Distribution within the £834m take-home ice cream market is, as is the case in the majority of food markets, dominated by grocery multiples. With distribution in the hands of relatively few retail players (themselves with quality brand images), and with easy access to quality own labels which can rapidly imitate branded goods, the retailers have a controlling stake in the take-home ice cream market. However, manufacturers own the brands that consumers want to buy and it is important for retailers to offer a full range to meet consumer needs. Multiple grocers now account for 72.5% of sales of take-home ice cream. Freezer centres have also performed well, helped by the growth of Iceland and its home delivery service. The most popular way of eating ice cream is by itself, with 50% of housewives consuming it without any accompaniment. This confirms the appeal of ice cream as an indulgence in itself, particularly in its more complex and sophisticated forms, for example in the premium and super premium segments. However, ice cream is also popular as an accompaniment to other desserts, with 39% eating it in this way. This reflects the breadth and versatility of ice cream in its suitability to be served in a number of ways. In terms of season, almost equal proportions of housewives serve ice cream all year round and most usually in summer, suggesting that housewives view consumption as not being defined solely in terms of season, but by other factors, such as family activities and a desire for indulgence. {{P&P }}