Frozen - ice cream 2024: brands enjoy ice cream tub revival

Ice cream’s looking hot again. Tub volumes are down just 0.6% – a marked improvement on the 8.9% decline we reported last year (albeit under different methodology). Sales of handheld ice cream have similarly improved, with the sector’s volumes dipping just 1.3% versus 13.9% in 2023.

“After a challenging 2023, ice cream volume decline slowed as the category regained some of the distribution lost after HFSS implementation,” explains Magda Markowska, NIQ insights team manager.

Amid this recovery, brands have benefited most. That’s particularly evident in tubs, where branded volumes are up 2.3% against a 3.1% decline for own label.

Once again, Mackie’s of Scotland is the top 10’s biggest hit. Its value has soared 27.4% on volumes up 22.6%. This performance is due to “a few key factors” including wider distribution, says Will Dixon, the brand’s head of sales. For years, only Scottish shoppers had access to Mackie’s full range. Listings across the rest of the UK have changed that.

“This started with nationwide listings in Sainsbury’s in 2022, with other supermarkets following suit when we demonstrated our additional flavours’ popularity,” says Dixon.

Tesco, Asda and Morrisons all expanded their distribution of Mackie’s in 2024.

As a result, the brand has avoided the volume declines of tub rivals Carte D’Or, Kelly’s and Wall’s, which sold 1.3 million fewer litres combined. A key reason for this was unreliable weather. This year’s “unsatisfactory summer impacted sales of segments that rely on good weather”, says Markowska.

She points to kids’ lollies as another example. Powerhouses Wall’s and Rowntree’s are down in volumes by 3.5% and 14.2% respectively, across such lines as Twister and Fruit Pastilles. By contrast, handheld brands that cater to evening snacking have made gains. “Cadbury Dairy Milk and Oreo are continuing their success in the snacking space,” notes Markowska. The same can be said for Cornetto. Between them, the three brands are worth an extra £17.6m.

Says Jennifer Dyne, general manager for ice Cream at Cornetto owner Unilever: “Our priority is to make ice cream an all-year-round favourite with consumers.”

Read more: Ice cream 2023: Mackie’s bucking the trend in tubs