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.
Introduction
Definition
Abbreviations
To
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Executive Summary
The market
Figure 1: Market size and forecast
for UK retail value sales of ice cream, sorbet and frozen yogurt, 2007-17
Market factors
Gloomy summer weather in 2012 hits
the market
Figure 2: Summer* sunshine and
rainfall trends, 2006-12
Ageing population set to hinder the
market
Companies, brands and innovation
Unilever brands dominate the market
Figure 3: Brand shares in the UK
tubs and blocks ice cream market, 2013*
Brands drive NPD
Adspend continues to ebb
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
Special offers are the number one
choice factor
Figure 5: Choice factors when buying
ice cream/sorbet/frozen yogurt, April 2013
Ice cream benefits from its position
as an affordable indulgence
Figure 6: Attitudes towards ice
cream, sorbet and frozen yogurt, April 2013
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
What we think
Issues in the Market
How can ice cream brands encourage
out of season usage?
How can ice cream brands boost the
visibility of the sector?
How can brands boost the health
credentials of the category?
Where are growth opportunities in
the market?
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