Ice Cream Market Analysis Essay Example

opportunity to build brand loyalty with new flavours, varieties, packaging, and value-adding technologies (for example, ‘slow churned’ – which adds creaminess to the product).

Current trends suggest that quality generally outweighs price consideration in retail food purchases. Meanwhile, concerns over carbohydrate content in products remains important, while consumers are less conscious of fats. Moreover, consumers are increasingly more informed; more than 80% of shoppers check the nutritional facts of a product prior to purchase.There is a growing market share for organic ice cream products with a 27% increase in consumption from 2004 to 2005.

Moreover, 60% of shoppers feel that organic food is healthier. This growth may be a reflection increased demand for healthful products. The purchases of these organic and super premium ice cream varieties are generally by well-educated 18-40 year olds. To summarize, there is continued growth in ice cream and the general frozen dessert food category. Moreover, there is increased demand for healthful alternatives. Additionally, quality seems to outweigh price in purchasing consideration.

Premium ice cream variations are seeing increased demand as well as organic ice cream products that are experiencing a 60% growth in sales. The bottom line is that consumers want high-quality, healthy ice cream varieties, without sacrificing flavour; full-fat super premium ice creams and their low-fat variations will experience continued growth and even more so in organic ice cream products. Reference: US Market of Ice Cream. (2005, Nov). Marketresearch.

com inc. Retrieved Sept. 20, 2008, from Marketresearch. com academic database.