Ice cream has always kept its place in people's taste buds as one of the best indulgences they can get their hands on, an appreciation that remains undiminished during the COVID-19 ban.
Before the ban, premium ice cream brands flourished, and IRI's food and grocer, Brooke Olliver-Burnside, told Retail World that brands like Vegan Magnum, Connoisseur, Bulla, and Weis are growth drivers for the entire ice cream category.
However, as a result of the pandemic, she believes that many consumers will cut spending and often choose private labels and cheaper alternatives.
FroPro: enjoyment with advantages
FroPro director and former rugby player Ed O’Donoghue is thrilled with the “totally better for you” but nonetheless forgiving ice cream solution.
He tells Retail World that the ice cream brand has given a “makeover in the form of a creamy, flavorful, low-fat and low-sugar experience”.
“Our main differences have always been that we are high in protein and sugar-free using natural sweeteners, which is still the case. However, we have moved on to a wider range that is better for you. Itching indulgence is scratched without feeling guilty. "
He says that this pursuit of enjoyment has prompted a move away from 2-liter bulk ice cream to higher-quality, value-adding pint-sized tubs with "decadent inclusions".
Singles minded
In November, FroPro singles were launched in Woolworths as a low-calorie, sugar-free, chocolate-covered stick ice cream available in double chocolate, salted caramel, and classic plant-based vanilla.
The brand also offers a range of milk and vegetable cups, with the milk version starting at 78 calories and the herbal product starting at 85 calories.
COVID-19 impact
Regarding the impact of the pandemic, Mr. O'Donoghue agrees that there could be a trend back to more everyday ice cream, away from the premium brands that will still have their place.
Regarding trends, Mr. O'Donoghue says that vegetable-based ice cream is a "big" one, with 30% to 40% of the FroPro range dedicated to this option.
Golden North is built on local love
According to Dimi Kyriazis, Golden North sales director, the ice cream market in South Australia saw a 2.8% increase in the dollar's value (MAT 26/4/20, SA Grocery Weighted IRI).
However, he says the category saw growth of 10.8% over the period affected by COVID-19 (SA Grocery Weighted IRI, 4 weeks through 26/4/20).
During this period, Golden North grew faster than the market in South Australia. Market unit growth was 3.3% versus 9.6% at Golden North and market dollar growth was 10.8% versus 11.9% at Golden North.
He points out that the self-consumption category (ice cream cup from 400 ml to 999 ml) has dropped by 29.8% in units, in contrast to the strong growth of 11.8% in the 2lt family tub segment in the South Australian market.
"This fits in with the explanation that COVID-19 consumers focus more on their family's welfare than on their own wishes." Mr. Kyriazis said. "It also shows that consumers see value as an important factor in purchasing decisions during the COVID 19 period."
Read more in the July edition of Retail World.
The post No Freeze on Demand for Favorite Enjoyment first appeared in Retail World Magazine.
