In the mature U.S. marketplace for ice cream and frozen desserts competition for consumer loyalty is fierce. With nine out of ten households already purchasers of frozen desserts, manufacturers and foodservice operators are faced with the challenge of winning share within the existing consumer base rather than bringing additional customers to the market. Further, whether a company is a global marketer or a local startup, side-by-side inside the freezer case they are on an equal footing for the shopper’s attention. So, too, for foodservice operators, whether they part of a global chain or an independent standalone shop.

Opportunities for growth are hard-won in this stable market. This is not to say, however, that surprising new products are not welcomed, celebrated and, most importantly, rewarded with sales. The trick, of course, is to figure out what will make one’s brand stand out from the crowd, impressing frozen dessert consumers who have a multitude of choices. Will it be more Greek-style frozen yogurt? Hispanic frozen novelties? More exotic flavors or new delivery systems?

Packaged Facts’ Ice Cream and Frozen Desserts in the U.S.: Opportunities in Retail and Foodservice, 8th Edition, picks up where the 7th Edition left off, examining changes that have taken place over the past two years in the competitive environment while also providing a basic review of market dynamics. The report examines market size and drivers, new product introductions, the competitive efforts of key players in both the retail and foodservice sectors, advertising and promotional activities, the use of social media, and consumer trends.

Methodology and Sources

The information contained in this report was obtained from both primary and secondary research. Primary research entailed in-depth, on-site examinations of retail and foodservice channels and interviews with industry participants. Secondary research entailed data-gathering from relevant trade and business sources. These sources include IRI’s InfoScan Reviews scanner data tracking retail sales through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Walmart) with annual sales of $2 million; print and trade publications such as Dairy Foods, Nation’s Restaurant News and DairyReporter.com; industry associations such as the International Dairy Foods Association; annual reports, 10Ks, and other financial releases from public companies; government data; and other reports by Packaged Facts.

The consumer data in this report are derived from two sources. One is a Packaged Facts national online consumer survey conducted in January/February 2014, which reflects a panel of 2,000 U.S. adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence or absence of children in the household, and household income. Another source of consumer data is the Simmons National Consumer Survey for Summer 2013 and Fall 2013 from Experian Marketing Services.

Table Of Contents

Chapter 1 Executive Summary
Scope of Report: Foodservice and Retail

Excluded Products

Report Methodology

Market Size and Growth

A Mature Market
Opportunities for Market Development
The Economy and Its Impact on Ice Cream
2013 Sales Top $25.5 Billion

Table 1-1 U.S. Sales of Ice Cream and Frozen Desserts, 2009-2013(in millions of dollars)
Foodservice Outpaces Retail
Figure 1-1 Share of U.S. Dollar Sales of Ice Cream and Frozen Desserts: Foodservice vs. Retail, 2009 vs. 2013 (percent)
Private Label Down
Packaged Ice Cream Tops All Categories

Sales Will Reach $27 Billion in 2018

Table 1-2 Projected U.S. Sales of Ice Cream and Frozen Desserts, 2013-2018 (in millions of dollars)
Foodservice Sales Will Near $15.7 Billion by 2018
Retail Sales Will Near $11.7 Billion by 2018

A Highly Competitive Marketplace

Figure 1-2 IRI-Tracked Retail Sales of Packaged Ice Cream and Frozen
Novelties: Top Companies by Dollar Share, 2013 (percent)

Segment Participation

Table 1-3 Segment Participation Among Top 25 IRI-Tracked Marketers

New Product Trends
Foodservice and Retail

About 30,000 Scoop Shops in U.S.

Figure 1-3 Share of U.S. Foodservice Dollar Sales of Ice Cream and Frozen Desserts by Channel, 2012 vs. 2014 (percent)
Table 1-4 Share of U.S. Retail Dollar Sales of Ice Cream and Frozen Desserts by Channel, 2012 vs. 2014 (percent)

Media, Advertising, and Promotions

Promotions Favored Over Advertising

Sampling a Key Promotional Method
Doing Well by Doing Good

The Consumer

Eight in 10 Households Consume Ice Cream

Figure 1-4 Personal/Household Consumption of Ice Cream, 2014(percent of U.S. adults)

Chapter 2 Market Overview

Key Points

Product Breakouts

Product Types
Product Categories
Product Classifications
Code of Federal Regulation Provides Legal Descriptions

Table 2-1 Frozen Dessert Product Definitions

Quality Grades
Components Affecting Quality Classifications

Fat Content
Overrun
Flavors
Sweeteners
Fillers
Mouthfeel
Mix-Ins

Quality Classifications

Economy
Regular
Premium
Superpremium
Table 2-2 Ice Cream Quality Classification Characteristics

Packaged vs. Bulk
Hard-Frozen vs. Soft-Serve

Table 2-3 Hard-Frozen vs. Soft-Serve Frozen Dessert Production 2000-2012 (in millions of gallons)

Multi-Serve versus Single-Serve
Packages Point Up Quality Distinctions

Illustration 2-1 Changing Image of Premium Containers

Types of Milk
Market Size and Growth

2013 Sales Top $25.5 Billion

Table 2-4 U.S. Sales of Ice Cream and Frozen Desserts, 2009-2013(in millions of dollars)
Foodservice Sales Top $14.6 Billion
Table 2-5 U.S. Sales of Ice Cream and Frozen Desserts Through
Foodservice Channels, 2009-2013 (in millions of dollars)
Retail Sales Approach $10.9 Billion
Table 2-6 U.S. Sales of Ice Cream and Frozen Desserts Through Retail
Channels, 2007-2011 (in millions of dollars)

U.S. Ice Cream and Frozen Desserts Production Improved 2009 to 2012

Table 2-7 U.S. Ice Cream and Frozen Dessert Production, 2008-2012(in millions of gallons)

Market Composition

Foodservice Is the Larger Channel

Figure 2-1 Share of Total U.S. Dollar Sales of Ice Cream and Frozen Desserts: Foodservice vs. Retail, 2009 vs. 2013 (percent)

Packaged Ice Cream Dominates Retail Mass-Market Sales

Table 2-8 IRI-Tracked Sales and Share of Ice Cream and Frozen
Desserts by Category, 2013 (in millions of dollars)
Private Label Share of Retail Sales Has Declined
Table 2-9 IRI-Tracked Private Label vs. Branded Ice Cream and Frozen Desserts by Category, 2013
(in millions of dollars)
Favorite Flavors
Seasonality

Market Outlook

A Mature Market
The Economy and Its Impact on Ice Cream

Ice Cream and Frozen Desserts an Affordable Luxury

Costs Volatile
Addressing Health and Nutrition Concerns
Foodservice Marketers Look to Retail
U.S. Population and Frozen Desserts

Figure 2-2 Household Eating Patterns for Ice Cream Across the Calendar Year, 2014 (percent of U.S. adult ice cream consumers)

Age, Race, Presence of Children Are Strong Indicators of Frozen Dessert Preferences

Projected Market Growth

Slow Growth for Ice Cream and Frozen Dessert Sales

Sales Will Near $27.4 Billion by 2018
Table 2-10 Projected U.S. Sales of Ice Cream and Frozen Desserts, 2013-2018 (in millions of dollars)
Foodservice Sales Will Near $15.7 Billion by 2018
Table 2-11 Projected U.S. Sales of Ice Cream and Frozen Desserts
Through Foodservice Channels, 2013-2018 (in millions of dollars)
Retail Sales Will Near $11.7 Billion by 2018
Table 2-12 Projected U.S. Sales of Ice Cream and Frozen Desserts
Through Retail Channels, 2011-2016 (in millions of dollars)

Chapter 3 The Marketers

Key Points

Retail Marketers

Methodology
A Highly Competitive But Top Heavy Marketplace

Figure 3-1 IRI-Tracked Retail Sales of Packaged Ice Cream and Frozen Novelties: Top Companies by Dollar Share, 2013 (percent)
Top Five Take More Than Half of Revenues
Table 3-1 Ice Cream and Frozen Desserts Marketers and Brands by
IRI-Tracked Sales and Share, 2013 (in millions of dollars)
Packaged Frozen Desserts vs. Frozen Novelties
Figure 3-2 IRI-Tracked Retail Sales of Packaged Ice Cream and
Frozen Desserts: Top Companies by Dollar Share, 2013 (percent)
Figure 3-3 IRI-Tracked Retail Sales of Frozen Novelties: Top
Companies by Dollar Share, 2013 (percent)

Packaged Frozen Desserts

Packaged Ice Cream
Table 3-2 Marketers and Brands of Packaged Ice Cream by IRI-Tracked
Sales and Share, 2013 (in millions of dollars)
Frozen Yogurt/Tofu
Table 3-3 Marketers and Brands of Frozen Yogurt/Tofu by IRI-Tracked
Sales and Share, 2013 (in millions of dollars)
Sherbets/Sorbets/Ices
Table 3-4 Marketers and Brands of Sherbets/Sorbets/Ices by
IRI-Tracked Sales and Share, 2013 (in millions of dollars)

Frozen Novelties and Ice Cream Desserts

Frozen Novelties
Table 3-5 Marketers and Brands of Frozen Novelties by IRI-Tracked
Sales and Share, 2013 (in millions of dollars)
Ice Cream Desserts
Table 3-6 Marketers and Brands of Ice Cream Desserts by IRI-Tracked
Sales and Share, 2013 (in millions of dollars)
Ice Pops
Table 3-7 Marketers and Brands of Ice Pop Novelties by IRI-Tracked
Sales and Share, 2013 (in millions of dollars)

Segment Participation
Table 3-8 Segment Participation Among Top 25 IRI-Tracked Marketers

The Leading Companies

The Big Two: Nestle and Unilever

Nestle/Dreyer’s
Unilever

The Next Two

Wells Enterprises
Blue Bell Creameries

Third Tier

Turkey Hill Dairy
Friendly’s
Rich Products
Mars
Kemps
Talenti
Prairie Farms

Some Unique Marketers

Alamance Foods
ConAgra
JandJ Snack Foods
Jel Sert
Tropicale Foods
Turtle Mountain
Zeigenfelder

Chapter 4 New Product Trends
Key Points
Product Trends: Flavors, Ingredients, Formulations, and Positioning
Flavor Trend: Salted Caramel

Illustration 4-1 Blue Bell Sea Salt Caramel Ice Cream
Illustration 4-2 Skinny Cow Salted Caramel Pretzel Candy Bars

Flavor Trend: Coconut

Illustration 4-3 Talenti Caribbean Coconut Gelato Pops

Mix-In Trend: Confectionery and Sweet Baked Goods

Illustration 4-4 Klondike Kandy Bars
Illustration 4-5 Good Humor Mounds, York, Reese’s
Illustration 4-6 Turkey Hill Stuff’d Junior Mints
Illustration 4-7 Breyers Blasts! Sara Lee Strawberry Cheesecake

Formulation Trend: Greek Frozen Yogurt

Illustration 4-8 Healthy Choice Dark Fudge Swirl Greek Frozen Yogurt
Illustration 4-9 Yasso Frozen Greek Yogurt Novelty Bars

Promotional Trend: Limited Edition

Illustration 4-10 Carvel Oreo with Mint Soft Serve
Illustration 4-11 Dreyer’s Limited Edition Bakery Treats
Illustration 4-12 Blue Bell Ice Cream I ? Chocolate
Illustration 4-13 Turkey Hill Limited Edition Greek Frozen Yogurt

Baklava

Illustration 4-14 Skinny Cow Limited Edition Cupcake Batter Low-Fat Ice Cream Cups

Culinary Trend: Authentic

Illustration 4-15 Breyers Gelato Indulgences
Illustration 4-16 Blue Bunny Premium Ice Cream: Flan, Cuatro Leches,

Coconut Mango, con Churros

Illustration 4-17 DeeBee’s Organic TeaPops
Illustration 4-18 Bonfatto’s Spice Cream
Table 4-1 Selected New Products: Ice Cream
Table 4-2 Selected New Products: Frozen Novelties
Table 4-3 Selected New Products: Frozen Yogurt

Chapter 5 Foodservice and Retail

Key Points
Distribution Methods

Distribution to Large Foodservice Chains
Advantages of DSD
Downside of DSD
Distribution Is Second Highest Cost Next to Production
The Role of Food Brokers

Foodservice Overview

Types of Foodservice Outlets
Number of Foodservice Outlets
Scoop Shops

Larger Chains Are Franchises
Table 5-1 Major Ice Cream and Frozen Desserts Chains
Scoop Shops Lead in Share of Sales
Figure 5-1 Share of U.S. Foodservice Dollar Sales of Ice Cream and
Frozen Desserts by Channel, 2012 vs. 2014 (percent)
Scoop Shops Lead in Frequency of Purchase
Figure 5-2 Where Away from Home Ice Cream is Purchased, 2014(percent of U.S. adult consumers who eat ice cream away from home)
Majority of Scoop Shop Consumers Purchased Ice Cream
Figure 5-3 Types of Frozen Desserts Purchased at Ice Cream/Frozen
Dessert Shop, Stand, Truck, Or Cart Within Last 6 Months, 2014(percent of U.S. adults)
Co-Branding Helps Build Day-Parts and Year-Round Business
Self-Serve Continues on the Rise
Mexican-Style Ice Cream Parlors
American Chains Abroad
Table 5-2 International Activities of U.S. Ice Cream and Frozen
Desserts Chains
Mobile Ice Cream and Frozen Dessert Venues
Kiosks Make Ice Cream and Frozen Desserts Available Anywhere
Food Carts and Concession Trailers
Food Trucks
Mobile Locations Used to Promote and Launch Products
Ice Cream and Frozen Desserts Reflect Restaurants’ Standing

Competitor Profiles of Leading Frozen Dessert Chains

Baskin-Robbins (baskinrobbins.com)

Plans to Enter Retail Groceries in 2014

Ben and Jerry’s (benjerry.com)
Braum’s Ice Cream and Dairy Stores (braums.com)
Bruster’s Real Ice Cream (brusters.com)
Carvel (carvel.com)
Cold Stone Creamery (coldstonecreamery.com)
Culver’s (culvers.com)
Dairy Queen (dairyqueen.com)
Dippin’ Dots (dippindots.com)
Freddy’s Frozen Custard and Steakburgers (freddysusa.com)
Friendly’s Ice Cream (friendlys.com)
Golden Spoon (goldenspoon.com)
Haagen-Dazs Shoppes (haagendazs.com/Shops/)
Marble Slab Creamery/MaggieMoo’s Ice Cream and Treatery(marbleslab.com and maggiemoos.com)
Menchie’s (menchies.com)
Orange Leaf (orangeleafyogurt.com)
Pinkberry (pinkberry.com)
Red Mango (redmangousa.com)
Rita’s (ritasice.com)
Tasti D-Lite (tastidlite.com)
TCBY (tcby.com)
Yogurtland (yogurt-land.com)

Types of Retail Outlets

Traditional Supermarkets Lead Retail Sales

Table 5-3 Share of U.S. Retail Dollar Sales of Ice Cream and Frozen
Desserts by Channel, 2012 vs. 2014 (percent)
Figure 5-4 Type of Stores Where Ice Cream Was Purchased Within
Last 6 Months, 2014 (percent of U.S. adults who personally buy
ice cream in stores to take home)

Supermarkets Offer Greatest Variety

Figure 5-5 Where Away from Home Ice Cream is Purchased, 2014(percent of U.S. adult consumers who eat ice cream away from
home)

Dollar Stores Increasingly Important Outlet
Internet and Mail Order Remain a Limited but Valuable Option
Store Brands Remain Popular

Figure 5-6 Consumption of Store Brand Ice Cream, 2014 (percent of U.S. adults who personally buy ice cream in stores to take home)

Chapter 6 Media, Advertising, and Promotions

Key Points
Promotions Favored Over Advertising

Table 6-1 Impact of In-Store Advertising/Promotion: Frozen Yogurt Consumers, 2013 (percent and index of U.S. households)
Table 6-2 Impact of In-Store Advertising/Promotion: Frozen Novelties
Consumers, 2013 (percent and index of U.S. households)

Sales and Price Promotions Highly Impactful

Figure 6-1 Importance of Sales/Price Promotions in Ice Cream Brand Selection, 2014 (percent of U.S. adults who personally buy ice cream in stores to take home)

Beyond Price Promotion: Sampling

New Products
New Markets
Illustration 6-1 Tillamook Ice Cream Van

Beyond Price Promotion: Freebies

Illustration 6-2 Carvel Customer Appreciation Day
Contributions to Charities, Schools, and Organizations
National Efforts
Illustration 6-3 Orange Leaf “No Kid Hungry” Campaign
Illustration 6-4 Ben and Jerry’s Blood Drive Coupons
Illustration 6- 5 Baskin-Robbins Blood Drive Coupons
Illustration 6-6 Bruster’s Blood Drive Coupons
Regional Efforts
Illustration 6-7 Turkey Hill NY Yankees Ice Cream
Illustration 6-8 Turkey Hill Philadelphia Phillies Ice Cream
Illustration 6-9 Turkey Hill Pittsburgh Steelers Ice Cream
Local Efforts
Locals Connect
Illustration 6-10 Tip Top Dairy Bar

Advertising Themes

Fun/Humor
Illustration 6-11 Ben and Jerry’s Happy Cows
Indulgence
Illustration 6-12 Häagen-Dazs Ad with Bradley Cooper
Nostalgia
Illustration 6-13 DQ Blizzard 25th Anniversary Ad
Health
Illustration 6-14 Edy’s Frozen Yogurt
Illustration 6-15 Edy’s Frozen Yogurt Text Close-Up
The Internet and Social Media
Illustration 6-16 Baskin-Robbins Links
Websites
Facebook
Twitter
Pinterest

Chapter 7 The Consumer
Key Points
Methodology
Eight in 10 Households Consume Ice Cream

Figure 7-1 Personal/Household Consumption of Ice Cream, 2014(percent of U.S. adults)

Nutrition/Health Concerns Are the Main Deterrent to Consumption
Ice Cream Consumers Crave Innovations in Flavors,Ingredients, Healthfulness

More Flavors
Healthy, Tasty Options
Natural, Organic, Real
Bigger, Better Packaging
Lower Prices

Demographics Reflect Those of General Population

Table 7-1 Demographic Indicators for Use/Resistance: Ice Cream and Sherbet, 2013 (percent and index of U.S. households)

60% Are Year-Round Ice Cream Consumers

Figure 7-2 Household Eating Patterns for Ice Cream Across the Calendar Year, 2014 (percent of U.S. adult ice cream consumers)
Consumers Snack on Ice Cream Throughout the Day
Figure 7-3 Household Eating Patterns for Ice Cream: Meal Occasions or Throughout the Day, 2014 (percent of U.S. adult ice cream consumers)

Nine in 10 Buy Ice Cream for At-Home Consumption

Figure 7-4 Agreement With the Statement: “I Personally Buy Ice Cream in Stores to Take Home,” 2014
Figure 7-5 Household Eating Patterns for Ice Cream: Home vs. Away From Home, 2014 (percent of U.S. adult ice cream consumers)

Over 40% Buy Ice Cream for Home Consumption More Than Once a Month

Figure 7-6 Frequency of Ice Cream Purchases Across the Calendar Year, 2014 (percent of U.S. adults who personally buy ice cream in stores to take home)

“Regular” Ice Cream Is Overwhelmingly the Style of Choice

Table 7-2 Types Used Most Often by Ice Cream/Sherbet Consumers, 2013 (percent of U.S. households)

Age, Race, Presence of Children Are Strong Indicators of Frozen Dessert Preferences

Table 7-3 Demographic Indicators for Use of Selected Types of Ice Cream, 2013 (index of U.S. households)

Ice Cream/Sherbet Purchasers Tend to be Brand Loyal

Figure 7-7 Number of Different Brands of Ice Cream Purchased, 2014 (percent of U.S. adults who personally buy ice cream in stores to take home)

Ice Cream/Sherbet Consumers Favor Breyers

Table 7-4 Brands Used Most Often by Ice Cream/Sherbet Consumers, 2013 (percent of U.S. households)
More Than Half of Consumers Consider Private Label as Good as Branded
Figure 7-8 Level of Agreement with the Statement: “Store Brand
Ice Cream Is as Good Quality as Name Brand Ice Cream,” 2014 (percent of U.S. adults)

Age, Race, Presence of Kids Strongest Predictors of Brand Use

Table 7-5 Demographic Indicators for Use of Selected Brands of Ice Cream and Sherbet, 2013 (index of U.S. households)

Private Label Preferences

Table 7-6 Demographic Indicators for Use/Resistance: Store Brand Ice Cream and Sherbet, 2013 (index of U.S. households)

The Frozen Novelties Consumer

Households with Children Are Exceptionally Likely to
Purchase Frozen Novelties

Table 7-7 Demographic Indicators for Use/Resistance: Frozen Novelties, 2013 (percent and index of U.S. households)

Klondike, Popsicle, Store Brands Used Most Often

Table 7-8 Brands Used Most Often by Frozen Novelty Consumers, 2013 (percent of U.S. households)
Table 7-9 Demographic Indicators for Use of Selected Brands of Frozen Novelties, 2013 (index of U.S. households)
Table 7-10 Demographic Indicators for Use/Resistance: Store Brand Frozen Novelties, 2013 (index of U.S. households)

Frozen Novelty Consumers Are Influenced by Coupons, Merchandising

Table 7-11 Shopping Habits/Inclinations/Influences: Frozen Novelties Consumers, 2013 (percent and index of U.S. households)

Psychographics of Frozen Yogurt Consumers

Table 7-12 Selected Psychographic Classifications of Frozen Novelties Consumers, 2013 (U.S. households)

The Frozen Yogurt Consumer

Table 7-13 Demographic Indicators for Use/Resistance: Frozen Yogurt, 2013 (percent and index of U.S. households)
More Than Half of Frozen Yogurt Consumers Use Low Fat and/or Regular
Table 7-14 Types Used Most Often by Frozen Yogurt Consumers, 2013 (percent of U.S. households)

Women, College Graduates More Likely to Use Each Type of Frozen Yogurt

Table 7-15 Demographic Indicators for Use of Selected Types of Frozen Yogurt, 2013 (index of U.S. households)

Yoplait, Ben and Jerry's, Breyers Are the Brands Most Frequently Consumed

Table 7-16 Brands Eaten Most Often by Frozen Yogurt Consumers, 2013 (percent of U.S. households)
Table 7-17 Demographic Indicators for Use of Selected Brands of Frozen Yogurt, 2013 (index of U.S. households)

Frozen Yogurt Consumers Are Health-Conscious, Adventurous, Trendy, Informed, “Green”

Table 7-18 Health Attitudes: Frozen Yogurt Consumers, 2013(percent and index of U.S. households)
Table 7-19 Food Attitudes/Opinions: Frozen Yogurt Consumers, 2013 (percent and index of U.S. households)
Table 7-20 Shopping Habits/Inclinations: Frozen Yogurt Consumers, 2013 (percent and index of U.S. households)
Table 7-21 Selected Psychographic Classifications of Frozen Yogurt Consumers, 2013

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