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Consumer Trends Analysis: Understanding Consumer Trends andDrivers of Behavior in the UK Ice Cream MarketFD0045IS – Sample PagesInsight ReportJune 2014

Example table of contentsDefinitions Category classifications Demographic definitions Summary methodology Trend framework4568Market context Drivers and inhibitors of consumption Overall market value, (US millions), 2008–2018 Overall market volume, (millions of KG), 2008–2018 Market volume, (millions of KG), 2008–2018, by segment Number of consumption occasions in 2012, by gender Number of consumption occasions in 2012, by age Global country comparison of market value and growth, (US millions), 2008–2018 Global country comparison of market volume and growth, (millions of KG), 2008–2018 Volume of sold globally and forecast CAGR over the period 2013–2018 (size of bubble denotes market volume)101111121313141415Demographic cohort consumption patterns Breakdown of consumption occasions 2012, by gender Over/under consumption compared to the proportion of society represented Breakdown of consumption occasions 2012, by age group Over/under consumption compared to the proportion of society represented Breakdown of consumption by whether it is the result of heavy, medium or light consumption, by gender, 2012 Breakdown of consumption by whether it is the result of heavy, medium or light consumption, by age group, 2012171718181920Consumer trend analysis Level of influence each trend has on overall consumption, by volume, 2013 Level of influence each trend has on overall consumption across the globe, by volume, 201322232

Example table of contents - continuedConsumer trend analysis - continued The Changing Lifestyle mega-trend The Connectivity mega-trend The Convenience mega-trend The Ethics mega-trend The Experience & Enjoyment mega-trend The Health & Wellness mega-trend The Individuality mega-trend The Trust mega-trend The Value mega-trend242628303234363840Innovation examples Innovative country-specific launches in the sector Innovative global launches in the sector4345Recommended actions Recommendations for manufactures, marketers and retailers47Appendix An explanation of the sub-trends Detailed methodology About Canadean5053573

Reasons to buy this reportThis report brings together consumer analysis and market data to provide actionable insight into the behavior of consumers.This is based on Canadean’s unique consumer data – developed from extensive consumption surveys and consumer grouptracking – which quantifies the influence of 20 consumption motivations within your industry.Consumer trends analysisProduct innovation examplesAn overview of the key demographic groups drivingconsumption in your industry, and what their motivations arefor doing so. This enables the reader to identify the mostimportant trends within the market and also determinewhether beliefs over what influences consumer behaviorwithin the category are accurate.Examples are provided of innovative international andcountry-specific product development within yourindustry, with analysis of how these products effectivelytarget the most pertinent consumer need states.Market sizingMarket value and volumes are given over 2008–2018 for 10leading countries across the globe. Coverage includesmajor European markets, the US, and the emergingmarkets of Brazil, Russia, India, and China.Recommended actionsStrategic recommendations of how to capitalize on theevolving consumer landscape are offered, allowingproduct and marketing strategies to be better aligned withthe leading trends in the market.Future outlookDemographic analysisKey demographic groups driving consumption within the UKmarket are identified. The figures showcase the number ofDairy occasions attributed to specific age groups andgenders, as well as identifying whether these demographicgroups "over" consume in the category.The report provides insight to highlight the "so what?"implications behind the data, and analysis of how theneed states of consumers within your industry will evolvein the short-to-medium term future.4

The UK has the second highest per capita volume of consumption amongmajor marketsVolume of Ice Cream sold globally and forecast CAGR over theperiod 2013–2018 (size of bubble denotes market volume)Volume 2013 (Kg aThe UK has the second highestvolume consumption globally: The UKIce Cream market is second largestamong the major European markets interms of volume, and reports the highestper capita consumption among the same.Although the UK has the highest percapita volume consumption in Europe, itremains far behind the US, whichindicates room for growth for Ice Creammanufacturers. The UK Ice Creammarket is forecast to grow at a CAGR ofXX% during 2013–2018, driven by risingdemand for hybrid and premium productsand an increased willingness among UKconsumers to trade up to decadentofferings when treating themselves.Per capita Ice Cream occasions in theUK are the second highest amongmajor markets: An average UKconsumer enjoys XXX Ice Creamoccasions per year, which is the secondhighest across major global markets. Thisdemonstrates a high demand andreceptiveness for Ice Cream in the UK,with consumers enjoying it regularly.Volume CAGR 2013–20185

Ice creams positioned as healthier options face competition from thefrozen yogurt category and its surrounding health haloDegree of influence the Health & Wellness mega-trend has on demographic groupsGenderAge groupsNeither men nor women are motivated to seekhealthy Ice Cream, with the need influencing justXX% and XX% of their consumption respectively.This shows both genders will opt for othercategories when looking for healthier centage of consumption motivated by thedesire for health, at XX%. This is due toconsumers in this age group becoming parentsand re-evaluating their diets as they embracethis new lifestage, cutting down on high sugar orfat items. However, this figure is low, showingconsumers are not overly concerned about this.How the Health & Wellness mega-trend will evolveHealth currently has the greatest influence in the consumption of Impulse Ice Cream, at XX%. This is due toconsumers looking to this category to limit portion control, with consumers becoming more aware of thenegative health effects the sugar and cream ingredients can have. However, this will continue to have limitedinfluence on the consumption of Ice Cream as consumers value indulgence over anything else.Ice Cream manufacturers will witness strong competition from frozen yogurt, which acts as a healthier yetequally indulgent offering, thus causing restricted room for healthy Ice Cream to succeed. Yogurt products aresurrounded by a health halo that Ice Cream lacks, with consumers more likely to find health claims such as ‘fatfree’ and ‘low in calories’ credible in frozen yogurt than in ice cream.6

Manufacturers are innovating across categories to target the growingneeds of UK consumersInnovative UK launches in the Ice Cream sectorBrand: Kit KatManufacturer: R&R Ice CreamLaunched: UK, 2014Trend: Personal Space & TimeBrand: CadburyManufacturer: R&R Ice CreamsLaunched: UK, 2014Trend: Indulgence, Fun & EnjoymentEuropean Ice Cream major R&R IceCream has launched a new type ofhybrid impulse product. This KitKat IceCream offers a break on-the-go with aKit Kat crispy wafer finger center, andIce Cream cone.R&R Ice Creams Company launchedlimited edition Crème Egg Mini Cones tocoincide with Easter. These mini conesconsist of Cadbury chocolate-coveredice cream with an orange fondant centerto mimic the popular Crème Egg, andare served on a wafer cone.Brand: OreoManufacturer: R&R Ice CreamLaunched: UK, 2014Trend: IndulgenceBrand: Ben & Jerry’sManufacturer: UnileverLaunched: UK, 2014Trend: Indulgence, EthicsEuropean Ice Cream major R&R IceCream has launched a new type ofhybrid Ice Cream product. The sandwichis filled with vanilla Ice Cream, scatteredwith Oreo cookie crumbs, and layeredbetween two cocoa biscuits.Unilever’s Ben & Jerry’s brand recentlyadded two new flavors to its Ice Creamproduct line: Peanut Butter Cup and Allor Nut-ting (chocolate and hazelnut).The company highlights the ethicalsourcing of its products alongside theirindulgent taste offering.7

Manufacturers should address UK consumers’ desire for the best valueproducts and guilt-free indulgenceManufacturers can explore the Ice Creammarket with more value for money products:Manufacturers can launch healthier products towin back consumers opting for frozen yogurt:Many consumers will continue to seek brands thatoffer better value for money along with premiumproducts. Although the UK has high disposableincome and a large middle class population withbetter purchasing power, a large base ofconsumers still seek good value products. A largesegment of the market is being dominated byprivate labels that offer consumers more for theirmoney and manufacturers should explore budgetranges to seize the opportunities that exist.Manufacturers should aim to win back consumerswho have migrated to frozen yogurt for its guilt-freequality by offering healthier, equally indulgentversions of Ice Cream. Rising health-consciousnessamong British consumers is leading to risingdemand for low fat and fat-free products in the UK.This generates large scope for manufacturers tocater to these consumers by launching “better foryou” products with fat free labeling, providing theyalso communicate no loss in taste to the consumer.Product: Banoffee NeapolitanIce CreamManufacturer: AsdaThis 2l tub of ice cream is partof Asda’s private label range –Chosen By You – offering atwist on classic Neapolitanstyle Ice Cream. It is bigenough to feed the wholefamily and more.Product: Smooth VanillaManufacturer: Swedish GlaceThis Ice Cream is free fromingredients such as dairy, eggs,gluten, and lactose - meaninghealth conscious consumers aswell as those with specialdietary needs can enjoy guiltfree indulgence.8

Summary MethodologyThis report is comprised of two data research programsMARKET DATA Method: analyst triangulation ofconsensus numbers based uponcomprehensive primary and deskresearch as part of an internationalresearch programme. Coverage: 50 Countries fully researched Category and segment breakdown Eight channels Value and Volume data Internationally comparable data 100% standardized definitionsCONSUMER DATA Method: extensive consumption surveysand consumer group tracking with strictage and gender quotas to ensurenationally-representative results. Coverage: 10 Countries 20 Consumer Trends 26 Consumer Groups Category breakdown Integrated market sizing at thecountry and category level Interim 2013 Consumer datagenerated by mapping 2013 Marketsize data onto 2012 Consumer dataconsumption valuesDetails on the methodology for both of these research programs can be found in the Appendix.9

Related reportsConsumer Trends Analysis: Understanding Consumer Trends and Driversof Behavior in the Brazilian Dairy Food MarketBrazilians select Dairy products based on their ability to meet age-specific needs. Thisdoesn’t just apply to children, with Older Adults increasingly aware of their specificnutritional needs. Although poverty rates have declined rapidly in Brazil, the low incomeof many consumers means they will seek out the best value for money products.Consumer Trends Analysis: Understanding Consumer Trends and Driversof Behavior in the German Bakery & Cereals MarketIndulgence is the primary driver of the German Bakery & Cereals market, motivatingover two-fifths of consumption. The need is high in all categories, but peaks in theconsumption of cookies and cakes with consumers perceiving these as the go-tocategories for decadent, tasty treating where they desire rich taste experiences andnovel texture combinations.Consumer Trends Analysis: Understanding Consumer Trends and Driversof Behavior in the UK Savory Snacks MarketAs an effect of the recessionary environment in the country, people are eating out lessand entertaining more at home, engaging in indulgent snacks as an affordable treat tooffer friends and family. Savory Snacks are relatively low cost, even for more premiumofferings, making them an attractive way of treating oneself regardless of the occasion.10

The Changing Lifestyle mega-trend The Connectivity mega-trend The Convenience mega-trend . Market value and volumes are given over 2008–2018 for 10 . MARKET DATA Method: analy

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