Abstract
Since Mintel last reported on the frozen dessert market in February 2006, there has been a subtle change in fortunes and overall value has returned to growth. Retail sales value increased by 2% in 2007 to reach £258 million.
Reducing their reliance on heavy discounting, manufacturers and retailers have turned to premiumisation as a means of securing the category' s future. At the same time, they have acknowledged consumer demands for products that are free from artificial flavours, colours, preservatives and hydrogenated fat to produce desserts closer to those which consumers like to think they could produce at home (given the time and expertise).
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