“Well over a third of consumers are treating themselves now more than ever”
While scores of Brits embraced healthier lifestyles during lockdowns, others boosted their morale by tucking into treats.
That’s shown by the extra 54 million litres of ice cream that went through the tills last year, adding £226.1m to the take-home market [Kantar 52 w/e 27 December 2020]. And, as consumers sought out comfort in calories, indulgent lines were the biggest winners. To sum up the nation’s mood: Magnum was the fastest-growing brand and better-for-you sensation Halo Top was the fastest-falling [Nielsen].
“Well over a third of consumers are treating themselves now more than ever, and are looking for comfort and indulgence,” says Kat Jones, marketing manager at Häagen-Dazs.
So where does all this indulgence leave low-calorie lines? Was ‘healthy’ ice cream just a flash in the tub? And with lockdown restrictions easing and people venturing out, what’s the forecast for ice cream this year?
“As the pandemic took hold there was a really big resurgence of growth in indulgence”