Growth has frozen solid in ice cream. Take home sales have inched up 1% to £878.1m, fuelled primarily by growth in pricier luxury products, but volume sales have dipped 1% [Kantar Worldpanel 52 w/e 8 November 2015]. Luxury ice cream has delivered £17m growth, while chocolate snacks are up £7.7m, thanks in part to a strong performance to by market leader Magnum. Meanwhile, more standard offerings are in decline.
Note: Numbers represent take home sales and do not include impulse sales of single ice creams
Sixty five per cent of the UK take home ice cream market belongs to the big four, versus 64% of the overall grocery market, suggesting that ice cream has the power to lure shoppers through the doors for the major multiples. But, as in the wider market, their share is being eroded. Asda and Morrisons have seen 6.9% and 5% of their value sales melt away in the past year, as Tesco and Sainsbury’s achieved slight growth. The usual suspects are stealing share: Iceland is up 17.2%; Aldi 13%; Lidl 12.6%; Waitrose 4.1%.
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Luxury ice cream shines with £17m growth as singles melt