July is National Ice Cream Month, and as temperatures rise, so are consumer’ desires for their favorite frozen treats.
According to 84.51°, a retail data science, insights and media company helping Kroger and its partners create customer-centric shopper journeys, consumers are seeking value and are purchasing larger container sizes, such as pails (6 quarts), across brands. While traditional (1.5 quarts) and premium pints (0.5 quarts) outperform pails at sales touchpoints, pails sales increased 20 percent compared to last year.
The top selling ice cream flavors by the pail (in order) are vanilla, chocolate and Neapolitan. Consumers prefer the classics, but one unique flavor that is on the rise is birthday cake.
Although National Ice Cream Month is in July, sales data shows that shoppers bought the most ice cream later in the year, specifically in October. The reasons for that include:
- Seasonal transition - As temperatures decrease, ice cream serves as a bridge between summer and the upcoming festive season
- Seasonal flavors and promotions – Shoppers enticed by seasonal ice cream flavors and special discounts or promotions lead to increased purchases
- Post-summer stockpiling – As summer comes to an end, consumers may anticipate a decrease in ice cream availability or find discounted prices as retailers clear out their inventory
