Marketing & Branding: Ice Cream Leads the Way


Innovative marketing activity is especially apparent within the ice cream category, reports Jonathan Thomas.

Marketing remains as important as ever in the frozen foods industry. With competition from other sectors of the food industry – with the fresh/chilled category representing the most obvious example – manufacturers of frozen foods face ongoing challenges to appeal to consumers. The European population is growing ever more sophisticated and demanding in its tastes, whilst the weak state of the region’s economy means that more people are seeking out value for money when grocery shopping.

The Continued Importance of Marketing

Rather worryingly, recent data indicates that the amount of space dedicated to frozen foods by the UK’s major supermarkets is in decline, by up 10% in some instances. Reasons for this include the perception that the fixture is generally uninviting (mainly because products tend to be stored behind glass doors), as well as its frequently ‘commoditized’ appearance. The continued challenge facing the European frozen foods industry can be illustrated by the results of a Harris poll of 2,000 consumers carried out in the UK during 2015. This found that almost a third (32%) of respondents felt that frozen food was inferior to its chilled counterpart, which suggests that the category retains an image problem with large sections of the population. The perception of frozen food being inferior was strongest amongst males (34% versus 29% of female respondents) and...

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