Category advice

Ice Creams icon
Ice Creams

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.

Ice Creams

New Products

Category advice2022

 
Ice cream tubs

Ben & Jerry’s Sundae

Darkmilk ice cream

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.

Ice Creams

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:

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

Planograms

Category advice2022

 

We suggest you stock the following range:

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6 Basket Ice Creams Shelf 1
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