Behind the numbers
Ice cream tubs have grown by 16% in the past two years, and with premium brands spearheading this growth, how can retailers make sure they’re pricing their ranges correctly?
Many could review their Häagen-Dazs ranges. Forty-eight per cent of retailers charge up to £6.49 for its Vanilla 460ml variety, compared with the £3 set by 51%. Furthermore, 43% and 44% charge up to £6.39 and £5.99 for Salted Caramel 460ml and Strawberry Cheesecake 460ml, respectively. Carte D’Or Vanilla 1l is similarly priced, with 55% sticking to £3.50 and 44% going as high as £5.99. By contrast, most retailers stick to the most-common price across Ben & Jerry’s flavours, which is also the highest out of all lines analysed.
All three of the lines examined show similar pricing traits. They all have the same most-common price of £5.50, set by 86% (Chocolate Fudge Brownie), 85% (Phish Food) and 87% (Cookie Dough) of retailers.
Take-home ice cream price checker
BEN & JERRY’S CHOCOLATE FUDGE BROWNIE 465ML
Use the price-checker chart to see what the most common prices are for a key line in the category.
Retailer views on take-home ice cream
“I’ve got a floor chest freezer dedicated to take-home ice creams and lollies, and a Wall’s unit for single ice creams. Popularity depends on the type of customer. A single person won’t get a multipack, but a group of kids might get one because it’s cheaper overall. Most of the range is price-marked. We’ve got old-school brands, such as Franco’s, which do very well with older customers. I keep the range consistent all year round. We sell a lot more in summer, but it’s steady at Christmas, although I might put in a few more bags of ice.”
“We have two freezers for ice cream and lollies – one for multipacks and tubs, and one for singles. Singles are more popular. We try to avoid stocking price-marked packs because of the margins and the high cost of running the freezers. We also don’t offer any linked deals for the same reason – ice creams sell well enough on their own. We also don’t use any local suppliers and we have a few Spar own-label lines. We don’t change the size of the range depending on the seasons. We have two dedicated freezers, so there’s no need to change.”
Take-home ice cream price distribution
Use the price distribution table to see the range of prices being charged on 12 key lines.
Must-stock take-home ice cream
Use the must-stock products chart to see the percentage of retailers charging above, below and at the most-common price.
Read more Pricewatch and get expert product price comparison analysis and retailer insight on all the key products in your store
Data supplied by the Retail Data Partnership, a specialist data and EPoS supplier committed to serving the independent retail sector