Synopsis
Understanding Consumer Trends and Drivers of Behavior in the US Ice Cream Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.
Scope
Understanding Consumer Trends and Drivers of Behavior in the US Ice Cream market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.
Get access to:
• Key consumer demographic groups driving consumption within the US market. The figures showcase the number of times consumers of specific ages and gender consume Ice Cream, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
• Market value and volumes over 2008–2018 for the US and nine other countries to give a global context
• The degree of influence that the 20 key consumer trends identified by Canadean have on Ice Cream consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group
• Insight into the implications behind the data, and analysis of how the needs will evolve in the short-to-medium term future
• Examples of international and US-specific product innovation targeting key consumer needs
Summary
• Consumers are indulging in Ice Cream for Fun & Enjoyment in their personal space and time
• The US is the most attractive Ice Cream market in the world in terms of volume consumption
• Women marginally over-consume Ice Cream compared to US men
• Older Consumers enjoy the highest number of Ice Cream occasions
• US consumers seek good value products; however, they can be persuaded to trade up for added indulgence
Reasons To Buy
This report brings together consumer analysis and market data to provide actionable insight into the behavior of US consumers. This is based on Canadean’s unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Ice Cream sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.
Definitions
Category classification and demographic definitions
Summary methodology
Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends
Market context
Consumers are indulging in Ice Cream for Fun & Enjoyment in their personal space and time
The US Ice Cream market, currently valued at US$12.4 billion, will witness relatively higher growth in the next five years
Take-Home Ice Cream dominates the US Ice Cream market with 44.1% of volume share
There were 39.7 billion Ice Cream occasions in the US in 2012, with the highest occasions witnessed among Older Consumers and Females
Across the globe, US Ice Cream is the largest market in terms of value and volume sales
The US is the most attractive Ice Cream market in the world in terms of volume consumption
Demographic cohort consumption patterns
Women marginally over-consume Ice Cream in the US compared to men
Older Consumers enjoy the highest number of consumption occasions
US men are ‘heavy frequency’ consumers of Ice Cream products
Mid-Lifers have the largest proportion of medium frequency Ice Cream consumption
Consumer trend analysis
Indulgence is the key motivation for choosing Ice Creams in the US
Comparing consumer trends’ influence on consumption of Ice Creams across major markets
The Changing Lifestyle mega-trend: Consumers are moderately motivated to seek Ice Cream that suits their lifestage needs
The Connectivity mega-trend: The Media has little influence over the consumption of Ice Cream
The Convenience mega-trend: The Busy Lives of consumers will drive demand for on-the-go Ice Cream products
The Ethics mega-trend: Ethical & Environmental issues have limited influence on consumption of Ice Creams in the US
The Experience & Enjoyment mega-trend: Indulgence is the primary need in Ice Cream consumption in the US
The Health & Wellness mega-trend: The majority of US consumers aren’t motivated to seek healthier Ice Creams
The Individuality mega-trend: Over a third of Ice Cream consumption is driven by the need for relaxation and comfort
The Trust mega-trend: Product safety is a basic consumer need rather than a differentiator
The Value mega-trend: US consumers seek good value products; however, they can be persuaded to trade up for added indulgence
Innovation examples
Manufacturers are innovating across categories to target the growing needs of US consumers
Global innovations on formulation and packaging can be a source of inspiration for US manufacturers
Recommended actions
Manufacturers should address US consumers’ desire for the best value products and guilt-free indulgence
Manufacturers should focus on the rise in demand for premium and indulgent Ice Cream
Appendix
An explanation of the sub-trends
Detailed methodology
About Canadean
List Of Tables
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List Of Figures
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