Convenience Store Ice Cream Feature
Publication date: 10 April
Deadline for submissions: 20 March
Contact: aidan.fortune@wrbm.com
Ice cream remains one of the most exciting and high‑impulse categories in convenience, offering excellent margins and strong footfall—particularly during warm weather spikes. But the category is no longer just seasonal. Year‑round indulgence, the rise of premium tubs, and innovation across handheld formats have created new opportunities for retailers to grow sales outside traditional summer peaks.
The category is driven by three key pillars: impulse handhelds, take-home tubs, and novelty or premium products. Handheld ice creams—singles, chocolate-coated sticks, cones and ice lollies—remain the backbone of the convenience channel due to high impulse purchasing and immediate consumption. Meanwhile, take-home tubs and sharing desserts have grown thanks to more nights in, premiumisation and the rise of TikTok‑inspired dessert trends.
This feature will examine:
Consumer trends and what’s driving growth across formats.
How retailers can optimise freezer space for maximum return.
Supplier insights into NPD, flavour innovation and category evolution.
Questions
What are the bestselling ice cream SKUs in convenience?
Do handheld singles or take-home tubs drive more profit?
Which flavour trends are gaining most traction?
How do seasonal temperature spikes impact sales?
What freezer layout works best for convenience stores?
How important is NPD to driving impulse purchases?
What role do value lines play versus premium brands?
How do plant-based or low-calorie options perform?
Are multipacks becoming more popular in convenience?
What POS materials drive the most uplift in-store?
Which shopper missions drive ice cream purchases?
Which brands are leading innovation in the category?
How effective are secondary sites in boosting sales?
What advice do suppliers have for maximising freezer ROI?
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