Take-home is taking over

Nights in driving category performance

Haagen Dazs
Häagen-Dazs enjoyed double-digit growth for its tubs during lockdown.

TAKE home sales of ice cream have been picking up as a result of the coronavirus pandemic, as consumers continue to spend most of their time at home.

Kat Jones, marketing manager for ice cream at General Mills – the firm behind Häagen-Dazs highlighted Nielsen figures from the four weeks to April which showed the impact lockdown had on category performance.

“We have seen a significant rise in sales. Luxury ice cream is performing exceptionally well and ahead of the category; Häagen-Dazs in particular has seen a 27.8% uplift in sales, with our tubs performing ahead of the category at plus 32.2%,” she said.

Jones said that limits on socialising outside the home had driven category growth “Getting together round the table to enjoy a meal as a family or group of housemates has become the new going out,” she said.

Coronavirus restrictions aren’t the only thing that has been driving take-home ice cream sales for Häagen-Dazs.

Jones also highlighted improved performance for Häagen-Dazs mini cups, which she said had also received a boost in sales since rolling out in smaller case sizes to the convenience sector.

“Providing smaller formats – six cases instead of a 12 – to independent retailers has contributed to the uplift,” she said.