Ice cream has grown to take up a larger proportion of the UK dairy retail market, with spend on the product increasing by 6.9% last year.
However, the Agriculture and Horticulture Board (AHDB) said ice cream’s increase in sales is driven by inflated prices rather than sales, as unit sales are down 4.4%.
The number of households buying in to the category remains “extremely high” at 9 in 10, but high prices mean that they are having to shop the category less frequently, and when they do, buy less.
AHDB said this will undoubtedly be the continued impact of the cost-of-living crisis, negatively impacting treating categories like desserts.
Although sales of ice cream rise in the summer months, with the UK summer weather becoming more unpredictable, AHDB said focus should be shifted to helping consumers view ice cream as less weather dependent.
68% of consumers who have eaten ice cream in the last three months often eat it with a dessert and 63% eat it when having an evening in.
46% of consumers who have eaten ice cream in the last three months often serve ice cream to guests when hosting at-home social gatherings.
Other opportunities for dairy
AHDB said it is not just dessert that presents opportunities for dairy, as cheese and butter “dominate” lunchtime occasions.
Cheese and butter are found in 24% and 15% of all lunchtime meal occasions respectively, with 65.5% of sandwich occasions featuring dairy.
Italian dishes also continue to gain share of total dairy occasions, as carbonaras, pasta bakes and spaghetti bolognaise all saw year-on-year growth.
AHD retail and consumer analyst, Tom Price, 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.”
Price said milk usage within coffee is also increasing, so providing inspiration to help consumers recreate more “premium” out-of-home coffee experiences within their homes could help boost milk sales.
