For women aged between 18 and 34 have been the biggest contributors to the growth in demand for luxury ice creams with the number of eating occasions they enjoyed up 26per cent since 2014.
But the Bridget Jones generation are leading the way with the latest research showing that as the unreliable British weather hampers outdoor excursions, more people are tucking into ice cream from the comfort of their couch.
The study by Kantar Worldpanel for trade magazine The Grocer found that that ice cream is increasingly associated with “relaxing together time” in front of the TV – and more likely to feature premium or luxury ice cream than standard varieties.
The big increase in indulgent ice cream consumption by young women was in sharp contrast to a negligible 1.4per cent by men of the same age.
The Grocer said: “The image of Bridget Jones drowning her sorrows in ice cream may not be as far from the truth as we think.
“Young adults have scoffed luxury ice cream on 6.2 million more occasions since 2014, driven predominantly by young women.”
Britons splashed out an extra £16.5 million on ice cream from the multiple retailers as the category’s value nears the £1 billion mark.
Analyst Amelia Hewitt of Kantar Worldpanel said that lower average prices for ice cream encouraged people to buy more, resulting in a 4.4per cent volume uplift.
She said: “Despite the growth of more health-focused brands this year, launches from the big players have continued to be indulgent.
“Magnum launched its Double range with an extravagant feel, and the best performing new launches coming from own label include flavours like Chocolate Orange, Chewy Caramel and Chocolate Brownie.”
The report says that luxury and indulgence are key when it comes to dining on the sofa with a 39.3per cent increase in special occasions featuring ice cream.
Phil Shaw, the general manager for Mars Ice Cream said: “It is clear that tubs and share-at-home products are driving growth within the ice cream category.”
Daily Express :: Life and Style Feed
