Follow our advice to make more lolly

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

With 67 million single ice creams sold last year, 10% up on the year before*, Impulse Ice Cream is the second most impulsive category after confectionery. Also, it may surprise you that 22% of sales take place over the winter months. Ice cream is a year-round impulse opportunity with a massive 56% increase in afternoon ice cream snacking. Merged with the rapid growth in Take-Home Ice Cream products, as diners swap meals out for meals at home during the pandemic, the Ice Cream category can generate attractive sales. Check out our advice below to ensure your Impulse and Take-Home Ice Cream offerings meet your shoppers growing demand:

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