Performance
• New product launches remained steady and decreased by 3 percent year-on-year.

86% total launches

• Dairy-based frozen products continued to dominate, accounting for 86 percent of total launches, leaving water-based frozen desserts at 14 percent and soy-based frozen products at less than 1 percent.

• Europe remained the most active region, with 42 percent of total launches, followed by Asia Pacific, with 26 percent, and North America, with 21 percent.

Top flavor: vanilla 19%

Greener Packaging
• Some 7 percent of products came in eco-friendly packaging and, as in other food markets, the focus was very much on recyclability.

North America
• Dairy-based frozen products accounted for 81 percent of launches in North America (the smallest share among all regions), leaving water-based frozen products with an above-average 19 percent.

• Kosher led the way, accounting for nearly half (49 percent) of products in the region, arguably due to a relatively large Jewish population in North America.

• Other top claims focused on health and naturalness: low/no/reduced fat, accounting for more than a fifth (21 percent) of launches, all-natural for an above-average 16 percent (compared with just 4 percent globally, and with 83 percent of all such products appearing in the region), environmentally friendly packaging (12 percent), low/no/reduced allergen (11 percent) and premium (also 11 percent).

• Top flavors were chocolate (20 percent), vanilla (19 percent), caramel (10 percent), strawberry (8 percent) and fudge (5 percent).

Kefir Expands
Kefir, the sour-tasting fermented probiotic milk drink purported to possess many health benefits, is expanding into the indulgent ice cream sector. Among the recent product introductions in this segment is Lifeway Foods' Tart and Tangy Pomegranate Frozen Kefir, marketed as all natural, low in calories (only 90 calories per serving), functional (boasts 10 probiotics), and 99 percent lactose- and gluten-free. Its healthy image is further enhanced by being flavored with the superfruit pomegranate.

Indulging in Premium Quality
• In spite of economic pressures, the premium ice cream segment continues to perform well, driven by a consumer desire for better-quality ingredients, and the somewhat indulgent yet affordable nature of premium ice cream.

• Some 30 percent of U.S. consumers cite high-quality ingredients as important when selecting ice cream products.

Seasonality
• The ice cream market is recognized as being heavily reliant upon warm summer temperatures, with impulse purchases in particular triggered by weather.

• However, the growing trend for indulging in inexpensive treats as a result of the recession, as well as more consumers spending evenings at home, has helped to support year-round demand.

Forecast
• Indulgence and flavor will remain key in this market. Consumer concerns surrounding health issues such as obesity may abound, but most consumers are drawn to ice cream products when looking for an indulgent sweet treat. Moreover, limiting ingredients such as fat and sugar can adversely affect taste in this market. Instead, inherently healthier segments such as frozen yogurt and water-based products like sorbets are likely to lead the way in terms of offering a naturally healthier treat without any need to lower fat/sugar/calorie content.

• Product naturalness will continue to focus on limiting additives/preservatives, but there's room for more organic formulations, especially given their more premium image and the strong performance within the premium segment, despite economic pressures.

• Children will remain a key target audience, with the focus on fun and indulgence through the use of character merchandising, bright colors and the incorporation of candy/chocolate confectionery. That said, parental concern in the face of rising obesity levels is also likely to fuel a greater emphasis on health in the future.

• There's potential for more Fair Trade activity, as eating something that may not have the healthiest attributes could become more permissible for consumers when it's for a good cause.

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