Ice cream and frozen desserts is traditionally one of the most seasonally-sensitive categories. However, in 2018 there was expansion in the occasions when these products were consumed.
Bulk dairy ice cream was the best performer in 2018, driven by the rising popularity of smaller and individual single portion variants at affordable prices, targeting mid-income consumers, despite the current economic climate. At the same time, consistent investments are being made in terms of specific value.
In the past, impulse ice cream used to be purchased from vendors and forecourt retailers. However, over the years these channels have lost share to independent small grocers, convenience stores and supermarkets, which increasingly began to stock impulse ice cream.
Unilever continued to lead ice cream in 2018, despite losing marginal ground. This lead can be attributed to its diverse brands such as Paddle Pop, Ola and Magnum.
Manufacturers are leveraging well-known chocolate confectionery brands to launch new types of ice cream. In 2016, Dairymaid Nestlé launched a range of impulse ice cream products based on well-known Mondelez brands.
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