Follow our advice to make more lolly

Seasonal advice to flex & grow your ice cream sales throughout the year

By offering the right mix of impulse and take home ice cream, the category has the potential to be a year round sales driver for retailers; 81 million single Ice-Creams were bought in retail stores last year making with an estimated value to the sector of £120M it’s easy to see why Ice-cream is the second most impulsive purchase after confectionary. Add to this a 57% growth in afternoon snacking, which has become the fastest growing ice-cream occasion accounting for 33% of all ‘eat at home’ frozen sales in convenience and it’s easy to see how ice cream has become the jewel in the crown of convenience retailers. By offering a mix of the core impulse singles in the impulse cabinet, and also making space for a range of the best-selling tubs and desserts such as Ben and Jerry’s and Viennetta, retailers can generate strong incremental Impulse and Take Home sales this winter. Check out our advice below to make sure you are giving your customers the optimum range”.

Unilever Category Director

Impulse Ice Cream Category

Check your fixture against our recommended ranging and merchandising plans

Take Home Ice Cream Category

Check your fixture against our recommended ranging and merchandising plans

Tailor your range to your store’s area

Quickly check the affluence of your customers to ensure you are meeting their needs by stocking the right brands and SKU’s. Simply visit Street Check to double check your customers’ affluence and check your range.

Advice for Low Affluence Stores

  • Low affluence shoppers typically buy more kids ice cream products and multi-packs.
  • Focus on core family brands.

Advice for High Affluence Stores

  • In high affluence areas, range more tubs and dessert ice cream options.
  • Consider adding healthy options such as dairy free, vegan and low fat.
  • Include on trend flavours and NPD (new product development) to your range

Arif Ahmed

A Retailer’s View

We used to stock value products but found that they didn't sell. We looked at the advice on the Partners for Growth website and made changes according to the planograms and best seller recommendations. Our ice cream sales have increased by nearly 30%. I'm thrilled!

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Award winning category management advice for growing your sales based on knowledge and insight from Unilever category experts, plus business advice from our Retailer Advisory Panel of award-winning UK convenience retailers.

*Unilever retailer survey