CGA’s exclusive REACH solution—a survey of 38,000 people in 38 key countries, plus views from 600 operators—indicates that more than a quarter (27%) of global consumers around the world buy ice cream from the On Premise—and the figure soars much higher in countries including Brazil (42%), South Africa (39%), Portugal (37%), Argentina (35%), Taiwan (35%) and Italy (33%). It appeals right across the demographics, though purchases peak among younger adults and women.
REACH also flags what suppliers and venues can do to encourage people to buy ice cream while out of home. Platforms like Instagram, TikTok and Facebook are particularly important, as 72% of ice cream consumers have purchased a specific food or drink after seeing it on social media—6 percentage points more than the average among all consumers. Three in five (59%) say they enjoy new experiences in hospitality—5 percentage points above the average—so positioning brands as fresh and exciting can be effective.
The appeal of ice cream in the On Premise aligns with the way in which many consumers view the sector as an indulgent treat.
Although healthier options have increased in popularity in recent years, nearly 2 in 5 (38%) state that they ‘always’ indulge and treat themselves when visiting the sector. A further 2 in 5 (40%) state that they like a mixture of indulgent or treat-worthy options and healthy choices, highlighting the role of the sector as one in which the at-home ‘better-for-you’ choices are replaced by a desire for indulgence.
Consumers are as attached as ever to classic ice cream flavours. Chocolate (chosen by 57%) is the most popular choice, ahead of vanilla (53%) and strawberry (44%). Beyond this big three come a long tail of other flavours, led by pistachio (28%), cookies and cream (28%) and banana (26%).
James Ashurst, CGA by NIQ’s foodservice client director, said: “These figures show there is so much potential for dairy businesses in the global On Premise. This is a great channel in which to drive volume and value, but it’s also a brilliant place to encourage trial of new brands or products, build brand equity and advocacy that will translate into retail sales at a time of increasing competition from private-label products. However, it’s a complex landscape with some subtle but significant differences from place to place, so an in-depth and localised understanding of consumers’ behaviours and needstates is crucial. Our REACH research can provide the starting point for effective On Premise strategies, including memorable activations and compelling social media moments.”
CGA by NIQ’s REACH service delivers sharp, up-to-the-minute and channel-specific insights that enable suppliers to track consumers’ engagement with milk and many more categories. It is complemented by other solutions including sales measurement, outlet databases and operator research to help map markets and distribution points and meet the needs of venue operators. To learn more, contact James Ashurst here.
