Page 49 - Retail World Magazine Jan/Feb 2021 TOB

“But overall, there’s been a big shift in terms of ice cream’s popularity.” Mr Palmer says this is due to people looking for occasions to indulge themselves when forced to spend more time than usual at home. “What better way to indulge than with ice cream, a category that’s been a big benefactor of at-home self-care?” he said. The reason ice cream has performed so well compared with many other categories is because it offers a range of varieties, fits into many different occasions and has price points to match varying budgets, Mr Palmer says. He adds that over the past six months he has eaten ice cream as a dessert and a general snack, while also enjoying it as “part of a movie night or something like that”. “I’d emphasise that ice cream lending itself to many different occasions is a prime factor for its popularity. As to summer, the weather speaks for its appeal and popularity.” Mr Palmer says the interesting question will be whether ice cream retains its “competitive edge” in supermarkets as restrictions ease and people treat themselves in a variety of ways. Ice cream trends Mr Palmer says the “premiumisation” of ice cream, its licensing for NPD and “excitement generation”, brand collaboration and plant-based alternatives are all growing trends in the category. “Premiumisation has been going on for a long time,” he said. “Brands have to keep up the novelty aspect of ice cream to justify high price points. This has resulted in manufacturers coming up with new and fun ice cream, such as Connoisseur’s Australian Native Collection and Magnum’s Ruby range.” Licensed ice cream, which relates to leveraging a brand or flavour that exists in another category, isn’t about mainstay flavours that will stick around for a long time, but rather flavours that will endure for two to three years, Mr Palmer says. Then there’s collaboration between brands, such as Drumstick and Messina, that have made it possible to buy ice cream for premium occasions – usually outside the mandate of grocery – at affordable prices in supermarkets. As to the plant-based movement, Mr Palmer cautions that the strength of the movement should not be underestimated. “The movement is sweeping through more than just ice cream, but in the ice cream category its momentum is clear with big brands such as Connoisseur and Magnum buying into it and investing in it as a subrange,” he said. “Finding dairy substitutes means that plant-based foods like coconut, with its own very specific flavour, will be used far more frequently.” ICE CREAM HAPPY AS LARRY WITH ICE CREAM AT HAND Harry & Larry’s Director Lawrence Harris says the ice cream market has been “buoyant”, particularly in Victoria where people have been buying ice cream as a treat during lockdowns. “During tough times and recessions consumers often turn to food and drinks that provide comfort or a little bit of joy – hence the upswing in sales of chocolate, ice cream and, of course, alcohol this \\\[past\\\] year,” he said. Production of ice cream ranges has been consistent, he says, except among companies that have contended with supply issues due to sourcing their packaging from overseas. “Disruption with overseas production and transport, particularly from China, created issues for some manufacturing companies, but most are back to normal now,” Mr Harris said. He emphasises that Harry & Larry’s was fortunate to continue production throughout the pandemic as food was classified as an essential service. “Obviously, we had to put Covid Safe practices in place, but most food manufacturers already have stringent hygiene standards, so it wasn’t a huge issue,” Mr Harris said. “Staff in the factory were put on rotating rosters and the office staff all worked from home, so we were able to keep up with demand. “We were also fortunate to be able to freshen up the look and feel of our product with new packaging, which is now more easily recyclable than the previous plastic tubs we used.” The launch of a “new look and a new flavour”, Chocolate Peanut Butter & Fudge, enabled the brand to “capture people’s attention in a time when many consumers had “different buying habits”. “Our launch has been a success to date,” Mr Harris said, adding that the company expected strong sales this summer. Addressing consumer support for Australian made products and Australian owned companies, with impetus from social media and initiatives such as the Buy Aussie Now online marketplace, he said: “Harry’s is proud to employ local workers and use dairy from Australian farmers, keeping its investments, including Bundaberg Rum Ice Cream, in the industry in Australia.” New product developments are always on the horizon, adds Mr Harris, with the team “looking to trends in other food groups or overseas when considering adding flavours to its range”. “Increased interest in food allergies, vegan and dairy free options, along with unique ingredients or flavour combinations, is always on our radar,” he added. “However, at the end of the day, what Harry’s fans tell us they want is the most important decision for us.” JAN/FEB, 2021 RETAIL WORLD 47