Australians are becoming less tempted by tubs and cartons of ice cream. In 2009, 76% of grocery buyers put ice cream in the trolley at least once in the past 12 months; after four consecutive years of decline, it’s now 72%. But to better understand the source of the decline, we need to look at who buys ice cream, and how often.
Just 3% of grocery buyers buy ice cream tubs at least weekly—a rate consistent over the last five years. The proportion buying ice cream only every 4-6 months is also steady, at 10%.
Instead, all the decline stems from fewer people buying ice cream fortnightly (down 2% points), monthly (down 2%) or every 2-3 months (down 1% point).
The rate of purchasing increased only for the least habitual buyers: the proportion of grocery shoppers who buy a tub less often than every six months has risen gradually from 8% since 2009, and is now 9%.
Frequency of buying Ice Cream in tubs or cartons
Source: Roy Morgan Single Source (Australia), October 2008 – September 2013, average annual n = 19,469.
Geoffrey Smith, General Manager Consumer Products, Roy Morgan Research, says:
“Despite having a broader choice of flavours and healthier, ‘reduced fat’ product options available, Australian grocery shoppers are less inclined to buy ice cream.
“However, the decline is not uniform across the population. Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist marketers to pinpoint those Australians who are most likely to regularly buy ice cream.
“For instance, Australians in the ‘Career and Kids’ persona are over twice as likely as average to buy ice cream tubs or cartons weekly. These people are typically well educated, younger families working full time and paying off their suburban homes—but they’re also worried about their finances and mortgages, paying for their kids’ private schooling and keeping up with the Joneses.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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