![WG-4003[58]](https://d2dyh47stel7w4.cloudfront.net/Pictures/274x183/4/5/1/353451_wg400358_6083.jpg)
1. Multipacks are showing growth
2. Chocolate is driving success
3. A year-round approach is needed
4. More demand for plant-based alternatives
5. New products account for 15% of all impulse sales
6. Healthier products are on the rise
7. Placement is key
1. Multipacks are showing growth
Mars reported that it continued to outperform the overall market in value sales (+2%), seeing particular growth in multipacks unit (+5%). Within the independent convenience channel, its performance was even stronger -with value sales of its multipacks increasing by an impressive 85% and total sales rising by 25% over the past three years (IRI).
Kerry Cavanaugh, general manager at Mars Chocolate Drinks and Treats believes the multipack trend will continue. “The weather in 2024 had a clear impact on the sales of impulse bars in convenience channels, however, it was interesting to see a significant increase in multipack ice cream sales all year round,” she said.
“In 2025, we believe the sales of multipacks will continue to grow. With this in mind, we have extended our offering of multipacks with the launch of Snickers White Ice Cream in packs of four.”
2. Chocolate is driving success
Indulgence is still a key driver for the ice cream category, and as such, chocolate remains a popular choice for those looking for a pick-me-up.
A Froneri spokesperson said: “We’re seeing people treating themselves a lot more as well and consumption occasions which are special or treaty are at a 5-year high [Kantar]. This behaviour naturally lends itself to the ice cream category, as it’s the main reason people are choosing to eat ice cream!
“We’re seeing people looking for much more convenient and fuss free things to enjoy. It’s because of this that handheld sectors have been on the rise over time and now account for almost two thirds (66.2%) of all packs sold in the market. When people are choosing ice cream for these more informal occasions, chocolate coated ice creams are one of the most consumed types of ice cream, along with cones and ice lollies also key.”
This trend isn’t regulated to one format and brands are tapping into new ways to help consumers enjoy themselves. “With bitesize snacking growing by over 33%, we see this as a huge opportunity to tap into with our new snacking range, Magnum Bonbon, which are the perfect size for consumers looking for a snacking option for big nights in and the sofa snacking moment,” says marketing director of Unilever Ice Cream UK and Ireland, Louise Morley. “Magnum Bonbon is available in the convenience channel in three luxurious flavours: White Chocolate & Cookie, Salted Caramel & Almond and Gold Caramel Billionaire.”
3. A year-round approach is needed
While handhelds do well in summer, Ice-fresh Foods reports that multipacks of handheld ice creams are the consistent all rear round favourite to combat the inconsistent UK weather patterns. It states: “Of course in the current economic climate, formats are important to get right and represent an opportunity for c-stores, with value-focussed families splitting multipacks up to eat on the street and consumers cutting down spend on eating out and looking for ‘big night in’ premium tubs of indulgent ice cream. Shoppers today are looking for value beyond price to include quality, convenience, relevance and experience and value sales of ‘luxury dessert’ ice cream have grown 8.9% on units up 3.3% [Kantar].”
4. More demand for plant-based alternatives
A key trend in the ice cream category is the growing demand for plant-based alternatives. According to Nielsen data, 10% of UK households contain a member following a vegan or vegetarian diet, and there’s no reason why they should miss out on a sweet treat. Brands have been introducing more plant-based lines to cater for this potential demand, with Magnum’s vegan ice cream offering growing 75% in the past year, leading to the brand introducing a new soy-based recipe across its vegan range.
5. New products account for 15% of all impulse sales
Who doesn’t fancy something new? And that’s true of the ice cream category as well.
Unilever’s Morley explains how Innovation is a key driver for the ice cream category. “It keeps people excited, engaged, and coming back for more. In fact, new products make up 15% of ice cream sales each summer, which is why retailers should look to drive impulse sales and entice customers in by stocking the newest and most exciting innovations from the UK’s leading brands.”
Unilever makes the most of this demand for innovation by continually looking to grow. “As market leaders, our role is to drive growth in the category by expanding into new occasions and creating new formats that our shoppers can enjoy. We invest a significant amount to ensure that we’re bringing products to market that respond to evolving consumer demands. We delivered six of the top 10 new products (NPD) in 2024, with Magnum yet again having the number one new product launch of 2024 with its innovative Magnum Euphoria & Chill range - the brand’s first ice cream with a sorbet core.”
Icefresh Foods agrees that shoppers want to expand their ice cream horizons. “While classic vanilla is the enduring favourite flavour, newer, more adventurous flavours are gaining traction and helping ice cream to rival desserts, with salted caramel, cookie dough and pistachio going mainstream.”
6. Healthier products are on the rise
Icefresh Foods adds that another trend shaping ice cream innovation is the growth in shoppers focus on health, whether sugar reduction to limited portion size, reduced fat to boosted protein. “For a category like ice cream there needs to be a balanced approach, it’s not all about health, and it’s not all about refreshment or indulgence.”
To help with this, the Skinny brand has moved into the ice cream category. “Managing the balance between indulgence and health is no easy task of course, and it’s one that Skinny recognises. Skinny Bars are all about the perfect deliciously indulgent treat that satisfies those sweet cravings, whilst also being low in calories and great value for money. They have turned their popular snack bars into a range of handheld ice cream sticks at only 83 calories or less each. Two variants are available: Strawberry & White Choc and Salted Caramel (RSP: £3.50/6x31g).”
7. Placement is key
Once you’ve decided upon your range, it’s time to figure out how to display it. Unilever’s Morley shares the top tips on category placement. “
“Ensuring your ice cream products are in perfect condition is the key to success. When choosing a freezer, we recommend that retailers consider the space available and footfall. At Wall’s, we have a range of freezer options to suit all retailers’ needs. Our most popular freezer is the Maxivision which has either 12 or 18 baskets, this is perfect for stores which have high footfall. For retailers who don’t have a huge amount of space, we have our Vista range which can provide a more compact option. Sizes range from six basket freezers for smaller stores, to 12 and 18 basket freezers for higher footfall areas or sites looking to sell a greater range of ice cream.”
Icefresh Foods adds: “For many shoppers, the purchase of indulgent items, such as ice cream, are often an impulse purchase. The most important thing is to make sure your ice creams are visible and easy to find. Positioning the freezer unit near the door or by the counter ensures that shoppers are more likely to spot it and make an impulse purchase. So if someone is coming in to drop off a parcel and spots the freezer then it’ll prompt them to pick up a single serve ice cream.”
No comments yet