Ice cream dream
Ireland has a special place in its heart for ice cream. Each spring and summer season brings new products to the market, while timeless classics enjoy an annual surge in popularity. For a strong summer season in your freezer, it’s important to have both, writes Doug Whelan
Print21 April 2016
At a glance: Ice cream
- Ice cream and frozen desserts experienced current value growth of 5% in 2015, rising to €166 million*
- The same market grew by 3% in 2014 to a value of €155m, signalling an increase in growth**
- Unilever Ireland Ltd remained the leading player in ice cream in 2015 with a value share of 58%*
- Ice cream and frozen desserts is expected to increase in value by 1% in constant 2015 terms over the forecast period, rising to €175 million by 2020*
- The average unit price of ice cream is set to increase at a compound annual growth rate of 1% in constant 2015 terms
- 38% of those who have eaten ice-cream in the past 12 months are aged 35-54***
- 75% of Irish adults have eaten an ice-cream cone/bar/stick/individual tub in the last 12 months***
- Although sales in the UK have increased by 110% between 2011 and 2014, the actual use of frozen yogurt remains low
- A Bord Bia report found that ice cream was the snack of choice on 6% of snacking occasions across all demographics****
- This figure rises to 8% among younger respondents and older adults, and dropped to 4% among young adults****
- Worldwide, the ice cream market is estimated to be worth $54.7bn in 2016, and expected to grow to $69.3bn by 2022*****
*(Source: Euromonitor – Ice Cream and Frozen Desserts in Ireland, October 2015)
**(Source: Euromonitor – Ice Cream in Ireland, October 2014)
***(Source: TGI – ROI POP 2014)
****(Source: Snacking in Ireland and UK, Bord Bia, March 2014)
*****(Source: Statista.com, Global ice cream market size 2013-2022)
In Ireland, ice cream sales are closely tied with weather. Given the unpredictable nature even in summer months of that weather, sales figures can surge and decline. Despite this, ice cream sales saw a growth of 5% in 2015, rising to €166m*. A large percentage of this is impulse purchases due to aforementioned unexpected good weather, combined with take-home frozen desserts. The sector’s growth is expected to continue, reaching €170m by 2020. Meanwhile, Euromonitor suggests the average unit price of ice cream is set to increase at by 1%, which will in turn drive value growth. With indulgence and treating also a key driver of sales in the ice cream sector, classic options as well as new innovations are vital for retailers in the summer months.
*(Source: Euromonitor – Ice Cream and Frozen Desserts in Ireland, October 2015)
The much-loved Calippo gets a new cola flavour this year
Soft serve ice cream: The inside scoop
Unilever Ice cream has the scoop on the ultimate snack solutions this season with a selection of new and all-time favourites set to tempt taste buds across its scooping & soft range: Gelateria Carte D’Or, HB Happiness Stations and Mr. Whippy.
Spring sees the launch of the Gelateria Carte D’Or Scooping experience which has been created to convey the premium feel and sophistication of an authentic Italian gelateria. This high quality ice cream comes in a choice of palate-pleasing flavours including new for 2016, Coconut and sumptuous White Chocolate. From improved energy consumption cabinets, to branding and operations support – Gelateria Carte D’Or promises a complete scoop solution that offers a high margin and short payback period.
The luxurious Gelateria Carte D’Or offers an authentic Italian ice cream experience
A retro brand that is sure to evoke childhood memories for some, HB’s iconic Mr. Whippy is set to return to the soft ice cream market this year. A trusted and recognised brand, consumers will love the nostalgic taste of this classic favourite.
2016 sees the launch of the Feast Snack Bar
HB Happiness Stations offer the ultimate in-store destination that will drive footfall and engagement as customers can create their own unique ice cream with their favourite premium toppings. In addition, new toppings and seasonal recipe Swirls will be added to HB’s exciting soft serve range for 2016. HB Happiness Stations also benefit from year-round support including seasonal activations and eye-catching point of sale, along with training and operations support, ensuring that customers have a consistent, high quality ice cream experience.
For more information, contact your local Unilever sales representative.
Star performers!
The much-loved Mars Ice Cream was the fastest-growing brand in 2015
A multi-million euro ad campaign will kick off in 2016
The Snickers Ice Cream is the number two ice cream bar on the market, after Mars Ice Cream
As well as being the third-largest branded ice cream manufacturer, Mars ice cream is also the fastest-growing in the sector, with an increase of +4.8% in 2015*. The impressive Mars Ice-Cream portfolio consists of Mars favourite brands Maltesers, Galaxy, Mars, Snickers, Twix and Bounty. Big plans are afoot for all these brands, including a €2.7m advertising investment across 2016. Shining stars in the Mars Ice-Cream portfolio are Maltesers Teasers and Galaxy Caramel stick ice-cream, while the top sports are held by Mars and Snickers ice-cream bars, which are the number one and 
number two ice cream bars on the market, respectively*. Last year also saw the relaunch of Bounty, which delighted consumers in its transformation from a stick format to a bar. Fan favourite Twix also saw a recipe improvement on its core biscuit, making it crunchier and an overall better taste experience for the consumer.
For enquiries on stocking Mars Ice Cream, contact Sean Conacur – commercial manager, Dale Farm RoI on 086 255 4594 or Kevin McLaughlin – van sales manager 087 239 1257.
*(Source: Nielsen Scantrack, Total Ice Cream Market, Value Sales, MAT, w/e NOV 29/16)
All round favourite!
The long-awaited Maltesers Teasers multipack launches this year
After much anticipation from customers and consumers alike, this year sees the launch of bestseller Maltesers Teasers stick ice-cream in a four-pack. Maltesers Teasers ice cream, with its crunchy little Maltesers pieces floating in creamy dairy ice cream, dipped in a tasty chocolatey coating, is already the number one Mars Ice cream Impulse product*. Meanwhile, Maltesers is Ireland’s favourite bite size brand and the second biggest Chocolate brand overall**, and is supported on TV all year round. Take-home is worth over 69% of the Irish ice cream market* and four-pack is the most popular multipack for stick ice-cream. So then, it’s a natural fit to bring the multipack product out this summer. Available to order now, for enquiries on stocking, contact Sean Conacur – commercial manager, Dale Farm: RoI 086 255 4594 or Kevin McLaughlin –van sales manager: 087 239 1257.
*(Source: Nielsen Scantrack, Total Ice Cream Market, Value Sales, MAT, w/e NOV 29/16)
**(Source: Nielsen, Total Scantrack, Total Chocolate, Value Sales, Data to Feb 28/2016)
At a freezer near you
Helter Skelter is one of Dale Farm’s most exciting new products of 2016
Now that spring has officially sprung, Dale Farm is delighted to once again bring its consumers a number of exciting new ice cream products, while also giving some of its best-known and most loved “hero” products a makeover.
With new packaging, improved flavours and the same great taste, some of the new and exciting developments retailers should look out for are right here.
Cool new products
Without a doubt once of the most exciting new products of 2016 is the new Helter Skelter ice cream stick, says Dale Farm. Helter Skelter is a strawberry sorbet wrapped around a column of citrus and lemon and lime sorbet. A cool treat for a warm afternoon, it’s guaranteed to get mouths watering.
Another new product which will certainly go down a treat is Sukie Cola, the latest addition in the Sukie push-up range. A revitalizing thirst-quencher, the cola-flavoured treat comes in a convenient squeeze-up package, making it easy for ice cream lovers of all ages.
Great taste, great look
The Rapture range has undergone a redesign for the new summer season
Dale Farm’s Rapture Mint and Rapture Vanilla promise to be show stoppers this summer season, thanks to a brand new makeover and exciting new product developments. With vibrant packaging to catch the eye and a new price flash to make the purchase easy on the consumer’s wallet, these two ice creams are guaranteed to stand out in freezers packed with products and options.
Rapture Vanilla has an extra level of decadence
The Rapture Mint, famous for its rich ice cream swirled with chocolate sauce and decadent Belgium milk chocolate, now is extra fresh with added mint pieces, whilst Rapture Vanilla, is even more luxurious with luscious bourbon vanilla ice cream and coated in thick Belgium milk chocolate.
Serving sweet profits
Established in 2005, Smooch is a dynamic and growing brand that offers retailers a year-round solution that extends the ice cream season while boosting profits by up to 80%. At the heart of Smooch’s brand is a genuine love and passion for creating creamy and delicious ice cream. The philosophy behind Smooch’s ice cream is about delivering the highest-quality product to customers or, as the company prefers to put it: ‘from our parlour to your door’. Smooch’s extraordinary journey has seen them become Ireland’s number one soft serve ice cream solution.
Consumers can add a wide range of toppings to their ice cream, such as Smarties, seen here
So, what is Smooch? Smooch is a fun ice cream brand that offers the customer a personal involvement in the creation of their own ice cream in a parlour setting. Smooch’s extensive menu offers a range of creations to choose from, including luxury choices such as Ferrero Rocher and Chocolate Cookies to customer favourites such as Oreo and Smarties. Customers can also turn their favourite ice cream into a mouth-watering Milkshake with the addition of their favourite chocolate bar. Smooch’s menu has something for everyone.
Why Smooch? For retailers, Smooch offers the following opportunities:
- Increase your profitability from the ice cream category by up to 80%
- Return on investment can range from one month to six months
- Average profit of €10,975 in July and €1,225 in January
- Increase in footfall of new customers
- Maximum visual impact will create a real point of difference in-store
Smooch provides an unparalleled service to every retailer it works with. From an initial site survey, the Smooch team will project manage, design and install your brand new ice cream parlour to custom fit within the maximum available space. Smooch also offers all its retail partners continuous support through marketing promotions and staff training. With more than 100 outlets nationwide and new ice cream parlours opening each and every month, Smooch’s popularity is set to grow even further in 2016.
Colourful choices
Following a successful launch of the Oreo Cookie Ice Cream Sandwich, R&R Ice Cream continues to innovate. This year sees the launch of the Daim Stick into the impulse ice cream category. While last year’s weather had a negative impact on sale, impulse ice cream still accounts for over 40% of the ice cream category in Ireland. A broad range of brands and products is absolutely critical to driving the impulse category; successful lines by R&R Ice Cream in this area include Cadbury Flake Cone, Rowntree Fruit Screamers, Rowntree Fruit Pastille Lollys, Cadbury Crunchie Blast Stick and Smarties Pop-Up Stick.
Meanwhile, within the take-home ice cream category, R&R Ice Cream continues to innovate and will launch Oreo Stick and Daim Stick Ice Cream Multipacks. The Oreo brand is hugely popular and the addition of the Oreo Stick multipack will further support the growth in the ice cream multipack stick category.
This year also sees the addition of two new products to R&R Ice Cream’s price-marked range: Rowntree Randoms Mini Sticks 12 pack – €3, and Oreo Cone 4 Pack also at €3. Price-marked packs have proved very successful in the convenience channel.
Offering consumers a broad range of choice is key to driving sales, and stocking a wide offering of ice cream sticks and multipacks is a strong way for convenience stores to achieve this.
Q&A with…Nigel Thomson, marketing manager, Unilever Ice Cream
What are the biggest challenges for the ice cream sector?
Weather, unsurprisingly, is probably the single biggest factor affecting ice cream sales and Ireland recorded the coldest and wettest months on record in 2015.
Despite the inclement weather over the season there were some strong performances across the ice cream category in 2015 with Ben & Jerry’s growing 14%, Carte d’Or growing 14% and Magnum growing 7% and having the number one and three NPD with Magnum Pink and Magnum Black.
How will you accelerate ice cream sector growth in 2016?
2016 is going to be a really exciting year. We have strong innovations coming across the majority of our brands, and all will be supported with strong marketing and in-store campaigns. Our big launches for 2016 will be Magnum Doubles and Ben & Jerry’s ‘Wich. HB’s famous Goodbye Serious campaign will also be very active, helping drive Impulse ice cream sales in the peak of summer.
The impulse snacking segment is very important to you. How are you innovating to capture this market?
2016 will see the introduction of some fantastic new snacking products to the HB range, including the launch of Feast Bar and the return of the popular Mint flavour to the Cornetto range.
Feast Bar is a snack pack of the Impulse ice cream hero, the Feast. Underneath the nutty, chocolatey exterior shell, is delicious peanut butter ice cream with a soft caramel core.
HB will also introduce new Calippo Cola and Blackcurrant Twister both are expected to be a strong sellers during the hot Jun-Aug period. For the grown-ups, there’s plenty to look forward to with the delectable Solero Red Berry.
Magnum and Ben & Jerry’s are also very strong performers in your product portfolio. What’s coming up for these brands this year?
Magnum is set to launch the indulgent Magnum Doubles range in Peanut Butter, Caramel and Chocolate. Combining a thick, cracking chocolate shell, each Magnum Double is dipped in a smooth sauce over creamy Magnum ice cream. Magnum Doubles will be the biggest launch for 2016 and will be supported by a heavyweight campaign from April through to August.
Ben & Jerry’s will be moving into the snacking segment this year, with The ‘Wich, an on-the-go, hand-finished and individually wrapped ice cream sandwich. The ‘Wich perfectly sand’Wiches two of Ben & Jerry’s favourite Fairtrade flavours – Cookie Dough or Chocolate Fudge Brownie – between two soft-baked chocolatey chip cookies. To ensure ice cream lovers can enjoy the ice cream and cookie combo whenever and wherever, The ‘Wich up is also available in a Cookie Dough ‘Wich multipack, a Son of a ‘Wich sharing snack pack (featuring eight mini ‘Wiches) and the euphoric S’Wich pint.
All is fair in love and dessert: Survey shows one in three Irish men would never share their dessert
Ice cream is the nation’s number one choice for dessert, that’s according to those polled in a new survey from ice cream expert Carte D’Or. When asked to choose their favourite dessert, ice cream was the clear winner taking 43% of the vote, followed by chocolate (33%) and cake (12%).
While ice cream comes in as Ireland’s first choice for dessert, the battle of sexes begins with Irish men proving to be the biggest fans with 52% of those polled choosing ice cream compared to 39% of women.
The survey also revealed that Friday is the weekday when the nation is most likely to crave something sweet and while Ireland may not be blessed with great weather, the colder climate won’t stop this nation of Irish ice cream lovers with 84% of those polled saying that ice cream is delicious whatever the weather.
Dessert decisions: Men vs. women
Despite the fact that Irish men are indulging in dessert more often, with 63% of men admitting they eat dessert a few times a week compared to 44% of women, the research discovered that women are more generous at dessert time. While 26% of women polled said that they always share their dessert, only 5% of men are regular dessert sharers and one in three men never share their dessert!
When it comes to that precious last spoonful of ice cream however, the tables turn. The survey shows that 62% of men would sacrifice their last mouthful to give to their other half with only 37% of women prepared to return the favour. Pets pip dads when it comes to pecking order with the majority of those polled revealing they would forfeit that final spoon of ice cream for their furry friend over their father.
Finally, willpower seems to go out the window when it comes to dessert with half of the women and 40% of men surveyed admitting to having skipped dinner and gone straight to dessert on occasion.
Dessert desires
When asked what the nation’s favourite dessert accompaniment is, ice cream comes up trumps with 89% of those polled revealing they would choose ice cream served up alongside their dessert any day over custard or cream.
And which dessert is incomplete without a scoop of ice cream? According to the Irish vote, the classic apple tart wouldn’t live up to its true glory without a serving of ice cream (58%), and in a close second comes the indulgent chocolate cake which 51% agree needs a scoop of creamy ice cream to complete. When it comes to choosing which ice cream flavour to serve alongside a delicious dessert, vanilla ice cream came out on top with 75% of the vote, followed in second by chocolate ice cream (15%).
For more information on the full range of Carte D’Or and dessert recipes, visit CarteDOr.ie.
Research highlights
- Vanilla ice cream and apple tart revealed as the nation’s favourite dessert pairing
- One in three Irish men would never share their dessert
- 92% of Irish adults admit to having a sweet tooth
- 55% of women have skipped dinner and gone straight for dessert
- Pets trump dads when it comes to that last spoonful of ice cream
- Friday is the weekday when Irish people are most likely to crave something sweet
*(Source: Carte D’Or survey of 261 respondents – 37% male and 63% female)
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