Men have tucked into ice cream on 52% more occasions in the past year than they did in 2010, according to analysis by Kantar Worldpanel.
This article is part of our Ice Cream Report 2014.
Nevertheless, men are still eating less ice cream than women. Men have tucked into ice cream on 53.2 million occasions over the past year, compared to women’s 64.9 million.
This fact presumably hasn’t gone unnoticed by Unilever, which launched Cornetto Choc N Ball – ‘the ultimately manly ice cream’ – in March to encourage greater ice cream consumption among men.
| OUT OF HOME OCCASIONS (M) | CHANGE | ||||||
|---|---|---|---|---|---|---|---|
| 12 m/e Feb 2010 | 12 m/e Feb 2011 | 12 m/e Feb 2012 | 12 m/e Feb 2013 | 12 m/e Feb 2014 | y-o-y% | 4-year change | |
| Child 1-4 | 21.9 | 20.5 | 28.8 | 21.5 | 27.2 | 26.5% | 24.2% |
| Child 5-9 | 32.3 | 36 | 24.9 | 29.2 | 33.2 | 13.7% | 2.8% |
| Child 10-15 | 19.4 | 25.7 | 25.1 | 21.7 | 27.4 | 26.3% | 41.2% |
| Children | 73.6 | 82.2 | 78.8 | 72.4 | 87.8 | 21.3% | 19.3% |
| Male 16-24 | 5.4 | 6.6 | 5.3 | 6.5 | 5.9 | -9.2% | 9.3% |
| Male 25-34 | 3.6 | 9.1 | 7.3 | 8.1 | 10.1 | 24.7% | 180.6% |
| Male 35-44 | 8.3 | 9.3 | 7.1 | 5.6 | 10.4 | 85.7% | 25.3% |
| Male 45-54 | 5.7 | 8.1 | 4.3 | 9.1 | 8.8 | -3.3% | 54.4% |
| Male 55-64 | 5.9 | 5.6 | 4.7 | 4.7 | 8.8 | 87.2% | 49.2% |
| Male 65+ | 6.1 | 7.2 | 7.8 | 8.8 | 9.2 | 4.5% | 50.8% |
| Men | 35 | 45.9 | 36.5 | 42.8 | 53.2 | 24.3% | 52.0% |
| Female 16-24 | 6.8 | 6.1 | 6.9 | 12 | 9.8 | -18.3% | 44.1% |
| Female 25-34 | 11.6 | 12.1 | 10.9 | 11.2 | 13.4 | 19.6% | 15.5% |
| Female 35-44 | 8 | 9.1 | 7 | 7.5 | 9.7 | 29.3% | 21.3% |
| Female 45-54 | 8.2 | 11.3 | 8.9 | 7 | 9 | 28.6% | 9.8% |
| Female 55-64 | 6.6 | 7.3 | 9.2 | 9.7 | 10.1 | 4.1% | 53.0% |
| Female 65+ | 10.1 | 10.4 | 10.6 | 8.7 | 12.9 | 48.3% | 27.7% |
| Women | 51.3 | 56.3 | 53.5 | 56.1 | 64.9 | 15.7% | 26.5% |
| ALL CONSUMERS | 159.9 | 184.3 | 168.9 | 171.2 | 205.7 | 20.2% | 28.6% |
Read more of our Ice Cream Report 2014.
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