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Ice Cream and Frozen Desserts in the United States 2008
Mintel, May 2008, Pages: 93
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Well-established market with high usage still manages to grow slightly
Competition is growing for at-home ice cream
The struggle for health and decadence affects segments
Supermarket sales challenged by “other outlets”…
…and convenience stores
Factors impacting ice cream sales
Nearly half of FDM sales generated by Nestlé and Unilever
Nestlé and Unilever seeking all consumers—the defining difference
Innovation driven by premium and health focuses
Ice cream is universal
Habits and beliefs of the ice cream consumer
Consumer attitudes regarding frozen yogurt and gelato
Market Size and Forecast
Key points
Mature market is challenged to produce significant growth
Figure 1: Total U.S. sales and forecast of ice cream, sherbet, frozen yogurt, and frozen novelties at current prices, 2002-12*
Figure 2: Total U.S. sales and forecast of ice cream, sherbet, frozen yogurt, and frozen novelties at inflation adjusted prices, 2002-12
Competitive Context
Competition from foodservice
Ice cream shops serve up an increasingly enticing proposition
Figure 3: Source of ice cream for in home consumption, March 2008
Scoop shops focus on advertising and promotion
Figure 4: Baskin-Robbins Reese’s ice cream, 2007
Segment Performance
Key points
Health and wellness influencing all segments
The decadence demand
Figure 5: U.S. FDMx sales and forecast of ice cream, sherbet, frozen yogurt, and frozen novelties at current prices, by segment, 2002-12
Figure 6: U.S. FDMx sales of ice cream, sherbet, frozen yogurt, and frozen novelties, by segment, 2005 and 2007
Segment Performance—Ice Cream
Key points
Ice cream sales shift as consumers seek out portion-controlled novelties
Bridging the gap between highly indulgent and healthy ice cream
Figure 7: U.S. FDMx sales and forecast of ice cream, 2002-12
Segment Performance—Frozen Novelties
Key points
Size matters—bite-size, minis, personal portions
Figure 8: U.S. FDMx sales and forecast of frozen novelties, 2002-12
Segment Performance—Sherbet/Sorbet/Ices
Key points
Super-premium brand provides boost to segment sales
Figure 9: U.S. FDMx sales and forecast of sherbet, 2002-12
Segment Performance—Frozen Yogurt
Key points
Functionality breathes life into frozen yogurt
Figure 10: U.S. FMDx sales and forecast of frozen yogurt, 2002-12
Retail Channels
Key points
Mass merchandiser expansion driving sales in “other” outlets
A mix of “other” outlets also contributing to success
Figure 11: U.S. sales of ice cream, sherbet, frozen yogurt, and frozen novelties, by retail channel, 2005 and 2007
Retail Channels—Supermarkets
Key points
Supermarkets sales dip slightly—challenge: impulse and convenience
Figure 12: U.S. sales of ice cream, sherbert, frozen yogurt, and frozen novelties at supermarkets, 2002-07
Retail Channels—Convenience Stores
Key points
C-stores and novelties—the perfect match
Figure 13: U.S. sales of ice cream, sherbert, frozen yogurt, and frozen novelties at convenience stores, 2002-07
Market Drivers
Yin and Yang—desires for health and indulgence
Hold the fat! No significant change in adult obesity rates
Children continue to battle the bulge
Figure 14: Attributes important to choosing snack for children, December 2007
Convenience store growth signals shift from grocery
Leading Companies
Key points
Nestlé yields gains by reaching two consumer types
Wells’ Dairy records the strongest growth with Weight Watchers success
Figure 15: FDMx sales of leading ice cream, sherbet, frozen yogurt, and frozen novelties companies, 2005 and 2007
Brand Share—Ice Cream
Key points
Dreyer’s/Edy’s capitalize on slow churn ice cream
Häagen-Dazs and Ben & Jerry’s—sophisticated ice cream experiences
Figure 16: FDMx brand sales of ice cream in the U.S., 2005 and 2007
Brand Share—Frozen Novelties
Key points
Nestlé and Unilever brands parlaying churned success into novelties
Weight Watchers and Skinny Cow—diet-branded novelties fuel sales
Dibs offers bite-sized, Blue Bunny promotes personal size
Figure 17: FDMx brand sales of frozen novelties in the U.S., 2005 and 2007
Brand Share—Sherbet/Sorbet/Ices
Key point
Häagen-Dazs offers super-premium sorbets featuring “clean labels”
Figure 18: FDMx brand sales of sherbet in the U.S., 2005 and 2007
Brand Share—Frozen Yogurt
Key points
The joy of soy—Turtle Mountain gains traction
Forward-thinking brands adding functionality to products
Dieters turn to Häagen-Dazs for its indulgent characteristics
Figure 19: FDMx brand sales of frozen yogurt in the U.S., 2005 and 2007
Brand Qualities
Standard—Unilever leads with traditional, fun and increasingly health-oriented products
Figure 20: Klondike Bar, 2007
Figure 21: Klondike Bar, 200
Premium—leaders market congruent product lines
Super-premium—indulgent defined differently
Innovation and Innovators
New products focus on premium positioning
“Mix-in” indulgence
Provenance
Ethnic Influences
Health and wellness drives innovation
Portion control
Functional innovations
Organic and ethical ice cream
Figure 22: Top 10 new ice cream & novelties product launches* by product claim and year, 2005-07
Advertising and Promotion
Overview
Healthy indulgence
Figure 23: Edy’s Slow Churned, 2008
Figure 24: Breyers Double Churned, 2008
Small size
Figure 25: Blue Bunny Supremes, 2008
Figure 26: Blue Bunny Supremes, 2008
Figure 27: Edy’s Dibs, 2008
Premium
Figure 28: Breyers All Natural, 2008
Usage
Figure 29: Usage of ice cream, frozen novelties, sherbert, frozen yogurt, gelato, and custard, by gender, March 2008
Figure 30: Usage of ice cream, frozen novelties, sherbert, frozen yogurt, gelato, and custard, by age, March 2008
Figure 31: Usage of ice cream, frozen novelties, sherbert, frozen yogurt, gelato, and custard, by HH income, March 2008
Trended usage of ice cream and sherbet
Figure 32: Household usage of ice cream and sherbet, 2003-07
Trended usage of frozen yogurt
Figure 33: Household usage of frozen yogurt, 2003-07
Trended usage of frozen novelties
Figure 34: Household usage of frozen novelties, 2003-07
Brand Usage and Purchasing Habits
Ice cream brand usage
Figure 35: Top 10 brands of ice cream used by households, 2006 and 2007
Figure 36: Top 10 brands of ice cream used by households, by HH income, May 2006-June 2007
Figure 37: Top 10 brands of ice cream used by households, by race/ethnicity, May 2006-June 2007
Frozen novelty brand usage
Figure 38: Top 10 brands of frozen novelties used by households, race/ethnicity, May 2006-June 2007
Ice cream brand purchasing patterns
Figure 39: Purchasing habits of respondents who have bought ice cream in past year, by gender, 2006 and 2007
Ice Cream Purchase Venues
Figure 40: Source of ice cream for at home consumption, March 2008
Ice Cream Usage Patterns, Attributes, and Types
How ice cream is used
Figure 41: How ice cream is used, by gender, March 2008
Figure 42: How ice cream is used, by age, March 2008
Ice cream attributes
Figure 43: Ice cream attributes, by gender, March 2008
Figure 44: Ice cream attributes, by age, March 2008
Light and regular usage compared to last year
Figure 45: Light and regular ice cream use compared to last year, by gender, March 2008
Figure 46: Light and regular ice cream use compared to last year, by age, March 2008
Attitudes of Frozen Yogurt Eaters
Figure 47: attitudes of frozen yogurt eaters, by age, 2007 and 2008
Attitudes Toward Gelato
Figure 48: Reasons for eating gelato, by gender, March 2008
Other Attitudes
Figure 49: Attitudes toward customization, fruit content, ice cream shop quality, and gelato, by race/ethnicity, March 2008
Figure 50: Attitudes toward prepackaged candy “mix-ins,” by gender, March 2008
Figure 51: Attitudes toward prepackaged candy “mix-ins,” by HH income, March 2008
Figure 52: Attitudes toward prepackaged nut “mix-ins,” by race/ethnicity, March 2008
Figure 53: Attitudes toward ice cream/yogurt with green tea, by age, March 2008
Appendix: Mid-Level Brand Share Tables
Ice cream
Figure 69: FDMx mid-level brand sales of ice cream in the U.S., 2005 and 2007
Frozen novelties
Figure 70: FDMx mid-level brand sales of frozen novelties in the U.S., 2005 and 2007
Appendix: Other Useful Consumer Tables
Attitudes of frozen yogurt eaters
Figure 71: attitudes of frozen yogurt eaters, by HH income, March 2008
Appendix: Trade Associations
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