Executive Summary
In 1995, the ice-cream and frozen dessert sector was valued at £1.38bn.
This was an increase of 45.5% since 1990 and was equivalent to 3.2% of total
food sales. 1995 was an extraordinarily good year due to an extremely hot
summer, which boosted sales ahead of anticipated levels. The market also
benefits from the national tendency towards a sweet tooth. The food sector was
one of the strongest performers throughout the recession and ice cream and
frozen desserts did well in this context since they are regarded by many
consumers as affordable indulgences.
The main sectors in the market are ice cream and frozen desserts. These can be
further subdivided into wrapped impulse, and take home. Wrapped impulse sales
within the ice-cream sector are generally branded products sold for immediate
consumption. Take-home ice creams encompass the strong performing luxury brands
such as Häagen-Dazs as well as standard ice creams and frozen yoghurts.
Both sectors have seen substantial growth in recent years.
Frozen desserts have seen the introduction of many new products as innovation
continues to be a strong feature of the market. US and European influences
dominate, with gateaux and large cakes accounting for the largest portion of
sales. Low-fat and low-calorie products, as well as individual desserts, have
seen considerable activity and market growth in line with changing eating
habits and lifestyles.
The convenience aspect of ice creams and frozen desserts has been a major part
of their appeal. With less time and skills being devoted to cooking, the market
has boomed. Consumer penetration is high, and the major buyers are housewives
in the 35 to 44 age group. In many cases, this encompasses those individuals
buying for families, and research indicates that the presence of children
considerably increases the propensity to purchase ice cream and frozen
desserts.
The market seems set for further growth as increasing amounts of space are
being devoted to ice creams and frozen desserts within retail outlets. Much of
the rise will be due to the introduction of new product variants, including
more individual serves and those with a better health profile.
Fifth Edition 1996
Edited by Simon Howitt
ISBN 1-85765-605-9
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