the brand include Exotic and Berry Berry.

Wall’s offers Soft Scoop ice cream tubs, and also products that target children, including Calippo,

Feast, Mini Milk and Twister.

Recent activity

In September 2012, Unilever extended its Magnum brand into ice cream tubs for the first time in a

luxury-based category. The product is available in two variants; Chocolate and Vanilla &

Chocolate, in which each tub has a soft core of sauce surrounded by Magnum ice cream, topped

with chocolate sprinkles.

The group expanded its Ben & Jerry’s Core sub-brand, with two new flavours in February 2013.

The launch of Peanut Butter Me Up and Blondie Brownie was supported by a £5 million

promotional push including cinema, outdoor and digital. The introduction of the new flavours was

also backed with sampling focused on cinema attendees.

http://www.unilever.co.uk/



April 2013 saw the group make a number of additions to its Magnum brand, launching the

Magnum Kisses Tarte aux Pommes and Magnum Kisses Minis range. Tapping into the trend for

classic dessert flavours, the latter range is inspired by French patisseries in two flavours: Crème

Brûlée and Meringue Et Fruits Rouges.

Also in April 2013, Unilever announced the repositioning of its entire Cornetto portfolio to target a

younger audience. The revamp will see the group roll out a selection of new flavours and formats

in a bid to boost its appeal to 16-25-year-olds. The relaunch will be supported by a £1 million

media advertising campaign.

Brand Research Ice Cream UK, June 2013


Brand Research

Brand map

The Mintel Brand Research Map below illustrates a three-dimensional brandscape based on:

Differentiation: an indication of vitality and profitability. Taken from consumer perceptions of a

brand’s standout from others in its competitive sphere.

Trust: an indication of brand integrity and stature. Derived from agreement with the statement ‘a

brand that I trust’.

Experience: consumers who have ever used/visited/bought the brand, an indication of presence in

the category.

This map gives a snapshot of the current strength and quality of selected brands, where they are in

their growth and how healthy they are.

FIGURE 24: ATTITUDES TOWARDS AND USAGE OF BRANDS IN THE ICE CREAM SECTOR, MARCH 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

Bubble size represents usage (% ever eaten) SOURCE: GMI/MINTEL



The positioning of these brands relative to each other has remained static over the last year since

Mintel’s Ice Cream – UK, July 2012, suggesting some rigidity both within the market and among

perceptions of these individual brands. The more similar brands are grouped together, suggesting that

brands tend to have definitive positions within the ice cream brandscape. For example, Ben & Jerry’s

and Häagen-Dazs – both well-known premium brands – are positioned together, as are Kelly’s and

Mackie’s – both regional luxury brands.

Ben & Jerry’s stands out the most, but slightly lacks the level of trust that the longer-established

Magnum gains. While Ben & Jerry’s newer status may affect its level of trust, its freshness alongside

its original approach with regards to flavours, packaging and environmental ethics (eg Fairtrade) helps

it to appear unique. Häagen-Dazs manages to stand out thanks to its premium connotations, but also

lacks some of the trust afforded to the luxurious yet accessible Magnum.

Unilever brands Cornetto and Wall’s are considered trustworthy thanks to their established family-

oriented positioning, but appear to lack the verve of newer or more premium brands. Kelly’s and

Mackie’s lag on both trust and differentiation, a result of lower profile and lower advertising spend –

an increase in which would enable the development of a more defined brand image.

Women tend to consider these brands in more positive terms than men, with Mackie’s and Kelly’s the

only exceptions, generating an even gender split. These two regional brands are more trusted in their

own regions. Ben & Jerry’s and Häagen-Dazs is seen more positively by typically more affluent

ABC1s, while Cornetto and Wall’s benefit from their value for money positioning and are described in

more glowing terms by C2DEs.

Correspondence analysis

In order to display brand images (and/or consumer attitudes towards brands) related to each brand

covered in this survey in a joint space that is easy to understand, Mintel has conducted correspondence

analyses. Correspondence analysis is a statistical visualisation method for picturing the associations

between rows (image, attitudes) and columns (brands) of a two-way contingency table. The

significance of the relationship between a brand and its associated image is measured using the Chi-

square test. If two brands have similar response patterns regarding their perceived images/attitudes,

they are assigned similar scores on underlying dimensions and will then be displayed close to each

other in the perceptual map.



Brand attitudes FIGURE 25: ATTITUDES, BY ICE CREAM BRAND, MARCH 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

This chart shows the level of association of each brand surveyed with a set of key performance attributes core to ice cream brands overall. The more significant an attribute is as part of a brand’s image relative to other attributes, the nearer it will be to that attribute. If a brand is between a number of attributes, it is reasonably closely associated with each of these. SOURCE: GMI/MINTEL

Smaller brands Mackie’s and Kelly’s enjoy associations with concerns over health (Mackie’s details

on-pack how it is made with ‘no artificial ingredients') and social responsibility. However, the brands’

quality elements are somewhat lost without the backing of Unilever or General Mills’ advertising

budgets and distribution channels.

Wall’s offers ‘good value’ in the eye of the consumer, especially women aged 35-54 and C2DEs,

based on its cheaper prices and larger tubs. This might suggest that value is a driver of purchase for

family shopping decision-makers. Cornetto is closely linked with trust, a result of its long-standing

status as a family favourite, but also demonstrative of a less dynamic image.



Ben & Jerry’s is seen to the most innovative, especially among under-25s who have the most positive

outlook on the brand as a whole. Continual development of new flavours such as Winter Berry

Brownie and formats like Core help to promote this image. Flavour innovation is therefore what

consumers consider themselves to be paying for, compared to Magnum and Häagen-Dazs which are

most closely associated with quality. Magnum’s quality association is evident across genders, all ages

and C2DEs, while women, 45-54s and ABC1s are most likely to recognise Häagen-Dazs as a quality

brand.

Brand personality FIGURE 26: ICE CREAM BRAND PERSONALITY – MACRO IMAGE, MARCH 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

This chart shows all ice cream brands in relation to a set of broad image attributes applicable to all categories. SOURCE: GMI/MINTEL

Ben & Jerry’s bright packaging and quirky names help to promote a level of vibrancy and fun not seen

within other brands. Magnum is also seen as fun, perhaps because of its advertising and innovation, for

example the brand launched Magnum Kisses – featuring patisserie-inspired flavours – in March 2013.

Ben & Jerry’s is much more likely to gain this upbeat image among under-25s than Magnum, which is

seen to be fun by 25-44s. Ben & Jerry’s tends to be considered especially fun and vibrant by ABC1s

while the split is even between socio-economic groups in the case of Magnum.



Cornetto’s main association is with accessibility, owing to its familiarity (it is used by more than eight

in ten consumers – see below. Wall’s has a similar image, but is also perceived to be boring and tired,

especially among older consumers who have been exposed to the brand for a longer period of time,

and ABs who might be looking for a more luxurious or adventurous brand.

The lower profile of Mackie’s and Kelly’s means that they have a slightly weaker image.

Häagen-Dazs is the brand that is most closely associated with exclusivity, owing to its more premium

connotations. While it is no more expensive than tubs of Ben & Jerry’s, advertising has built up a more

luxurious image compared to Ben & Jerry’s quirkiness, or Magnum’s pleasure-driven approach.

FIGURE 27: ICE CREAM BRAND PERSONALITY – MICRO IMAGE, MARCH 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

This chart complements the wider brand image display, using a set of image traits specific to the ice cream sector SOURCE: GMI/MINTEL

Wall’s and Cornetto are both perceived to be associated with ‘family’ based on their heritage and

accessibility which makes them an option for all ages. Of these, Wall’s has a more basic and bland

image, likely to be as a result of its very traditional flavours like Vanilla or Raspberry Ripple and soft-

scoop tub formats.



Mackie’s and Kelly’s have a traditional and authentic image, based on their regional origin, which

plats a prominent role in their branding. This more homely image perhaps leads to the perception from

consumers that the ingredients and methods they use are more natural, and therefore wholesome and

healthy. Both solicit to have more favourable considerations among consumers from their region of

origin, likely owing to greater awareness of the brands and that particular style of ice cream, while 45-

54s also tend to be more positive about the brands.

Häagen-Dazs benefits from its particularly luxurious and premium image to create special and

connoisseur associations. The perception of Häagen-Dazs as special is much stronger among women,

possibly indicating that women place more importance on the treat-like nature of premium ice cream.

Brand experience FIGURE 28: ICE CREAM BRAND USAGE, MARCH 2013 Base: 2,014 internet users aged 16+

* usage = % ever eaten SOURCE: GMI/MINTEL

Wall’s is a brand synonymous with ice cream thanks to its 80 years’ heritage in the market. Its simpler,

traditional flavours, alongside its perception of offering value, mean that it is accessible to everyone,

which is reflected in its high usage. It is the only brand which continues to increase usage with age,

highlighting the longevity of the brand name and the heart logo.



Ben & Jerry’s is the most obviously youthful of the brands, with under-35s being its core users, overall

and in the past year. Women are most likely to have eaten Ben & Jerry’s, a pattern which runs through

all the brands analysed. Additionally, ABC1s are most likely to have eaten these brands, although

Cornetto generated higher usage from C2DEs in the last year.

The availability and provenance of Mackie’s is very evident, with consumers in the North and

Scotland representing double the amount of usage compared with any other region in the UK. While

the South West is the region driving usage of Kelly’s, it is not to the same extent as Mackie’s, perhaps

indicating a more competitive environment within that region.

FIGURE 29: SATISFACTION WITH VARIOUS ICE CREAM BRANDS, MARCH 2013 Base: internet users aged 16+ who have ever used the brand

SOURCE: GMI/MINTEL

Häagen-Dazs achieves the highest levels of endorsement overall, although Ben & Jerry’s is seen to be

excellent by a greater number of consumers, driven by an enthusiastic 16-24 age group. Häagen-Dazs

instead has a more consistent level of enthusiasm across all age groups, while both find more positive

endorsement from ABC1s and women, helping to explain the demographics responsible for continued

usage.

The brandscape is split into three broad groups in terms of overall satisfaction levels, with Wall’s some

way behind the rest of the crowd, despite its continuing popularity. The consumers who have been

more exposed to Wall’s are most likely to have a negative view on the brand, suggesting there is a

certain fatigue towards the brand’s product offering.

Since Mintel’s Ice Cream – UK, July 2012, Kelly’s and Mackie’s have overtaken the larger Cornetto

brand in terms of satisfaction on the strength of their excellent endorsements. Despite having smaller

user bases, they solicit greater satisfaction levels. However, the value, accessibility and familiarity of

Cornetto and Wall’s mean those brands are likely to generate higher usage.



FIGURE 30: CONSIDERATION OF ICE CREAM BRANDS, MARCH 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

SOURCE: GMI/MINTEL

The market is relatively unusual in that all brands find more commitment than avoidance. There is

more commitment to the likes of Wall’s and Cornetto than Mackie’s and Kelly’s despite their lower

satisfaction levels, as mentioned in the last section. This is likely to owing to consumer familiarity

with Wall’s and Cornetto as household staples and the lower understanding of what Mackie’s and

Kelly’s provide.

Ben & Jerry’s range of exciting flavours that are different to the norm means that a greater amount

consider it as a ‘favourite brand’ over the other brands featured, driven by consumers aged 16-24.

In all cases but Kelly’s, women are more likely to express commitment, suggesting that men are more

likely to waver and base decisions on price or availability, while women are the best target to build

brand loyalty.



FIGURE 31: CONSUMER PERCEPTIONS OF CURRENT ICE CREAM BRAND PERFORMANCE, MARCH 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

SOURCE: GMI/MINTEL

Magnum advertises for longer throughout the year, and invests more into its advertising overall. In

2012, instead of concentrating advertising between May and August like other brands, it advertised

further into the year and in 2013 started as early as March. Instead of trying to market its products as

strictly a summer treat, the Infinity range in particular is marketed as a dessert for other times in the

year.

However, despite this, other brands are seen as moving forwards more than Magnum, with Ben &

Jerry’s vibrant personality and fun flavours helping to generate a feeling of moving forward, catching

the eye of the consumer more than the more luxurious qualities of both Häagen-Dazs and Magnum.

The other four brands generate similar levels of perceived momentum, although the perceptions of

Wall’s and Cornetto are more negative than brands with lower profiles, Mackie’s and Kelly’s. This

suggests that perceptions of being basic and bland are holding them back further than those brands

which fewer people know about and fewer people have a solid understanding of.



FIGURE 32: ICE CREAM BRAND RECOMMENDATION – NET PROMOTER SCORE, MARCH 2013 Base: internet users aged 16+ who have ever used the brand

Green: % net positive promotion Red: % net negative detraction SOURCE: GMI/MINTEL

Mintel identified three groups of customers, based on the likelihood to recommend a brand to

colleagues or friends, measured on a scale from 0-10 with 0 ‘not at all likely’ and 10 ‘extremely

likely’.

Promoters (9-10): Loyal enthusiasts who will keep buying and refer others, fuelling growth.

Passives (7-8): Satisfied but unenthusiastic customers who are vulnerable to competitive offerings.

Detractors (0-6): Unhappy customers who can damage your brand and impede growth through

negative word of mouth.

The Net Promoter Score is based on a netting of positive ‘promotion’ against negative ‘detraction’.

This results in a net positive or negative percentage.

The generally positive experience of eating ice cream translates into positive endorsement and

recommendation of the majority of brands analysed, although again it is the older, more static brands

which are seen in a more negative light. Wall’s in particular is struggling to move beyond its bland and

basic image, as illustrated by detraction across all different groups. Cornetto manages to gain

promotion among 16-34s, suggesting the ice cream cone still has some room for growth within

younger age groups.



Levels of promotion roughly follow the pattern of enthusiastic endorsers shown in the satisfaction

section. Those brands which can provoke favouritism are likely to receive a greater amount of

promotion than those that are simply well liked, helping to explain Ben & Jerry’s high level of

promotion. This is overwhelmingly driven by women under 35, while over-55s are more likely to

detract than promote. Häagen-Dazs is the brand with the largest difference between ABC1 and C2DE

with higher-income households more likely to extol the virtues of the more premium brand.

Brand index

The Mintel brand index gives an overview of a brand’s standing relative to others in its own category

or outside. A brand scoring 100 on the index would have 100% penetration, be universally seen as

unique, score universally on all attributes and be top-rated for all relevant scaled brand aspects. A

brand scoring zero on the index would be completely unknown.

FIGURE 33: ICE CREAM BRAND INDEX, MARCH 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

SOURCE: GMI/MINTEL



FIGURE 34: ICE CREAM BRAND INDEX VS. RECOMMENDATION, MARCH 2013 Base: internet users aged 16+ who have ever used the brand


Again, the brands are divided into three distinct groups; the more luxurious brands, the family

favourites and the regional traditionalists.

Kelly’s and particularly Mackie’s tend to fare well inside their own regional strongholds but are not

that well known outside them, at least in comparison to other brands analysed. They both currently

lack the necessary marketing support to make an impact on higher-profile brands, but there are signs

among users of the brands that there is scope for growth. Despite limited user bases, they are both seen

in a more positive light than Cornetto and Wall’s.

Cornetto and Wall’s are huge names within the ice cream market, but risk being left behind by more

premium brands. One concern is that older consumers, a growing demographic, are likely to detract

from Cornetto and Wall’s more than any other brand.

Ben & Jerry’s, Magnum and Häagen-Dazs occupy similar positions in the market, with strong

promotion protecting their positions. Ben & Jerry’s is perhaps best placed for growth based on its

lower level of penetration thus far, although it has a more defined, young user base so may find

difficulty in breaking through to older consumers with its current flavour-intensive approach.



Target group analysis

Mintel’s brand target groups are based on psychographic analysis highlighting different attitudinal and

personality traits between people, informing their interactions with and motivations towards brands

and brand purchase.

Through varying combinations of these traits and the importance survey respondents place on them,

Mintel allocates them to one of five groups, although there are some common traits between them.

The five groups are illustrated here in relation to Mintel’s ice cream research sample, together with the

brands they are most likely to buy, shopping habits and the attitudes they have towards individual

brands.

FIGURE 35: TARGET GROUPS, MARCH 2013 Base: 2,014 internet users aged 16+

SOURCE: GMI/MINTEL



FIGURE 36: ICE CREAM BRAND USAGE, BY TARGET GROUPS, MARCH 2013 Base: 2,014 internet users aged 16+


Group One – Conformists

Conformists are the most brand-loyal of all groups and are primarily driven by a desire to fit in with

others. They seek reassurance from others ahead of making a purchase, and will as such think carefully

about buying something beforehand rather than buying impulsively. However, they are the least

concerned about quality and premium products and brands.

Conformists are strictly mass market; they prefer popular brands and are liable to say such brands

make them feel confident or express their personality. Personal emotional benefits are important to

them, reflecting their concern over fitting in with others and feeling part of the crowd. In line with this,

they are among the most likely to agree that they buy brands they know their friends would approve of

and to feel that owning fashionable brands makes them attractive.

Conformists are more likely than average to be women under the age of 45, although men between 35

and 44 are also well represented. This group is the most likely to live in the South East of England and

East Anglia. Conformists show their desire for the mainstream with their above-average usage of the

three most accessible and best-known brands: Wall’s, Cornetto and Magnum. They are unlikely to

want to experiment with anything too outlandish in terms of brands or flavours and feel more secure

sticking with the norm.



Group Two – Simply the Best

This group is by far the most concerned about quality and premium goods, but like Conformists are

worried about their image and status. They are least likely to worry about price, product range or offers

and, while no more impulsive than average, they are arguably more likely to buy something ‘with

confidence’ when they see it.

However, they are most likely to be early adopters and adventurous in their brand and product choices,

and their status motivations are therefore more likely to be driven by projections of prestige rather than

fitting in with others – they are among the least likely to ask opinions of friends and family.

The Simply the Best group has a fairly even mix of age groups, although the proportion of men

between 35 and 54 is higher than average. The most noticeable aspect of this group is the high level of

ABs within it, which allows them the financial capability to purchase the quality they desire. As a

result, Simply the Best consumers have significantly above-average usage of Ben & Jerry’s and

Häagen-Dazs, those brands most likely to promote a sense of quality.

Group Three – Shelf Stalkers

Shelf Stalkers are the anxious shoppers of the batch and are characterised by the propensity to consider

every facet of a purchase and the products available before committing to buy. Quality matters to them

and they are among the least likely to be impulse shoppers.

They are internally motivated, making their own minds up on whatever criteria they need to consider,

and while slightly more likely to be individualistic than others on this basis, they will to some extent

consult others before purchasing – an additional source of information to consider, although ultimately

they will make their own minds up.

The Shelf Stalkers group is the oldest of the groups, with 57% over-45s, while it is also the most rural.

Shelf Stalkers are likely to have had more exposure to established brands such as Cornetto and Wall’s.

This combined with their cautiousness results in an above-average level of usage of these two brands.

However, Shelf Stalkers are also willing to pay more for quality when they desire, helping to explain

above-average usage of Magnum and Häagen-Dazs. The quirky nature of Ben & Jerry’s is unlikely to

appeal to this older age group.

Group Four – Habitual Shoppers

Habitual Shoppers are characterised primarily by sticking to what they know, although within that

parameter they are relatively carefree and will buy products on impulse. Like Simply the Best

consumers, they are unconcerned with price and bargain shopping, although conversely they are no

more than averagely likely to be attracted to premium goods.

Interestingly and against their habitual characteristics, they do not consider themselves brand-loyal.

This indicates that they are more likely to buy ‘replacement’ products.

Habitual Shoppers tend to be young, with over half under-35s. The group has the highest proportion of

urban dwellers. While there is a low level of usage among the well-known brands, the smaller ones,

Mackie’s and Kelly’s, have at least average usage, indicating the group’s indifference to reputation.

Habitual Shoppers are likely to continue using brands they know and like instead of experimenting.

However, they are more likely than most other groups to eat these brands more regularly, illustrating

their habitual nature.



Group Five – Individualists

Individualists are a smaller group representing the quirky, more bohemian end of the spectrum.

Conformism is anathema to these consumers and they are by far the most likely to be driven by doing

their own thing and standing out. They will buy based solely on their own wants without consulting

others, but at the same time they like to be admired for their choices and their style.

These are the least habitual shoppers and will branch out to try new things, typically acting

impulsively. Quality and brand loyalty are of low importance to them, but Individualists are at the

same time most likely to take into account product ranges, price and promotions – they are bargain

hunters.

Individualists are significantly more likely to be women, aged 35-54. Individualists enjoy trying out

new brands and products, helping to explain why their usage is higher across all brands. They are

attracted by promotions and so will be willing to experiment based on this, with little regard for

reputation or other people’s perceptions. However, as a result of their experimental nature, regular

usage of any particular brand will suffer, so a loyal following is difficult to build within this group.

Brand Communication and Promotion Ice Cream UK, June 2013


Brand Communication and Promotion

Key points

Total adspend in the ice cream market has continued to fall from its peak in 2010, dropping

by 11% year on year in 2012 to £17.5 million. The fall is largely owing to market leader

Unilever’s reduction in above-the-line support over this period, highlighting the reliance of

the market on this key operator for visibility.

General Mills is the only company to have ramped up its investment in advertising in 2012,

although Sainsbury’s, Asda and Tesco increased adspend in a bid to grow own-label’s

presence in the market, although this failed to come to fruition.

TV and cinema advertising fell in 2012, while that of press and outdoor rose – perhaps

reflecting these as the least expensive channels.

Total adspend ebbs from its 2010 peak FIGURE 37: TOTAL ADVERTISING EXPENDITURE IN THE ICE CREAM MARKET, 2009*-12*

14.8

20.619.7

17.5

.0

5.0

10.0

15.0

20.0

25.0

2009 2010 2011 2012

£m

* March-Feb SOURCE: NIELSEN MEDIA RESEARCH/MINTEL

Following the 39% surge in adspend between 2009 and 2010, investment in advertising has

steadily fallen since then, dropping by 11% year on year in 2012 to £17.5 million.

The decline in 2011 and 2012 largely reflects Unilever’s cutbacks in adspend, highlighting the

reliance of the market on this key operator for visibility.



Unilever accounts for the lion’s share, despite cutting adspend… FIGURE 38: ADVERTISING EXPENDITURE, BY TOP TEN ADVERTISERS, 2009*-12* 2009 2010 2011 2012 2009-12

£000 £000 £000 £000 % change

Unilever 12,062 13,683 13,252 11,022 -8.6 R&R 746 409 460 1,283 +72.0 General Mills 696 2,090 2,656 1,254 +80.2 Sainsbury’s 277 360 354 931 +236.1 Asda - 129 31 877 - Tesco - 315 266 644 - Morrison 89 265 634 377 +323.6 Kelly’s Of Cornwall - 1,850 1,463 251 - Green & Black’s 245 - - 225 -8.2 Co-operative Food - 35 43 113 - Others 724 1489 495 573 -20.9 Total 14,840 20,624 19,654 17,549 +18.3

* March-Feb SOURCE: NIELSEN MEDIA RESEARCH/MINTEL

Unilever dominates adspend, reflecting its majority share in the ice cream market (see Market

Share), however, the company has curtailed its spend on advertising since 2010.

Its iconic Magnum range features prominently in its advertising, with Magnum Ecuador Dark

receiving the highest investment in 2012 (£2.2 million), 75% of which was spent on TV

advertising. The Cornetto Enigma range, which marked the Cornetto brand’s move into a more

premium position, has also been supported by a hefty weight of adspend. This has continued into

2013, with the launch of a Salted Caramel and Popcorn variant benefiting from a £1 million

advertising campaign from April 2013, comprising a big digital push, outdoor advertising and

heavy social media presence.

Magnum unveiled its latest marketing drive for Magnum Infinity in March 2013, in a bid to build

on the impressive first year sales performance of the brand. The on-pack promotion offered

consumers the chance to win a designer handbag worth £800 every day for three months.

However, this is an example of below-the-line advertising so is not captured by Nielsen Media

Research.



Unilever-owned Ben & Jerry’s Core range, which was extended with Peanut Butter Me Up and

Blondie Brownie flavours in February 2013, was supported by a £5 million advertising campaign

(including cinema, outdoor and digital) and a Ben & Jerry’s Core Tour sampling programme.

…while R&R steps up expenditure

Going against the grain, R&R ramped up its advertising in 2012, with expenditure more than

doubling year on year to £1.3 million, mainly owing to its £1 million investment on outdoor

advertising for its Ribena Lolly.

Meanwhile, R&R cut its adspend on clotted ice cream brand Kelly’s by 86% between 2010 and

2012 to just £251,000. However, this has not impacted sales, in fact the brand has been the fastest-

growing ice cream brand in the 12 months to March 2013 (see Market Share). The brand is,

however, currently receiving a big marketing push, with R&R spending £2 million on a summer-

long TV ad campaign for the brand in 2013. The first advert was shown just before the May Bank

Holiday. The company ran a competition for a family of children, parents and grandparents to

appear in the ad, which was called ‘Moments’.

General Mills significantly reduced spend on its Häagen-Dazs brand, instead focusing its attention

on increasing promotional activity to drive sales, according to trade sources. However, this does

not translate into volume sales, which were stagnant in the 12 months to March 2013 (see Market

Share).

Sainsbury’s, Asda and Tesco ramp up adspend

With own-label struggling to grow its share of the ice cream market against the might of big-

hitting brands, Sainsbury’s, Asda, Tesco and the Co-operative all increased adspend in a bid to

drive consumer awareness and boost sales of their own-label products.

The bulk of Asda’s adspend went on a TV advertising campaign for its Chosen By You Ice

Lollies.TV remains the favoured advertising channel.



FIGURE 39: ADVERTISING EXPENDITURE, BY MEDIA TYPE, 2009-12 2009 2010 2011 2012 2009-12

£000 % £000 % £000 % £000 % % change

TV 6,158 41 8,989 44 12,298 63 8,906 51 +44.6 Press 3,937 27 5,222 25 2,931 15 4,840 28 +22.9 Cinema 2,302 16 2,659 13 2,455 12 1,430 8 -37.9 Outdoor 2,076 14 1,679 8 1,290 7 1,948 11 -6.2 Internet 140 1 135 1 425 2 342 2 +144.7 Radio 227 2 327 2 253 1 83 0 -100 Direct mail - 1,614 8 - - Total 14,840 100 20,624 100 19,654 100 17,549 100 18.3

SOURCE: NIELSEN MEDIA RESEARCH/MINTEL

Having reached a recent record high of £12.3 million in 2011, the TV adspend in the ice cream

market fell to £8.9 million in 2012. In contrast, spending on press and outdoor advertising

increased over 2011-12.

Despite the shift towards more digital-led campaigns by many brands, internet spend fell in 2012

and still only commands a 2% share of total adspend.

Channels to Market Ice Cream UK, June 2013


Channels to Market

Key points

The large majority (70%) of ice cream, sorbet and frozen yogurt are sold through the

grocery multiples, echoing their dominance in the overall food market.

The nature of ice cream as a long-life product facilitates planned and bulk purchases as part

of the supermarket shop, however, the impulse channel also has an important role to play in

this market, particularly during hot weather.

Multiples reign supreme FIGURE 40: UK RETAIL SALES OF THE ICE CREAM, SORBET AND FROZEN YOGURT MARKET, 2009-12 2009 2010 2011 2012

£m % £m % £m % £m %

Grocery multiples (and their convenience stores)

678 69 687 70 678 69 687 70

Freezer centres 69 7 69 7 69 7 69 7 Co-ops 49 5 29 3 29 3 29 3 Other* 196 20 187 19 206 21 196 20 Total 992 100 1,009 100 1,054 100 1,050 100

* includes independents, seasonal and leisure venues and forecourts SOURCE: MINTEL

The major supermarkets dominate as a grocery shopping destination, their strong position in ice

cream, sorbet and frozen yogurt mirroring their lead in the overall grocery sector, the operators

benefiting from their economies of scale in offering competitive prices on brands as well as a

price-led own-brand offering and the physical size of the stores facilitating a comprehensive range.

Meanwhile, the nature of ice cream as a frozen and therefore long-life product facilitates planned

and bulk purchases as part of the supermarket shop.

The impulse channel, however, is also important to the ice cream market. However, this is more

reliant on hot weather, and the market will be hoping that summer 2013 will be hotter than the

previous couple of years. By early signs, 2013 does not look to fare much better with the coldest

spring on record for 50 years.

Channels to Market Ice Cream UK, June 2013


The Consumer – Usage of Ice Cream, Sorbet and Frozen Yogurt Ice Cream UK, June 2013


The Consumer – Usage of Ice Cream, Sorbet and

Frozen Yogurt

Key points

Signalling a mature market, 85% of UK consumers – equating to some 52 million adults –

have purchased ice cream in the past 12 months, with tubs of standard ice cream, ice cream

sticks and tubs of premium ice cream the most popular formats.

Purchasing of ice cream is biased towards women, parents of under-16s and those living in

large households, underscoring the importance of families to the market.

Though playing a small role in the retail channel, sorbets and frozen yogurt have been

bought by around one in six (16%) consumers, with a bias towards 16-34s and typically

affluent ABs, helped by their healthy image.

The ice cream market is characterised by fairly infrequent usage, with a sizeable minority of

ice cream/lolly/sorbet/frozen yogurt buyers eating these less than once a month, though

around one in four buyers eat them weekly. Families stand out as having above-average

usage frequency, together with C2s and 25-34s.

85% of Britons purchase ice cream

Mintel commissioned consumer research for this report to assess consumer usage of and attitudes

towards ice cream, sorbet and frozen yogurt. Research was carried out by GMI among 1,500 internet

users aged 16+ in April 2013. Detailed demographics are given in the Appendix.

To assess consumers’ usage of ice cream by type, respondents were asked:

“Thinking about ice cream, sorbet and frozen yogurt, which, if any, of the following have you bought either for yourself or anyone else in your household, and have eaten yourself in the last 12 months? Please note this includes non-retail channels (eg restaurants, ice cream vans etc).”



FIGURE 41: TYPES OF ICE CREAM/SORBET/FROZEN YOGURT EATEN/BOUGHT IN THE PAST 12 MONTHS, APRIL 2013 Base: 1,500 internet users aged 16+

85

53

46

45

39

32

26

26

25

19

16

16

8

15

83

47

43

43

37

27

26

26

25

18

17

17

11

17

Any

Tubs of standard ice cream (eg Wall’s)


Tubs of premium ice cream (eg Häagen-Dazs)


Ice lollies

Scoop ice cream (eg from an ice cream shop)


Soft ice cream (eg from a van)


Frozen yogurt

Sorbet

Other type of ice cream

None of these

%

I have bought in thelast 12 months

I have eaten in the last12 months

SOURCE: GMI/MINTEL

The ice cream market enjoys a high penetration; over eight in ten adults have made a purchase of

this nature in the last 12 months, illustrating the established place of ice cream in British food

culture.

The ice cream market benefits from the position of these products as a low-cost, permissible treat,

with consumers remaining willing to indulge themselves even when budgets are under pressure.

The market is also bolstered by the presence of a number of iconic brands, with Ben & Jerry’s,

Carte D’Or and Häagen-Dazs leading the tubs market and Magnum heading the handheld ice

cream category. These brands are backed by a hefty marketing clout and NPD budgets which help

to boost visibility.

Challengingly, when household penetration is so high, there is little potential to attract new

customers. This makes it crucial for the category that manufacturers and retailers maintain their

core customer base, and leaves the market dependent on increasing usage frequency or trading

consumers up for growth. However, volume sales are slipping (see Market Size and Forecast),

suggesting that competition from other sweet treats, rising ice cream prices and the weather-

dependent nature of the market are putting pressure on the market.

Reflecting the appeal of their value-for-money image to price-sensitive consumers and family

appeal, tubs of standard ice cream are the most commonly purchased format, followed closely by

ice cream sticks and tubs of premium ice cream. However, it is the premium end of the spectrum

which has been the strongest performing in terms of sales, driven by high levels of innovation in

this area by the major players.



Families buy the most ice cream

Women are significantly more likely than men to buy ice cream (88% of women buy them

compared to 82% of men). There is also a socio-economic skew, with purchasing notably higher

among ABC1C2s and falling among DE consumers.

Parents with children in the household are significantly more likely than those who have not to buy

almost every type of ice cream, particularly those with children aged 5-9. Reflecting this, the

likelihood of purchasing ice cream increases with the size of household and peaks among those in

households of five or more people (90%). This highlights the key importance of families to the ice

cream market, with shrinking household sizes posing a challenge.

FIGURE 42: CONSUMERS WHO HAVE PURCHASED ICE CREAM/SORBET/FROZEN YOGURT IN THE PAST 12 MONTHS, BY

PRESENCE OF OWN CHILDREN AND HOUSEHOLD SIZE, APRIL 2013 Base: 1,500 internet users aged 16+

9195

92

8690

82

75

85 8589 90

0

10

20

30

40

50

60

70

80

90

100

Aged 0-4 Aged 5-9 Aged 10-15

Aged 16-18

Any None 1 2 3 4 5 ormore

Presence of own children Household size

%

Average = 85

SOURCE: GMI/MINTEL

25-34s are important to the market

Consumer aged 25-34 have above-average usage of premium tubs of ice cream, ice lollies, ice

cream bars and small/individual pots of ice cream, making these categories well poised to benefit

from the rapid predicted growth in this age group over 2012-17 (see Market Drivers).

Meanwhile, the more traditional tubs of standard ice cream and ice cream cones are most popular

among the older 35-54s.



C2s are most likely to buy tubs of standards ice cream, ice cream cones, ice lollies and ice cream

bars. Meanwhile ABs are the core purchasers of soft scoop ice cream, premium tubs and small

individual pots of ice cream, both of the latter facilitated by their often higher disposable incomes.

ABs are also the most likely to buy frozen yogurt and sorbet (as discussed below), reflecting their

typically health-led attitudes and higher likelihood of eating standard yogurt. Therefore the

predicted growth in both ABs and C2s in the mid-term will benefit most of the ice cream

segments.

Frozen yogurts and sorbets attract a young, affluent crowd FIGURE 43: CONSUMERS WHO HAVE PURCHASED SORBET AND FROZEN YOGURT IN THE PAST 12 MONTHS, BY AGE AND SOCIO-ECONOMIC GROUP, APRIL 2013 Base: 1,500 internet users aged 16+

24

19

15

12

13

9

20

18

15

9

5

21 21

15

11 11

12

19

16

14

11

13

0

5

10

15

20

25

16-24 25-34 35-44 45-54 55-64 65+ AB C1 C2 D E

Age group Socio-economic group

%

Frozen yogurt Sorbet

SOURCE: GMI/MINTEL

The frozen yogurt and sorbet markets remain in an embryonic state, together accounting for less

than 1% of the total retail market. However, a not insubstantial one in six (16%) adults have

purchased these products in the last year, with usage significantly higher among under-35s,

consumers living in London and typically high-earning ABs.

However, it should be noted that these figures include both in-home and out-of-home usage,

capturing also visits to for example frozen yogurt bars, which have forged a presence in London

and are making inroads to other cities. This goes some way to explaining the high usage among

Londoners and ABs alike.



The health halo these products carry is likely to be at the heart of their appeal, giving them a

notable advantage over ice cream for diet- and health-conscious consumers, such as the ABs.

Indeed, high fat and sugar content is the reason one in four ice cream users like to limit their

intake.

However, while the sorbet market has remained stagnant in recent years, frozen yogurt has been a

rising star, with brands such as Yoomoo (recently acquired by R&R Ice Cream) and Yog boosting

the visibility of the market, both brands starting out in the on-trade before also launching products

in the retail channel.

Although thanks to these brands the availability of frozen yogurts is growing, a fifth of users view

the selection in supermarkets as too limited, rising to over a quarter of under-25s, indicating that

there remains significant potential for expansion in this category in the retail channel.

The number of 16-24s is forecast to decline over the five years to 2017 (see Broader Market

Environment section). However, this group can offer the sorbet and frozen yogurt segments

considerable long-term value, if their current high levels of engagement can be maintained.

Repertoire analysis FIGURE 44: REPERTOIRE OF TYPES OF ICE CREAM/SORBET/FROZEN YOGURT BOUGHT IN THE PAST 12 MONTHS, APRIL 2013 Base: 1,500 internet users aged 16+

1-2 types29%

3-5 types33%

6-12 types 23%

None of these15%

SOURCE: GMI/MINTEL

The majority of consumers (56%) have purchased at least three different types, with a sizeable

minority (23%) having bought products spanning six to 12 different categories.



Women, 25-34s, consumers from London, ABs and those from households earning over £50,000

per annum have the largest repertoires, marking them out as core users of the category and a

lucrative target for new brands or products.

However, the biggest influence is presence of children – 45% of parents with children aged 5-9

have bought between six and 12 different types of ice cream/lollies/sorbet/frozen yogurt in the past

12 months, as have 40% of consumers in households of five or more people. While reflecting the

need to cater for a wider variety of personal tastes in larger households, this nonetheless again

speaks volumes of the value of family purchasing to the market.

The category is characterised by relatively infrequent usage FIGURE 45: FREQUENCY OF EATING ICE CREAM, ICE LOLLIES, SORBET AND FROZEN YOGURT, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought or eaten ice cream/sorbet/frozen yogurt in the past 12 months

7

9

10

10

18

16

16

13

24

24

25

23

21

19

15

18

30

33

34

36

Tubs/pots of ice cream

Ice cream sticks/bars/cones

Ice lollies

Sorbet/ Frozen yogurt

%

More than once a week Once a week 2-3 times a month Once a month Less than once a month

SOURCE: GMI/MINTEL

Reflecting its status as a ‘treat’ purchase and the seasonality of the market, ice cream products tend

to be seen as an occasional rather than an habitual product, with approximately half of users

consuming these once a month or less frequently. This is also likely to reflect to a certain degree

the negative health perceptions, with a quarter of users limiting their intake of these products

because of their high fat and sugar content (see The Consumer – Barriers to Ice Cream).

However, it also highlights the considerable scope for growth despite the high overall usage in the

market.



Interestingly, while women are the primary buyers of ice cream, men are the most frequent users,

perhaps reflecting the role of women as still often being in charge of the grocery shopping.

C2s, consumers from London, 25-34s, parents of under-16s and large households also have above-

average usage frequency, in line with the patterns seen above.

The Consumer – Choice Factors Ice Cream UK, June 2013


The Consumer – Choice Factors

Key points

Illustrating consumers’ penchant for bargains and frugal mindsets, special offers stand out

as the number one choice factor for consumers when deciding which ice cream products to

buy, while those looking for a well-known brand remain in the minority.

The majority of consumers choose ice cream featuring their favourite flavour, presenting a

potential barrier to flavour-based innovation.

There is notable demand for ice cream with both premium and all-natural ingredients, with

three in ten users attaching importance to these, helping to drive premiumisation within the

market.

Reflecting the overarching health trend and ice cream’s unhealthy reputation, there is a

sizeable minority demand for options carrying L/N/R claims, particularly for women. While

over-55s are most attracted to products with low fat and sugar content, reduced calorie

claims resonate most with under-35s.

Special offers hold the most sway on ice cream shoppers

To assess factors affecting choice, buyers of ice cream/sorbet/frozen yogurt were asked:

“Thinking about buying ice cream, sorbet or frozen yogurt to eat at home, which of the following would make you choose one brand/product over another? Please select up to five.”



FIGURE 46: CHOICE FACTORS WHEN BUYING ICE CREAM/SORBET/FROZEN YOGURT, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

64

56

38

31

30

21

17

17

15

11

5

5

3

Special offer/promotion

Favourite flavour

A well-known brand

Premium ingredients

All-natural ingredients

Low fat/fat-free

Low sugar/sugar-free

Large pack

Reduced calorie

Ethical claims

Small pack

Lactose/dairy-free

None of these

%

SOURCE: GMI/MINTEL

With budgets remaining under pressure, special offers continue to be a major influence on

consumers’ purchasing decisions, their popularity partly facilitated by their prevalence.

Close to two thirds of users look for ice cream/sorbet/frozen yogurts on promotion, compared to

only four in ten who seek out familiar brands, even in this brand-dominated market. Accordingly,

the highly competitive market has seen promotional activity intensify in the last year, according to

trade sources, which has helped brands to continue to grow ahead of own-label (see Market

Share).

However, heavy promotions risk, or in light of the findings here are already, devaluing the market,

and reducing reliance on promotions without alienating consumers remains one of the key

challenges facing the market. Reducing the depth of promotions arguably offers the first step in

reducing their impact, while there is strong interest in the market in premium ingredients.

That most consumers are not swayed by an established brand name is promising news for lesser-

known or new brands looking to break into the market, as seen with Tesco’s Chocabloc.

Special offers are most important to women – reflecting them tending to be the primary shoppers

in the household – 45-54s and DE consumers.

Meanwhile, men tend to place a greater emphasis on brands, as do C2s, consumers with children

aged 5-15 and large households of five or more people, their appeal to the market’s core users at

least offering good news to brands.



FIGURE 47: CONSUMERS WHO LOOK FOR SPECIAL OFFERS/PROMOTIONS AND A WELL-KNOWN BRAND WHEN CHOOSING ICE

CREAM/SORBET/FROZEN YOGURT, BY GENDER, SOCIO-ECONOMIC GROUP AND PRESENCE OF CHILDREN, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

58

69

6461

64

70

66

6266

42

34 3638

45

33

38 3937

0

10

20

30

40

50

60

70

80

Men Women AB C1 C2 D E Any None

Gender Socio-economic group Presence of children

%

Special offer/promotion A well-known brand

SOURCE: GMI/MINTEL

The majority gravitate towards their favourite flavour

That most consumers choose ice cream featuring their favourite flavour indicates that shoppers

have a largely habitual purchasing behaviour in this category, despite the market attracting steady

innovation. Despite new variants entering the market, these tend to feature traditional flavours –

for example one in three new launches in 2012 was chocolate-flavoured.

This suggests there may be an element of inertia to experimentation which presents a potential

barrier to more unfamiliar flavour-based innovation. Indeed, consumers who expressed an interest

in buying ice cream featuring unusual flavours are in the minority (24% – see The Consumer –

Attitudes Towards Ice Cream, Sorbet and Frozen Yogurt), however sill a large enough number of

consumers to be worth innovating for.

Reflecting this, the classic ice cream flavours – chocolate, strawberry and vanilla – continue to

dominate NPD (see Who’s Innovating?).

Consumers in full-time education are most likely to gravitate towards their favourite flavour, while

those with young children are least influenced by this factor, likely as they are swayed by the

preferences of their family.



Key analysis: Flavours beyond the traditional favourites should help to inject excitement into the

category and boost brand visibility even among those preferring their favourite flavour, while for

the more experimental minority they can promote more frequent usage. New products featuring an

unusual twist on the classic flavours are likely to be better received by the market as a whole than

completely unfamiliar flavours.

The introduction of loyalty cards for consumers, whereby consumers can collect tokens from

different products across the manufacturers’ portfolio to win free gifts could encourage consumers

to be more experimental.

Limited edition seasonal flavours can offer a low commitment route to flavour innovation with

potential to encourage more all-year-round usage. Inviting consumers to suggest and vote for

flavours to join their range using social media can offer brands a way to drive conversation and

engagement and poll users. This has become a well-established marketing strategy in other food

categories, for example the Walkers crisps Do Us A Flavour campaign.

FIGURE 48: CONSUMERS WHO LOOK FOR THEIR FAVOURITE FLAVOUR WHEN CHOOSING ICE CREAM/SORBET/FROZEN YOGURT, BY GENDER, PRESENCE OF CHILDREN AND WORKING STATUS, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

5459

44 45

55

59

71

0

10

20

30

40

50

60

70

80

Men Women Aged 0-4 Aged 5-9 Aged 10-15 Aged 16-18 In full-timeeducation

Gender Presence of children Working status

%

Average = 56

SOURCE: GMI/MINTEL



Notable demand for premium and all-natural ingredients FIGURE 49: CONSUMERS WHO LOOK FOR PREMIUM INGREDIENTS AND ALL-NATURAL INGREDIENTS WHEN CHOOSING ICE

CREAM/SORBET/FROZEN YOGURT, BY AGE AND SOCIO-ECONOMIC GROUP, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

26 26

31

3836

29

33

29

34

26

18

2421

3031

46

38

35

28

32

23

30

0

5

10

15

20

25

30

35

40

45

50

16-24 25-34 35-44 45-54 55-64 65+ AB C1 C2 D E

Age group Socio-economic group

%

Premium ingredients All-natural ingredients

SOURCE: GMI/MINTEL

Three in ten users of ice cream/sorbet/frozen yogurt place importance on premium ingredients and

all-natural ingredients in these products, with interest in the former helping to drive the

premiumisation currently occurring in the market, although other aspects of added value (eg the

emergence of tubs with liquid cores) is also fuelling this trend.

While 45-54s express the most interest in premium ingredients, over-55s are significantly more

likely than younger age groups to choose ice cream based on their all-natural credentials. These

factors are also most important to ABs, C2s and consumer living in one-person households.

Key analysis: Placing a strong emphasis on ‘naturalness’ on packaging and in marketing

campaigns should help brands resonate with the growing group of older consumers. Häagen-Dazs

took this approach with the US launch of its Five range in 2009 – with each of the seven flavour

variants made with only five ingredients. Alternatively manufacturers could opt for a retro twist in

their in marketing campaigns, for example by promoting that their products are ‘ice cream as it

used to be’.



Health attributes are of most interest to women FIGURE 50: CONSUMERS WHO LOOK FOR LOW FAT/FAT-FREE, LOW SUGAR/SUGAR-FREE AND REDUCED CALORIE WHEN

CHOOSING ICE CREAM/SORBET/FROZEN YOGURT, BY GENDER AND AGE, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

15

25

22

18

21

15

18

31

14

20

16

19

15

10

20

25

10

20 1918

12 1311

15

0

5

10

15

20

25

30

35

Men Women 16-24 25-34 35-44 45-54 55-64 65+

Gender Age group

%

Low fat/fat-free Low sugar/sugar-free Reduced calorie

SOURCE: GMI/MINTEL

Ice cream is generally seen first and foremost as a treat, as seen in the high ranking for example of

favourite flavour as a choice factor. Unsurprisingly, health- and diet-related attributes tend to

resonate only with a minority. With one in five buyers looking for low-fat or fat-free variants,

there is a viable niche opportunity also in this area. However, in 2012 only 8% of new launches

carried the L/N/R claim, although this was slightly higher than in 2010 and 2011 (see Appendix)

In line with women generally being more attuned to health- and diet-related topics than men, they

are significantly more likely than men to look for ice cream products carrying L/N/R claims

relating to fat, sugar and calories.

Of these, low fat/fat-free positioning is most popular, sought out by a quarter of women. This

reflects low fat being the most common claim consumers look for when they are trying to manage

their weight (see Dieting Trends – UK, November 2012). Meanwhile, reduced calorie claims hold

less resonance, being less tangible than the likes of low fat and low sugar. Low-fat and low-sugar

claims are most important to ABC1s and E consumers, and are also considerably more important

than average to over-65s, reflecting consumers becoming more health-oriented as they age.



Meanwhile reduced calorie claims carry more weight among under-35s, which is in line with the

younger generation (particularly under-25s) placing the most importance on low calorie claims

when buying healthy food for themselves overall (see Dieting Trends – UK, November 2012). This

could reflect a greater awareness of calories among younger shoppers, as Guideline Daily

Amounts (GDAs) only appeared in 1998.

Low-sugar and low-calorie options are most important to large households of five or more people,

who are some of the biggest users of ice cream, their more frequent than average usage suggesting

that this demand applies to more than a fifth of occasions.

Encouragingly for healthier ice creams, negative taste perceptions of these products are not much

of a barrier, with only 17% of consumers disliking the taste of healthier or light variants (see The

Consumer – Attitudes Towards Ice Cream).

These factors are also most important to those buying sorbet and frozen yogurt – highlighting that

these categories attract health-aware and diet-conscious consumers.

One in 20 seek out lactose/ dairy-free variants, signalling the niche appeal of these products. R&R

Ice Cream has launched what it claims is the first lactose-free, dairy ice cream in the UK, under

Arla’s Lactofree brand. As such, this can compete on an enjoyment and sensory level with

traditional ice cream.

Key analysis: Healthier formulations present a viable means for brands to encourage more frequent

usage of ice cream among a notable minority of users, given that a quarter of users limit their

consumption of ice cream because of its high fat and sugar content. The challenge will be to

convince consumers that these products deliver on flavour and that taste is not compromised.

Manufacturers could make this the ‘guilt-free’ indulgence a key theme in advertising campaigns,

taking cues from brands such as Muller and Maltesers. However, this could also create

opportunities for sorbet and frozen yogurt as naturally low in fat, and in some cases sugar, as low-

fat and low-sugar variants should also help brands to drive interest among older age groups.

Demand for large packs far outweighs that for small packs

Reflecting the strong emphasis consumers place on value for money and the role bulk buying

plays in this, large packs hold notably more appeal than small packs (noted as a choice factor by

17% and 5% of ice cream eaters respectively), facilitated by the very long shelf life of these frozen

products. This mindset is also reflected in the growth in sales of ice creams in multipacks, while

individual ice creams have suffered (see Market Segmentation).

Men, under-25s and consumers living in large households of five or more people are most inclined

to be drawn to ice cream in large packs.

However, the ageing population and the growth in one-person households are likely to grow

demand for small packs, given that these consumers are most likely to agree that ice cream takes

up too much space in the freezer (see The Consumer – Barriers to Ice Cream) and most demand

for small packs comes from over-55s and those living on their own.

Niche interest in ethical credentials

One in ten include ethical claims such as animal welfare or supporting local farmers in their top

five most important choice factors (14% of men and 8% of women).



However, this rises to 40% among vegetarians, reflecting the fact these consumers are likely to be

more ethically minded.

The Consumer – Attitudes Towards Ice Cream, Sorbet and Frozen Yogurt Ice Cream UK, June 2013


The Consumer – Attitudes Towards Ice Cream, Sorbet

and Frozen Yogurt

Key points

Ice cream enjoys a status as an affordable indulgence, which has helped the category to

maintain high household penetration throughout the recessionary climate; however, rising

costs are putting pressure on the market.

There are opportunities for ice cream manufacturers to boost the health credentials of their

products and add value to the category with superfood ingredients, given the interest

expressed by a third of users.

One in three ice cream/sorbet/frozen yogurt users like to customise their ice cream with

extra ingredients, opening up opportunities for operators to create additional revenue

streams with toppings or flavourings.

Significant growth opportunities lie in the still embryonic sorbet and frozen yogurt markets,

with one in five users deeming the current selection available at supermarkets inadequate,

rising to a quarter of women.

Ice cream benefits from its position as an affordable indulgence

To assess users’ attitudes towards ice cream, respondents were asked:

“Still thinking about ice cream, sorbet and frozen yogurt, which of the following statements, if any, do you agree with?”



FIGURE 51: ATTITUDES TOWARDS ICE CREAM, SORBET AND FROZEN YOGURT, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

64

34

33

24

21

21

20

17

17

17

6

Ice cream is an affordable indulgence

Ice cream with superfood ingredients appeals to me

I like to add toppings to ice cream

I'd be interested in buying ice creams with unusual flavours

The variety of sorbets in supermarkets is too limited


The variety of frozen yogurts in supermarkets is too limited

I would like to see ice creams included in meal deals

I would be interested in buying ice creams/lollies/sorbetswhich use natural alternative sweeteners


I only let my kids eat ice cream on special occasions*

% * only asked to parents SOURCE: GMI/MINTEL

Ice cream benefits from a status as an affordable indulgence, with consumers remaining willing to

treat themselves with inexpensive luxuries even when household budgets are being squeezed. This

is reflected in its high penetration, with over eight in ten (85%) adults having bought ice cream in

the last 12 months

Over-55s, ABs and Es and small households of one or two people are most likely to agree that ice

cream is an affordable treat.

However, price inflation, owing to rising commodity prices, is putting the market under pressure.

Indeed, a quarter of users deem ice cream products to be too expensive and the same proportion

have cut back on buying these to save money (see The Consumer – Barriers to Ice Cream).

Nonetheless, the majority view of ice cream as affordable bodes well for the market as households

budgets look to remain stretched in the short term.

Added-value opportunities for superfood ingredients

The concept of superfood ingredients has gained widespread acceptance, with many food

categories looking to capitalise on the positioning of superfoods as offering a health boost through

product innovation.



The fact that ice cream with superfood ingredients (eg blueberries, cranberries and pomegranate)

appeals to one in three users of ice cream/sorbet frozen yogurt suggests this could be a lucrative

avenue also for ice cream manufacturers to explore.

Under-25s, 45-54s, consumers living in London and typically affluent ABs express the most

interest in ice cream with superfood ingredients.

Key analysis: Global innovation can offer manufacturers inspiration in superfruit ice creams. In

Brazil for example acai has been used as a standout ingredient to generate consumer interest, for

both its flavour profile and its health attributes such as enhanced vitamin content.

Green tea – well-known for its high content of antioxidants – has become a common ice cream

flavour in countries such as Japan, and could also be leveraged by UK ice cream manufacturers to

boost the health perceptions of their product offering. This has already been seen in foodservice in

the UK, for example Häagen-Dazs serves a Limited Edition Green Tea and Hibiscus in its shops.

A third add toppings

A third of consumers jazz up their ice cream with extra toppings, with men, under-25s and

consumers from large households of five or more people most likely to customise their ice cream.

Key analysis: Creating accompanying ‘condiment sets’ for their ice cream or a product line of

‘extras’ could offer an additional revenue stream for manufacturers. Such scope for customisation

would position eating ice cream as a more interactive, playful and personalised experience which

could help drive usage frequency. While ingredients such as dried fruits, raisins and nuts, marketed

as boosters to both taste and health. Alternatively these could include more indulgent toppings such

as chocolate chips or honey-coated clusters. Sachets of flavouring would also add another twist to

an ice cream base, such as cinnamon or ginger.

This would tie into the Make it Mine consumer trend identified by Mintel’s Inspire that recognises

how more manufacturers are providing consumers with customised products, countering the one-

size-fits-all approach.

Notable demand for a wider range of sorbet and frozen yogurt

One in five consumers are dissatisfied with the limited range of both sorbets and frozen yogurts.

This suggests that while both these categories remain decidedly niche – representing less than 1%

of the total sales of the category combined – there is substantial growth potential here for the right

players if they are successful in grabbing consumers’ attention and driving visibility of the

categories.

The health halos both these categories carry, being significantly lower in fat and calories than

standard ice cream, while still having an indulgent quality, can be leveraged more effectively to

boost demand, particularly the large swathes of the population who are trying to lose weight.

Thus far, it is the frozen yogurt segment which has seen sales surge, though remaining niche. The

value of the segment more than doubling between 2010 and 2013 to an estimated £10 million,

making it twice the size of the sorbet market (see Segment Performance).



This is largely thanks to growth of the Yoomoo brand, which was recently acquired by R&R Ice

Cream and expanded with new flavours, the segment also benefiting from the high-profile activity

in this area in the foodservice sector. However, there is no equivalent specialist brand operating in

the sorbet market to raise the profile of these products, the high interest indicating that

opportunities are ripe for manufacturers to enter this category.

Reflecting the fact that the younger generation are the core users of these products, under-35s are

most likely to agree that the selection of sorbets and frozen yogurts at supermarkets is too limited,

with women also significantly more likely than men to agree with these statements.

Key analysis: The unhealthiness of ice cream is a real concern for consumers, with a quarter of

users limiting how much they eat because of the high fat and sugar content (see The Consumer –

Barriers to Ice Cream). This opens up growth opportunities for the frozen yogurt market to leverage

the strong health image of yogurt to position itself as a better-for-you alternative to ice cream.

Individual portion tubs similar to yogurt pots could help to position frozen yogurt more closely as an

alternative snack to yogurt. The UK lags notably behind the US, for example, where the frozen

yogurt market is well established and booming, having increased in value by an estimated 17%

between 2010 and 2012 to $307 million, however it still only represents 3% of the total ice cream

and frozen novelties market (see Ice Cream and Frozen Novelties – US, July 2012).

16-24s most open to unusual flavours and added health benefits FIGURE 52: CONSUMERS WHO ARE INTERESTED IN BUYING ICE CREAM FEATURING UNUSUAL FLAVOURS AND WITH FUNCTIONAL

BENEFITS, BY AGE, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

37

29

24

16

18

12

31

2019

18

1615

0

5

10

15

20

25

30

35

40

16-24 25-34 35-44 45-54 55-64 65+

%

I'd be interested in buying ice cream featuring unusual flavours


SOURCE: GMI/MINTEL



While more than three fifths (64%) of ice cream users are adventurous when it comes to trying

new/limited edition flavours (see Ice Cream – UK, July 2012), they are not so open to the idea of

ice cream with unusual flavours, such as green tea or cinnamon, with only a quarter expressing an

interest.

There is a significant bias towards the younger generation, with almost four in ten under-25s

interesting in buying ice cream with unconventional flavours, in line with the younger generation

generally having a more adventurous attitude when it comes to new food products.

Although, unsurprisingly, chocolate, strawberry and vanilla remain cornerstones of the ice cream

market, selected brands are experimenting with more unusual flavours to set themselves apart from

the competition. For example, Kent-based Taywell Ice Cream unveiled a new Mexican range in

spring 2013, comprising Cactus & Piquin Pepper and Margarita flavours. Famous for his zany

culinary creations, Heston Blumenthal looked to savoury flavours for inspiration with the launch

of a mustard ice cream in 2011.

Ice cream manufacturers could look to other categories for surprising flavour-based inspiration.

For example the launches of Cadbury Dairy Milk Marvellous Creations with Jelly Popping Candy

Shells and Skittles Confused have helped to inject excitement into the chocolate and sugar

confectionary markets and add an element of playfulness.

Key analysis: There is scope for brands to heighten engagement with consumers by inviting them to

have an active input into their product portfolio, as many brands operating in different categories

have done via social media campaigns, such as Walkers crisps with its ‘Do Us a Flavour’

campaigns and KitKat inviting users to vote on its limited edition flavours. This would help to gauge

what the brand’s fans would be most interested in and drive awareness of new launches.

Demand for ice cream with added health benefits is also highest among 16-24s, with three in ten

interested in functional products. These claims would have to be EFSA-approved, and an area

brands need to tread carefully particularly with ice cream being a high fat, salt and sugar (HFSS)

product.

ABC1s, consumer from large households and parents with children aged 10-18 also expressed the

most interest in health-boosting ice cream products.

Key analysis: Using comparisons with other foods could help manufacturers to make their health

claims more tangible to consumers, for example by communicating that a fortified ice cream has the

same amount of calcium as a glass of milk.

Meal deals could boost visibility

While only one in six consumers would like to see ice creams included in meal deals, this rises to

one in four under-25s. While desserts are more commonly offered as part of meal deals targeting

dinner, young employees are the most attracted to meal deals for lunch, with 62% of 16-34s stating

that they are more likely to buy sandwiches out of home which are part of a meal deal, compared

to the average of 42% (see Sandwiches and Lunchtime Foods – UK, November 2012).

Participating in lunchtime meal deals, now popularly offered by most grocers, could be a good

way for brands to expand usage to the lunchtime occasion.



Room for products with natural alternative sweeteners FIGURE 53: CONSUMERS WHO WOULD BE INTERESTED IN BUYING ICE CREAMS/LOLLIES/SORBETS WHICH USE NATURAL

ALTERNATIVE SWEETENERS AND THOSE WHO DO NOT LIKE THE TASTE OF HEALTHIER OR ‘LIGHT’ VARIANTS, BY GENDER AND

AGE, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

13

20

18

14 13

19

23

16

18

1514 14 14

2021

19

0

5

10

15

20

25

Men Women 16-24 25-34 35-44 45-54 55-64 65+

Gender Age group

%

I'd be interested in buying ice creams/lollies/sorbets which use natural alternative sweeteners


SOURCE: GMI/MINTEL

The European Union’s decision to allow the usage of steviol glycosides (stevia) as a sweetener in

foods and beverages from November 2011 has resulted in a rise in NPD containing stevia extract.

With the sweetener being actively positioned as being naturally sourced, its use aims to sidestep

consumers’ concerns about the health effects of artificial sweeteners.

While around one in four users of ice cream limit their intake due to concerns about its calorie-

content, natural sweeteners look to be well-placed to be accepted as a solution. 17% of ice cream

users would be interested in buying ice creams/lollies/sorbets using natural alternative sweeteners,

with interest highest among 55-64s and women.

There is scope for brands to mine interest in stevia through their NPD, as people become more

accustomed to the product being used across various food and drink categories to lower calorie

and sugar content.

The Consumer – Barriers to Ice Cream Ice Cream UK, June 2013


The Consumer – Barriers to Ice Cream

Key points

For a third of users, ice cream only holds appeal in warm weather, dampening demand in

inclement weather – as the sales slump in the wet summer of 2012 attests to – signalling that

operators continue to face the long-standing problem of deseasonalising the market.

Negative health perceptions, in terms of high fat and sugar content, hamper the market,

causing a quarter of users to limit their intake, rising to over a third (36%) of ABs.

With budgets under pressure and prices going up, a quarter of users deem ice cream to be

too expensive, with a third of under-25s having cut back to save money.

At-home visibility is a problem for the market, with one in five users agreeing that they tend

to forget about having ice cream in the freezer, particularly those without children in the

household.

For one in three users, ice cream only appeals in warm weather

To assess consumers’ perceived barriers to ice cream/sorbets/frozen yogurts, respondents were asked:

“Which, if any, of the following best describe the reasons why you don’t buy ice cream/lollies/sorbets/frozen yogurts more often? Select all that apply.”

and

“Which, if any, of the following best describe the reasons why you don’t buy ice cream/lollies/sorbets/frozen yogurts? Select all that apply.”



FIGURE 54: BARRIERS TO BUYING ICE CREAM, SORBET AND FROZEN YOGURT, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

33

26

26

25

20

15

13

11

11

10

1

14

They are only appealing in warm weather

They are too high in fat/sugar

Too expensive

I have cut back on buying these to save money

I tend to forget about having ice cream at home

I prefer other indulgent treats (eg chocolate, sweets, cakes)

Ice cream takes up too much space in the freezer

It is hard to get them home from the supermarket and intothe freezer without melting

Other treats are more convenient to eat (eg not as messy)


I don’t like the taste of ice cream

None of these

%

SOURCE: GMI/MINTEL

A third of consumers who buy ice cream/lollies/sorbets/frozen yogurts don’t do so more often

because they only find these products enticing in warm weather. This long-established pattern

creates volatility in demand. The sales slump in the wet summer of 2012 – with volume sales

falling by 5% year on year (see Market Size and Forecast) – is testament to this.

As such, generating a steady flow of sales in the winter months (and indeed during poor summers)

continues to present a well-recognised challenge for the industry. Various operators have looked to

seasonal specials to promote year-round usage, though typically with limited success.

Encouraging consumers to use ice cream in more unusual ways, for example as a base for a winter

cocktail, or teamed up with a hot dessert could help to create new triggers for usage to support

sales in the typically quiet times of year for the category.

Key analysis: Unsurprisingly, brands also look to capitalise heavily on the strong appeal of ice

cream when the weather is hot. For example brands could have advertising boards in-store at

supermarkets informing shoppers that the forecast for the weekend is going to be hot, reminding

them to stock up on refreshing ice creams, however this would rely heavily on the retailer.

Alternatively manufacturers could look to weather-activated ad campaigns, taking cues from the

UK Stella Artois Cidre advertisements which only appear when there is a 2 degree rise in

temperature above the national average.



Negative health perceptions hinder the market

As with many indulgent categories, the market is limited by its reputation for being high in fat and

sugar, with a quarter of consumers stating this as the reason they do not buy ice cream more often.

Under-25s (32%), ABs (36%) and consumers living in London (36%) are most likely to limit their

purchasing of ice cream because they see it as unhealthy, which helps to drive demand for low-

fat/sugar ice creams as discussed in the section The Consumer – Choice Factors – or indeed ice

cream with alternative natural sweeteners such as stevia. Meanwhile highlighting their low sugar

and fat comparison should offer frozen yogurts and sorbets a strong communications platform

among this sizeable minority.

Key analysis: There is scope for players in the ice cream market to combat the perception that ice

cream products are very high in fat/sugar and calories by using tangible comparisons, such as those

with alternative snacks, for example by highlighting that a scoop of ice cream has the same calorie

content as an apple, or comparing it to other indulgent treats to show that these products are

perhaps not as unhealthy as consumers assume and encourage more frequent usage.

FIGURE 55: CONSUMERS WHO DON’T EAT MORE ICE CREAM/LOLLIES/SORBET/FROZEN YOGURT BECAUSE THEY ARE TOO HIGH

IN FAT/SUGAR, BY GENDER, AGE AND SOCIO-ECONOMIC GROUP, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

23

29

32

2827

19

29

25

36

28

19

17

25

0

5

10

15

20

25

30

35

40

Men Women 16-24 25-34 35-44 45-54 55-64 65+ AB C1 C2 D E*

Gender Age group Socio-economic group

%

Average = 26

SOURCE: GMI/MINTEL



Price is a sticking point for one in four users FIGURE 56: CONSUMERS WHO DON’T EAT MORE ICE CREAM/LOLLIES/SORBET/FROZEN YOGURT BECAUSE THEY ARE TOO

EXPENSIVE AND CONSUMERS WHO HAVE CUT BACK ON BUYING THESE TO SAVE MONEY, BY GENDER AND AGE, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

24

29

31

29

26

30

20

18

26

24

32

2726

24

21

14

0

5

10

15

20

25

30

35

Men Women 16-24 25-34 35-44 45-54 55-64 65+

Gender Age group

%

Too expensive I have cut back on buying these to save money

SOURCE: GMI/MINTEL

Rising commodity prices have pushed up the average selling price of ice creams. In the current

economic environment where recession-inspired frugality is impacting the grocery market, the

perception that these products are too expensive – held by a sizeable minority of consumers – is

damaging.

One in four users have cut back on buying these products as part of their economising efforts,

climbing to a third of under-25s. This is reflected in the slipping sales of ice cream, the growing

popularity of multipacks and the importance consumers place on special offers and promotion (see

The Consumer – Choice Factors).

However for the majority of users, ice cream remains to be seen as an affordable indulgence (64%

– see The Consumer – Attitudes Towards Ice Cream, Sorbet and Frozen Yogurt).

Ice cream is not front of mind for one in five

The ice cream market is also held back to a certain degree by these products not being front of

mind for consumers when at home, which is reflected in the relatively low frequency of usage

among many users (see The Consumer – Usage of Ice Cream, Sorbet and Frozen Yogurt), though

this also stems from a variety of other factors such as health and cost concerns.



One in five users tend to forget having ice cream at home, a problem shared by many frozen foods

and shelf-stable products, and one that, for example, Heinz looked to address for its baked beans

with the launch of the fridge pack. For ice cream this is most notably the case for under-35s and

over-55s, small households and those without children – cohorts which tend to use ice cream

products less frequently than average (see The Consumer – Usage of Ice Cream, Sorbet and

Frozen Yogurt).

Key analysis: With at-home visibility a problem for the ice cream market, there is scope for brands

to look for ways to remind consumers about the ice cream they have in their freezers to boost usage

frequency. Branded ice cream toppings stored in the fridge could act as a reminder for consumers

as well as offering an additional revenue stream. These would likely appeal to the one third of users

who already customise their ice cream with extra ingredients. Alternatively branded fridge magnets

or bowls could help to stop consumers forgetting about ice cream.

Space in the freezer is an issue for one in eight FIGURE 57: CONSUMERS WHO DON’T EAT MORE ICE CREAM/LOLLIES/SORBET/FROZEN YOGURT BECAUSE THEY TAKE UP TOO

MUCH SPACE IN THE FREEZER, BY AGE AND HOUSEHOLD SIZE, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/sorbet/frozen yogurt in the past 12 months

15

14

11 11

12

1920

13

1111

15

0

2

4

6

8

10

12

14

16

18

20

16-24 25-34 35-44 45-54 55-64 65+ 1 2 3 4 5 ormore

Age group Household size

%

Average = 13

SOURCE: GMI/MINTEL

Not having enough space in the freezer is an issue for only one in eight users of ice cream,

however, this climbs to a fifth of over-65s and consumers in one-person households. It is likely to

become an increasingly pertinent issue given the UK’s rapidly ageing population and shrinking

household sizes.



Smaller tubs of ice cream, allowing for both easier storage and portion control should be well-

placed to address this issue. However, only 5% of users seek out small packs (see The Consumer –

Choice Factors), which is likely to be related to poor price perceptions.

For consumers for whom in-home freezer space is limited, BOGOF and other multibuy offers are

likely to be less popular than money-off special offers.

Key analysis: The popularity of handheld ice cream in multipacks is growing, at the expense of

individual handheld products, as consumers seek out better value-for-money and cut back on

impulse purchasing. However, multipacks do not exist in the tubs and pots sector, suggesting this as

a potentially lucrative avenue for manufacturers to explore. The tubs could be separated at home

for more flexible storage in the freezer, making them more convenient than one large tub, and

easier for portion control.

Appendix – Market Size Ice Cream UK, June 2013


Appendix – Market Size FIGURE 58: BEST- AND WORST-CASE FORECASTS FOR UK RETAIL SALES OF ICE CREAM, SORBET AND FROZEN YOGURT, BY

VOLUME, 2012-17 Worst-

case forecas

t


Mintel forecas

t


Best-case

forecast


m litres m litres m litres

2012 (est) 342 100 -4.7 342 100 -4.7 342 100 -4.7 2013 (fore) 322 94 -5.8 333 97 -2.6 344 101 +0.6 2014 (fore) 319 93 -1.1 330 97 -0.9 342 100 -0.7 2015 (fore) 308 90 -3.3 321 94 -2.6 335 98 -2.0 2016 (fore) 297 87 -3.6 312 91 -2.9 327 96 -2.2 2017 (fore) 288 84 -3.2 304 89 -2.5 321 94 -1.9 SOURCE: MINTEL/BASED ON IRI

FIGURE 59: BEST- AND WORST-CASE FORECASTS FOR UK RETAIL SALES OF ICE CREAM, SORBET AND FROZEN YOGURT, BY

VALUE, 2012-17 Worst-

case forecast


Mintel forecast


Best-case

forecast


£m £m £m

2012 (est) 1,050 100 -0.4 1,050 100 -0.4 1,050 100 -0.4 2013 (fore) 1,017 97 -3.1 1,093 104 +4.1 1,169 111 +11.3 2014 (fore) 1,045 100 +2.7 1,126 107 +3.0 1,206 115 +3.2 2015 (fore) 1,081 103 +3.4 1,170 111 +3.9 1,258 120 +4.3 2016 (fore) 1,117 106 +3.3 1,214 116 +3.8 1,311 125 +4.2 2017 (fore) 1,158 110 +3.7 1,265 121 +4.2 1,373 131 +4.7 SOURCE: MINTEL/BASED ON IRI

Appendix – Market Size Ice Cream UK, June 2013


Appendix – Brand Research Ice Cream UK, June 2013


Appendix – Brand Research

“Which single statement best describes your use of each of these brands?” FIGURE 60: BRAND USAGE, MARCH 2013 Base: 2,014 internet users aged 16+ Ben &

Jerry’s Magnum Häagen-

Dazs Mackie’s Cornetto Kelly’s Wall’s

% % % % % % %

Never eaten, and never heard of it

10 6 9 52 6 50 6

Never eaten, but have heard of it

29 12 24 23 13 22 9

Eat rarely 25 28 32 12 33 11 33 Eat sometimes 22 33 23 8 32 11 34 Eat often 10 15 8 4 12 4 14 Eat all the time 4 5 4 1 4 1 4 Eaten in the last 12 months

30 42 28 10 32 12 37

Ever used 61 82 67 25 81 28 84 Awareness 90 94 91 48 94 50 94 SOURCE: GMI/MINTEL

“Which single statement best describes your intentions towards each of these brands?”

FIGURE 61: BRAND COMMITMENT, MARCH 2013 Ben &



Base: internet users aged 16+ who have heard of a brand and expressed an opinion

1,822 1,899 1,832 975 1,888 1,008 1,891

% % % % % % %

I would never consider eating this brand

4 3 3 3 3 4 3

I would only consider eating this brand if I had no other option

11 7 9 14 9 13 10

I have no preference for this brand over others

53 48 54 62 58 62 60

I prefer this brand over others

20 32 25 15 24 16 21

This is a favourite brand 11 9 9 5 6 5 6 Committed 32 42 34 20 29 21 27 SOURCE: GMI/MINTEL



“How well do you think the following brands are doing?”

FIGURE 62: BRAND MOMENTUM, MARCH 2013 Ben &




1,822 1,899 1,832 975 1,888 1,008 1,891

% % % % % % %

Falling behind 5 7 7 15 16 14 19 1 – falling behind 0 1 1 2 2 2 3 2 4 6 7 13 14 12 16 3 – standing still 44 49 48 55 56 55 53 Surging forward 51 44 45 29 28 30 28 4 38 34 35 24 22 25 22 5 – surging forwards 13 10 10 5 6 6 6 SOURCE: GMI/MINTEL

“Which single statement best describes how well you think each brand stands out from others?”

FIGURE 63: BRAND DIVERSITY, MARCH 2013 Ben &




1,822 1,899 1,832 975 1,888 1,008 1,891

% % % % % % %

Not diverse 11 13 10 28 19 30 30 It’s the sort of brand that you don’t notice and it doesn’t stand out at all

1 1 1 6 2 5 5

It’s much the same as most brands and doesn’t stand out much

10 12 9 22 17 25 25

It isn’t very different from other brands but it does stand out

28 37 31 42 47 43 45

Diverse 61 50 59 30 35 26 25 It stands out as being somewhat different from other brands

42 39 44 24 27 22 19

It’s a unique brand which really stands out from other brands

19 11 15 6 8 5 6

SOURCE: GMI/MINTEL



“How would you rate your overall satisfaction with the following brands?”

FIGURE 64: BRAND SATISFACTION, MARCH 2013 Ben &



Base: internet users aged 16+ who have eaten a brand and expressed an opinion

1,231 1,650 1,341 503 1,633 559 1,700

% % % % % % %

Negative endorsement 4 2 2 5 4 4 7 Unsatisfactory 1 0 0 1 1 1 1 Poor 3 1 2 4 3 3 6 Average 21 23 22 33 36 32 42 Positive endorsement 75 75 76 62 61 63 51 Good 42 51 46 41 48 47 41 Excellent 33 24 29 21 13 16 11 SOURCE: GMI/MINTEL

“How likely are you to recommend the following brands to colleagues or friends?”

FIGURE 65: BRAND RECOMMENDATION, MARCH 2013 Ben &



Base: internet users aged 16+ who have eaten a brand and expressed an opinion

1,231 1,650 1,341 503 1,633 559 1,700

% % % % % % %

Detractors 25 26 27 33 36 33 43 Passives 28 32 30 29 34 31 33 Promoters 48 42 44 38 30 36 25 Net Promoter Score 23 16 17 5 -6 3 -18 SOURCE: GMI/MINTEL



“Choose all brands you associate with each statement.”

FIGURE 66: BRAND ATTITUDE, MARCH 2013 Ben &




1,822 1,899 1,832 975 1,888 1,008 1,891

% % % % % % %

A brand that I trust 42 49 44 33 41 32 43 A brand that cares for the environment

19 12 11 13 12 15 12

A brand that has consistently high quality

56 55 63 37 39 34 38

A brand that has a good reputation

61 58 64 37 48 36 51

A brand that is socially responsible

23 15 14 16 15 16 16

A brand that is innovative 47 26 35 14 17 13 14 A brand that offers good value

15 26 15 23 31 22 45

A brand that is worth paying more for

32 23 35 17 12 16 10

A brand that I am proud to be associated with

30 31 30 21 23 19 21

A brand that cares about my health/wellbeing

9 8 9 9 9 11 10

SOURCE: GMI/MINTEL

“From the pairs below, please choose the word from each pair that matches your image of each brand.”

FIGURE 67: BRAND IMAGE – MACRO IMAGE, MARCH 2013 Ben &




1,822 1,899 1,832 975 1,888 1,008 1,891

% % % % % % %

Boring 5 7 7 12 11 11 18 Fun 66 53 48 24 51 29 37 Tired 4 7 7 9 14 9 20 Vibrant 56 44 46 25 38 26 30 Exclusive 15 10 22 9 5 9 4 Accessible 50 56 43 37 57 39 57 Unappealing 3 3 5 7 6 6 9 Engaging 52 46 45 30 36 32 31 Unethical 2 2 2 2 2 2 3 Ethical 32 23 23 22 22 24 21 SOURCE: GMI/MINTEL



“Now, from the list below, please select all words that describe your image of each brand.”

FIGURE 68: BRAND IMAGE – MICRO IMAGE, MARCH 2013 Ben &




1,822 1,899 1,832 975 1,888 1,008 1,891

% % % % % % %

Authentic 17 15 18 20 13 21 16 Connoisseur 14 9 28 7 3 5 3 Comforting 23 23 21 15 21 17 19 Special 33 25 36 11 13 12 7 Delicious 39 41 39 21 30 24 21 Healthy 3 3 4 5 3 5 4 Natural 10 4 6 20 5 18 10 Wholesome 7 5 6 12 5 11 7 Traditional 5 15 10 34 28 32 39 Indulgent 46 41 50 12 18 13 8 Cool 25 16 14 6 15 8 11 Family 23 23 14 28 37 29 46 Bland 2 3 2 6 5 5 9 Unhealthy 11 11 10 5 10 5 9 Basic 2 6 2 10 16 10 27 None of these 16 14 16 26 16 24 15 SOURCE: GMI/MINTEL



“Different people have different views about themselves. Please tell me the extent to which you agree or disagree with each statement on a scale of 0-5 (where 1 means you strongly disagree and 5 means you strongly agree).”

FIGURE 69: PROFILE OF TARGET GROUPS, BY DEMOGRAPHICS, MARCH 2013 All Conformists Simply the

best Shelf

stalker Habitual shoppers

Individualist

Base: internet users aged 16+ 2,014 229 322 637 494 332 % % % % % %

Gender:

Male 51 46 57 53 54 40 Female 49 54 43 47 46 60 Age:

16-24 18 23 20 9 28 14 25-34 18 17 17 12 28 18 35-44 22 25 24 21 20 26 45-54 18 15 18 23 11 20 55+ 23 20 21 34 13 21 Gender and age:

Men 16-24 9 9 12 4 17 6 Men 25-34 9 7 10 7 14 8 Men 35-44 11 13 13 11 11 9 Men 45-54 9 7 11 12 6 7 Men 55+ 12 9 11 19 6 10 Women 16-24 9 14 8 5 11 8 Women 25-34 9 9 8 5 14 10 Women 35-44 11 13 11 10 9 17 Women 45-54 9 7 7 11 5 13 Women 55+ 11 11 10 15 7 11 Region:

Inner and Greater London 14 14 19 11 18 12 South East/East Anglia 24 28 22 26 23 24 South West and Wales 14 10 14 15 13 14 East and West Midlands 16 17 16 15 18 15 North West 10 11 10 12 7 12 York’s, Humberside 8 8 8 8 7 9 North and Scotland 13 12 11 12 14 14 Area:

Inner city/town 31 31 34 24 40 27 Town/city outskirts 51 54 47 53 47 54 Rural area 18 15 20 22 13 20 Socio-economic group:

ABC1 63 63 70 61 61 61 C2DE 37 37 30 39 39 39 AB 31 32 43 32 27 25 C1 31 31 26 30 34 36 C2 20 18 17 18 22 22 D 13 14 11 13 13 14 E 5 4 3 7 3 3 DE 18 18 13 20 16 17



Internet access:

Using a computer at work/ university/ college

43 45 51 39 40 48

Using my personal computer 96 98 97 98 92 98 Using a tablet device eg iPad 29 21 40 23 34 28 Using a gaming device eg Xbox, Wii

19 16 27 14 24 20

Using an e-reader eg Kindle 14 12 19 11 14 13 Using a smartphone/ BlackBerry

53 52 65 45 50 60

Other 2 2 2 3 2 2 Websites visited:

News sites eg BBC News 88 85 88 87 89 89 Online magazines eg Ask Men, Vogue

44 30 51 32 61 48

Online video eg BBC iPlayer, YouTube

90 92 91 87 90 92

Blogs 59 50 62 52 66 64 Online maps/ GPS services eg Google Maps

89 86 91 90 87 90

Social networking sites eg Facebook, Twitter

80 76 85 72 87 81

Shopping sites eg Amazon, eBay, ASOS

97 97 98 98 94 99

Online supermarkets eg Tesco, Ocado, Asda

77 72 79 74 80 80

Brands’ own sites eg L’Oréal, Apple

67 62 74 62 71 69

Price comparison sites eg uSwitch, Kelkoo, Compare the Market

78 72 75 80 78 84

Other 80 76 79 84 76 81 Social media usage:

Facebook 96 98 95 95 97 98 Twitter 52 44 58 47 59 47 Bebo 12 6 14 4 25 7 LinkedIn 29 20 32 24 34 30 Friends Reunited 24 13 25 22 29 23 MySpace 15 9 16 9 27 12 Other 17 14 19 12 27 12 SOURCE: GMI/MINTEL



FIGURE 70: PSYCHOGRAPHIC SEGMENTATION, BY TARGET GROUPS, MARCH 2013 All Conformists Simply the

best Shelf

stalker Habitual

shoppers Individualist

Base: internet users aged 16+

2,014 229 322 637 494 332

% % % % % %

I consider all available options before deciding what product to buy:

Any agree 73 75 60 83 60 85 Neither agree nor disagree 22 20 28 15 34 12 Any disagree 5 5 11 2 6 4 I often buy things on the spur of the moment:

Any agree 44 39 55 29 52 53 Neither agree nor disagree 32 24 26 35 40 26 Any disagree 24 38 19 37 8 22 I tend to make purchase decisions quickly, based on 'gut feeling':

Any agree 40 28 44 31 51 44 Neither agree nor disagree 35 35 34 33 43 32 Any disagree 25 37 23 36 6 24 I only buy brands I have bought before:

Any agree 14 7 7 6 41 1 Neither agree nor disagree 33 34 30 30 53 11 Any disagree 53 59 64 64 6 88 I like to try new brands that I see:

Any agree 61 32 67 62 55 79 Neither agree nor disagree 33 47 25 32 41 18 Any disagree 7 21 8 6 4 3 I want to stand out from the crowd:

Any agree 29 16 42 8 39 51 Neither agree nor disagree 33 29 34 26 47 30 Any disagree 38 55 24 66 14 19 I like people to admire things I own:

Any agree 39 59 61 5 48 55 Neither agree nor disagree 36 32 32 35 44 32 Any disagree 25 9 7 60 8 13 I do my own thing, regardless of the current trends:

Any agree 80 67 75 92 65 92 Neither agree nor disagree 17 25 18 6 33 7 Any disagree 3 7 6 2 2 1



I don’t like to be too different from everyone else:

Any agree 26 53 16 19 38 13 Neither agree nor disagree 38 36 33 36 52 29 Any disagree 36 11 51 45 10 58 I like to have new products ahead of everybody else:

Any agree 27 13 48 4 42 36 Neither agree nor disagree 35 31 33 30 46 35 Any disagree 38 56 19 66 12 30 I shop around from a variety of brands:

Any agree 80 86 75 86 63 95 Neither agree nor disagree 16 8 19 11 33 4 Any disagree 4 6 6 3 4 1 Once I find a brand I like I tend to stick to it:

Any agree 50 71 61 47 56 17 Neither agree nor disagree 36 24 30 40 40 39 Any disagree 14 4 9 13 3 44 I look for the lowest possible prices when I go shopping:

Any agree 64 87 21 69 61 84 Neither agree nor disagree 25 10 36 24 36 12 Any disagree 11 3 43 8 3 4 I always look out for special offers:

Any agree 84 97 69 91 70 98 Neither agree nor disagree 13 2 24 7 26 1 Any disagree 3 1 7 3 4 1 I am happy to pay extra for better quality:

Any agree 61 51 87 69 51 43 Neither agree nor disagree 29 34 10 25 40 34 Any disagree 10 15 2 6 10 23 I tend to go for premium rather than standard goods/services:

Any agree 32 8 66 23 43 16 Neither agree nor disagree 41 34 28 47 47 39 SOURCE: GMI/MINTEL



FIGURE 71: BRAND USAGE, BY TARGET GROUPS, MARCH 2013 All Conformists Simply

the best Shelf

stalker Habitual shoppers

Individualist

Base: internet users aged 16+ 2,014 229 322 637 494 332 % % % % % %

Ben & Jerry’s:


10 8 9 8 16 6


29 34 24 35 26 25

Eat rarely 25 27 25 27 17 30 Eat sometimes 22 20 23 23 22 23 Eat often 10 9 13 6 14 9 Eat all the time 4 3 6 1 6 6 Eaten in the last 12 months 30 27 41 24 29 36 Ever used 61 58 67 57 59 69 Awareness 90 92 91 92 84 94 Magnum:


6 4 7 3 11 2


12 11 12 13 15 8

Eat rarely 28 37 22 34 17 34 Eat sometimes 33 31 34 34 29 36 Eat often 15 14 19 14 18 11 Eat all the time 5 3 6 2 9 8 Eaten in the last 12 months 42 39 48 39 39 45 Ever used 82 85 81 84 74 89 Awareness 94 96 93 97 89 98 Häagen-Dazs:


9 7 10 6 16 6


24 29 16 26 28 21

Eat rarely 32 38 31 39 16 36 Eat sometimes 23 20 26 24 20 25 Eat often 8 5 12 5 12 8 Eat all the time 4 1 4 0 9 4 Eaten in the last 12 months 28 22 34 25 29 30 Ever used 67 64 74 68 57 73 Awareness 91 93 90 94 84 94 Mackie’s:


52 59 52 51 50 51


23 23 23 24 25 20

Eat rarely 12 11 8 14 7 17 Eat sometimes 8 5 11 8 8 8 Eat often 4 2 5 2 7 3 Eat all the time 1 0 1 0 3 1 Eaten in the last 12 months 10 7 14 10 9 12 Ever used 25 19 25 25 25 29 Awareness 48 41 48 49 50 49



Cornetto:


6 4 7 3 12 5


13 14 9 13 17 9

Eat rarely 33 37 30 41 19 39 Eat sometimes 32 34 36 31 29 30 Eat often 12 9 13 11 15 12 Eat all the time 4 2 5 2 9 5 Eaten in the last 12 months 32 32 37 30 31 32 Ever used 81 82 84 84 71 86 Awareness 94 96 93 97 88 95 Kelly’s:


50 60 50 49 46 50


22 17 25 22 24 21

Eat rarely 11 10 6 13 10 15 Eat sometimes 11 10 13 11 10 11 Eat often 4 3 5 3 7 2 Eat all the time 1 0 2 0 3 1 Eaten in the last 12 months 12 11 15 12 10 13 Ever used 28 23 25 28 30 29 Awareness 50 40 50 51 54 50 Wall’s:


6 6 6 2 12 5


9 8 10 8 14 6

Eat rarely 33 39 31 40 17 40 Eat sometimes 34 33 32 37 33 36 Eat often 14 13 18 11 17 9 Eat all the time 4 2 3 2 7 5 Eaten in the last 12 months 37 34 44 36 34 38 Ever used 84 86 84 90 74 89 Awareness 94 94 94 98 88 95 SOURCE: GMI/MINTEL

Brand index FIGURE 72: BRAND INDEX, MARCH 2013 Base: 2,014 internet users aged 16+ Mean

Ben & Jerry’s 48.33 Magnum 50.30 Häagen-Dazs 47.76 Mackie’s 21.59 Cornetto 45.89 Kelly’s 22.38 Wall’s 45.50 SOURCE: GMI/MINTEL

Appendix – The Consumer – Usage of Ice Cream, Sorbet and Frozen Yogurt Ice Cream UK, June 2013


Appendix – The Consumer – Usage of Ice Cream,

Sorbet and Frozen Yogurt FIGURE 73: MOST POPULAR TYPES OF ICE CREAM/SORBET/FROZEN YOGURT EATEN/BOUGHT IN THE PAST 12 MONTHS, BY

DEMOGRAPHICS, APRIL 2013 Base: 1,500 internet users aged 16+ Any Tubs of

standard ice cream (eg

Wall’s)


Tubs of premium ice

cream (eg Häagen-Dazs,

Carte D’Or)


% % % % %

All 85 53 46 45 39 Gender: Male 82 50 43 40 36 Female 88 55 49 50 42 Age: 16-24 84 51 41 45 35 25-34 86 50 49 55 39 35-44 86 56 47 47 46 45-54 85 55 53 41 45 55-64 85 52 41 41 33 65+ 83 53 45 33 32 16-34 85 51 45 50 37 35+ 85 54 47 41 40 Region: Inner and Greater London 85 44 51 53 38 South East/East Anglia 87 53 45 49 40 South West and Wales 80 52 49 40 40 East and West Midlands 82 55 45 39 39 North West 87 58 42 45 42 Yorks, Humberside 90 58 46 39 39 North and Scotland 84 54 45 41 36 Area: Urban location 86 53 48 48 40 Suburban location 86 54 47 44 40 Village/rural location/Other 81 51 42 38 34 Working status: Employee full-time (30+ hours/week)

85 53 48 49 41

Employee part-time (less than 30 hours/week)

87 57 46 47 40

Any self-employed 85 51 45 43 42 In full-time education 80 46 38 48 35 Retired 86 52 48 37 33 Not working for any other reason

80 58 43 36 41



Socio-economic group: AB 86 55 48 51 38 C1 86 50 49 46 39 C2 87 62 48 46 42 D 80 49 41 37 39 E* 77 38 33 22 33 Highest level of education: No formal qualification* 76 50 38 25 36 GCSE/O-level or equivalent 84 58 46 39 41 AS/A-level or equivalent 85 48 48 50 39 Vocational qualification (eg NVQs, BTEC)

86 53 43 43 40

Further qualification (HNCs, HNDs)

87 65 46 45 38

University degree (including undergraduate and master’s degrees)

86 50 50 52 38

Gross annual household income:

Under £9,500* 79 35 33 31 32 £9,500-15,499 79 48 37 32 33 £15,500-24,999 86 55 48 43 43 £25,000-49,999 89 59 49 49 42 £50,000 or over 87 53 59 57 41 Don't know/Refused 79 48 31 42 31 Housing situation: Bought on a mortgage 87 57 49 52 42 Own outright 84 54 45 37 35 Rented from local authority 79 49 38 35 36 Rented from private landlord 86 49 50 51 41 Rented from housing association/Others

82 48 38 36 39

Presence of own children: Aged 0-4 91 60 58 54 45 Aged 5-9 95 64 54 57 51 Aged 10-15 92 65 58 56 53 Aged 16-18 86 58 55 47 42 Any children 90 60 54 52 46 No children in household 82 49 41 40 34 Household size: 1 75 37 34 32 32 2 85 51 44 43 35 3 85 54 44 46 38 4 89 61 56 51 47 5 or more 90 64 58 53 51 Current marital status: Single 80 45 40 41 34 Married/Civil partnership/Living as married

89 59 52 49 44

Separated, divorced or widowed 78 42 33 33 31 Financial situation: Healthy 84 53 45 44 33 OK 85 53 47 46 41 Tight 85 53 46 43 41 Struggling/In Trouble 83 50 47 45 41



Grocery shopping habits: I look out for more special offers (eg buy one get one free)

88 58 52 48 43

I have switched from branded to cheaper own-label groceries

89 60 50 45 45

I bulk buy some foods when they are on offer

90 59 52 49 46

I have switched some of my grocery shopping to a cheaper value retailer (eg Lidl, Aldi etc)

92 62 53 51 47

I have switched all of my grocery shopping to a cheaper value retailer (eg Lidl, Aldi etc)*

91 55 47 39 43

I shop around more to save money

90 59 50 50 45

I have cut down on the number of premium products I buy (eg Tesco Finest, Sainsbury's Taste the Difference etc)

88 55 50 47 45

I am buying more dried/tinned/frozen food to save money

88 60 48 47 45

I have cut back on organic products to save money

92 59 47 54 43

I plan my shopping more carefully to avoid food waste

89 58 52 49 43

I treat myself to indulgent food at home more instead of eating out at restaurants

92 62 57 56 47

I have not changed my shopping habits in any way

79 50 43 39 30

Attitude towards health and healthy lifestyles:

I know what I should and shouldn't do to keep healthy

86 55 50 47 41

I'm prepared to change my lifestyle to be healthier

90 57 55 55 42

I eat what I like and don't worry too much about how healthy my diet is

86 54 49 46 44

All the different advice on keeping healthy can be confusing

88 59 50 51 39

I take vitamins and/or dietary supplements every day (eg cod liver oil, evening primrose oil, etc)

89 59 50 53 41

I would like restaurant menus to display the calorie content of each dish

92 58 54 52 43

I eat fruit/vegetables most days 87 55 48 48 41 I eat 5 portions of fruit/vegetables every day

89 56 51 53 41

I try to make sure I eat a low-fat diet

87 55 50 47 41

I am vegetarian* 94 57 43 53 39 I occasionally eat treats that aren’t good for me

86 55 48 45 38

I often eat treats that aren’t good for me

89 56 54 51 48



Cooking and eating habits: I enjoy experimenting with flavours and recipes

88 56 51 54 43

I enjoy spicy food 87 56 51 49 42 I stick to familiar dishes 86 56 48 42 44 I prefer to cook from scratch so I can control the contents (eg salt, fat, sugar, etc)

88 57 52 49 41

I cook from scratch most days (eg using raw vegetables, meat)

89 57 51 48 42

I do very little cooking and prefer to use prepared dishes

84 47 45 43 37

I spend more time cooking when I can (eg at weekends)

90 59 55 58 49

I often cook larger batches of food and freeze them to eat later

91 56 54 51 42

I use leftovers to avoid food waste

89 57 49 48 43

I find I am eating more homemade sandwiches than I did a year ago

91 62 54 51 42

I often eat dinner on my own 80 46 43 40 35 I usually eat with my family/partner

89 60 54 49 45

* small sub-sample (75-100) SOURCE: GMI/MINTEL



FIGURE 74: NEXT MOST POPULAR TYPES OF ICE CREAM/SORBET/FROZEN YOGURT EATEN/BOUGHT IN THE PAST 12 MONTHS, BY DEMOGRAPHICS, APRIL 2013 Base: 1,500 internet users aged 16+ Ice lollies Scoop ice

cream (eg from an ice

cream shop)


Soft ice cream (eg

from a van)


% % % % %


34 26 32 30 23


40 25 27 22 16

Any self-employed 30 29 25 25 19 In full-time education 32 31 21 24 22 Retired 19 25 18 16 12 Not working for any other reason

35 22 25 23 10

Socio-economic group: AB 33 32 28 26 23 C1 32 24 27 25 17 C2 35 28 31 29 17 D 30 20 20 19 18 E* 21 20 15 18 9



Highest level of education: No formal qualification* 21 20 20 17 7 GCSE/O-level or equivalent 35 24 25 25 17 AS/A-level or equivalent 29 27 22 24 18 Vocational qualification (eg NVQs, BTEC)

36 25 27 27 16


31 23 23 19 19


32 30 33 26 23


Under £9,500* 20 17 18 16 17 £9,500-15,499 27 21 21 19 14 £15,500-24,999 30 28 24 23 15 £25,000-49,999 37 26 31 28 20 £50,000 or over 38 35 33 30 26 Don't know/Refused 24 24 17 25 19 Housing situation: Bought on a mortgage 37 30 32 27 21 Own outright 22 28 23 21 16 Rented from local authority 38 21 18 22 16 Rented from private landlord 35 27 27 29 22 Rented from housing association/Others

31 14 19 22 10


37 29 30 29 21





36 27 27 27 19


39 28 29 31 21


37 30 29 28 20


40 33 30 32 23


42 33 39 38 28


38 32 32 31 21


38 27 29 30 20


38 28 27 34 24


39 31 32 32 27


38 31 30 29 19


34 33 30 28 23


23 21 18 16 15



33 28 26 26 19


38 35 31 32 26


36 25 27 26 17


35 29 25 26 20


34 30 29 31 21


39 34 28 33 23


36 32 28 30 23


35 30 27 29 21


31 28 23 26 19


40 28 31 27 16




34 29 27 27 20


34 29 26 25 18


33 27 26 25 17


36 29 33 27 20


39 34 31 33 22


33 32 24 31 19


33 29 27 27 20


41 32 28 32 21


36 30 28 28 17


FIGURE 75: OTHER TYPES OF ICE CREAM/SORBET/FROZEN YOGURT EATEN/BOUGHT IN THE PAST 12 MONTHS, BY

DEMOGRAPHICS, APRIL 2013 Base: 1,500 internet users aged 16+ Frozen yogurt Sorbet Other type of

ice cream None of these

% % % %

All 16 16 8 15 Gender: Male 14 14 9 18 Female 17 17 8 12 Age: 16-24 24 21 6 16 25-34 19 21 9 14 35-44 15 15 9 14 45-54 12 11 6 15 55-64 13 11 9 15 65+ 9 12 11 17 16-34 21 21 8 15 35+ 12 12 9 15 Region: Inner and Greater London 23 22 8 15 South East/East Anglia 14 18 8 13 South West and Wales 15 14 8 20 East and West Midlands 15 12 9 18 North West 16 16 9 13 Yorks, Humberside 15 13 10 10 North and Scotland 14 14 7 16



Area: Urban location 21 21 10 14 Suburban location 12 13 7 14 Village/rural location/Other 11 10 6 19 Working status: Employee full-time (30+ hours/week) 17 19 8 15 Employee part-time (less than 30 hours/week)

15 14 8 13

Any self-employed 17 14 6 15 In full-time education 25 18 3 20 Retired 11 13 12 14 Not working for any other reason 8 8 13 20 Socio-economic group: AB 20 19 11 14 C1 18 16 7 14 C2 15 14 7 13 D 9 11 7 20 E* 5 13 12 23 Highest level of education: No formal qualification* 3 1 8 24 GCSE/O-level or equivalent 12 13 8 16 AS/A-level or equivalent 17 15 5 15 Vocational qualification (eg NVQs, BTEC)

16 15 10 14

Further qualification (HNCs, HNDs) 10 19 7 13 University degree (including undergraduate and master’s degrees)

20 19 10 14

Gross annual household income: Under £9,500* 15 16 9 21 £9,500-15,499 11 8 9 21 £15,500-24,999 14 17 9 14 £25,000-49,999 16 15 7 11 £50,000 or over 25 24 11 13 Don't know/Refused 12 11 7 21 Housing situation: Bought on a mortgage 18 18 8 13 Own outright 12 14 9 16 Rented from local authority 12 12 13 21 Rented from private landlord 21 19 8 14 Rented from housing association/Others

7 10 5 18

Presence of own children: Aged 0-4 17 21 12 9 Aged 5-9 24 24 15 5 Aged 10-15 23 20 11 8 Aged 16-18 19 16 6 14 Any children 19 18 10 11 No children in household 14 14 8 18 Household size: 1 11 12 7 25 2 14 14 9 15 3 14 14 7 15 4 21 20 7 11 5 or more 23 23 14 10



Current marital status: Single 18 16 7 20 Married/Civil partnership/Living as married

16 16 9 11

Separated, divorced or widowed 8 11 8 22 Financial situation: Healthy 17 18 10 16 OK 17 15 8 15 Tight 15 17 7 15 Struggling/In Trouble 8 11 11 17 Grocery shopping habits: I look out for more special offers (eg buy one get one free)

16 16 8 12


19 17 10 11


17 19 10 10


20 19 8 8


23 26 18 9

I shop around more to save money 20 19 9 10 I have cut down on the number of premium products I buy (eg Tesco Finest, Sainsbury's Taste the Difference etc)

15 15 10 12


18 22 12 13


30 26 10 8


19 17 9 11


23 17 9 8


9 11 7 21





16 15 8 14


23 22 11 10


15 16 9 14


18 17 9 12


19 20 8 11


25 24 10 8

I eat fruit/vegetables most days 17 17 8 13 I eat 5 portions of fruit/vegetables every day

22 22 9 11

I try to make sure I eat a low-fat diet 22 20 8 13 I am vegetarian* 22 23 11 6 I occasionally eat treats that aren’t good for me

16 15 8 14


14 15 7 11


20 19 8 12

I enjoy spicy food 16 16 8 13 I stick to familiar dishes 15 15 10 14 I prefer to cook from scratch so I can control the contents (eg salt, fat, sugar, etc)

18 18 9 12


17 16 8 11


16 19 8 16


19 18 7 10


19 16 9 9

I use leftovers to avoid food waste 17 18 8 11 I find I am eating more homemade sandwiches than I did a year ago

20 19 9 9

I often eat dinner on my own 15 18 8 20 I usually eat with my family/partner 14 14 8 11 * small sub-sample (75-100) SOURCE: GMI/MINTEL



FIGURE 76: MOST POPULAR TYPES OF ICE CREAM/SORBET/FROZEN YOGURT EATEN/BOUGHT IN THE PAST 12 MONTHS, BY

DEMOGRAPHICS, APRIL 2013 Base: 1,500 internet users aged 16+ Any Tubs of

standard ice cream (eg

Wall’s)


Tubs of premium ice

cream (eg Häagen-Dazs,

Carte D’Or)


% % % % %


84 45 44 47 38


86 50 42 39 39

Any self-employed 80 45 41 41 39 In full-time education 86 46 41 50 39 Retired 82 45 44 37 29 Not working for any other reason 78 55 47 41 43 Socio-economic group: AB 84 47 44 47 39 C1 85 46 45 48 38 C2 85 51 43 40 36 D 82 47 42 36 37 E* 71 36 34 25 29



Highest level of education: No formal qualification* 74 46 33 24 28 GCSE/O-level or equivalent 82 48 40 36 37 AS/A-level or equivalent 86 44 46 49 40 Vocational qualification (eg NVQs, BTEC)

81 47 42 42 34

Further qualification (HNCs, HNDs) 86 63 46 45 42 University degree (including undergraduate and master’s degrees)

86 43 46 50 37

Gross annual household income: Under £9,500* 76 34 32 32 30 £9,500-15,499 78 47 37 35 33 £15,500-24,999 84 45 45 42 40 £25,000-49,999 87 51 45 44 38 £50,000 or over 85 44 50 54 40 Don't know/Refused 81 50 38 43 39 Housing situation: Bought on a mortgage 85 48 45 47 41 Own outright 82 47 42 38 33 Rented from local authority 77 43 36 31 32 Rented from private landlord 86 47 48 52 39 Rented from housing association/Others

83 45 36 34 38


86 50 46 44 38





86 52 48 47 43


87 52 46 45 45


88 52 47 47 44


89 54 48 45 44


90 44 47 45 38

I shop around more to save money 88 53 46 47 44 I have cut down on the number of premium products I buy (eg Tesco Finest, Sainsbury's Taste the Difference etc)

85 49 47 43 40


86 54 47 47 47


87 53 45 52 44


87 53 50 48 41


91 55 52 54 47


79 45 44 39 29



85 52 46 46 40


89 51 52 54 44


85 50 47 44 40


87 52 48 49 38


87 51 46 48 42


91 54 55 52 45


86 49 46 49 38


87 50 48 46 39


85 51 47 44 37


92 54 55 51 48




88 53 48 53 42


86 49 46 46 39


86 50 45 45 39


85 40 49 42 36


89 55 52 56 45


89 50 49 48 42

I use leftovers to avoid food waste 87 51 46 47 40 I find I am eating more homemade sandwiches than I did a year ago

90 57 50 49 44

I often eat dinner on my own 79 45 43 41 38 I usually eat with my family/partner 88 55 51 48 41 * small sub-sample (75-100) SOURCE: GMI/MINTEL

FIGURE 77: NEXT MOST POPULAR TYPES OF ICE CREAM/SORBET/FROZEN YOGURT EATEN/BOUGHT IN THE PAST 12 MONTHS, BY DEMOGRAPHICS, APRIL 2013 Base: 1,500 internet users aged 16+ Ice

lollies Scoop ice cream (eg

from an ice cream shop)


Soft ice cream (eg

from a van)


% % % % %

All 27 26 26 25 18 Gender: Male 26 24 26 24 17 Female 28 28 25 25 19 Age: 16-24 33 30 30 27 24 25-34 34 31 34 28 20 35-44 29 26 27 31 17 45-54 24 22 26 23 16 55-64 20 23 14 19 13 65+ 13 23 17 16 15 16-34 34 31 32 27 22 35+ 23 24 22 23 15 Region: Inner and Greater London 26 30 30 26 23 South East/East Anglia 25 23 24 23 15 South West and Wales 23 27 18 21 19 East and West Midlands 25 24 23 28 16 North West 30 23 28 28 18 Yorks, Humberside 31 32 34 23 22 North and Scotland 31 30 27 24 17



Area: Urban location 28 28 28 27 22 Suburban location 28 25 25 24 15 Village/rural location/Other 23 24 21 22 15 Working status: Employee full-time (30+ hours/week)

30 27 31 29 19


29 25 23 22 17

Any self-employed 23 27 29 27 18 In full-time education 35 31 25 28 22 Retired 14 24 17 17 16 Not working for any other reason 28 24 22 19 10 Socio-economic group: AB 28 31 27 27 23 C1 26 28 29 25 16 C2 30 24 27 26 16 D 26 19 20 21 16 E* 15 20 16 20 13 Highest level of education: No formal qualification* 16 14 18 14 7 GCSE/O-level or equivalent 25 22 23 26 16 AS/A-level or equivalent 30 29 25 27 20 Vocational qualification (eg NVQs, BTEC)

26 24 23 25 14

Further qualification (HNCs, HNDs) 31 27 23 24 16 University degree (including undergraduate and master’s degrees)

28 31 32 25 22

Gross annual household income: Under £9,500* 17 18 17 15 14 £9,500-15,499 23 19 20 21 15 £15,500-24,999 25 27 24 22 17 £25,000-49,999 30 28 30 28 18 £50,000 or over 32 33 31 30 22 Don't know/Refused 23 23 19 25 19 Housing situation: Bought on a mortgage 31 28 31 27 20 Own outright 20 26 21 20 17 Rented from local authority 29 22 18 21 10 Rented from private landlord 27 30 28 30 20 Rented from housing association/Others

27 15 19 22 13

Presence of own children: Aged 0-4 31 31 34 35 20 Aged 5-9 39 34 38 39 24 Aged 10-15 39 31 33 37 22 Aged 16-18 35 27 31 32 21 Any children 33 29 32 32 21 No children in household 23 24 22 20 16 Household size: 1 17 18 15 14 10 2 22 26 22 23 17 3 28 27 27 23 20 4 32 28 35 30 19 5 or more 45 35 32 40 26



Current marital status: Single 30 26 26 24 18 Married/Civil partnership/Living as married

28 28 27 26 19

Separated, divorced or widowed 15 18 16 17 12 Financial situation: Healthy 23 30 28 23 22 OK 28 26 27 25 19 Tight 28 26 23 24 16 Struggling/In Trouble 25 20 19 25 9 Grocery shopping habits: I look out for more special offers (eg buy one get one free)

30 28 29 28 19


33 30 27 30 19


30 30 29 28 20


31 32 29 30 23


32 34 35 40 22

I shop around more to save money 32 32 31 30 20 I have cut down on the number of premium products I buy (eg Tesco Finest, Sainsbury's Taste the Difference etc)

30 27 26 30 16


36 28 29 35 22


27 34 29 34 22


30 32 30 29 19


30 34 30 31 25


20 20 19 17 14





28 28 26 28 19


34 36 31 32 26


32 25 26 23 16


28 31 26 28 19


27 31 28 30 21


35 36 29 35 24


30 33 26 29 23


31 30 28 30 22


24 28 24 27 20


36 32 33 30 17


26 30 28 27 21


27 29 26 25 21


25 28 25 26 19


33 30 29 27 18


31 34 32 33 24


26 31 27 30 21


33 36 30 33 21




FIGURE 78: OTHER TYPES OF ICE CREAM/SORBET/FROZEN YOGURT EATEN/BOUGHT IN THE PAST 12 MONTHS, BY

DEMOGRAPHICS, APRIL 2013 Base: 1,500 internet users aged 16+ Sorbet Frozen yogurt Other type of

ice cream None of these

% % % %

All 17 17 11 17 Gender: Male 15 14 10 19 Female 19 19 11 14 Age: 16-24 24 23 9 13 25-34 19 21 12 14 35-44 16 16 10 17 45-54 12 14 11 18 55-64 12 12 7 18 65+ 17 10 16 22 16-34 22 22 10 14 35+ 14 13 11 18 Region: Inner and Greater London 25 29 11 15 South East/East Anglia 16 15 8 16 South West and Wales 14 14 12 20 East and West Midlands 12 12 10 19 North West 20 16 14 15 Yorks, Humberside 17 17 13 13 North and Scotland 16 14 10 16 Area: Urban location 21 22 11 16 Suburban location 14 13 11 16 Village/rural location/Other 14 13 9 19 Working status: Employee full-time (30+ hours/week) 16 18 10 16 Employee part-time (less than 30 hours/week)

15 11 12 14

Any self-employed 16 19 12 20 In full-time education 27 28 6 14 Retired 18 12 14 18 Not working for any other reason 11 10 12 22 Socio-economic group: AB 24 23 14 16 C1 14 17 7 15 C2 15 14 11 15 D 11 11 11 18 E* 15 7 12 29 Highest level of education: No formal qualification* 3 5 8 26 GCSE/O-level or equivalent 13 12 12 18 AS/A-level or equivalent 17 16 10 14 Vocational qualification (eg NVQs, BTEC) 15 15 12 19 Further qualification (HNCs, HNDs) 19 12 11 14 University degree (including undergraduate and master’s degrees)

23 23 11 14



Gross annual household income: Under £9,500* 14 11 8 24 £9,500-15,499 11 11 12 22 £15,500-24,999 19 16 12 16 £25,000-49,999 15 17 10 13 £50,000 or over 26 26 14 15 Don't know/Refused 14 14 8 19 Housing situation: Bought on a mortgage 18 19 12 15 Own outright 15 14 12 18 Rented from local authority 15 13 14 23 Rented from private landlord 21 20 8 14 Rented from housing association/Others 11 11 6 17 Presence of own children: Aged 0-4 21 21 15 11 Aged 5-9 23 26 20 9 Aged 10-15 22 20 12 13 Aged 16-18 16 17 9 14 Any children 19 19 14 13 No children in household 16 15 9 19 Household size: 1 13 11 9 26 2 16 14 10 16 3 14 15 11 17 4 20 24 10 13 5 or more 24 23 16 11 Current marital status: Single 18 18 8 17 Married/Civil partnership/Living as married 17 17 12 14 Separated, divorced or widowed 12 10 11 27 Financial situation: Healthy 19 18 14 16 OK 17 18 10 17 Tight 17 15 11 15 Struggling/In Trouble 10 8 7 19




17 17 10 14


18 16 11 13

I bulk buy some foods when they are on offer 18 17 12 12 I have switched some of my grocery shopping to a cheaper value retailer (eg Lidl, Aldi etc)

20 23 13 11


28 26 26 10


17 17 11 15


19 21 14 14


25 24 13 13


19 19 11 13


22 24 15 9


14 10 9 21



17 16 11 15


23 23 14 11


17 16 9 15


19 18 11 13


23 23 14 13


24 24 12 9

I eat fruit/vegetables most days 19 18 12 14 I eat 5 portions of fruit/vegetables every day 24 22 13 14 I try to make sure I eat a low-fat diet 23 23 13 13 I am vegetarian* 29 27 12 11 I occasionally eat treats that aren’t good for me

18 16 12 15

I often eat treats that aren’t good for me 16 15 9 8




20 19 10 12


20 19 13 14


20 17 13 14


15 18 10 15


21 21 12 11


20 22 12 11

I use leftovers to avoid food waste 20 18 12 13 I find I am eating more homemade sandwiches than I did a year ago

21 21 11 10

I often eat dinner on my own 19 16 11 21 I usually eat with my family/partner 17 15 11 12 * small sub-sample (75-100) SOURCE: GMI/MINTEL

FIGURE 79: REPERTOIRE OF TYPES OF ICE CREAM/SORBET/FROZEN YOGURT BOUGHT IN THE PAST 12 MONTHS, BY

DEMOGRAPHICS, APRIL 2013 Base: 1,500 internet users aged 16+ 1-2 types of ice

cream/lollies/ sorbet/frozen yogurt bought

3-5 types of ice cream/lollies/ sorbet/frozen yogurt bought

6-12 types of ice

cream/lollies/ sorbet/frozen yogurt bought

None of these

% % % %

All 29 33 23 15 Gender: Male 31 29 22 18 Female 27 37 24 12 Age: 16-24 29 32 23 16 25-34 25 29 32 14 35-44 28 28 29 14 45-54 26 39 20 15 55-64 35 36 13 15 65+ 33 36 14 17 16-34 27 30 27 15 35+ 30 34 20 15 Region: Inner and Greater London 27 27 31 15 South East/East Anglia 33 35 19 13 South West and Wales 25 31 23 20 East and West Midlands 27 35 21 18 North West 26 42 19 13 Yorks, Humberside 30 33 27 10 North and Scotland 31 29 24 16



Area: Urban location 27 31 28 14 Suburban location 29 36 21 14 Village/rural location/Other 33 32 17 19 Working status: Employee full-time (30+ hours/week)

27 32 27 15


29 36 22 13

Any self-employed 32 31 22 15 In full-time education 27 31 23 20 Retired 35 37 14 14 Not working for any other reason

25 31 23 20

Socio-economic group: AB 28 29 29 14 C1 28 34 24 14 C2 27 38 22 13 D 32 32 16 20 E* 33 35 8 23 Highest level of education: No formal qualification* 34 33 9 24 GCSE/O-level or equivalent 28 34 21 16 AS/A-level or equivalent 27 38 20 15 Vocational qualification (eg NVQs, BTEC)

30 35 22 14


33 31 23 13


28 28 29 14


Under £9,500* 37 28 13 21 £9,500-15,499 32 32 15 21 £15,500-24,999 29 35 22 14 £25,000-49,999 27 36 26 11 £50,000 or over 22 32 33 13 Don't know/Refused 36 24 19 21 Housing situation: Bought on a mortgage 27 31 29 13 Own outright 31 36 18 16 Rented from local authority 29 32 18 21 Rented from private landlord 27 34 25 14 Rented from housing association/Others

36 31 15 18

Presence of own children: Aged 0-4 25 31 35 9 Aged 5-9 22 29 45 5 Aged 10-15 22 30 40 8 Aged 16-18 21 37 28 14 Any children 24 33 33 11 No children in household 32 33 16 18



Household size: 1 37 27 11 25 2 31 37 17 15 3 32 29 24 15 4 19 38 31 11 5 or more 23 27 40 10 Current marital status: Single 31 29 20 20 Married/Civil partnership/Living as married

26 35 27 11

Separated, divorced or widowed 36 33 9 22 Financial situation: Healthy 31 31 22 16 OK 28 33 24 15 Tight 29 34 22 15 Struggling/In Trouble 30 34 20 17 Grocery shopping habits: I look out for more special offers (eg buy one get one free)

27 37 24 12


26 36 27 11


28 34 28 10


24 36 31 8


28 28 34 9


26 36 29 10


25 36 27 12


26 31 30 13


20 42 30 8


25 36 28 11


23 39 30 8


35 27 17 21





27 35 24 14


23 37 31 10


29 32 24 14


27 36 26 12


27 35 27 11


24 36 32 8

I eat fruit/vegetables most days 27 35 25 13 I eat 5 portions of fruit/vegetables every day

26 32 31 11


23 38 27 13

I am vegetarian* 34 34 27 6 I occasionally eat treats that aren’t good for me

29 35 22 14


25 39 25 11


27 34 27 12


28 35 25 12


29 35 25 11


28 30 26 16


21 38 31 10


28 37 26 9


29 35 25 11


23 39 29 9

I often eat dinner on my own 29 34 17 20 I usually eat with my family/partner

26 37 26 11




FIGURE 80: FREQUENCY OF EATING TUBS/POTS OF ICE CREAM, BY DEMOGRAPHICS, APRIL 2013 Base: 986 internet users aged 16+ who have bought or eaten tubs/pots of ice cream in the past 12 months At least

once in a week

Once a week

At least once in a

month

2-3 times a month

Once a month

Less than once a month

% % % % % %

All 25 18 45 24 21 30 Gender: Male 28 21 45 23 22 27 Female 22 15 45 25 21 33 Age: 16-24 26 19 46 21 25 28 25-34 28 21 42 22 20 30 35-44 25 17 43 20 22 32 45-54 25 19 49 30 18 26 55-64 21 14 45 23 22 34 65+ 20 13 48 29 19 32 Region: Inner and Greater London 34 25 41 19 23 25 South East/East Anglia 19 14 44 24 21 37 South West and Wales 24 18 47 24 22 29 East and West Midlands 28 19 42 21 21 30 North West 23 14 52 28 24 25 Yorks, Humberside* 27 18 41 24 18 32 North and Scotland 22 18 50 29 21 28 Area: Urban location 30 22 43 22 21 26 Suburban location 20 14 46 25 20 34 Village/rural location/Other 21 15 49 24 25 30 Working status: Employee full-time (30+ hours/week) 29 22 41 20 21 29 Employee part-time (less than 30 hours/week)

19 15 50 30 20 31

Any self-employed 24 16 54 26 28 21 In full-time education 25 18 42 21 21 33 Retired 21 12 46 25 20 33 Not working for any other reason* 22 14 45 26 19 32 Socio-economic group: AB 24 15 48 25 24 28 C1 24 18 45 23 22 31 C2 31 24 43 22 20 27 DE 20 13 44 26 18 36 Highest level of education: GCSE/O-level or equivalent 30 24 43 27 17 27 AS/A-level or equivalent 22 17 55 25 30 23 Vocational qualification (eg NVQs, BTEC)

24 18 42 22 20 34

Further qualification (HNCs, HNDs)* 28 16 36 19 18 35 University degree (including undergraduate and master’s degrees)

22 14 44 22 22 34



Gross annual household income: Under £15,500 23 18 41 27 14 36 £15,500-24,999 21 15 46 26 20 32 £25,000-49,999 28 21 46 24 22 26 £50,000 or over 26 17 48 20 28 26 Don't know/Refused* 20 11 45 20 25 36 Housing situation: Bought on a mortgage 24 17 46 25 22 29 Own outright 28 20 47 22 25 26 Rented from local authority* 32 20 37 25 12 32 Rented from private landlord 22 17 41 22 19 36 Rented from housing association/Others*

15 12 55 32 23 30

Presence of own children: Aged 0-4 34 22 47 29 19 19 Aged 5-9 36 25 47 28 19 17 Aged 10-15 34 22 42 23 19 23 Aged 16-18 31 23 42 27 16 27 Any children 32 22 45 27 18 24 No children in household 20 14 46 22 24 34 Household size: 1 19 13 40 25 15 41 2 20 13 46 21 25 34 3 27 21 47 25 22 27 4 28 22 46 26 20 26 5 or more* 34 21 44 27 17 22 Current marital status: Single 22 17 45 21 24 32 Married/Civil partnership/Living as married

27 19 46 24 22 27

Separated, divorced or widowed* 19 13 39 29 10 42 Financial situation: Healthy 29 21 45 19 26 25 OK 24 17 46 24 22 30 Tight 21 15 48 28 20 31 Struggling/In Trouble* 25 19 36 24 12 39




23 16 47 24 23 30


19 13 47 24 23 34


23 16 45 22 24 32


23 17 47 25 22 31

I shop around more to save money 23 17 49 27 22 28 I have cut down on the number of premium products I buy (eg Tesco Finest, Sainsbury's Taste the Difference etc)

22 17 44 23 22 34


26 16 46 25 21 28

I have cut back on organic products to save money*

27 17 47 25 22 25


19 13 50 27 22 31


22 15 46 22 24 32


24 19 37 21 16 39



20 14 46 22 23 34


26 19 43 22 21 31


21 13 44 23 21 35


22 16 41 23 18 37


27 17 40 22 18 32


21 15 45 25 20 34

I eat fruit/vegetables most days 21 15 46 23 22 34 I eat 5 portions of fruit/vegetables every day

26 18 44 20 24 30

I try to make sure I eat a low-fat diet 21 14 44 21 23 35 I occasionally eat treats that aren’t good for me

20 14 43 21 21 37


17 11 49 23 26 34




23 17 45 21 24 32

I enjoy spicy food 24 17 43 21 22 33 I stick to familiar dishes 23 14 47 27 20 29 I prefer to cook from scratch so I can control the contents (eg salt, fat, sugar, etc)

24 16 45 21 24 32


22 15 44 21 23 33


27 18 42 24 18 31


23 16 45 23 22 32


23 15 37 17 21 39

I use leftovers to avoid food waste 19 13 44 20 24 36 I find I am eating more homemade sandwiches than I did a year ago

22 15 46 24 21 33

I often eat dinner on my own 18 11 44 24 20 37 I usually eat with my family/partner 21 13 43 20 23 36 * small sub-sample (75-100) SOURCE: GMI/MINTEL

FIGURE 81: FREQUENCY OF EATING ICE CREAM STICKS/BARS/CONES, BY DEMOGRAPHICS, APRIL 2013 Base: 894 internet users aged 16+ who have bought or eaten ice cream sticks/bars/cones in the past 12 months At least

once in a week

More than once a week**

Once a week

At least once in a

month

2-3 times a month

Once a month


% % % % % % %

All 25 9 16 43 24 19 33 Gender: Male 28 11 17 45 25 19 28 Female 22 8 14 40 22 18 37 Age: 16-24 20 9 11 47 22 25 33 25-34 30 12 18 36 24 12 34 35-44 27 9 18 40 17 24 33 45-54 28 8 20 42 27 15 30 55-64 18 10 7 46 24 22 36 65+* 24 5 18 47 32 15 29 16-34 25 11 14 42 23 19 33 35+ 25 8 17 43 24 19 32 Region: Inner and Greater London

26 8 18 42 26 16 33

South East/East Anglia 21 6 15 41 21 21 37 South West and Wales 20 10 11 49 28 20 31 East and West Midlands

23 10 13 41 23 18 36

North West* 31 16 15 43 19 24 25 Yorks, Humberside* 25 5 20 42 29 13 33 North and Scotland 32 12 21 41 23 18 27



Area: Urban location 29 12 17 40 24 16 31 Suburban location 25 9 16 44 23 21 31 Village/rural location/Other

15 4 12 45 24 21 39

Working status: Employee full-time (30+ hours/week)

29 10 19 41 23 18 31


25 10 15 45 23 22 30

Any self-employed* 18 9 9 46 28 18 35 In full-time education/Retired/Not working for any other reason

23 8 14 42 23 19 35

Socio-economic group:

AB 27 12 15 44 25 18 29 C1 21 6 14 45 22 22 35 C2 33 10 23 39 24 15 29 DE 20 9 11 41 23 19 39 Highest level of education:

GCSE/O-level or equivalent

31 10 21 42 26 16 28

AS/A-level or equivalent

17 6 11 49 26 23 34

Vocational qualification (eg NVQs, BTEC)

27 6 21 34 24 10 39


25 11 13 42 19 22 33


Under £15,500 22 7 15 42 23 19 36 £15,500-24,999 21 9 12 45 27 18 34 £25,000-49,999 30 10 20 40 22 17 31 £50,000 or over 24 12 12 50 27 24 26 Housing situation: Bought on a mortgage 27 11 16 41 23 18 32 Own outright 26 9 18 45 26 19 29 Rented from local authority/Rented from private landlord/Rented from housing association/Others

22 8 14 42 23 20 36

Presence of own children:

Aged 0-4 39 19 20 41 24 18 19 Aged 5-9 40 17 23 42 21 20 18 Aged 10-15 36 15 20 37 20 16 27 Aged 16-18 34 16 18 36 24 11 30 Any children 36 14 21 40 24 16 25 No children in household

17 5 11 45 24 21 39



Household size: 1 13 3 10 43 25 17 45 2 21 9 12 44 24 19 36 3 27 8 19 44 24 21 29 4 29 10 19 42 22 20 28 5 or more* 37 17 20 36 23 13 27 Current marital status:

Single 17 5 12 44 21 23 38 Married/Civil partnership/Living as married

30 13 17 42 25 17 29

Separated, divorced or widowed*

19 1 18 42 24 18 38

Financial situation: Healthy 27 13 14 45 24 20 28 OK 28 11 17 40 21 19 32 Tight 20 6 14 43 24 19 37 Struggling/In Trouble* 18 4 14 47 30 16 35 Grocery shopping habits:

I look out for more special offers (eg buy one get one free)

23 8 15 43 23 20 34


21 7 14 43 20 22 36


24 7 17 43 23 20 34


27 10 17 43 24 19 30


21 8 14 46 25 21 32


22 9 13 45 26 19 33


22 9 13 52 27 25 27

I have cut back on organic products to save money*

26 10 16 49 22 27 26


21 8 13 45 24 20 34


21 7 14 46 23 23 33


23 11 12 35 20 15 43





21 8 13 43 21 22 36


24 7 17 43 21 22 34


26 14 12 42 25 17 33


24 8 16 43 23 20 34


27 11 16 39 22 17 34


25 9 16 45 23 22 31

I eat fruit/vegetables most days

20 8 12 43 22 21 36

I eat 5 portions of fruit/vegetables every day

28 9 19 43 22 22 29


20 7 13 44 23 21 36

I occasionally eat treats that aren’t good for me

19 7 12 43 21 22 38


20 9 12 41 22 19 39



Cooking and eating habits:

I enjoy experimenting with flavours and recipes

23 7 16 42 21 20 36

I enjoy spicy food 22 10 13 44 22 22 34 I stick to familiar dishes 25 11 15 44 25 20 31 I prefer to cook from scratch so I can control the contents (eg salt, fat, sugar, etc)

24 9 15 41 20 22 35


23 8 15 40 21 19 37


25 11 15 48 27 21 26


23 8 14 44 22 22 34


22 9 14 40 20 20 37


18 6 12 42 21 21 40


20 8 12 46 21 24 34

I often eat dinner on my own

14 4 10 45 26 19 40

I usually eat with my family/partner

23 10 13 39 20 19 38

* small sub-sample (75-100) ** low response rate (75-100) SOURCE: GMI/MINTEL



FIGURE 82: FREQUENCY OF EATING ICE LOLLIES, BY DEMOGRAPHICS, APRIL 2013 Base: 402 internet users aged 16+ who have bought or eaten ice lollies in the past 12 months At least

once in a week

At least once in a

month

2-3 times a month**


% % % %

All 26 40 25 34 Gender: Male 30 45 28 25 Female 23 35 22 42 Age: 16-34 29 35 21 36 35+ 24 44 28 32 Region: Inner and Greater London/South East/East Anglia/South West and Wales/East and West Midlands

26 40 27 34

North West/Yorks, Humberside/North and Scotland 27 40 21 33 Area: Urban location 34 38 24 28 Suburban location 22 42 26 36 Working status: Employee full-time (30+ hours/week) 32 39 23 29 Employee part-time/Any self-employed 18 48 28 34 In full-time education/Retired/Not working for any other reason 26 34 24 40 Socio-economic group: ABC1 26 38 25 36 C2DE 27 42 24 31 Highest level of education: GCSE/O-level or equivalent* 32 43 26 25 University degree (including undergraduate and master’s degrees)

26 38 21 35

Gross annual household income: Under £25,000 23 43 24 34 £25,000 or over 28 37 24 35 Housing situation: Bought on a Mortgage 30 38 24 33 Own outright* 16 49 35 34 Rented from Local Authority/Rented from private landlord/Rented from housing association/Others

28 37 20 35

Presence of own children: Aged 10-15 31 37 23 32 Aged 16-18* 28 30 21 42 Any children 35 35 21 30 No children in household 18 44 28 38 Household size: 1-2 21 42 26 37 3* 24 44 26 32 4 or more 32 35 22 32



Current marital status: Single 17 39 26 44 Married/Civil partnership/Living as married 33 39 23 28 Financial situation: Healthy* 21 33 24 46 OK 32 37 23 31 Tight/Struggling/In trouble 22 47 27 31 Grocery shopping habits: I look out for more special offers (eg buy one get one free) 23 40 22 37 I have switched from branded to cheaper own-label groceries 22 42 24 35 I bulk buy some foods when they are on offer 26 40 23 34 I have switched some of my grocery shopping to a cheaper value retailer (eg Lidl, Aldi etc)*

26 40 19 35


23 44 24 33

I plan my shopping more carefully to avoid food waste 21 41 24 38 I treat myself to indulgent food at home more instead of eating out at restaurants*

21 41 23 38

Attitude towards health and healthy lifestyles I know what I should and shouldn't do to keep healthy 21 39 22 39 I'm prepared to change my lifestyle to be healthier 25 41 24 34 I eat what I like and don't worry too much about how healthy my diet is*

27 40 24 34

All the different advice on keeping healthy can be confusing 24 47 31 29 I take vitamins and/or dietary supplements every day (eg cod liver oil, evening primrose oil, etc)

26 32 19 42


25 33 21 42

I eat fruit/vegetables most days 21 42 27 37 I eat 5 portions of fruit/vegetables every day 32 38 21 30 I try to make sure I eat a low-fat diet 23 38 24 39 I occasionally eat treats that aren’t good for me 24 41 27 36 I often eat treats that aren’t good for me 18 37 21 45 Cooking and eating habits I enjoy experimenting with flavours and recipes 26 36 19 38 I enjoy spicy food 28 33 19 39 I stick to familiar dishes 21 45 29 34 I prefer to cook from scratch so I can control the contents (eg salt, fat, sugar, etc)

27 40 24 33

I cook from scratch most days (eg using raw vegetables, meat) 26 40 25 34 I spend more time cooking when I can (eg at weekends) 22 40 22 38 I often cook larger batches of food and freeze them to eat later* 31 33 19 35 I use leftovers to avoid food waste 21 39 24 40 I find I am eating more homemade sandwiches than I did a year ago*

24 39 23 38

I usually eat with my family/partner 23 35 24 42 * small sub-sample (75-100) ** low response rate (75-100) SOURCE: GMI/MINTEL



FIGURE 83: FREQUENCY OF EATING SORBET/FROZEN YOGURT, BY DEMOGRAPHICS, APRIL 2013 Base: 370 internet users aged 16+ who have bought or eaten sorbet/frozen yogurt in the past 12 months At least

once in a week**

At least once in a

month

2-3 times a month**


% % % %

All 23 41 23 36 Gender: Male 26 39 23 35 Female 21 43 24 37 Age: 16-34 27 40 22 33 35+ 19 42 24 39 Region: Inner and Greater London/South East/East Anglia/South West and Wales/East and West Midlands

22 45 25 33

North West/Yorks, Humberside/North and Scotland 25 32 18 43 Area: Urban location 30 39 22 32 Suburban location 15 43 23 42 Working status: Employee full-time (30+ hours/week) 35 38 24 28 Employee part-time/Any self-employed* 13 42 24 44 In full-time education/Retired/Not working for any other reason 17 44 21 39 Socio-economic group: ABC1 21 43 25 36 C2DE 27 38 18 35 Highest level of education: University degree (including undergraduate and master’s degrees)

28 38 22 34

Gross annual household income: Under £25,000 22 38 19 40 £25,000-49,999 24 40 23 36 £50,000 or over* 25 48 30 27 Housing situation: Bought on a mortgage 23 43 26 33 Own outright* 19 47 23 34 Rented from local authority/Rented from private landlord/Rented from housing association/Others

25 35 20 39

Presence of own children: Aged 10-15* 39 34 26 26 Any children 35 39 25 27 No children in household 14 43 22 43 Household size: 1-2 14 44 21 42 3* 23 39 24 39 4* 29 38 22 33 4 or more 32 39 25 28



Current marital status: Single 15 48 23 38 Married/Civil partnership/Living as married 27 38 24 35 Financial situation: Healthy* 21 45 22 34 OK 29 39 22 32 Tight* 15 45 28 40 Tight/Struggling/In trouble 15 41 25 44 Grocery shopping habits: I look out for more special offers (eg buy one get one free) 20 42 22 38 I have switched from branded to cheaper own-label groceries 22 45 27 33 I bulk buy some foods when they are on offer 22 43 26 35 I have switched some of my grocery shopping to a cheaper value retailer (eg Lidl, Aldi etc)*

19 44 27 37

I shop around more to save money 22 45 28 33 I have cut down on the number of premium products I buy (eg Tesco Finest, Sainsbury's Taste the Difference etc)*

18 53 31 29

I plan my shopping more carefully to avoid food waste 17 45 24 38 I treat myself to indulgent food at home more instead of eating out at restaurants*

18 44 18 38

Attitude towards health and healthy lifestyles: I know what I should and shouldn't do to keep healthy 18 40 21 42 I'm prepared to change my lifestyle to be healthier 22 42 24 36 I eat what I like and don't worry too much about how healthy my diet is*

28 44 22 28

All the different advice on keeping healthy can be confusing 20 44 21 36 I take vitamins and/or dietary supplements every day (eg cod liver oil, evening primrose oil, etc)

25 40 24 35


17 45 24 38

I eat fruit/vegetables most days 18 42 21 40 I eat 5 portions of fruit/vegetables every day 24 49 34 27 I try to make sure I eat a low-fat diet 20 41 17 39 I occasionally eat treats that aren’t good for me 16 39 20 44 I often eat treats that aren’t good for me* 9 41 21 50 Cooking and eating habits: I enjoy experimenting with flavours and recipes 18 42 23 40 I enjoy spicy food 20 44 22 36 I stick to familiar dishes* 28 35 16 37 I prefer to cook from scratch so I can control the contents (eg salt, fat, sugar, etc)

19 40 22 41

I cook from scratch most days (eg using raw vegetables, meat) 16 43 23 40 I spend more time cooking when I can (eg at weekends) 21 40 26 40 I often cook larger batches of food and freeze them to eat later 17 47 26 35 I use leftovers to avoid food waste 13 44 22 43 I find I am eating more homemade sandwiches than I did a year ago*

23 41 23 36

I often eat dinner on my own* 16 46 21 38 I usually eat with my family/partner 18 36 20 46 * small sub-sample (75-100) ** low response rate (75-100) SOURCE: GMI/MINTEL

Appendix – The Consumer – Choice Factors Ice Cream UK, June 2013


Appendix – The Consumer – Choice Factors FIGURE 84: MOST POPULAR CHOICE FACTORS WHEN BUYING ICE CREAM/LOLLIES/SORBET/FROZEN YOGURT, BY

DEMOGRAPHICS, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/lollies/sorbet/frozen yogurt in the past 12 months Special

offer/ promotion

Favourite flavour

A well-known brand

Premium ingredients (eg

real vanilla, Belgian

chocolate)

All-natural ingredients (eg no additives/

artificial flavours)

% % % % %


58 53 40 30 24


63 56 40 26 33

Any self-employed 69 55 31 38 38 In full-time education 71 71 40 28 26 Retired 67 58 36 30 40 Not working for any other reason* 73 54 34 36 31 Socio-economic group: AB 64 53 36 33 35 C1 61 58 38 29 28 C2 64 58 45 34 32 D 70 57 33 26 23 E* 66 58 38 18 30 Highest level of education:



GCSE/O-level or equivalent 64 57 39 28 25 AS/A-level or equivalent 65 57 40 33 28 Vocational qualification (eg NVQs, BTEC)

68 58 36 29 31

Further qualification (HNCs, HNDs)*

65 56 45 34 41


62 54 37 34 34


Under £9,500* 58 53 31 19 27 £9,500-15,499 66 55 36 23 27 £15,500-24,999 64 54 42 34 37 £25,000-49,999 62 56 36 32 28 £50,000 or over 64 59 44 34 30 Don't know/Refused* 73 61 36 28 30 Housing situation: Bought on a mortgage 66 56 38 30 28 Own outright 57 54 39 28 31 Rented from local authority 67 56 43 36 31 Rented from private landlord 67 59 34 31 33 Rented from housing association/Others

66 58 40 31 30


63 52 38 31 31





76 62 41 33 33


74 66 33 29 29


72 63 41 35 32


72 62 33 33 37


63 55 35 20 31


72 63 39 34 32


73 64 38 39 34


73 66 38 40 37


68 58 39 44 48


74 65 40 39 38


77 70 43 46 45


58 56 39 33 32



73 63 40 36 35


68 58 40 35 45


72 70 44 35 25


73 67 42 39 33


69 62 39 37 41


69 58 41 36 38


64 59 37 38 38


68 56 36 36 42


74 62 36 38 41


76 74 43 39 29




69 65 39 42 41


69 62 36 38 41


71 62 38 38 41


65 60 47 24 22


72 68 43 42 35


72 63 37 38 40


77 70 46 39 34


75 66 39 40 37

* small sub-sample (75-100) SOURCE: GMI/MINTEL FIGURE 85: NEXT MOST POPULAR CHOICE FACTORS WHEN BUYING ICE CREAM/LOLLIES/SORBET/FROZEN YOGURT, BY

DEMOGRAPHICS, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/lollies/sorbet/frozen yogurt in the past 12 months Low fat/fat-

free Low sugar/ sugar-free

Large pack Reduced calorie

Ethical claims (eg animal

welfare/supports local farmers)

% % % % %

All 21 17 17 15 11 Gender: Male 15 14 19 10 8 Female 25 20 14 20 14 Age: 16-24 22 16 24 19 11 25-34 18 19 17 18 9 35-44 21 15 16 12 8 45-54 15 10 15 13 14 55-64 18 20 9 11 14 65+ 31 25 16 15 13 16-34 20 18 20 19 10 35+ 21 17 14 13 12 Region: Inner and Greater London 20 22 12 14 13 South East/East Anglia 21 15 18 14 13 South West and Wales 23 19 15 16 12 East and West Midlands 20 15 17 19 11 North West 20 17 20 15 7 Yorks, Humberside 24 21 22 13 12 North and Scotland 17 13 14 12 9



Area: Urban location 19 19 19 16 11 Suburban location 23 19 16 14 10 Village/rural location/Other 18 10 12 14 13 Working status: Employee full-time (30+ hours/week)

19 16 15 15 9


20 17 17 16 10

Any self-employed 15 14 18 10 15 In full-time education 22 17 25 20 13 Retired 26 23 13 12 13 Not working for any other reason* 21 15 18 17 12 Socio-economic group: AB 23 20 17 16 12 C1 22 19 17 17 10 C2 18 12 15 14 13 D 13 12 19 12 9 E* 25 21 16 12 13 Highest level of education: GCSE/O-level or equivalent 20 14 19 13 8 AS/A-level or equivalent 19 18 17 15 11 Vocational qualification (eg NVQs, BTEC)

22 18 17 19 8


26 17 15 14 12


22 20 14 14 16


Under £9,500* 21 18 18 15 13 £9,500-15,499 21 16 17 16 10 £15,500-24,999 20 17 14 13 13 £25,000-49,999 20 17 18 14 11 £50,000 or over 23 18 16 17 12 Don't know/Refused* 20 17 16 18 6 Housing situation: Bought on a mortgage 21 15 14 17 10 Own outright 21 19 15 13 10 Rented from local authority 21 18 24 18 9 Rented from private landlord 20 19 18 14 15 Rented from housing association/Others

17 15 19 14 12

Presence of own children: Aged 0-4 19 20 21 17 11 Aged 5-9 16 21 20 14 10 Aged 10-15 22 20 20 17 7 Aged 16-18 19 17 19 16 10 Any children 20 18 19 16 9 No children in household 21 16 15 14 13



Household size: 1 21 18 15 13 12 2 24 18 14 13 15 3 20 16 17 16 10 4 17 14 18 14 10 5 or more 18 24 24 21 5 Current marital status: Single 19 16 20 16 11 Married/Civil partnership/Living as married

21 17 15 14 11

Separated, divorced or widowed 24 19 17 17 12 Financial situation: Healthy 21 18 17 17 11 OK 22 17 16 13 10 Tight 18 17 14 16 14 Struggling/In Trouble 18 15 22 15 12 Grocery shopping habits: I look out for more special offers (eg buy one get one free)

24 16 18 16 10


26 19 22 20 13


23 18 20 17 13


25 20 20 22 14


20 31 28 19 16


23 20 18 18 11


24 20 19 17 14


24 20 26 19 14


34 28 23 30 13


24 18 17 17 15


25 17 16 17 18


12 9 12 10 9





24 16 15 16 13


29 22 14 22 18


9 9 22 8 10


22 19 19 18 14


26 22 16 18 15


38 28 14 30 17


30 22 17 17 15


41 26 14 27 13


25 17 13 16 15


17 8 19 13 11


22 16 13 16 15


23 18 15 17 16


21 16 15 16 15


22 16 18 13 9


23 17 15 16 13


24 18 17 19 16


23 14 23 17 10




FIGURE 86: TOP TEN CLAIMS USED IN ICE CREAM, SORBET AND FROZEN YOGURT, 2009-12 2009 2010 2011 2012

Vegetarian 36.3 50.0 51.3 42.3 No additives/preservatives 21.5 37.5 36.4 25.2 Ethical – Environmentally friendly package 6.7 25 21.9 23 Premium 6.7 6.9 7.5 9.9 Economy 13.3 4.2 5.9 6.3 Low/no/reduced fat 11.1 4.9 5.9 8.1 Low/no/reduced allergen 7.4 11.8 8 3.6 Gluten-free 5.2 7.6 5.3 3.2 Kosher 3.7 6.2 2.1 6.3 Low/no/reduced calorie 8.9 3.5 3.2 1.8 SOURCE: MINTEL GNPD

Appendix – The Consumer – Attitudes Towards Ice Cream, Sorbet and Frozen Yogurt Ice Cream UK, June 2013


Appendix – The Consumer – Attitudes Towards Ice

Cream, Sorbet and Frozen Yogurt FIGURE 87: MOST POPULAR ATTITUDES TOWARDS ICE CREAM, LOLLIES, SORBET AND FROZEN YOGURT, BY DEMOGRAPHICS, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/lollies/sorbet/frozen yogurt in the past 12 months Ice cream is

an affordable indulgence

Ice cream with

superfood ingredients

(eg blueberries, cranberries, pomegranate) appeals

to me

I like to add

toppings to ice

cream (eg nuts, fruit,

sauce)

I would be interested in buying

ice creams featuring unusual

flavours (eg green tea, cinnamon)

The variety of sorbets

available in super-markets

is too limited

I would be interested in buying ice cream with functional

benefits (eg added

vitamins, probiotic, calcium

fortification) % % % % % %

All 64 34 33 24 21 21 Gender: Male 64 32 34 22 16 20 Female 64 36 31 25 25 21 Age: 16-24 56 36 36 37 23 31 25-34 57 34 32 29 21 20 35-44 62 33 34 24 21 19 45-54 65 37 34 16 23 18 55-64 70 28 30 18 19 16 65+ 84 33 27 12 18 15 16-34 56 35 34 33 22 25 35+ 69 33 32 18 20 18 Region: Inner and Greater London 57 41 33 30 20 25 South East/East Anglia 66 32 36 23 21 22 South West and Wales 63 32 33 26 22 19 East and West Midlands 66 35 28 21 22 17 North West 59 29 41 19 22 16 Yorks, Humberside 68 39 28 25 25 25 North and Scotland 68 31 30 22 16 20 Area: Urban location 64 35 36 26 22 22 Suburban location 62 34 34 24 18 21 Village/rural location/Other 67 32 24 17 25 16




60 35 34 25 20 21


58 28 31 21 21 17

Any self-employed 69 41 35 28 25 21 In full-time education 61 38 34 34 28 32 Retired 80 30 27 10 16 14 Not working for any other reason*

59 33 37 30 21 24

Socio-economic group: AB 70 37 33 25 23 23 C1 61 35 30 27 21 21 C2 61 32 36 24 20 18 D 58 30 34 19 17 19 E* 72 29 29 11 21 17 Highest Level of Education:

GCSE/O-level or equivalent 65 32 34 15 18 18 AS/A-level or equivalent 62 32 33 29 23 20 Vocational qualification (eg NVQs, BTEC)

61 32 34 21 25 20


70 38 32 26 28 20


64 39 35 30 21 24


Under £9,500* 50 33 31 26 19 19 £9,500-15,499 66 28 31 19 16 15 £15,500-24,999 63 37 32 23 21 23 £25,000-49,999 64 33 33 25 23 21 £50,000 or over 70 38 35 24 21 22 Don't know/Refused* 64 30 35 28 20 21 Housing situation: Bought on a Mortgage 62 34 32 24 22 21 Own outright 70 28 33 17 16 17 Rented from local authority 66 43 40 21 26 25 Rented from private landlord 62 37 31 30 25 23 Rented from housing association/Others

56 34 31 27 19 21

Presence of own children: Aged 0-4 52 32 32 21 23 20 Aged 5-9 54 27 38 27 20 17 Aged 10-15 65 39 41 26 22 26 Aged 16-18 67 36 39 26 26 26 Any children 61 34 37 24 22 22 No children in household 67 34 30 23 20 19 Household size: 1 66 36 31 25 21 16 2 69 32 28 22 21 20 3 63 35 36 21 20 17 4 58 33 31 26 23 23 5 or more 60 35 45 29 19 28



Current marital status: Single 61 37 36 32 24 27 Married/Civil partnership/Living as married

65 32 32 21 19 18

Separated, divorced or widowed

66 35 28 17 23 18

Financial situation: Healthy 72 34 35 23 16 23 OK 64 33 32 23 18 19 Tight 59 33 31 24 29 20 Struggling/In Trouble 57 38 35 26 26 24 Grocery shopping habits: I look out for more special offers (eg buy one get one free)

70 36 35 26 25 23


69 39 41 29 25 26


69 37 38 27 23 25


67 43 44 25 25 25


56 36 46 40 33 33


65 39 41 26 25 22


65 41 40 27 28 28


67 48 45 31 30 29


68 45 44 34 28 36


71 40 38 24 27 25


75 49 41 32 32 31


72 28 25 19 17 17





73 38 35 24 24 23


72 47 39 34 25 30


72 31 34 26 23 24


71 40 42 27 29 27


71 49 40 31 28 35


72 47 42 32 31 34


68 41 35 26 24 23


67 46 41 29 25 27


71 49 36 27 27 28

I am vegetarian* 72 46 29 49 31 36 I occasionally eat treats that aren’t good for me

70 40 35 24 25 23


72 38 33 25 28 25



71 41 37 29 26 22


68 38 37 27 26 23


70 36 37 27 25 21


69 36 35 33 26 29


68 46 39 34 30 29


73 39 43 29 25 21


68 39 36 26 26 22


71 43 45 26 26 28

I often eat dinner on my own 69 41 35 29 29 23 I usually eat with my family/partner

72 38 34 23 25 23




FIGURE 88: NEXT MOST POPULAR ATTITUDES TOWARDS ICE CREAM, LOLLIES, SORBET AND FROZEN YOGURT, BY

DEMOGRAPHICS, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/lollies/sorbet/frozen yogurt in the past 12 months The variety of

frozen yogurts available in

supermarkets is too limited

I would like to see ice creams

included in meal deals (eg at Boots, M&S)

I would be interested in buying ice

creams/lollies/sorbets which use

natural alternative

sweeteners (eg stevia)

I do not like the taste of healthier or

'light' variants

None of these**

% % % % %

All 20 17 17 17 6 Gender: Male 15 16 13 18 7 Female 24 18 20 15 6 Age: 16-24 26 24 18 14 6 25-34 20 16 14 14 5 35-44 20 17 13 14 5 45-54 23 17 19 20 9 55-64 15 14 23 21 9 65+ 10 12 16 19 6 16-34 23 20 16 14 5 35+ 18 15 17 18 7 Region: Inner and Greater London

21 18 18 17 4

South East/East Anglia 20 16 17 17 7 South West and Wales 17 16 19 18 8 East and West Midlands

20 15 17 17 9

North West 20 26 17 14 4 Yorks, Humberside 24 18 19 15 6 North and Scotland 17 14 12 17 6 Area: Urban location 24 19 17 16 5 Suburban location 17 17 19 14 6 Village/rural location/Other

18 13 12 22 10


20 19 13 15 5


18 13 16 16 8

Any self-employed 28 20 23 22 5 In full-time education 29 19 18 14 6 Retired 12 11 18 19 8 Not working for any other reason*

18 20 27 17 6

Socio-economic



group:

AB 21 18 16 16 5 C1 21 16 17 17 6 C2 22 18 15 17 7 D 16 19 17 14 8 E* 13 11 24 21 11 Highest Level of Education:

GCSE/O-level or equivalent

17 18 17 13 10

AS/A-level or equivalent

25 19 17 24 3

Vocational qualification (eg NVQs, BTEC)

20 14 18 14 8


19 17 24 19 3


21 18 17 18 4


Under £9,500* 26 19 23 15 12 £9,500-15,499 14 16 15 13 10 £15,500-24,999 20 19 19 21 5 £25,000-49,999 21 18 14 15 5 £50,000 or over 20 17 18 19 3 Don't know/Refused* 19 9 20 13 10 Housing situation: Bought on a Mortgage 21 16 15 16 7 Own outright 15 15 15 18 6 Rented from local authority

20 17 24 18 4

Rented from private landlord

26 19 18 14 5

Rented from housing association/Others

18 24 21 19 10

Presence of own children:

Aged 0-4 18 17 14 19 5 Aged 5-9 14 16 12 16 6 Aged 10-15 19 18 19 14 3 Aged 16-18 25 17 20 15 8 Any children 20 18 16 16 6 No children in household

20 16 18 17 7

Household size: 1 21 14 23 20 8 2 19 12 15 15 7 3 20 22 15 17 5 4 22 20 15 18 8 5 or more 18 20 24 15 2



Current marital status:

Single 26 23 22 13 6 Married/Civil partnership/Living as married

17 15 14 18 6


21 12 22 22 10

Financial situation: Healthy 19 16 16 16 5 OK 18 16 15 16 6 Tight 23 19 19 19 8 Struggling/In Trouble 25 18 23 14 8 Grocery shopping habits:

I look out for more special offers (eg buy one get one free)

23 20 20 17 6


24 23 22 19 6


20 20 20 19 5


28 24 23 20 4


24 29 15 25 1


25 21 22 18 5


24 21 20 24 5


28 24 23 21 3


34 28 23 23 1


26 22 23 19 5


34 27 26 21 3


16 10 15 19 10





23 19 21 17 5


26 21 28 16 1


22 22 12 26 6


26 24 20 23 2


29 22 26 20 2


32 27 31 14 2


23 18 22 17 6


26 23 20 17 4


33 23 32 14 4


24 17 23 19 5


25 27 20 21 9





25 19 21 18 5

I enjoy spicy food 24 18 18 17 5 I stick to familiar dishes

20 19 17 18 5

I prefer to cook from scratch so I can control the contents (eg salt, fat, sugar, etc)

25 19 21 18 5


23 17 21 19 5


26 26 17 21 3


29 22 21 18 5


23 23 21 17 5


24 18 22 19 6


27 24 22 21 2

I often eat dinner on my own

29 20 25 20 6

I usually eat with my family/partner

23 21 20 19 7

* small sub-sample (75-100) ** low response rate (75-100) SOURCE: GMI/MINTEL

Appendix – The Consumer – Barriers to Buying Ice Cream Ice Cream UK, June 2013


Appendix – The Consumer – Barriers to Buying Ice

Cream FIGURE 89: MOST POPULAR BARRIERS TO BUYING ICE CREAM, LOLLIES, SORBET AND FROZEN YOGURT, BY DEMOGRAPHICS, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/lollies/sorbet/frozen yogurt in the past 12 months They are

only appealing in warm weather

They are too high

in fat/ sugar

Too expensive

I have cut back on buying

these to save

money

I tend to forget about

having ice cream at

home

I prefer other

indulgent treats (eg chocolate,

sweets, cakes)

% % % % % %

All 33 26 26 25 20 15 Gender: Male 29 23 24 26 21 14 Female 36 29 29 24 20 17 Age: 16-24 37 32 31 32 23 16 25-34 34 28 29 27 22 18 35-44 32 27 26 26 17 18 45-54 31 19 30 24 14 15 55-64 28 29 20 21 23 13 65+ 35 25 18 14 25 10 16-34 36 30 30 29 23 17 35+ 31 25 24 22 19 15 Region: Inner and Greater London 34 36 27 23 18 15 South East/East Anglia 36 25 24 25 21 18 South West and Wales 34 29 30 24 21 18 East and West Midlands 36 27 26 30 23 12 North West 27 21 25 28 17 14 Yorks, Humberside 32 22 25 21 23 16 North and Scotland 25 25 28 21 20 15 Area: Urban location 33 29 26 26 22 16 Suburban location 33 23 27 24 18 15 Village/rural location/Other 33 27 25 23 24 16 Working status: Employee full-time (30+ hours/week)

31 26 25 25 20 15


33 23 31 32 15 17

Any self-employed 39 26 29 25 20 19 In full-time education 37 32 33 28 26 17 Retired 30 27 18 14 25 10 Not working for any other reason*

36 31 28 28 20 16



Socio-economic group: AB 34 36 24 20 23 15 C1 32 28 28 24 21 17 C2 31 19 26 27 17 15 D 32 17 28 32 17 17 E* 39 25 26 28 24 9 Highest level of education: GCSE/O-level or equivalent 31 18 23 25 20 16 AS/A-level or equivalent 35 29 34 26 24 15 Vocational qualification (eg NVQs, BTEC)

34 22 29 31 17 16


27 22 24 24 21 11


36 39 25 22 22 17


Under £9,500* 27 24 35 32 23 12 £9,500-15,499 35 17 27 34 16 16 £15,500-24,999 33 27 30 25 20 19 £25,000-49,999 31 26 24 21 21 14 £50,000 or over 36 35 21 22 20 16 Don't know/Refused* 38 27 27 22 25 11 Housing situation: Bought on a Mortgage 35 30 27 24 20 15 Own outright 31 21 19 19 17 13 Rented from local authority 34 26 31 35 21 24 Rented from private landlord 32 31 31 30 25 16 Rented from housing association/Others

32 19 30 25 22 19

Presence of own children: Aged 0-4 35 25 27 30 17 15 Aged 5-9 26 26 26 28 17 16 Aged 10-15 33 26 26 27 14 15 Aged 16-18 35 29 25 24 18 17 Any children 33 26 26 28 16 16 No children in household 33 27 27 23 23 15 Household size: 1 34 30 31 27 24 14 2 32 26 23 21 22 14 3 35 25 27 27 17 19 4 34 25 29 26 20 16 5 or more 29 31 24 26 21 11 Current marital status: Single 36 30 31 30 22 17 Married/Civil partnership/Living as married

31 24 23 22 19 15


36 28 30 28 22 15

Financial situation: Healthy 33 28 18 13 20 12 OK 33 27 23 21 21 18 Tight 33 24 36 36 20 15 Struggling/In Trouble 29 25 41 43 18 12




36 31 31 29 21 16


38 31 36 37 28 17


39 31 32 31 24 19


39 27 34 36 20 15


36 31 30 34 29 13


37 28 31 33 24 17


37 29 32 38 28 17


35 27 41 45 23 21


41 41 35 37 32 17


36 31 28 33 28 21


42 33 35 34 28 22


26 24 17 9 17 16





36 31 28 25 23 17


35 42 28 26 22 16


40 17 32 32 31 21


42 30 32 34 30 23


36 34 29 23 24 16


38 44 26 28 23 16


37 30 28 25 24 17


37 33 24 23 22 17


32 45 26 26 26 14

I am vegetarian* 32 38 35 24 29 22 I occasionally eat treats that aren’t good for me

33 33 23 22 24 15


42 21 37 32 26 26



33 34 29 23 22 15


35 32 29 26 22 15


34 32 26 23 21 15


39 23 34 33 26 21


39 30 31 32 28 21


40 30 29 30 26 18


37 30 28 24 24 17


43 28 31 36 36 18

I often eat dinner on my own 41 31 32 34 30 17 I usually eat with my family/partner

36 29 24 21 23 18




FIGURE 90: NEXT MOST POPULAR BARRIERS TO BUYING ICE CREAM, LOLLIES, SORBET AND FROZEN YOGURT, BY

DEMOGRAPHICS, APRIL 2013 Base: 1,272 internet users aged 16+ who have bought ice cream/lollies/sorbet/frozen yogurt in the past 12 months Ice cream

takes up too much space in

the freezer

It is hard to get them home

from the supermarket and into the

freezer without melting

Other treats are more

convenient to eat (eg not as

messy)


None of these

% % % % %


11 10 13 11 14


16 11 10 11 14

Any self-employed 12 15 6 10 12 In full-time education 15 10 19 9 7 Retired 15 12 6 6 19 Not working for any other reason*

15 5 7 11 12

Socio-economic group: AB 11 11 11 12 14 C1 12 11 13 11 12 C2 14 11 7 9 14 D 14 9 15 5 17 E* 24 9 4 8 12 Highest level of education:



GCSE/O-level or equivalent 15 9 10 5 18 AS/A-level or equivalent 13 12 12 9 10 Vocational qualification (eg NVQs, BTEC)

11 11 8 8 12


12 12 7 18 17


14 13 12 14 10


Under £9,500* 18 13 8 10 12 £9,500-15,499 17 12 6 6 15 £15,500-24,999 15 13 11 10 10 £25,000-49,999 10 10 11 11 15 £50,000 or over 11 9 11 11 14 Don't know/Refused* 16 8 16 10 16 Housing situation: Bought on a Mortgage 11 9 12 10 14 Own outright 13 11 8 11 17 Rented from local authority 17 10 14 10 11 Rented from private landlord 17 12 11 10 10 Rented from housing association/Others

10 15 10 6 13


11 9 9 10 17


19 16 7 11 10

Financial situation: Healthy 14 10 12 13 19 OK 13 9 12 9 14 Tight 14 13 8 8 9 Struggling/In Trouble 13 17 8 9 8




14 13 11 9 11


17 14 15 9 7


17 14 14 10 10


14 13 16 12 10


26 16 15 24 10


15 14 14 11 11


17 17 13 10 6


19 18 13 13 8


19 22 14 22 6


16 15 11 9 8


16 21 15 10 8


13 6 6 8 26





14 11 11 8 13


16 13 11 13 11


18 14 14 10 14


17 16 15 8 8


18 14 11 13 13


17 13 12 13 9


14 12 11 10 12


14 14 11 14 14


17 13 11 11 10


16 12 10 9 14


13 13 14 5 12


13 12 9 10 14


14 13 10 10 13


11 11 9 12 15


19 10 23 11 6


15 15 14 9 9


21 16 12 12 9


15 13 11 10 13


18 16 14 8 7


12 11 10 7 16


Appendix: Research methodology

UK Research Methodology Ice Cream UK, June 2013

UK Research Methodology Mintel is an independent market analysis company that prides itself on supplying objective

information on a whole range of markets and marketing issues.

There are five main sources of research that are used in the compilation of Mintel reports:

Consumer research

Desk Research

Trade research

Statistical forecasting.

Mintel’s exclusive archive of over 40 years of analysis and expertise

Mintel reports are written and managed by analysts with experience in the relevant markets.

Consumer research

Exclusive and original quantitative consumer research is commissioned for almost all Mintel reports.

In addition, qualitative research is also undertaken for a large proportion of reports in the form of

online focus groups. Mintel invests a considerable sum each year in consumer research, and the

purchaser of a Mintel report benefits, as the price of an individual report is less than the cost of the

original research alone. The research brings an up-to-date and unique insight into topical issues of

importance.

Consumer research is conducted among a nationally representative sample of either adults or internet

users and is generally carried out by GMI (online), Ipsos Mori (face to face), while other suppliers are

used on an ad hoc basis as required. The results are only available in Mintel reports.

Sampling and weighting Face to Face Surveys Ipsos Mori

Ipsos MORI Capibus uses a two-stage random location sample design which generates a very high

quality sample representative of the Great Britain adult population. Interviews are sampled from 145

Output Areas, randomly selected every week, and MOSAIC is employed to set interlocking quota

controls specific to each interviewer location. This ensures consistent accurate representation of the

locations interviewed every week. By using this proven sample design, all sub-sectors of the

population are represented – at a national and regional level.

All information collected on Capibus is then weighted to reflect the known profile of the adult

population in Great Britain. Capibus uses a rim weighting system which weights to mid-2010 census

and NRS defined profiles for age, social grade, region and working status - within gender. Additional

profiles used include tenure and car in household, for example.

Because the sampling process is repeated every week, the Capibus sample is matched wave on wave,

making it ideal for taking successive measurements on the same issue.


Online Surveys

GMI

Founded in 1999, GMI’s double opt-in online consumer panel has reach to approximately 350,000

consumers in the UK. GMI delivers uniquely identified online respondents via extensive use of fraud

detection and location-verification technology at multiple points in the research cycle, from initial

registration through survey fielding and incentive redemption. GMI panelists are profiled on a wide

variety of attributes to deliver the specific hard-to-reach demographics.

TGI data

Additional quantitative data are taken from Kantar Media UK Ltd.’s Target Group Index surveys. The

main TGI survey used is a continuous self-completion survey among a representative sample of

around 25,000 adults throughout Great Britain.

Unless otherwise stated, consumer research data is presented as penetration, ie as a percentage of

demographic sub-groups (usually in rows) such as age.

Population profile

GB population profile, by demographic group, 2012 Q2

Base: adults aged 15+ All 100.0 Gender:

Men 48.8 Women 51.2 Age group:

15-24 15.7 25-34 16.1 35-44 16.8 45-54 16.9 55-64 14.2 65+ 20.3 Socio-economic group:

AB 26.4 C1 28.0 C2 21.7 D 15.4 E 8.5 Presence of children:

Under 1 year 2.4 1-4 years 10.4 5-9 years 11.2 10-15 years 14.4 No children in household 71.1 Marital status:

Single 25.7 Married/living as married 60.6 Separated/divorced/widowed 13.7 Working status:

Full-time 37.7 Part-time 14.4 Not working 47.9


Household size:

1 person 19.1 2 persons 36.0 3 persons 19.4 4 persons 16.5 5 persons+ 9.0 Region:

Greater London 12.8 South East/East Anglia 23.7 South West 8.9 Wales 5.0 East & West Midlands 16.4 North West 10.6 Yorkshire & Humberside 8.8 North 5.2 Scotland 8.6 SOURCE: TGI /MINTEL

Definitions

Socio-economic group

Socio-economic groups are based on the head of household or chief income earner and are defined as

follows:

Socio-economic group Occupation of chief income earner

A Higher managerial, administrative or professional B Intermediate managerial, administrative or professional C1 Supervisory or clerical, and junior managerial, administrative or professional C2 Skilled manual workers D Semi and unskilled manual workers E All those entirely dependent on the state long term, through sickness, unemployment,

old age or other reasons

Retired persons who have a company pension or private pension, or who have private means are

graded on their previous occupation.

Students in higher education living at home are graded on the occupation of the head of the

household. Students living away from home are graded C1 (no account is taken of casual or vacation

jobs).

Lifestage and Special Groups

In addition to the standard breaks, Mintel also analyses consumer research in the following manner.

Lifestage

Lifestages are derived from analysis of consumer research and are split into four main groups, as

follows. The following percentages are nationally representative. An internet representative would

differ slightly.

% of population

Pre-family/no family aged under 45 who are not parents 29.1 Family any age with at least one child aged under 16 still at home 24.6 Third age aged 45-64 with no children aged under 16 still at home 26.0 Retired aged over 65 with no children aged under 16 still at home 20.3


Special Groups

As part of an on-going policy to find new ways of analysing data, Mintel has created of consumers to

typify consumer habits in the early years of the 21st Century. Unlike the lifestage groups, these groups

represent only sections of the population and do not account for all adults.

% of population

ABC1 Pre/no family ABC1 Socio-economic group and in the pre/no

family lifestage 16.7

ABC1 Families ABC1 Socio-economic group and in the family lifestage

12.7

ABC1 Third Age ABC1 Socio-economic group and in the third age lifestage

13.5

ABC1 Retired ABC1 Socio-economic group and in the retired (65+) lifestage

11.1

Two full-time earners couples where both partners work full-time 16.1 One person households under 65 aged under 65 and living alone 11.2 SOURCE: TGI / MINTEL

ACORN

Some reports also use consumer research analysed by ACORN category. ACORN is a geo-

demographic segmentation method, using census data to classify consumers according to the type of

residential area in which they live. Each postcode in the country can, therefore, be allocated an

ACORN category.

The classification is a more powerful differentiator of consumer behaviour than traditional socio-

economic and demographic indicators. The categories, and their components, are as follows:

ACORN category ACORN group % of population 19.3 Wealthy Achievers – Category 1 A – Wealthy Executives 5.7 B – Affluent Greys 6.2 C – Flourishing Families 7.4 10.4 Urban Prosperity – Category 2 D – Prosperous Professionals 1.9 E – Educated Urbanites 4.6 F – Aspiring Singles 3.9 29.7

Comfortably Off – Category 3 G – Starting Out 5.1 H – Secure Families 15.9 I – Settled Suburbia 6.8 J – Prudent Pensioners 1.9 16.8 Moderate Means – Category 4 K – Asian Communities 1.9 L – Post Industrial Families 5.4 M – Blue Collar Roots 9.5 23.3 Hard Pressed – Category 5 N – Struggling Families 15.0 O – Burdened Singles 4.5 P – High Rise Hardship 1.6 Q – Inner City Adversity 2.2

SOURCE: TGI / MINTEL


Confidence levels

Statistical confidence levels of + or – 2% or 3% can be applied to the data, depending on sample size

and percentage of respondents. For example, if 20% of a total sample of 1,000 adults say that they do

something, you can be 95% certain that the figure for the population lies between 17% and 23%. For a

sample of 2,000 adults, you can be 95% certain that the figure lies between 18% and 22%.

Consumer research is stored in a database supervised by Mintel’s statisticians. Additional analysis of

information too abundant to be included in published reports may be available for an additional

charge.

Qualitative Research Toluna/ 2020 Research

Toluna in partnership with 20/20 Research provide Mintel with qualitative bulletin board software.

This allows the creation of Internet-based, ‘virtual’ venues where participants recruited from Mintel’s

online surveys gather and engage in interactive, text-based discussions lead by Mintel moderators.

Trade research

Informal

Trade research is undertaken for all reports. This involves contacting relevant players in the trade, not

only to gain information concerning their own operations, but also to obtain explanations and views of

the strategic issues pertinent to the market being researched. Such is Mintel’s concern with accuracy

that draft copies of reports are sent to industry representatives, to get their feedback and avoid any

misrepresentation of the market. These comments are incorporated into reports prior to final

publication.

Formal

Internally, Mintel’s analysts undertake extensive trade interviews with selected key experts in the field

for the majority of reports. The purpose of these interviews is to assess key issues in the market place

in order to ensure that any research undertaken takes these into account.

In addition, using experienced external researchers, trade research is undertaken for some reports. This

takes the form of full trade interview questionnaires and direct quotes are included in the report and

analysed by experts in the field. This gives a valuable insight into a range of trade views of topical

issues.

Desk research

Mintel has an internal team of desk researchers who monitor: government statistics, consumer and

trade association statistics, manufacturer sponsored reports, annual company reports and accounts,

directories, press articles from around the world and online databases. The latter are extracted from

hundreds of publications and websites, both British and overseas. All information is cross-referenced

for immediate access.

Data from other published sources are the latest available at the time of writing the report.

This information is supplemented by an extensive library of Mintel’s reports produced since 1972 and

added to each year by the 500+ reports which are produced annually.


In addition to in-house sources, researchers also occasionally use outside libraries such as the British

Library or the Department of Trade and Industry. Other information is also gathered from store and

exhibition visits across Europe, as well as using other databases within the Mintel Group, such as the

Global New Product Database (GNPD), which monitors FMCG sales promotions.

All analysts have access to Mintel ’s Market Size and Economic Database – a database containing all

areas of consumer spend and retail sales as well as macroeconomic and demographic factors which

impinge on consumer spending patterns, going back some 20 years.

The database is used in conjunction with an SPSS forecasting program which uses weighted historical

correlations of market dynamics, with independent variables, to produce future spending scenarios.

Statistical Forecasting

Statistical modelling

For the majority of reports, Mintel produces five-year forecasts based on an advanced

statistical technique known as ‘multivariate time series auto-regression’ using the statistical

software package SPSS.

Historical market size data feeding into each forecast are collated in Mintel’s own market size

database and supplemented by macro- and socio-economic data sourced from organisations

such as the Office for National Statistics, HM Treasury and the Bank of England.

Within the forecasting process, the model searches for, and analyses relationships between,

actual market sizes and a selection of key economic and demographic determinants

(independent variables) in order to identify those predictors having the most influence on the

market.

Factors used in a forecast are stated in the relevant report section alongside an interpretation

of their role in explaining the development in demand for the product or market in question.

Qualitative insight

At Mintel we understand that historic data is limited in its capacity to act as the only force

behind the future state of markets. Thus, rich qualitative insights from industry experts

regarding future events that might impact upon various markets play an invaluable role in our

post statistical modeling evaluation process.

As a result, the Mintel forecast complements a rigorous statistical process with in-depth

market knowledge and expertise to allow for additional factors or market conditions outside of

the capacity of the statistical forecast.


The Mintel fan chart

Forecasts of future economic outcomes are always subject to uncertainty. In order to raise

awareness amongst our clients and to illustrate this uncertainty, Mintel has introduced a new

way of displaying market size forecasts in the form of a fan-chart.

Next to historical market sizes and a current year estimate, the fan chart illustrates the

probability of various outcomes for the market value/volume over the next five years.

At a 95% confidence interval, we are saying that 95 out of 100 times the forecast will fall

within these outer limits, which we call the best and worst case forecasts. These, based on the

statistically driven forecast, are the highest (best case) and lowest (worst case) market sizes

the market is expected to achieve.

Over the next five years, the widening bands successively show the developments that occur

within 95%, 90%, 70% and 50% probability intervals. Statistical processes predict the central

forecast to fall within the darker shaded area which illustrates 50% probability, i.e. a 5 in 10

chance.

A general conclusion: Based on our current knowledge of given historic market size data as

well as projections for key macro- and socio-economic measures that were used to create the

forecast, we can assume that in 95% of the time the actual market size will fall within the

purple shaded fan. In 5% of all cases this model might not be correct due to random errors and

the actual market size will fall out of these boundaries.

Weather analogy

To illustrate uncertainty in forecasting in an everyday example, let us assume the following

weather forecast was produced based on the meteorologists’ current knowledge of the

previous weather condition during the last few days, atmospheric observations, incoming

weather fronts etc.


Now, how accurate is this forecast and how certain can we be that the temperature on

Saturday will indeed be 15°C?

To state that the temperature in central London on Saturday will rise to exactly 15°C is

possible but one can’t be 100% certain about that fact.

To say the temperature on Saturday will be between 13°C and 17°C is a broader statement

and much more probable.

In general, we can say that based on the existing statistical model, one can be 95% certain that

the temperature on Saturday will be between 13°C and 17°C, and respectively 50% certain it

will be between about 14.5°C and 15.5°C. Again, only in 5% of all cases this model might not

be correct due to random errors and the actual temperature on Saturday will fall out of these

boundaries and thus will be below 13°C or above 17°C.

( To learn more about uncertainty in weather forecasts visit:

http://research.metoffice.gov.uk/research/nwp/ensemble/uncertainty.html )

http://research.metoffice.gov.uk/research/nwp/ensemble/uncertainty.html


European Research Methodology

Mintel surveys the four major European markets - France, Germany, Spain and Italy - with varying

samples of 1,000 and 2,000 adults aged 16+. The surveys are conducted online, via GMI, spanning ten

waves of research a year and all are representative of the online population in each country with quotas

on age, gender and region.

GMI

Founded in 1999, GMI’s double opt-in online consumer panel has reach of approximately 240,000

consumers in Germany, 210,000 consumers in France, 110,000 consumers in Italy and 90,000

consumers in Spain. GMI delivers uniquely identified online respondents via extensive use of fraud

detection and location-verification technology at multiple points in the research cycle, from initial

registration through survey fielding and incentive redemption. GMI panelists are profiled on a wide

variety of attributes to deliver the specific hard-to-reach demographics.

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