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Consumer Trends in the Ice Cream Market in the US
Canadean Ltd, April 2012, Pages: 66
Synopsis
This report provides the results for the Ice Cream market in the US from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Summary
Why was the report written?
Marketers in the Ice Cream market in the US face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting are to know just how valuable specific consumer groups are, and to be able to quantify the impact of consumer trends.This report solves these problems by providing integrated 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 behaviour.
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 has not been immune from the general changes in consumers’ habits and marketers will need to react to these changes to maximize growth in the future.
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 behaviour 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 behaviours.
Scope
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 Buy
Unique proprietary data that sizes and segments consumers, tracks their behaviour 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.
Key Highlights
Both Children and Older Consumers represent 30% each of the value share of the Impulse Ice Cream market in the US. Marketers need to ensure that their campaigns target both areas of the market to maintain and further encourage these consumers as well as attempting to encourage consumption in the middle age groups.
With the exception of one retailer, which accounts for almost 30% by value, the Ice Cream market in the US is fragmented. This gives producers some bargaining power with retailers.
Private Label products have small but significant shares in the Impulse and Take-home Ice Cream markets in the US. The remainder of these markets is fairly evenly spread among national brands. There is still some room for Private Label growth among some of the smaller brands. Marketers of these brands need to differentiate their brands in order to prevent becoming a target of Private Label competition.
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