Americans are big consumers of frozen desserts, making the US share of the global market almost one-third. And, new figures from Packaged Facts suggest that the recession has not put them off their appetite.
According to its market data, US sales increased 2 per cent in 2009 to reach $25bn.
Deals and discounts
Historically, the frozen desserts business has held up well in previous downturns, as they represent relatively inexpensive luxuries. But this time round, Packaged Facts said marketers and retailers have used a variety of discounts and deals to retain consumer interest.
Packaged Facts publisher Don Montuori said: “The recession has raised consumer commitment to finding the best price/value balance in their frozen desserts.
“Manufacturers, retailers, and foodservice operators are all working to keep consumers happy by offering a wide assortment of deals.”
Another factor that has helped maintain sales growth has been a steady flow of new product launches.
Packaged Facts said these launches could influence a change of direction in the market and help take it towards a predicted value of $27bn by 2014.
Breaking up these launches into niches, Packaged Facts said a lot of the new desserts are targeted at socially conscious consumers and foodies, looking for simple products from identifiable, often local, sources.
Dessert makers have also been working to make products healthier, not by removing fat and sugar, but by adding healthy ingredients like probiotics and Omega 3.
Packaged Facts expects the healthy aspects of yoghurt cultures to help cause sales growth of frozen yoghurt to outpace other frozen dessert categories between now and 2014.