There was no shortage of deals in ice cream in 2012. Featured space promotions soared 38.8% in the big four and Waitrose, with all but Morrisons upping their use.
Leading the charge was Wall’s (including Magnum), which increased deals by 75.6% to 664 last year in support of its steady stream of NPD. The move forced rival Cadbury to step on the gas too, increasing its promotions by 189% to 280. Not all the brands have been pushing the promotional button however. Nestlé scaled back its use of featured space by 39% and Ben & Jerry’s cuts its use by 31.9% as it increased its spend on traditional advertising instead.
There has been a decline in the use of bogof, save, and special purchase deals, while half-price and x-for-y both increased sharply. Half-price and save deals are by far the most commonly used mechanics in ice cream, accounting for 69.6% of all promotions combined.
But Fredericks Dairies’ out of home sales director Matt Fulbrook reckons there’ll be a new tactic in 2013: price-marked packs. “They offer consumers visible value for money and reassurance they are getting a good deal,” he says.
Focus on Ice Cream: Magnum force
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Shoppers spoiled for choice as ice cream promotions increase