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New Ice Cream Product Project In Uk Market

2024 words - 8 pages

1. Analysis of the Marketing Situation

1.1 ECONOMIC TRENDS
Population
The UK population rose by 0.3% from 2001 to 2002 and is predicted to rise by 10% to 65 million over the next 25 years, the majority of that increase due to immigration. These National Statistics projections are significantly higher than previous estimates and will obviously impact on the food industry.
Table 1UK Resident Population by Sex (000), Mid-Years 1998-2002
Source: Annual Abstract 2002 and Government Actuary's Department, National Statistics website © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen's Printer for Scotland)

Household Disposable Income
Household disposable income was up by 3.9% from 1999 to 2000 and, according to National Statistics, reached £686.40bn in 2001.

Source: Annual Abstract of Statistics, National Statistics website © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen's Printer for Scotland)

1.2 Ice Cream Market Analysis
The ice cream market has been experiencing sales growth roughly in line with that of the food market as a whole in recent years. Since 1999, the ice cream market has continued growing. The background of increased spending on food products in general has created favorable conditions to push average spending levels in this market. Suppliers and retailers have responded by developing more premium products, which has been positively received by consumers.
Source: Key Note

Source: As above

Above two tables show that nearly half of take home Ice cream sale in total and more than half take home Ice cream are multipacks style.

The take-home market allows consumers time for a more considered choice and, while brands continue to play an important role, an increasing proportion of sales are now being taken up by own-label products. Supermarkets have improved quality to such a degree that retailer own brand is no longer regarded as second best in the eyes of consumers and offers a real challenge to the sales of branded items.

2. Analysis of Consumer Behavior

Source: Target Group Index (TGI), BMRB International Ltd, 2003
Ice cream is not essential purchases but enjoy a high level of market penetration. The best-selling product in these terms is ice cream in tubs and blocks.

Source: As above
It can be seen that women are the major buyers across all categories in this market. This is unsurprising given that they remain more likely to carry out household shopping and food buying for the family. Women are more likely to work part time, or not at all, and in many homes women still tend to carry the traditional housewife role even when work commitments are substantial. However, the gap in penetration levels for ice cream is fairly narrow with just two percentage difference.

Source: As above
Above table shows that ice cream in particular has a relatively young age profile. The youngest age group has the...

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