Research (and history) tells us that, during times of economic hardship or recession, consumers tend to look for smaller, more immediate moments of indulgence that don’t require big spending. Things that are instantly gratifying and rewarding therefore tend to see spikes in popularity. This is known as “the lipstick effect”, although we like to think of it as “the ice cream effect”. See what we did there…
Trend forecasting agency WGSN has identified 2 key consumer trends for the next year^
1. Surge in ‘pleasure seekers’ – These are the people who embrace food, actively seeking indulgence and taking joy in eating and drinking.
2. Nostalgic foods – Facing a challenging present, memories of better times have drawn consumers of all ages to childhood treats and nostalgic products.
So, what does this mean for you as a retailer?
All this offers a great opportunity for convenience retailers, as you can easily meet the needs of consumers as their behaviours shift in the months to come. Just make sure you’re ready with the right range and products to give consumers what they’re looking for!
So, you’re already in the right place. From ‘True to Pleasure’ Magnum, to nostalgic Twister and Calippo: we’ve got the range to meet the needs of your customers.
Find out more about the point of sale available from Wall’s to help your ice cream sales boom.
^WGSN, “Cost of Living: Budget-Conscious Food & Drink”, April 2022
*Channel performance; Lumina Intelligence, June 2022; Category; Sales out total wholesale, July 2022; Bidfood own data
**Nielsen GB Total Cover YTD to 24/09/22
