Why is ice cream important?
The Ice Cream category has grown 20% in the last 7 years and is now bought by 90% of households. It is one of the most expandable categories and is highly impulsive so visibility is critical. Freezer cabinets should be placed at the front of the store near other snacking items. To ensure you meet all customer needs, make sure you stock all the sub categories like choc snacks, kids and adults. It’s also important to stock the top brands such as Magnum, Cornetto, Solero, Calippo, Twister and Cadbury.
Why understanding affluence levels pays
Impulse (single) ice cream is less price sensitive than other products as it is an occasional treat however your customers’ affluence will influence their selection. Lower income consumers typically buy more kids ice cream products whilst higher income consumers tend to purchase more on trend flavours eg Peanut Butter