The buyer: snacking market is set to grow

Grocer, March 8, 2008 by Andrew Kenny

The trend that dominates is customers trading up into luxury ranges such as Ben & Jerry's and Haagen-Dazs, and Asda's own-brand Extra Special is reaping the benefits.

In the next year I expect to see a rise in the number of ice cream snacking ranges for customers to tuck into in front of the TV. Everyone now sees it as a way to increase participation outside the summer months and boost year-round sales. One of the most interesting innovations in this area is the new Magnum Mini, which is half the size of a standard Magnum. It should be a big hit in 2008.

I also expect to see more of a move to healthy smoothie hand-held SKUs for adults and children, although indulgence continues to be important.

Asda's new Extra Special ice cream range, for example, which we launched in April last year, has been a huge hit.

The ice cream desserts market is one to watch over the next 12 months too, as the convenience of products with no defrost time has an effect.

Andrew Kenny

Ice cream and frozen desserts

buyer, Asda