Two-thirds of US consumers find parity between grocers’ private label frozen desserts and their national brand counterparts
Ice cream is among the largest supermarket food categories, one of only 10 with double digit billion dollar sales, according to market research publisher Packaged Facts in the report Ice Cream and Frozen Desserts in the US, 9th Edition.
Given the high standing of ice cream among the food categories in retail groceries, it isn’t surprising that store brand/private label products are so prominent, accounting for nearly 20% of all frozen dessert sales, packaged and novelties combined, and as much as half the sales in the sherbet/sorbet/water ice category. Another reason for retailers to want in on ice cream sales via their private label products is that ice cream is an expensive category for retail stores, as it must be kept frozen and a lot of space must be given over to the category in order to keep up with the plethora of ice cream brands and varieties that consumers want to choose among.