Pricwatch: 10 May, 2019 - Ice Cream

Analysis

Stocking single and multipack ice cream is a great way to increase basket spend as summer approaches. Magnum is a popular brand, and most retailers stock it at an average of 10p above Booker’s RRP.

Large-format supermarkets don’t tend to stock single-pack ice creams, so retailers should take the opportunity to stock up on these impulse buys ahead of the warmer months.  

According to the price distribution table, 37.9% of retailers stock Cadbury Flake Ice Cream 99 at the £1.80 RRP, which is lower than the average retail price. Retailers in residential areas – where there’s likely to be competition nearby – tend to sell ice creams at RRP, or slightly lower, particularly Magnum. However, a retailer in central London is charging more, suggesting they aren’t worried by price comparisons. 

While freezers tend to be located at the back of stores, many retailers stock single products near the entrance to drive sales. 

Profit checker

Price Price distribution %

Price checker

PRODUCT AVERAGE UK RETAIL PRICE BOOKER RRP SEASIDE SHOP IN DORSET RESORT SMALL C-STORE IN NORTH MANCHESTER SUBURB POST OFFICE AND SHOP IN SUSSEX VILLAGE HIGH STREET C-STORE IN CENTRAL LONDON SEASONAL SHOP IN CORNISH CARAVAN PARK PETROL FORECOURT ON APPROACH TO LARGE DERBYSHIRE TOWN CO-OP (N.London) SAINSBURY'S LOCAL CO-OP (W. London)
WALLS MAGNUM CLASSIC 110ML £1.93 £1.90 £2.00 £1.89 £2.00 £2.49 £2.00 £1.90 £1.80 £1.80 £1.90
WALLS MAGNUM WHITE CHOCOLATE 110ML £1.94 £1.90 £2.00 £1.89 £2.00 £2.49 £2.00 £1.90 £1.80 £1.80 £1.90
CALIPPO ORANGE 15ML £1.14 - £1.40 £1.19 £1.49 £1.59 £1.15 £1.15 £1.00 £1.00 £1.05
TWISTER STRAWBERRY LEMON AND LIME 80ML £1.16 - £1.30 £1.29 £1.49 £1.59 £1.20 £1.15 £1.00 £1.00 £1.05
BOBBYS LOLLY £0.30 - - - - - - £0.30 - - -
WALLS FEAST 90ML £1.11 £1.00 £1.30 £1.39 £1.49 £1.79 £1.20 £1.10 - - -
MAGNUM ALMOND 100ML £1.97 £1.79 £2.00 £1.89 £2.00 £2.49 £2.00 £1.90 - £1.80 -
MAGNUM MINT 110ML £1.95 £1.90 £2.00 £1.89 - £2.49 £2.00 £1.90 - £1.80 -
CADBURY FLAKE ICE CREAM 99 CONE 125ML £1.83 £1.80 - £1.90 - - £1.95 £1.85 £1.65 - £1.75
SOLERO EXOTIC 90ML £1.44 £1.40 £1.80 £1.39 £1.89 £1.89 £1.45 £1.40 - £1.00 -
MAGNUM DOUBLE RASPBERRY 88ML £2.00 £2.00 £2.20 - £2.00 £2.49 £2.00 - £1.90 - -
CORNETTO STRAWBERRY 120ML £1.43 £1.40 £1.60 - - - £1.50 £1.40 - - -
Data supplied by
Data supplied by

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Drive your profits

Aman Uppal     Avatar

Aman Uppal

One Stop Mount Nod

Location: Coventry, West Midlands

Size: 1,800sq ft

Type: Village

Top Tip
Keep your ice cream well stocked as the weather warms up
We stock all our ice cream at RRP, unless they are on promotion. We sell them all year round, near the entrance to the store. Sales tail off around December through to February, so we tend not to order during these months. Our most popular range is Magnum; the Classic is always a great seller, as are any new varieties. As a One Stop, our ice creams are featured in meal deals, so customers can purchase Calippo, Twister and Feast, as well as a sandwich and a drink, which is always popular throughout the summer.
Sharon Walker Avatar

Sharon Walker

Store Sandylands Spar

Location: Kendal, Lancashire

Size: 1,000sq ft

Type: Residential

Top Tip
Get to know your customers to find out what you should be stocking
We always follow Spar’s recommended price. Our ice creams are located near the entrance so customers can see them the moment they enter the store, and they are on display all year round. Our single and multi-pack ranges sell well throughout the year. Our most popular products are always ice pops and ice lollies, as they are quick and easy, and are also sold all year round. To increase sales, every retailer should get to know their customers, and make sure they talk regularly to them about their needs.
Alan Fincham Avatar

Alan Fincham

One Stop

Location: Banham, Norfolk

Size: 2,000sq ft

Type: Residential

Top Tip
Merchandise well, keep fully stocked and have a large range
As a One Stop, we mostly go by RRP as we find them perfectly reasonable. Last year, we had ice creams on display all year round, which can work well if they are on promotion. We decided against it this year, as sales tend to drop during winter, and we wanted to use the space for other products. I find our sales are affected by the location of our ice creams, so the positioning is vital; we have the display right by the tills near the entrance. We also keep a full range of ice creams so customers have a choice and keep returning.
Harjinder Ruprai Avatar

Harjinder Ruprai

Ruprai Food & Wine

Location: King’s Heath, Birmingham

Size: 2,000sq ft

Type: Residential

Top Tip
Talk to your customers about their needs and stock a variety of products
We keep our ice cream at the RRP and stocked all year round. Sales are better in the summer, especially during a heatwave, but ice creams still sell quite well during the winter. My most popular product is Magnum, which is a brand my customers trust. During the summer, ice creams tend to be purely impulse purchases, but they are more premeditated buys in the winter. I change my stock depending on the season; Twister is a key choice in the summer, whereas I’ll stock more Magnums in the winter.

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