Marketers in the Ice Cream market in the UK face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Ice cream market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increased amount of discount and own-brand products. Ice Cream is not considered an essential item and therefore consumption patterns have been comparatively affected. The Ice Cream market in the UK is unlikely to record any major change in the volumes market in the future as consumption pattern is mostly confined to the light user category.
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What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups - providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Private Label products account for between a fifth and a quarter of the Take-home and Impulse Ice Cream categories in the UK; Artisanal Ice Cream is produced by small, local business so is excluded from Private Label and Branded products by definition. The majority of the market is dominated by large national brands so there is little room for further Private Label growth.
There are four main retailers with over 80% value share of retail distribution in the Dairy market in the UK. The remainder of the network is fragmented; however this leaves producers with little bargaining power for this section of the market.
Ice Cream is seen as an Indulgent treat in the UK market. Over 50% of consumers state this as an influence over their Ice Cream consumption and this translates into a significant proportion of the actual value of this market being directly influenced as well. Marketers need to target this trend in order to ensure success.
Consumer survey data for the following specific categories: Artisanal Ice Cream, Impulse Ice Cream and Take-home Ice Cream.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Reasons to Purchase
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.
Companies Mentioned in this Report: Asda, Co-Op/Somerfield, Iceland, Morrisons, Sainsbury's, Tesco
Canadean Consulting provides specialist support on commercial, strategic and marketing issues to the international beverage, packaging and liquid food industries. Significant investment has transformed all Canadean's beverage databases into interactive market analysis tools, geared to clients' annual and strategic business planning cycles.