1. Ice cream isn’t just for the summer months
2. Innovation remains crucial
3. But don’t forget the core favourites
4. Indulgence is vital for attracting shoppers
5. How brands are targeting younger audiences
1. Ice cream isn’t just for the summer months
According to Kantar data, 2025 was a successful year for ice cream, where the category achieved a record increase in sales of 12.7% to £1.6 billion. The data found that the fastest growing channel for ice cream was convenience, outperforming the category average with an increase in sales of 16.5%. For Mars, its growth in convenience outperformed the market consistently across both impulse and multipacks formats, growing by 19.5% and 17.7% retrospectively.
General manager at Mars Drinks and Treats, Kerry Cavanaugh, explained that the category is less reliant on the warm weather.
“We know that ice cream is no longer reserved for those looking for a treat to cool down with during the summer months, but it is also the treat of choice for shoppers opting for nights in and group gatherings. With this in mind, along with the fantastic year on year performance we are seeing, we are encouraging retailers to ensure they have an all-year-round ice cream presence, offering a wide range across both impulse and multipacks.”
Cavanaugh goes on to explain multipacks are a key focus for the brand in 2026. “Following on from the successful introduction of Snickers White Ice Cream bar multipacks into the UK market in 2025, we are further offering convenience retailers the opportunity to capitalise on the strength of the Mars brands with the introduction of Galaxy Ice Cream and Mars Salted Caramel Ice Cream multipacks for 2026.”
2. Innovation remains crucial
Customers in the category want to try something new and The Magnum Ice Cream Company has taken on that challenge. In March, it launched Volcanix, a single serve stick with five indulgent layers, exclusively into the convenience and impulse channel. Its research found that 32% of UK ice cream buyers would be prompted to try a packaged ice cream they haven’t had before if it offered a unique texture.
Senior brand manager at Wall’s, The Magnum Ice Cream Company, Emily Godding, said: “Our new Volcanix ice-cream stick is a disruptive new innovation to the UK market. We know shoppers are constantly actively seeking new, exciting taste experiences, and we believe this bold new ice-cream architecture delivers just that. We’re confident it will deliver an explosive arrival to the ice cream category, offering a totally unique experience for shoppers, and fire up frozen sales for retailers this summer.”
3. But don’t forget the core favourites
Cavanaugh stresses that it’s vital for stores to also stock the brands that people know and love. “The strategy with our ice cream products has always been to focus on a core range of our most recognised confectionery brands. We know that our customers are drawn to that familiarity, and can trust in the taste experience that they will enjoy with a Mars product.
“For convenience, we also want to ensure that we are offering a good mix of impulse products for the higher levels of on-the-go consumption seen in these stores, alongside multipacks, where we have seen sales grow substantially over the past four years as the consumer attitude towards ice cream consumption has developed.”
4. Indulgence is vital for attracting shoppers
Licensing manager at Diageo, Declan Hassett, explains that customers are willing to spend that little bit extra when it comes to treating themselves.
“Insight shows that shoppers are willing to spend more on treats so retailers should look to stock stand-out, unique and diverse products from trusted brands that surprise and delight shoppers and encourage them to trade up and try something new.
“A growing consumer trend is the move towards premiumisation, something that’s also prevalent in the chilled and frozen categories, with shoppers demanding enhanced quality and value and premium indulgence is being driven by bite-size. For example, a survey revealed that despite the uncertain economic climate, consumers are continuing to spend on affordable luxuries, showing a willingness to treat themselves to small, accessible items.”
Earlier this year, Magnum revealed its new Signature range – available in pistachio and peach - that was inspired by trending flavours in patisseries and designed to “intrigue and excite consumers looking for an indulgent frozen treat and attract new consumers into the category”.
5. How brands are targeting younger audiences
Realising the importance of attracting newer customers to the category, the Magnum Ice Cream Company recently announced the launch of Twister Frrreeze - a blend of peach, icy raspberry-apple and zesty orange flavours that has been created to “excite younger generations”. It includes unique, lingering coolness that is the result of technology developed at The Magnum Ice Cream Company’s research and development team to create the multisensorial experiences that appeals to Gen-Z.
Brand manager, Walls Refreshment, UK at The Magnum Ice Cream Company, Olga Mert, said: “Twister Frrreeze is a fun and fruity addition to the range. Designed to catch attention in the freezer aisle and spark excitement, Twister Frrreeze brings a fun, multi-sensory, ice-cold experience that is unlike anything else on the market. We’re confident loyal Twister fans will love it, and it will attract a wider range of shoppers seeking a treat that’s full of flavour and will really help them feel cool and refreshed.”
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