On an ice market decreased in 2024 on the national level, partly due to unfavorable weather, The "Captain of the Category", Unilever, number one of the main segments, implements an ambitious innovation strategy, not only to bounce back, But to lead to the growth of the whole market.
If the ice market has somewhat melted in 2024, He still represented, At the national GMS level, 1,545 billion euros. The drop is 4,8 % in value and 3,3 % in volume compared to 2023, year, she, had experienced an increase in volume of 2,5% over one year. The 2024 market was penalized by particularly chaotic weather, which has favored the least sensitive formats for the weather, like the pot, and disadvantaged formats such as sticks and cones, The two largest segments on the market. otherwise, The different segments have been affected by a very strong evolution in the distribution of certain products and brands. In this market, Unilever lost 0,9 point de PDM (market share) in 2024, "Mostly due to magnum and gold card, which were among the marks affected both by the weather, but also by strong distribution movements linked to new ranges », Explain the group. However, Beyond these figures, The positive points announcing a better year 2025 are not lacking. The launch of Twister was very promising with his proposal for a "whirlwind of freshness" : in the season from April to September 2024, Twister made 0,7 % market share (and 7 % on playful ice cream), Despite a weather that was really not in favor of ultra-rafrain proposals ! Other success, Magnum Euphoria was the second best innovation in the department with a turnover of 5 million euros. And Snacking Magnum's proposals (Magnum candy) and ben & Jerry’s (Peaces) are already successful : Since their launch in September, They make 1 % of PDM in value.
Magnum "Beyond pleasure", Ben & Jerry’s at Brookie time
’Year 2025 will be marked, At Unilever, by many innovations. Chez Magnum, The Utopia range renews the ultra-glient with two new references resulting from new ice technology : "Marbler, To go beyond pleasure. This innovation results in notes of hazelnuts and caramel and a fruity reference with variations around red fruits. Like every year, Innovations will be strongly supported in the media, And Magnum will renew his presence on the Croisette during the Cannes International Film Festival, as well as on the clay of Roland-Garros. On the side of Ben & Jerry’s, The 2025 flagship innovation brings together the best of cookie and brownie for a Brookie inspiration recipe with the Brookieees reference & Cream. Be always more delicious, with activation and media plans up to the experience !
Fresh breaks for all tastes
For freshness breaks, Unilever also offers a whole range of innovations. Pour Croissant, it is, under its range of Italian ice cream, An innovation with mango that will enter the market : The sweetness of a mango ice cream to the softness of a white chocolate ice cream. The strawberry recipe will also be reworked to combine strawberry ice cream and vanilla ice cream, two sure values, in order to seduce the greatest number. And always freshness and fun for this year at Twister With Mini Mallow. This swirling and unprecedented innovation combines fruit with marshmallow (marshmallow). Finally, On the side of the bins, Carte d’Or Returns with two beautiful recipes of full fruit sorbets : Raspberry, return, and fishing, thus bringing variety to the department. All its innovations and permanent ranges will obviously be supported in promotions.
Unilever objective : create growth
More than 60 % growth in ten years in GMS ! Today, 89 % of French people consume ice, and Unilever is the leader and engine of this market with its three flagship brands. Magnum, leader in premium gourmet sticks (BGP), With 51 % PDM in value, and first national brand of the ice market (17 % PDM value). Ben & Jerry’s, number one of pots sales (40,4 % de PDM volume). Carte d’Or, First national brand of ice in baccalaureate. It is strong of his positions that UNIDEUR anticipates and, Above all, intends to be the main player in very strong market growth in the future. Its projection is +40 % in three years ! To achieve this, Unilever's plan is based on several axes, whose new features of 2025 are clearly the implementation. Develop the place of ice in snacking, which represents 70 % of consumption opportunities today. Increase the consumption of ice outside season. Ice makes you happy, And the goal is also to promote "reasonable pleasure", as well as the ultra-gourmandise that consumers are providing, and finally respond to moments of sharing. For all these axes, Innovate will be the nerve of dynamics, Because "innovation on the ice market is strongly sought after by the consumer".
Source : Nielsen IQ total GMS, including HMSM (food stores over 400 m2), The proximity circuits, Drive et SDMP (supermarkets predominantly own brands). Total of the year 2024.
