Older consumers represent 27% value share in US impulse ice cream market, followed by children at 20%, according to new report; females consume about 15% more ice cream than males in all ice cream categories
January 30, 2014
– Reportbuyer.com just published a new market research report:
The US Ice Cream Market: What Consumers Eat and Why?
This report provides the results for the Ice Cream market in the US from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.
Introduction and Landscape
Why was the report written?
Marketers in the Ice Cream market in the US face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting are to know just how valuable specific consumer groups are, and to be able to quantify the impact of consumer trends. This data report solves these problems by providing integrated data on consumer trends and consumer groups, and market data which shows the exact size of consumer groups, how much of the Ice-cream market they account for, and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009, the retail market has been characterized by an increase in the amount of discounted and own-brand products. Ice Cream has not been immune from the general changes in consumers' habits and marketers will need to react to these changes to maximize growth in the future.
What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. The data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Artisanal Ice Cream, Impulse Ice Cream, and Take-home Ice Cream.
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.
Key Market Issues
Children (Kids and Babies) in the US represent just over 20% of the population; however, they are responsible for 22% of the Artisanal Ice Cream market. The proportion of Children that consume Artisanal Ice Cream is low at about a third, but this is still higher than the Oldest Adults at 20%.
Take-home Ice Cream represents over half of the Ice Cream market in the US. Any changes in consumption rates or encouragement of new consumers in this category will therefore have more of an impact on the overall market than similar changes in the other categories.
The population of the US is fairly evenly split between Males and Females; however, Females consume approximately 15% more Ice Cream than Males in all categories. Marketers should consider gender based marketing to benefit from this split.
Older Consumers represent 27% of the value share of the Impulse Ice Cream market in the US, followed by children with 20% share. Marketers need to ensure that their campaigns target both areas of the market to maintain and further encourage these consumers as well as attempting to encourage consumption in the middle age groups.
With the exception of one retailer, which accounts for almost 30% by value, the Ice Cream market in the US is fragmented. This gives producers some bargaining power with retailers.
Private Label products have small but significant shares in the Impulse and Take-home Ice Cream markets in the US. The remainder of these markets is fairly evenly spread among national brands. There is still some room for Private Label growth among some of the smaller brands. Marketers of these brands need to differentiate their brands in order to prevent becoming a target of Private Label competition.