Ice Cream and Frozen Desserts in the US

PROSPECTS

Frozen yoghurt craze appears over as sales continue declining

Frozen yoghurt has continued to decline in current value terms in 2018 with American consumers losing interest in a product that reached its peak in 2013. Foodservice outlets offering frozen yoghurt sprung up in large numbers earlier in the review period, but the market became over saturated and many stores were unable to remain competitive and so closed.

Healthier options gaining momentum

With growing concerns over the high obesity rate in the US increasing numbers of consumers are looking for healthier options when it comes to ice cream and frozen desserts, such as low-calorie options, vegan alternatives and dairy-free products. This has resulted in the rise of Eden Creamery LLC with its Halo Top brand and other players that offer healthier options.

Flavour innovation remains key

With a relatively fragmented competitive landscape innovation and new product development is key in order to retain the interest of consumers. As a result, the key players continued to introduce new lines at the end of the review period.

COMPETITIVE LANDSCAPE

The Skinny Cow continues to struggle despite rebranding

Although Dreyer's Grand Ice Cream Holdings Inc has retained its lead in ice cream and frozen desserts in 2018 it has seen a further decline in its value share. Its leading Häagen-Dazs brand continued to perform well with it introducing new flavours and healthier options in 2018, but other brands within its portfolio such as Dreyer’s/Edy’s and The Skinny Cow have declined.

Halo Top on the rise with its lower-calorie ice cream

Eden Creamery LLC’s Halo Top brand has risen from nowhere to take fourth place in the rankings in 2018, with it being the most dynamic player in ice cream and frozen desserts throughout the review period. With strong marketing and a clear positioning the brand has received widespread attention in the press including Time, Reader’s Digest and Buzzfeed, among others, thanks to its wide range of low-calorie ice cream products.

Blue Bell sees strong recovery

Another player to see strong growth in 2018 was Texas-based Blue Bell Creameries Inc. In 2015 the company’s Bluebell brand saw a dramatic decline after it had to recall products contaminated with listeria, with this eventually leading to it shutting down production while it resolved the problem.

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