Category advice

Ice Creams icon icon
Ice Creams icon

Market Insight

Category advice2021

 

Stock The Core

62% of total value sales and 55% of total units sold came from the top 12 products.

(Nielsen 2019)

Ice cream has a higher retail sales value than other snacking options.

(Retailer X Value Sales 26 wk/e 15.11.16)

Whilst an ice cream is sold every 12 seconds in the summer,*

50% of ice cream sales are bought outside of summer months.**

(*Kantar Food On the Go Panel L12 wk/e 11.09.2016. **Unilever Global Retail Development Workplace Channel Blueprint.)

Drive sales with NPD 11%

of the total impulse ice cream sales came from new products in 2019.

(Nielsen 2019)

94% of people snack more than twice a day*

and 2-5pm are the key selling moments for impulse ice cream.

(Unilever Global Retail Development Workplace Channel Blueprint.)

Don't forget take home

Multipacks and Tubs sell all year round and make a great after dinner treat.

733901

Magnum Double Gold Caramel Billionaire

20 x 85ml

733912

Ben & Jerry’s

Peace Pop 20 x 80ml

733923

Cornetto Soft Chocolatey

24 x 140ml

733934

Twix Bar 24 x 50ml

734043

KitKat Stick 20 x 90ml

734054

Rowntrees Fruit Stack 20 x 70ml

734032

Oreo Ball Top Cone 20 x 110ml

Attract (from 10 metres away): Capturing attention from a distance is key. Use things like beach flags, permanent signage, bins, parasols, city flags etc. to grab their attention and make them think “ooh, ice cream, I’m having some of that!”.

Engage them (from 5 metres away): When they’re a bit closer to the cabinet, start making them think ‘Mmm ice cream, but which one?’ You can do this with an A Board and an open/closed sign.

Three is the major number when it comes to selling ice cream. You need to attract, engage and sell.

Selling time (2 metres): You’ve got them, but you have to help them choose. Be clear and concise and show off your range and turn ‘where is it?’ and ‘how much?’ into ‘I’ll have this one please’, with the help of cabinet stickers and range boards.

Be sure to stock the core and key new products, and remember to stock ice cream all year round.

Information correct at time of print.

Ice Creams icon

Must Stock Lines

Category advice2021

 

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock lines
Must stock linesMust stock lines
Must stock linesMust stock linesMust stock lines
Ice Creams icon

Planograms

Category advice2021

 

We suggest you stock the following range:

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