Comparing the prices of take-home ice cream

Behind the numbers

Ice cream sales are worth £790.6m in convenience, and take-home formats are more of a year-round purchase opportunity thanks to their better value. How can retailers ensure they’re pricing the category correctly? 

As with last year, Häagen-Dazs presents an opportunity for those stocking it: 72% of retailers are charging as much as £6.99 for both its Vanilla 460ml and Caramel 460ml varieties, nearly double the £3.50 set by 28%. Elsewhere, 68% are widening margins on Wall’s Viennetta Vanilla, pushing above its most-common price of £1.75, with some going as high as £3.99. 

On the other hand, the Ben & Jerry’s lines examined are kept at their most-common prices by a vast majority of retailers: 93% are sticking to Chocolate Fudge Brownie 465ml’s most-common price of £6.25, with 90% doing the same for Cookie Dough 465ml. This is comfortably the highest most-common price out of all the lines examined this week.