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Category advice
Market Insight
Category advice2022
Total impulse ice cream category is worth £110m.
Impulse ice cream sales dominated by the Summer months, but sales can start to build as early as end of February dependent on good weather.
Ice cream is sold every 12 seconds in the summer!
50% of ice cream sales bought outside of the summer months.
63% of impulse ice cream occasions are spontaneous and unplanned with good weather being the biggest reason for purchasing and being visible for customers to see the second biggest reason for purchase.
Over 94% of people snack at least twice a day.
New Products
Category advice2022
Ben & Jerry’s Sundae
Cadbury Dark Milk Stick
Magnum White Chocolate and Berry Remix
How to sell ice cream
Attract: |
Capture attention from afar. Draw consumers in and make them think ‘Ohhhh ice cream’. |
Engage: |
Engage and entice. Outside of, or in store. Make them think ‘mmm ice cream – but which one’. |
Sell: |
Help consumers choose. Clear and concise range and pricing. Make sure to answer, 1. Where is it and 2. How much? |
Information correct at time of print.
Ensuring you have your full Summer range available by start of March is best practice to capitalizing on those early season sales.
Ensure your impulse cabinet is visible and easy to locate in line with HFSS guidance.
Don’t forget to stock a reduced Winter range.
Must Stock Lines
Category advice2022
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:
Planograms
Category advice2022
We suggest you stock the following range:
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We suggest you stock the following range:
Click shelf to hide/show shelf product list
View Shelf 1 Products
View Shelf 2 Products
View Shelf 3 Products
We suggest you stock the following range:
Click shelf to hide/show shelf product list
View Shelf 1 Products
Walls Feast Original 92ml Snickers Ice Cream Bar 72ml
Mars Ice Cream Bar 74ml Cadbury Flake Cone 125ml
Walls Cornetto Strawberry 120ml Walls Cornetto Classic 120ml
View Shelf 2 Products
Magnum Ruby 90ml Magnum White Chocolate & Cream 90ml
View Shelf 3 Products
We suggest you stock the following range:
Click shelf to hide/show shelf product list
View Shelf 1 Products
Oreo Cookie Sandwich 135ml Maltesers Stick 90ml Walls Feast Original 92ml
Mars Ice Cream Bar 74ml Walls Magnum Mint 110ml Cadbury Flake Cone 125ml
View Shelf 2 Products
Magnum Ruby 90ml Magnum White Chocolate & Cream 90ml Dairy Milk 100ml
Nuii Coconut & Indian Mango 90ml Walls Solero Exotic 90ml Smarties Pop-up Ice Cream 90ml
View Shelf 3 Products
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