Unilever Ireland Ltd remains the category leader with a value share of 57% in 2016. The company continues to have the strongest distribution network of all of the brand owners, especially within the impulse category, according to Euromonitor.
The company continues to develop its core brand offering with new innovations such as a blackcurrant-flavored Twister and Calippo Cola. It has also invested heavily in marketing and public relations with, for example, the Ben & Jerry’s Free Cone Day and also through social media with its Goodbye Serious campaign.
Ice cream and frozen desserts has increased by 2% in current value terms in 2016 with the category valued at EUR165m. Euromonitor analysts say that growth was faster compared to the review period as the weather in 2015 was much less favorable and this had a negative impact on sales, particularly within impulse ice cream. In volume terms ice cream has grown by 1% in 2016, which is also stronger compared to the review period. However, frozen desserts continued to see a decline in volume terms due to a low level of interest within the category amongst consumers.
Ice cream and frozen desserts are expected to increase at a constant 2016 value CAGR of 1% to reach EUR169m in 2021. “Growth will remain unpredictable within the impulse category and will remain very dependent on the weather, which will naturally remain uncertain,” Euromonitor says.