The Agriculture and Horticulture Development Board (AHDB) has encouraged retailers to change ice cream marketing to promote year-round sales.

AHDB observed that spend on ice cream had “grown significantly”, but said that this was driven by inflated prices rather than sales, as units were down 4.4%. The number of households buying in to the category remained “extremely high” at nine in 10, said AHDB, but high prices meant that they were having to shop the category less frequently.

“This will undoubtedly be the continued impact of the cost-of-living ‘crisis’ negatively impacting treating categories like desserts,” stated the trade body.

Retailers encouraged to use less weather dependent advertising

As the UK summer weather becomes more unpredictable, AHDB said the focus should be on helping consumers view ice cream as less weather dependent. It encouraged processors and retailers to promote ice cream as a “year-round indulgence”, not just a way to cool down on a summer’s day.

AHDB said retailers could “tap into” these ice cream trends and encourage evening consumption by communicating things like “movie night”, “date night” or “dinner party dining”, and by pairing inspiration and co-merchandise with relevant complimentary products like desserts, fruit or meal deals.

Cost conscious customers look for simple meals

Cheese and butter reportedly “dominated” lunchtime occasions, being found in 24% and 15% of all lunchtime meals respectively, and 65.5% of sandwiches featuring dairy.

AHDB found that Italian dishes also continue to gain share of total dairy occasions, as carbonaras, pasta bakes and spaghetti bolognaise all saw year-on-year growth (52 w/e 12 May 2024).

Tom Price, AHDB retail and consumer insight analyst, said: “Cost conscious consumers have been making increasingly simpler meals with fewer ingredients in an attempt to save money. Therefore, a key focus to boost dairy usage should be on promoting the use of dairy as a ‘treaty’ extra ingredient or topping to add flavour to meals.

“Pasta dishes are a key area where added dairy can be used to enhance meals, for instance by promoting recipes that include cheese, or encouraging the addition of ice cream or cream to desserts to boost enjoyment through indulgence.”