By Dann Lennard.
The pandemic has led to greater consumer demand for premium ice cream.
The worst of the pandemic may be behind us, but its residual effects are everywhere to be seen, such as Australian consumers’ increased demand for ice cream, most notably premium brands.
Bulla Dairy Foods Head of Category Chris Martin says out-of-home consumption was restricted during the pandemic and its lockdowns.
“The ice cream category, in particular the premium end of the market, played a significant role in fulfilling consumers’ need for indulgence and as a mental escape from the pandemic,” he said.
Kim Douglas, co-owner of Queensland-based company Lick, agrees that people denied an opportunity to eat out regularly chose to redirect their disposable income towards buying premium products, such as higher-end ice cream.
One step her company took to capitalise on this need in the marketplace was custom-making flavours.
“As restaurants have come back to us and asked for particular flavours, if we feel this flavour may work in a retail environment, we make it in a retail-size pack,” Ms Douglas said. “An example of this is Biscoff or gingerbread. We packaged them into retail packs and marketed them to our independent chains and delicatessens, who loved them.”
Golden North Ice Cream Brand Manager Ivy Lee says the company innovated during the pandemic through communication on shelf – by applying indulgence visual cues and colours to deliver a compelling premium message on the shelf through packaging design – and flavour offerings.
“We’ve recently launched Sea Salted Caramel flavour in our popular two-litre and Giant Twins range – an exquisite flavour combining sweet and savoury experience on a rich flavour profile,” she said.
Read more about the ice cream brands in the October issue of Convenience World.
