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Ice Cream Industry Research Guide

Get the "scoop" on all of the "cool" resources for researching the ice cream industry.

Consumers & Customers

Use these resources to better understand the ice cream industry's consumers and customers.  These resources will provide consumer demographics, customer trends, buying behavior, and more. 

Find Ice Cream Consumer Demographics

  • Mintel has market research reports, such as Ice Cream & Frozen Novelties, Chocolate Confectionary, Food Packaging Trends, Made to Order Smoothies, and Quick Service Restaurants. (Search by keyword to find these reports)
  • These reports address consumer demographics, as well as data that some might call psychographics (buying behaviors, motivations, attitudes, etc.)
  • In addition to the textual reports, be sure to check out the interactive data books, which provide some in-depth demographic data for consumers of the product category
  • Mintel has market research reports, such as Ice Cream & Frozen Novelties, Chocolate Confectionary, Food Packaging Trends, Made to Order Smoothies, and Quick Service Restaurants. (Search by keyword to find these reports)
  • These reports address consumer demographics, as well as data that some might call psychographics (buying behaviors, motivations, attitudes, etc.)
  • In addition to the textual reports, be sure to check out the interactive data books, which provide some in-depth demographic data for consumers of the product category

Create Demographic Profiles of Ice Cream Consumers

You can create demographic profiles of consumers of specific brands and types of ice cream.  For example, you can use  these to better understand the average Ben & Jerry's consumer and see how they compare to other brands.  

  1. Under the top menu, hover over Essentials and select Quick Reports
  2. The Demographic Profile option should be selected by default. 
  3. Under the ALL drop-down menu,  Click the menu for "Dictionary"
  4. Scroll down the list of categories to find Food - Snack/Dessert
  5. The Ice Cream & Sherbet category can be found there
  6. Select a variable to add it to the Search box
  7. Select the Target icon
  8. Click the Arrow to view the Demographic Profile

 

The steps above are demonstrated in the video below.

Create Demographic Profiles of Ice Cream Consumers

You can create demographic profiles of consumers of specific brands and types of ice cream.  For example, you can use  these to better understand the average Ben & Jerry's consumer and see how they compare to other brands.  

  1. Under the top menu, hover over Essentials and select Quick Reports
  2. The Demographic Profile option should be selected by default. 
  3. Under the ALL drop-down menu,  Click the menu for "Dictionary"
  4. Scroll down the list of categories to find Food - Snack/Dessert
  5. The Ice Cream & Sherbet category can be found there
  6. Select a variable to add it to the Search box
  7. Select the Target icon
  8. Click the Arrow to view the Demographic Profile

 

The steps above are demonstrated in the video below.

  • Use WARC to find Case Studies and Marketing Campaigns from companies and brands in the industry
  • These articles will typically describe the goal of the marketing campaign and the results.  This is a good way to under the strategies that some companies employ to try to reach their consumers.