Category advice

Ice Creams icon
Ice Creams

Market Insight

Category advice2022


Convenience Channel Ice Cream sales outperformed Total Market in 2022.

  • Convenience £'s growth of 12.4% vs 2.4% for Total Market.
  • Convenience Unit sales were +1.9% (+2.8m units) whilst Total Market declined by 5.9% or a staggering 64.8m units.

Thanks to the hot summer Impulse was the biggest winner in Convenience.

Impulse £'s sales +20.2% to £107.4m, Multipack £'s were also up 12.1% to £185.8m and Tubs 8.5% to £135.5m.

With value sales boosted by inflation, Unit sales tell a slightly different story.

Impulse units +7.9% to 68.7m, Multipacks – 0.8% to 90.9m and Tubs -1.0% to 44.7m.

Make sure you stock a range of pack formats to meet shopper needs and maximise sales.

  • In Convenience, Impulse accounts for 34% of Total Ice Cream Unit sales but only 25% of Value sales.
  • Multipacks are the No.1 format in Convenience generating 45% of Unit sales and 42% of Value sales.
  • Tubs generate 22% of Unit sales and 32% of Value sales.
  • In Symbols & Independents (better reflection of Bestway retailers)

Impulse packs account for 73% of Unit sales and 57% of Value sales.

Multipacks 13% Unit sales and 17% of Value sales and Tubs 15% of Unit sales and 26% of Value sales.

Ensure you range Tubs and Multipacks all year round.

Sales of these pack do pick up in the Summer but they are all year-round good sellers.

Impulse ice cream sales are dominated by the summer months, but sales can start to build as early as April, dependent on good weather.
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.
50% of ice cream sales bought outside of the summer months.

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?

New for 2023

New for 2023

New for 2023

Magnum Double Starchaser
Magnum Double Starchaser

Popcorn flavour ice cream with a caramel swirl. Thick cracking classic chocolate with caramelised corn crunch encasing a layer of caramel sauce.

Magnum Double Sunlover
Magnum Double Sunlover

Coconut ice cream with a mango and passionfruit swirl. Thick cracking white chocolate with crispy coconut encasing a layer of mango and passionfruit sauce.

Magnum Vegan Raspberry Swirl
Magnum Vegan Raspberry Swirl

A vegan ice cream with a raspberry swirl.

Ferrero Rocher Classic/Dark

Typical crunchy shell of delicious chocolate and masterfully roasted hazelnuts, which unfolds in a smooth hazelnut ice cream enriched with a delightful hazelnut and cocoa swirl.


a crunchy white shell sprinkled with coconut shavings and exquisite almond pieces with a delicate, smooth coconut flavoured ice cream.

NPDs from MARS

All your favourite chocolates in ice cream form!

NPDs from MARS

Information correct at time of print.

Ice Creams icon

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 icon


Category advice2022


View previous

View next

Visit our other sites: