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Ice Cream and Frozen Novelties - US - July 2013

Published By :

Mintel

Published Date : Jul 2013

Category :

Ice Cream

No. of Pages : 196 Pages


Personal use of ice cream and frozen novelties is highest among respondents over the age of 65 and among respondents aged 18-24. This is a strength of the category, given that these population groups are some of the fastest growing. However, the range of users necessitates targeted marketing efforts that hone in on a core consumer base.
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary
The market
The category slowly climbs to $11.2 billion
Figure 1: Total U.S. sales and forecast of ice cream and frozen novelties, at current prices, 2008-18
Market segmentation
Ice cream makes up more than half of category sales
Figure 2: Total U.S. retail sales of ice cream and frozen novelties, by segment, 2013
Leading companies
Figure 3: MULO sales of ice cream and frozen novelties, by leading companies, rolling 52 weeks 2012 and 2013
Innovation
Leading product claims on the decline
Figure 4: Frozen treats launches, by top five claims, 2008-12
The consumer
The youngest and oldest consumers are the most engaged
Figure 5: Personal frozen treat purchase, by age, April 2013
Dessert is a popular eating occasion, but anytime is a good time
Figure 6: When frozen treats are consumed, April 2013
Focusing on flavor will be key to sales growth
Figure 7: Top five important attributes, April 2013
What we think

Issues and Insights
How can the category stem future sales losses?
Insight: Product innovation will be key to holding the attention of consumers
How can the category hone marketing efforts to reach a varied consumer base?
Insight: Targeted marketing efforts can address specific users groups with a customized focus
What role does health play in the category?
Insight: Keeping healthy products available will be key, even in an indulgent category

Trend Applications
Trend: Mood to Order
Trend: The Nouveau Poor
Mintel Futures: East Meets West
Format innovation
Functionality
Mix-ins

Market Size and Forecast
Key points
The category slowly climbs to $11.2 billion
Sales of ice cream and frozen novelties
Figure 8: Total U.S. sales and forecast of ice cream and frozen novelties, at current prices, 2008-18
Figure 9: Total U.S. sales and forecast of ice cream and frozen novelties, at inflation-adjusted prices, 2006-16
Fan chart forecast
Figure 10: Total market sales and fan chart forecast of market, at current prices, 2005-15

Competitive Context
More than one-third of consumers say restaurant treats taste better
Figure 11: Where frozen treats are consumed, by age, April 2013
Figure 12: Where frozen treats are consumed, by household income, April 2013
Make foodservice offerings available at retail
Category can find inspiration in foodservice trends

Segment Performance
Key points
Ice cream represents more than half of category sales
Sales of ice cream and frozen novelties, by segment
Figure 13: Total U.S. retail sales of ice cream and frozen novelties, by segment, at current prices, 2011 and 2013
Ice cream recovering after recessionary dip
Sales of ice cream
Figure 14: Total U.S. retail sales of ice cream, 2008-18
Frozen novelties estimated to grow 13% from 2008-13
Sales of frozen novelties
Figure 15: Total U.S. retail sales of frozen novelties, 2008-18
Frozen yogurt makes large gains, sales grow by 91% from 2008-13
Sales of frozen yogurt
Figure 16: Total U.S. retail sales of frozen yogurt, 2008-18
Sherbet, sorbet, ices dip, could recover with BFY positioning
Sales of sherbet, sorbet, ices
Figure 17: Total U.S. retail sales of sherbet, sorbet, ices, 2008-18

Retail Channels
Key points
Supermarkets dominate category sales, “other” channels gain
Sales of ice cream and frozen novelties, by channel
Figure 18: Total U.S. retail sales of ice cream and frozen novelties, by channel, at current prices, 2011-13

Retail Channels – Natural Supermarkets
Key points
Natural channel sales grow by 29.4% from 2011-13
Sales of ice cream and frozen novelties in the natural channel
Figure 19: Natural supermarket sales of ice cream and frozen novelties, at current prices, 2011-13*
Figure 20: Natural supermarket sales of ice cream and frozen novelties, inflation-adjusted, 2011-13*
Natural channel sales of ice cream and frozen novelties by segment
Figure 21: Natural supermarket sales of ice cream and frozen novelties by segment, 2011 and 2013*

Leading Companies and Brands
Nestlé and Unilever lead category sales, post declines
Manufacturer sales of ice cream and frozen novelties
Figure 22: MULO sales of ice cream and frozen novelties by leading companies, rolling 52 weeks 2012 and 2013
Ice cream brand performance points to popularity of premium
MULO sales of ice cream
Figure 23: MULO sales of ice cream, by leading companies, rolling 52 weeks 2012 and 2013
Nestlé and Unilever battle it out for frozen novelty dominance
Figure 24: Leading frozen novelty treats (for eating at home), October 2011-November 2012
MULO sales of frozen novelties
Figure 25: MULO sales of frozen novelties, by leading companies, rolling 52 weeks 2012 and 2013
Growth in frozen yogurt evens the playing field
MULO sales of frozen yogurt
Figure 26: MULO sales of frozen yogurt, by leading companies, rolling 52 weeks 2012 and 2013
Private label represents 43.8% of sales of sherbet, sorbet, ices
MULO sales of sherbet, sorbet, ices
Figure 27: MULO sales of sherbet, sorbet, and ices, by leading companies, rolling 52 weeks 2012 and 2013

Innovations and Innovators
New product launches should jumpstart sales growth
Figure 28: Frozen treats launches, by launch type, 2008-12
Leading product claims on the decline
Figure 29: Frozen treats launches, by top 10 claims, 2008-12
Indulgence can come in many forms
Figure 30: Frozen treats launches, by top 10 flavors, 2008-12
Sweet and savory
Alcohol
Premium
Gelato
Small batch
Environmental responsibility
Novelties put innovation in the hands of consumers
Figure 31: Frozen treats launches, by format, 2008-12
Ethnic-inspired offerings

Marketing Strategies
Overview of brand landscape
Brand analysis: Blue Bunny
Figure 32: Brand analysis of Blue Bunny, 2013
Online initiatives
TV presence
Figure 33: Blue Bunny TV ad, “Show and Tell,” 2013
Figure 34: Blue Bunny TV ad, “100 Wishes For 100 kids,” 2013
Print and other
Figure 35: Blue Bunny print ad
Brand analysis: Dreyer’s/Edy’s
Figure 36: Brand analysis of Dreyer’s/Edy’s, 2013
Online initiatives
TV presence
Figure 37: Edy’s Ice Cream TV ad, “No Giving Up (30/Caramel delight),” 2013
Print and other
Figure 38: Edy’s OutShine Fruit Bars print ad
Brand analysis: Häagen-Dazs
Figure 39: Brand analysis of Häagen-Dazs, 2013
Online initiatives
TV presence
Figure 40: Häagen-Dazs TV ad, “Say Sorry,” 2013
Figure 41: Häagen-Dazs TV ad, “Tempting Ice Cream,” 2013
Print and other
Figure 42: Häagen-Dazs print ad
Brand analysis: Ben & Jerry’s
Figure 43: Brand analysis of Ben & Jerry’s, 2013
Online initiatives
Print and other
Figure 44: Ben & Jerry’s print ad
Figure 45: Ben & Jerry’s print ad
Brand analysis: Skinny Cow
Figure 46: Brand analysis of Skinny Cow, 2013
Online initiatives
Print and other
Figure 47: Skinny Cow print ad
Brand analysis: Magnum Ice Cream
Figure 48: Brand analysis of Magnum Ice Cream, 2013
Online initiatives
TV presence
Figure 49: Magnum Ice Cream TV ad, “bars Of Gold,” 2013
Print and other

Social Media
Key points
Social media metrics
Figure 50: Key performance indicators, June 2013
Market overview
Brand usage and awareness
Figure 51: Usage and awareness of selected ice cream and frozen novelties brands, April 2013
Interaction with ice cream and frozen novelties brands
Figure 52: Interaction with selected ice cream and frozen novelties brands, April 2013
Online conversations
Figure 53: Online conversations on selected ice cream brands, May 10-June 9, 2013
Figure 54: Words most closely associated with online mentions of Ben & Jerry’s, May 10- June 9, 2013
Figure 55: Online conversations on selected ice cream brands, by day, May 10-June 9, 2013
Where are people talking about ice cream brands?
Figure 56: Online conversations on selected ice cream brands, by page type, May 10-June 9, 2013
What are people talking about?
Figure 57: Types of conversations around selected ice cream brands, May 10-June 9, 2013
Figure 58: Types of conversations around selected ice cream brands, by day, May 10-June 9, 2013
Figure 59: Types of conversations around selected ice cream brands, by page type, May 10-June 9, 2013
Analysis by brand
Ben & Jerry’s
Figure 60: Ben & Jerry’s – key social media indicators, June 2013
Key online campaigns
What we think
Klondike
Figure 61: Klondike – key social media indicators, June 2013
Key online campaigns
What we think
Nestlé Drumstick
Figure 62: Nestlé Drumstick – key social media indicators, June 2013
Key online campaigns
What we think
Edy’s Ice Cream
Figure 63: Edy’s Ice Cream – key social media indicators, June 2013
Key online campaigns
What we think
Breyers
Figure 64: Breyers – key social media indicators, June 2013
Key online campaigns
What we think
Blue Bunny Ice Cream
Figure 65: Blue Bunny Ice Cream – key social media indicators, June 2013
Key online campaigns
What we think

Frozen Treat Purchase
Key points
Ice cream and frozen novelties used in 90% of households
Women are more likely than men to purchase most frozen treats
Figure 66: Any frozen treat purchase, by gender, April 2013
Consumption of ice cream down slightly, frozen yogurt up
Figure 67: Ice cream & sherbet (for eating at home), October 2007-November 2012
Figure 68: Frozen yogurt, October 2007-November 2012
Women are a good target for the purchase of multiple products…
Figure 69: Repertoire analysis of purchase of frozen treats, by gender, April 2013
…but men eat more
Figure 70: Ice cream & sherbet (for eating at home), by gender, October 2011-November 2012
Figure 71: Frozen yogurt, by gender, October 2011-November 2012
Men gravitate toward indulgence, women to health
Figure 72: Personal frozen treat purchase (for myself), by gender, April 2013
Ice cream’s barbell effect is slightly heavier at one end
Figure 73: Personal frozen treat purchase (for myself), by age, April 2013
Figure 74: Repertoire analysis of purchase of frozen treats, by age, April 2013
Lowest income earning HHs least likely to participate in the category
Figure 75: Any frozen treat purchase, by household income, April 2013
Ice cream popular among lower income HHs, gelato for higher earners
Figure 76: Personal frozen treat purchase (for myself), by household income, April 2013
Higher health profile and expanded marketing may increase sales
Figure 77: Reasons for not purchasing frozen treats, April 2013

Consumption Occasion
Key points
Dessert rules, but nearly half of consumers indulge anytime
Figure 78: When frozen treats are consumed, by gender, April 2013
Ice cream is a treat
Figure 79: Why frozen treats are consumed, by gender, April 2013
Young consumers most open to a range of consumption occasions
Figure 80: When frozen treats are consumed, by age, April 2013
18-24 year olds strong target for mood enhancement
Figure 81: Why frozen treats are consumed, by age, April 2013
Category is valued by lower income earners
Figure 82: Why frozen treats are consumed, by household income, April 2013
Singles most likely to eat ice cream whenever they want
Figure 83: When frozen treats are consumed, by household size, April 2013

Ways in Which Frozen Treats are Consumed
Key points
Vast majority of consumers eat ice cream in a bowl by itself
Figure 84: Ways in which frozen treats are consumed, by gender, April 2013
Young adults present opportunities for mix-ins, accessories
Figure 85: Ways in which frozen treats are consumed, by age, April 2013

Important Attributes
Key points
Flavor and price lead important attributes
Figure 86: Important attributes, by gender, April 2013
Figure 87: Ice cream & sherbet (for eating at home), by gender, October 2011-November 2012
Figure 88: Frozen yogurt, by gender, October 2011-November 2012
Oldest consumers want flavor and health
Figure 89: Important attributes, by age, April 2013
Figure 90: Ice cream & sherbet (for eating at home), by age, October 2011-November 2012
Price leads importance among low income earning households
Figure 91: Important attributes, by household income, April 2013

Attitudes Toward Frozen Treats
Key points
Consumers have generally positive attitude toward category
Majority of consumers believe frozen treats can fit into a healthy diet
Retail exploration is an important aspect of sales performance
Manufacturers and retailers should consider mimicking foodservice experience
Category is not viewed as affordable, but consumers are willing to spend more
Figure 92: Attitudes toward frozen treats, by gender, April 2013
Product development important in engaging young adult consumers
Figure 93: Attitudes toward frozen treats, by age, April 2013
High income earners willing to spend more
Figure 94: Attitudes toward frozen treats, by household income, April 2013

Custom Consumer Group – Households with Children
Key points
HHs with kids more likely to purchase frozen treats
Figure 95: Any frozen treat purchase, by presence of children in household, April 2013
Special occasion ice cream popular among HHs with children
Figure 96: When frozen treats are consumed, by presence of children in household, April 2013
New products/in-store discovery important to HHs with children
Figure 97: Attitudes toward frozen treats, by presence of children in household, April 2013
Younger children more likely to eat ice cream
Figure 98: Ice cream, by age, October 2011-November 2012
Figure 99: Ice cream (for eating at home), by age, October 2011-November 2012
Teen ice cream consumption down, CPG could mimic foodservice
Figure 100: Ice cream (for eating at home), October 2007-November 2012
Other frozen treats are also more popular among kids
Figure 101: Other frozen treats, by age, October 2011-November 2012
Figure 102: Other frozen treats (for eating at home), by age, October 2011-November 2012
Figure 103: Other frozen treats, by age, October 2011-November 2012
Figure 104: Other frozen treats (for eating at home), by age, October 2011-November 2012
Presence of children means greater opportunity for related produce sales
Figure 105: Ways in which frozen treats are consumed, by presence of children in 
household, April 2013

Impact of Race and Hispanic Origin
Key points
Asian and Hispanic consumer represent growth opportunities
Asian consumers indulge in frozen treats
Alternative offerings find favor among Hispanics
Black households drawn to sherbet and custard
Figure 106: Any frozen treat purchase, by race/Hispanic origin, April 2013
Encourage Asian shoppers to purchase multiple products
Figure 107: Repertoire analysis of purchase of frozen treats, by race/Hispanic origin, April 2013
Black consumers view ice cream as an accompaniment or mix-in
Figure 108: Ways in which frozen treats are consumed, by race/Hispanic origin, April 2013
Consider occasion-based product development and outreach
Figure 109: When frozen treats are consumed, by race/Hispanic origin, April 2013
Functional offerings should appeal to Asian shoppers
Figure 110: Why frozen treats are consumed, by race/Hispanic origin, April 2013
Asians are price/quality conscious, Hispanics favor “low in” items
Figure 111: Important attributes, by race/Hispanic origin, April 2013
New product development may attract Hispanics patronage
Figure 112: Attitudes toward frozen treats, by race/Hispanic origin, April 2013

IRI/Builders – Key Household Purchase Measures – Ice Cream/Sherbet
Ice cream
Consumer insights on key purchase measures – ice cream
Brand map
Figure 113: Brand map, selected brands of ice cream buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 114: Key purchase measures for the top brands of ice cream, by household penetration, 2012*
Sherbet/sorbet/ices
Consumer insights on key purchase measures – sherbet/sorbet/ices
Brand map
Figure 115: Brand map, selected brands of sherbet/sorbet/ices, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 116: Key purchase measures for the top brands of sherbet/sorbet/ices, by household penetration, 2012*
Frozen yogurt/tofu
Consumer insights on key purchase measures – frozen yogurt
Brand map
Figure 117: Brand map, selected brands of frozen yogurt/tofu buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 118: Key purchase measures for the top brands of frozen yogurt/tofu, by household penetration, 2012*

IRI/Builders – Key Household Purchase Measures – Frozen Novelties
Frozen novelties
Consumer insights on key purchase measures – frozen novelties
Brand map
Figure 119: Brand map, selected brands of frozen novelties buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 120: Key purchase measures for the top brands of frozen novelties, by household penetration, 2012*

Appendix – Market Drivers
Consumer confidence
Figure 121: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 122: U.S. unemployment rate, by month, 2002-13
Figure 123: U.S. unemployment and underemployment rates, 2007-13
Figure 124: Number of employed civilians in U.S., in thousands, 2007-13
Food cost pressures
Figure 125: Changes in USDA Food Price Indexes, 2011 through May 24, 2013
Obesity
Figure 126: U.S. obesity, by age group, 2008 and 2012
Childhood and teen obesity – highest in decades
Figure 127: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Racial, ethnic population growth
Figure 128: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
Figure 129: Households with children, by race and Hispanic origin of householder, 2012
Shifting U.S. demographics
Figure 130: U.S. population, by age, 2008-18
Figure 131: U.S. households, by presence of own children, 2002-12

Appendix – Social Media
Brand usage or awareness
Figure 132: Brand usage or awareness, April 2013
Figure 133: Ben & Jerry’s usage or awareness, by demographics, April 2013
Figure 134: Breyers usage or awareness, by demographics, April 2013
Figure 135: Edy’s Ice cream usage or awareness, by demographics, April 2013
Figure 136: Blue Bunny ice cream usage or awareness, by demographics, April 2013
Figure 137: Nestlé drumstick usage or awareness, by demographics, April 2013
Figure 138: Klondike usage or awareness, by demographics, April 2013
Activities done
Figure 139: Activities done, April 2013
Figure 140: Ben & Jerry’s – Activities done, by demographics, April 2013
Figure 141: Breyers – Activities done, by demographics, April 2013
Figure 142: Edy’s Ice Cream – Activities Done, by demographics, April 2013
Figure 143: Blue Bunny ice cream – Activities done, by demographics, April 2013
Figure 144: Nestlé drumstick – Activities done, by demographics, April 2013
Figure 145: Klondike – Activities done, by demographics, April 2013
Online conversations
Figure 146: Online conversations on selected ice cream brands, May 10-June 9, 2013
Figure 147: Online conversations on selected ice cream brands, by day, May 10-June 9, 2013
Figure 148: Online conversations on selected ice cream brands, by page type, May 10-June 9, 2013
Figure 149: Types of conversations around selected ice cream brands, May 10-June 9, 2013
Figure 150: Types of conversations around selected ice cream brands, by day, May 10-June 9, 2013
Figure 151: Types of conversations around selected ice cream brands, by page type, May 10-June 9, 2013

Appendix – Other Useful Consumer Tables
Purchase of frozen treats
Figure 152: Personal frozen treat purchase (for myself), by gender and age, April 2013
Figure 153: Personal frozen treat purchase (for myself), by household size, April 2013
Figure 154: Personal frozen treat purchase (for myself), by age and household income, April 2013
Ways in which frozen treats are used
Figure 155: Ways in which frozen treats are consumed, by household income, April 2013
Consumption occasion
Figure 156: When frozen treats are consumed, by household income, April 2013
Figure 157: When frozen treats are consumed, by repertoire groups – Purchase of frozen treats, April 2013
Important attributes
Figure 158: Important attributes, by repertoire groups – Purchase of frozen treats, April 2013
Figure 159: Important attributes, by consumption occasion, April 2013
Figure 160: Important attributes, by ways in which frozen treats are consumed, April 2013
Figure 161: Important attributes, by consumption occasion, April 2013
Attitudes toward frozen treats
Figure 162: Attitudes toward frozen treats, April 2013

Appendix – Information Resources Inc. Builders Panel Data Definitions
Information Resources Inc. Consumer Network Metrics

Appendix – Trade Associations

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