A combination of sunny weather and the gloomy economy gave ice cream sales an unexpected lift last month. Total sales of ice cream were up 5% year-on-year to £40m in the four weeks ending 22 March [TNS].
Ice cream manufacturers said sales had benefited not just from unusually warm weather but also the desire for a treat in depressing times.
Sales for March had been well ahead of forecasts, said Jacqueline Walters, marketing manager at Fredericks Dairies, which makes Cadbury and Del Monte ice creams under licence.
"The recession means both ends of the ice cream category — premium and value — are benefiting," she said. "Our own-label choc ices are up 24% to £1.1m and our new Antonio Frederici luxury ice creams are performing ahead of expectations, while sales of our Cadbury range, including Flake 99, Dairy Milk Stick and Fruit and Nut Stick, are up 20% to £2.5m."
David Lavelle, CEO of manufacturer Loseley Dairy Ice Cream, reported that sales were up by as much as a third. "As soon as the sun comes out, ice cream sales — particularly in the adult, impulse market — rise significantly," he said.
Unilever, maker of Wall's and Magnum, also confirmed strong March sales, though it would not reveal any figures. The omens were good for a strong summer, it added.
"The good weather always has a positive effect on ice cream and with more consumers holidaying in the UK and eating at home, we expect this to be a bumper year," said Alice Moore, senior category manager for in-home ice cream.
Ice cream manufacturers said sales had benefited not just from unusually warm weather but also the desire for a treat in depressing times.
Sales for March had been well ahead of forecasts, said Jacqueline Walters, marketing manager at Fredericks Dairies, which makes Cadbury and Del Monte ice creams under licence.
"The recession means both ends of the ice cream category — premium and value — are benefiting," she said. "Our own-label choc ices are up 24% to £1.1m and our new Antonio Frederici luxury ice creams are performing ahead of expectations, while sales of our Cadbury range, including Flake 99, Dairy Milk Stick and Fruit and Nut Stick, are up 20% to £2.5m."
David Lavelle, CEO of manufacturer Loseley Dairy Ice Cream, reported that sales were up by as much as a third. "As soon as the sun comes out, ice cream sales — particularly in the adult, impulse market — rise significantly," he said.
Unilever, maker of Wall's and Magnum, also confirmed strong March sales, though it would not reveal any figures. The omens were good for a strong summer, it added.
"The good weather always has a positive effect on ice cream and with more consumers holidaying in the UK and eating at home, we expect this to be a bumper year," said Alice Moore, senior category manager for in-home ice cream.
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