In a very short period, COVID-19 has created many changes in the way we plan our day, family dynamics, work habits, attitude, future, anxiety and even stamina; but what has been immune to the virus, is the pleasure to enjoy your favorite frozen treat like ice cream.
Ice Cream and plant based frozen treats have been a staple and go-to for people around the world and unique in that it is enjoyed by just about everyone. The frozen treats are available to all both big and small without bias of age and gender or race and religion. Basically it does not see discrimination and that’s why I call ice cream the perfect food.
A beautiful and unique characteristic of the product line is it continues to be a go-to product that’s appealing to just about everyone. Ice cream is usually included in some emotional events such as celebration, mourning, remembrance, birthdays, anniversaries, weddings, disappointment or simply a well deserved treat. People usually smile when someone shouts “who up for ice cream?”
Starting March 2020, people in the United States experienced a shift in life of dramatic proportion, that caused a significant slowdown in what we understood as normal behavior, daily habits and ordinary life.
All descriptors have shifted, with “safer at home” the new slogan and wearing a mask is a new apparel accessory.
With all the unrest and disturbing news, people have gone to their personal favorite something to get through and brighten up a day. A product category that has spiked in sales since March 2020 is ice cream.
The summer season for ice cream was already upon us and interestingly enough the nasty virus caused people to grab ice cream and frozen novelty treats at a faster pace to help get to their happy place.
Here is a snapshot of articles showing ice cream sales trends starting back in November 2019 posted in Dairy Foods Magazine by Kathie Canning:
- November 15, 2019 article – 2019 State of the Industry: Ice cream and frozen novelties are hot and cold
- January 22, 2020 article – Retail ice cream sales tumble
- March 9, 2020 article – Reignite ice cream sales
- March 17, 2020 article – Good times for frozen novelties
- July 29, 2020 article – Retail ice cream sales see strong gains
What do trends suggest?
Humans have go-to products for indulgence to help get through periods of emotional highs and lows. The dairy and non-dairy frozen industry has experienced an upward shift in sales, mainly in retail and direct in-home delivery. The traditional scoop shop is not experiencing similar growth which may be the case for months to come.
Adding to conventional product trends.
There’s alcohol, tobacco and then there’s ice cream. While working with clients I mention that I believe COVID-19 offers a unique opportunity and period to expand or start a ice cream or plant based business.
With loan money at a low rate and landlords willing to have their space occupied at a reduced rate and comfort foods on the rise, I say the stars are aligned to look at opportunities closer.
Walk-in shops may not be visited as often as they once were, however a look at e-Commerce, home delivery and outside cart sales suggest healthy and increas business activity.
The trick is to come up with creative and non-conventional ways to get your product in front of the customer. Additionally, I say customers are more in tune than ever before attracted to new ways and exciting products. The virus has forced us to look at normal differently.
The opportunity to take your business to the next level is here and may not be again for a long time. As nasty as the Coronavirus is, those that can look past it, see a rare foot in the door opportunity to create and expand their product and business.
Customers are still out there spending money and most importantly are looking for comfort foods and treats to help get them through a challenging time.
Start-up entrepreneurs to established large companies are paying attention to the world situation and instead of counting days of doom and gloom, are pushing forward with strategies and take advantage of the interesting phase we are living through.
Want to get started?
Contact Darryl to get your business started or back up running. Learn how to draw customer attention and product awareness. Customers will thank you for your efforts.
Stay safe and stay positive.
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