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Consumer Trends in the Ice Cream Market in the US

  • Published:
  • 66 Pages
  • Canadean

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 behavior.

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 behavior 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 behaviors.

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 behavior 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.

Table of Contents

1 Introduction

  • 1.1 What is this Report About?
  • 1.2 Definitions
    • 1.2.1 Consumer Trends
    • 1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
    • 1.2.3 End Consumers
    • 1.2.4 Volume Units and Aggregations
    • 1.2.5 Population Profiles (for interpretation of tables and charts)
  • 1.3 Methodology
    • 1.3.1 Introduction
    • 1.3.2 Large scale, international, program of online consumer surveys
    • 1.3.3 Nationally Representative results (age, gender)
    • 1.3.4 Parents answered on their children's behalf
    • 1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
    • 1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence

  • 2.1 Cohort Groups and Ice Cream Market Value
    • 2.1.1 Age Groups
    • 2.1.2 Gender Groups
    • 2.1.3 Location Groups
    • 2.1.4 Education Achieved Groups
    • 2.1.5 Wealth Groups
    • 2.1.6 Busy Lives Groups
  • 2.2 Cohort Groups and Market Value by Category
    • 2.2.1 Artisanal Ice Cream
    • 2.2.2 Impulse Ice Cream
    • 2.2.3 Take-home Ice Cream
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Artisanal Ice Cream
    • 2.3.2 Impulse Ice Cream
    • 2.3.3 Take-home Ice Cream

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Artisanal Ice Cream
    • 3.1.2 Impulse Ice Cream
    • 3.1.3 Take-home Ice Cream
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Artisanal Ice Cream
    • 3.2.2 Impulse Ice Cream
    • 3.2.3 Take-home Ice Cream

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Ice Cream Brand Choice and Private Label Shares
    • 4.2.1 Impulse Ice Cream
    • 4.2.2 Take-home Ice Cream

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Ice Cream
    • 5.1.2 Artisanal Ice Cream
    • 5.1.3 Impulse Ice Cream
    • 5.1.4 Take-home Ice Cream

6 Consumption Impact: Market Valuation

  • 6.1 Ice Cream Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Ice Cream Value Analysis by Category
    • 6.2.1 Share by Category
    • 6.2.2 Expenditure per Capita by Category
    • 6.2.3 Expenditure per Household by Category
  • 6.3 Ice Cream Volume Impact of Consumer Behavior Trends
    • 6.3.1 Share by Category
    • 6.3.2 Consumption per Capita by Category
    • 6.3.3 Consumption per Household by Category

7 Retailer Choice, Switching and Category Share

  • 7.1 Retailer Volume Share
    • 7.1.1 Retailer Volume Share in Ice Cream
  • 7.2 Retailer Volume Share by Category
    • 7.2.1 Retail Share by Volume - Impulse Ice Cream
    • 7.2.2 Retail Share by Volume - Take-home Ice Cream
  • 7.3 Levels of Retailer Switching in the Last Six Months
    • 7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
    • 7.3.2 Costco Switching Analysis
    • 7.3.3 Delhaize Switching Analysis
    • 7.3.4 Kroger Switching Analysis
    • 7.3.5 Publix Switching Analysis
    • 7.3.6 Safeway Switching Analysis
    • 7.3.7 Wal-Mart Switching Analysis
    • 7.3.8 Other Switching Analysis
  • 7.4 Profiles of End-Consumers of Ice Cream, by Retailer Used
    • 7.4.1 Costco
    • 7.4.2 Kroger
    • 7.4.3 Publix
    • 7.4.4 Safeway
    • 7.4.5 Wal-Mart
    • 7.4.6 Other

8 Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Ice cream Market
  • Table 2: United States Survey Respondent Profile (weighted), 2011
  • Table 3: United States Ice Cream Value Share (%), by Age Groups, 2011
  • Table 4: United States Ice Cream Value Share (%), by Gender, 2011
  • Table 5: United States Ice Cream Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 6: United States Ice Cream Value Share (%) by Education Level Achieved Groups, 2011
  • Table 7: United States Ice Cream Value Share (%) by Wealth Groups, 2011
  • Table 8: United States Ice Cream Value Share (%) by Busy Lives Groups, 2011
  • Table 9: United States Artisanal Ice Cream Consumer Group Share (% market value), 2011
  • Table 10: United States Impulse Ice Cream Consumer Group Share (% market value), 2011
  • Table 11: United States Take-home Ice Cream Consumer Group Share (% market value), 2011
  • Table 12: United States Total Artisanal Ice Cream Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 13: United States Total Impulse Ice Cream Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 14: United States Total Take-home Ice Cream Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 15: United States Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 16: United States Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 17: United States Impulse Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 18: United States Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 19: United States Take-home Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 20: United States Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 21: United States Artisanal Ice Cream Consumer Profiles (% consumers by sub-group), 2011
  • Table 22: United States Impulse Ice Cream Consumer Profiles (% consumers by sub-group), 2011
  • Table 23: United States Take-home Ice Cream Consumer Profiles (% consumers by sub-group), 2011
  • Table 24: United States Ice Cream Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 25: United States Impulse Ice Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 26: United States Take-home Ice Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 27: United States, Overall Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption,2011
  • Table 28: United States, Artisanal Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption,2011
  • Table 29: United States, Impulse Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption,2011
  • Table 30: United States, Take-home Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption,2011
  • Table 31: United States Ice Cream Market Value (US Dollar million), by Category, 2011
  • Table 32: United States Ice Cream Market Volume (Kg m), by Category, 2011
  • Table 33: United States Ice Cream Market Share (US$ million), by Category, 2011
  • Table 34: United States Ice Cream Expenditure Per Capita (US Dollar), by Category, 2011
  • Table 35: United States Ice Cream Expenditure Per Household (US Dollar), by Category
  • Table 36: United States Ice Cream Market Volume Share (Kg m), by Category, 2011
  • Table 37: United States Ice Cream Consumption Per Capita (Kg m / Population m), by Category, 2011
  • Table 38: United States Ice Cream Consumption Per Household (Kg m / Households m), by Category, 2011
  • Table 39: United States Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Table 40: United States Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 41: United States Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 42: United States: Switchers to Costco for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 43: United States: Switchers From Costco for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 44: United States: Switchers to Delhaize for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 45: United States: Switchers From Delhaize for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 46: United States: Switchers to Kroger for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 47: United States: Switchers From Kroger for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 48: United States: Switchers to Publix for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 49: United States: Switchers to Safeway for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 50: United States: Switchers From Safeway for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 51: United States: Switchers to Wal-Mart for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 52: United States: Switchers From Wal-Mart for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 53: United States: Switchers to Other for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 54: United States: Switchers From Other for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 55: United States: Profile of Ice Cream Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
  • Table 56: United States: Profile of Ice Cream Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
  • Table 57: United States: Profile of Ice Cream Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011
  • Table 58: United States: Profile of Ice Cream Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011
  • Table 59: United States: Profile of Ice Cream Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
  • Table 60: United States: Profile of Ice Cream Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Figures

  • Figure 1: Consumer Panel Report Methodology
  • Figure 2: United States Ice Cream Value Share (%), by Age Groups, 2011
  • Figure 3: United States Ice Cream Value Share (%), by Gender, 2011
  • Figure 4: United States Ice Cream Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: United States Ice Cream Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: United States Ice Cream Value Share (%) by Wealth Groups, 2011
  • Figure 7: United States Ice Cream Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: United States Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: United States Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: United States Impulse Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: United States Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: United States Take-home Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: United States Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: United States Ice Cream Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 15: United States Ice Cream Market Share (US$ million), by Category, 2011
  • Figure 16: United States Ice Cream Expenditure Per Capita (US$), by Category, 2011
  • Figure 17: United States Ice Cream Expenditure Per Household (US$), by Category
  • Figure 18: United States Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Figure 19: United States Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 20: United States Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 21: United States: People Who Have Switched Retailer for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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