Indulgent ice cream in demand

Germans, especially older consumers, eat more ice cream than any other country in Europe, according to a new study from Canadean. The ice cream
 market in Germany was worth US$2.7 billion (€1.9bn) in 2013. This is largely due to consumers aged 55 and older who are responsible for almost 40% of ice cream consumption in the country, and this number will only increase as Germany’s population keeps on ageing. By contrast, those aged 16 and under are only responsible for 15% of consumption. This suggests that the traditional perception of ice cream being a sweet treat for kids needs to change. Older consumers are not only the biggest consumers of ice cream due to the large number of them in German society; they also have a great fondness for ice cream, eating more than their share compared to the proportion of the population that they represent. Therefore, it will be vital for manufacturers to target older consumers with indulgent products that offer greater sophistication, as well as fun experiences.

According to Canadean, over half of ice cream consumption in Germany is driven by the pursuit of indulgence. Consumers are eager to try ice creams that offer rich, decadent flavours, as well as products that boast extra gooey textures, or contrasting mouthfeels, such as ice cream with crunchy nut brittle or brownie pieces.

Catherine O’Connor, senior analyst at Canadean, says, “For an ice cream product to succeed in Germany, it needs to offer an indulgent experience above all else. While German consumers are also seeking convenience and quality products, as well as ice creams that bring fun and relaxation, these needs shrink in comparison to the high desire for indulgence that drives the market…Brands can use these other consumer desires to make their product different, but a focus on decadent ingredients and luxurious taste experiences must remain at the forefront of product design and promotional campaigns.”