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Thriller in vanilla: Bulla scoops ice cream market

Source: Roy Morgan Single Source (Australia), January - December 2012, n = 21,539

Whether your taste is vanilla, French vanilla, vanilla Nirvana, vanilla bean and elderflower, Madagascan vanilla with salted caramel or something more exotic, chances are you’ve bought a tub (or more) of ice cream in the past month.

Last year, 62% of Australia’s 13.1 million grocery buyers aged 14+ bought an ice cream tub or carton in an average four week period—although that’s actually almost 500,000 fewer than did in 2011, the latest research from Roy Morgan shows.

Bulla leads the pack with almost one in three ice cream buyers taking home the brand—up from fewer than one in four in 2008—ahead of another centenarian producer, Peters, whose market share has declined over the period from 38% of buyers to 30%, and Streets at 17%.

The popularity of Peters and Streets is highest among grocery buyers aged over 50, while younger shoppers overwhelmingly choose Bulla.

In a category dominated by these players—with an almost 300-year combined market presence—Coles and Woolworths’ own ice creams have both gained over a 10% share of the market in only a few years.

I scream, you scream, we all scream for:

I scream, you scream, we all scream for

Source: Roy Morgan Single Source (Australia), January - December 2012, n = 21,539. 
Base: Australian grocery buyers 14+ who bought ice cream tub or carton in the last 4 weeks, n = 10,302.

To compete at both ends of the marketplace, the supermarkets have released both cut-price standard and ‘premium’ ice creams: Crunchy Honey, Caramel & Macadamia, anyone? Or perhaps Honey, Fig and Ginger?

A higher proportion of women have purchased ice cream in the last four week: 65% of female compared to 57% of male grocery buyers.

Tasmanian shoppers are the most likely to buy ice cream, at 64%, while in South Australia only 59% buy a tub or carton in an average 4 week period.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Five years ago, Peters dominated the ice cream tub market. However, since then Bulla has successfully grown its market share — particularly among younger buyers.

“Roy Morgan Research data shows that Coles and Woolworth’s home-branded ice cream tubs are proving popular among younger buyer who may not have the same loyalty to the older, iconic brands.“

Go to our online store to find an extensive range of Food Profiles, including the Ice Cream Tub or Carton buyers profile and more, or our range of Media Profiles including the Internetsocial mediatelevisionpay TVradio and more. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia

For more information or comments please contact:

Norman Morris
Industry Communications Director 
Office: (03) 9224 5172             
Mobile: 0402 014 474
Norman.Morris@roymorgan.com