Ice Cream Category Advice
The Impulse Ice Cream Category is worth over £230 million
It is currently growing at 7%, which makes ice cream a valuable sector for retailers. (IRI Value Sales Data, March 2007)
Who makes up the impulse ice cream market?
(Source IRI Value Share Data, March 2007).
Key Selling Tips:
Let people know that you sell ice cream: "70% of shoppers rely on point of sale to attract their attention to something new" (POPAI).
Show your customers and passers by that you sell ice cream by displaying point of sale items, such as pavement signs, flags and window stickers outside your store.
By displaying these items outside your store you can attract unplanned sales, as well as those looking for ice cream.
Stock the best selling products:
"56% of people who fail to make an intended purchase do so because stores do not have the brand they want to buy" (CTP, 2005).
Make sure that you always have the best selling products in stock so that you don't loose any sales!
New products can also generate new sales, so look out for new products from the best selling ranges each year. The table below shows the best selling new products for 2007.
- Magnum Ecuador Dark
- Cornetto Choco Sisc
- Solero Strawberry Smoothie
- Mint Feast
- Del Monte Raspberry Smoothie
(Source: IRI Value Sales data Jan- Apr 2007).
Remember- The faster a product sells, the bigger the profits you!
Remove slower selling lines from your cabinet to stop them tying up your money and freezer space.
By stocking fast selling ice cream products you will sell more ice cream. The table below shows the fastest selling impulse ice creams in 2006.
Top 20 Products by Rate of Sale
- Magnum Classic
- Magnum White
- Magnum Double Caramel
- Cornetto Wippy
- Cornetto Strawberry
- Twister
- Calippo Orange
- Solero Exotic
- Magnum Almond
- Magnum Mint
- Cornetto Classico
- Cadbury Flake 99
- Kingsize Mars
- Feast
- Calippo Shots
- Solero Redfruits
- Snickers
- Maltesers
- Cornetto Mint
- Solero Orange Fresh
(Source: IRI Value Rate of Sale Data, 12w/e 9th Sept 2006)
Which are the best products for you to stock?
Planograms can help you to increase your sales by stocking the best selling products.
You can make sure that you appeal to the largest number of customers by stocking ice cream from each product group. The table below shows the proportion of your freezer cabinet that we recommend for each product group, whatever the size of your cabinet.
- 40% - Choc Snacks
- 18% - Cones
- 11% - Refreshment
- 24% - Kids
- 7% - Cups
Grouping similar products next to each other within your freezer can help shoppers to easily find the products they are looking for. (See the planograms below for the best way to arrange your freezer).
The planograms recommended below are based on the best selling products from last year and the predicted best selling products for 2007.
18 Basket Maxivision Planogram
12 Basket Planogram
6 Basket Planogram
