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The ice cream and frozen desserts category is seen by consumers as one of the more innovative supermarket categories. New product development has played a part in driving an increase in value sales, with super-premium extensions to many well-known ranges driving category-leading value growth. So what exactly are consumers looking for to entice them to spend on frozen treats? The Grocery Eye examined the shopping habits of 2,000 supermarket shoppers to identify perceptions towards purchasing food and drink, as well as non-food products. It assessed the ice cream and frozen desserts category to understand topics such as perceptions towards category innovation, product attributes and ingredients, as well as drivers and barriers to purchase. Check out our infographic which provides a top level overview of some key research findings across the ice cream and frozen desserts category including: - Purchase motivators – from value for money to flavour and price. - Category innovation – the route to discovery and what tempts first time buyers. - Drivers and barriers to purchase – what are the most important features. - Future considerations – the features which will be important over the next 2 years. For a detailed overview of consumer perceptions across the ice cream and frozen desserts sector and The Grocery Eye please call or email Catherine Elms, Research Director on +44(0)1865 336 400 or [email protected]
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The Grocery Eye study was conducted in November 2013 with 2,000 primary grocery shoppers, including 396 ice cream and frozen dessert category buyers. For further information please contact Catherine Elms, Research Director E: [email protected] T: +44(0)1865 336 400
Data courtesy of SPA Future Thinking
www.spafuturethinking.com innovation intelligence inspiration
Ice cream and frozen desserts are seen by consumers as one of the more innovative supermarket categories. NPD has played a part in driving an increase in value sales, with super-premium extensions to many well known ranges driving category-leading value growth. So what exactly are consumers looking for to entice them to spend on these new frozen treats?
FROZEN DESSERTS
PURCHASE MOTIVATORS
CATEGORY INNOVATION
IMPORTANT FEATURES
Ben & Jerry’s is the favourite frozen dessert with 2 in 5 category shoppers buying the
brand nowadays
41403330242317
Most popular frozen dessertsIn terms of frozen desserts, ice creams clearly lead appeal over other frozen desserts; with own label the leading non ice-cream dessert
Products currently purchased
61
16-34
47
35+
31
16-34
The younger generation favour Ben & Jerry’s and Haagen Dazs, while older
generations favour own label ice-cream
32%Va
lue for money Th
e f avour30% Us
ual purchase
27%
On offer
25%
Low price
25%
Reasons for recent purchaseValue for money and favour dominate our
choices when it comes to buying frozen desserts. With brand consideration low (12%) and price
variants a key factor, ensuring a breadth of favour range is important for brands to retain buy-in
More than half of consumers discover new product development at
the shelf
How are consumers finding out about new products?Most have found new product launches on-shelf; meaning on-shelf
packaging and merchandising is key in this category
Seeing product on shelf
TV advert Recommendation
52% 15% 11%
29%
Looked tasty
Try
so
mething different
25%
It was new
22%
On offer
20%Th
e f avour19%
Buying for the first timeLooking tasty, being new and different are
key in tempting consumers to buy. Ensuring ‘newness’ is prominent in-store for catching
attention and interest and the packaging imagery tantalises the senses is important
Almost 1 in 3 are tempted to buy for the first time by a tasty
looking product
look for price when arriving at the frozen
desserts section
20%
Product type
47%
10%
Nutrition
6%
Brand
16%
Flavour
3%
Pack size
Purchase hierarchy - what do consumers look for first at the frozen desserts aisle?Brand shows low levels of initial consideration, while price is most likely to be assessed first
Almost half of category consumers
look at price first when arriving at the frozen
desserts section
More than 1 in 3 consider interesting or new favours to be an
important feature when buying frozen desserts
Quality
Price
Flavours
What features are important to purchasers
of frozen desserts?
Price far leads importance, followed by high quality and new or interesting favours;
indicating that a wide range of favours are required
68%
42%
37%
Which features will be more important to these consumers over
the next 2 years?
42% 14% 13% 13% 13%
Low calorie Low fat Low sugarHigh
quality
Price particularly will retain increasing importance for consumers. High quality, low calorie, fat and sugar all follow in future importance
Price
67%
47%
Pack size
31%
42%
22%
74%
56%
59%
Category agreement: key differencesA good choice of favours, suitable pack sizes, high
quality ingredients and convenient to use show the greatest disparity, non-buyers not seeing the
benefit of the category
Flavours Quality Convenient
BUYE
RSN
ON
-BU
YERS
