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Get your free copy29 August 2011, 08:58 AM
- When it comes to buying ice cream consumers are more influenced by flavour than price, says a new study
Despite years of economic uncertainty, two in three (66%) shoppers are motivated by quality, compared to 57% who are most influenced by price.
Spurred on by the summer sunshine, the UK ice cream, sorbet and frozen yoghurt market has withstood economic difficulties and market research company Mintel estimates it to reach £1 billion by the end of 2011 – up from £998 million in 2010 and £975 million in 2006.
“Our consumer research suggests opportunities for brands to engage consumers through factors other than price. A unique flavour signature, such as the salted caramel popcorn or innovations such as Indian-style cardamom and Irish cream varieties, could thus be the key to securing brand loyalty,” explains Kiti Soininen, senior food and drink analyst at Mintel.
Eaten by around nine in ten consumers (89%), the ice cream market has remained resilient to recessionary pressures. Indeed, it seems that the tighter money becomes, the more people look for evenings in and indulging themselves – supporting demand for ice cream. Nearly two thirds (63%) of Brits choose an ice cream as a treat and a quarter (24%) say they eat them on a night in or as a dessert when having guests (23%).
