Who says ice cream is just for summer? As the temperature drops, the appetite for luxurious, comforting options only grows. Winter is the ideal time to scoop up extra sales by stocking the right products in your freezer. Make sure you’re ready to meet the demand for those rich, decadent flavours that keep customers coming back, so your freezer—and your profits—stay busy all season long.
The Cold Never Stopped Anyone – Why Ice Cream Sells in Winter
It’s no secret: ice cream isn’t just a summer fling. As the evenings get longer and the festive season rolls in, your customers are still looking for indulgence. Dessert ice creams take centre stage in winter, accounting for 46% of all sales, up from 33% in summer2. This means keeping your freezer stocked is a no-brainer. From rich Magnum flavours to mini-indulgences from Ben & Jerry’s, it’s all about delivering those cosy, comforting treats that fit the mood of the season.
Watch the video below to discover the winter winners.
STOCK UP ON THESE WINTER WINNERS
Magnum – true to pleasure
When it comes to stick ice creams, Magnum is in a league of its own. In fact, Magnum's rate of sale is 2x faster than any other brand in the impulse category3 and is the #1 stick brand category during winter4. Classic and White Chocolate remain the top performers, but don’t miss out on the premium options like Magnum Double Caramel and Gold Caramel Billionaire. These luxurious flavours are perfect for customers looking for a little extra indulgence during the festive season.
Ben & Jerry’s – The Dessert You Can’t Ignore
Ben & Jerry’s doesn’t just perform well in the summer—it truly shines in winter. With double the sales of its nearest competitor, it’s a must-have for your freezer5. Ben & Jerry’s mini-pots are a winter winner too, outselling competitors in the cold months thanks to their grab-and-go appeal6. And let’s not forget the fan-favourite Minter Wonderland, the #1 new product launch of Winter 20237, a flavour your customers will come back for as soon as the weather cools.
Bitesize is Big
Snacking is huge in winter—people want smaller indulgences to share, and you need to cater to that8. Bitesize treats like Magnum Bon Bon and Ben & Jerry’s Cookie Dough Peaces are perfect for those cosy nights in. With their ready-to-eat format, they’re ideal for customers looking to indulge without committing to a full-size treat. These products are flying off the shelves, and with good reason—they’re the ultimate winter snack.
POS That Makes a Difference
Want to really drive those winter sales? Make sure your freezer is standing out with eye-catching POS materials. A good POS setup can boost your ice cream sales by a whopping 77%, so don’t miss out on the chance to grab your free kit9.With everything from freezer stickers to wobblers, you’ll be able to keep customers interested in your ice cream range, even when the wind’s howling outside.
Winter’s Coming – Is Your Freezer Ready?
Now’s the time to make sure your freezer is winter-ready. Keeping it stocked with indulgent, must-have products like Magnum and Ben & Jerry’s is key to keeping your customers satisfied and your profits growing. Whether it’s classic stick ice creams or bitesize snacks for sharing, make sure you’re ready for those winter cravings.
So, don’t let your freezer go cold this winter—fill it with Wall’s winter best-sellers and let the profits keep rolling.
Sources:
1Nielsen Total Impulse (c.Total Coverage less Multiple Grocers): 26 wks to 24.09.22 and 25.03.23 and equivalents.
2Nielsen Sales Value, GB Total Cov incl. discounters 2023.
3Nielsen GB, Total Cov, Total Impulse 25/09/23 to 24/02/24.
4Kantar WorldPanel,Switching Summary (packs), 20wks w/e 18 Feb 24 vs 01 Oct 23
5Nielsen data 25/09 - 24/2 total coverage including discounters Ben & Jerry’s Desserts = £62m vs Haagen Daaz = £31m
6Nielsen Total Impulse (Total Coverage less Multiple Grocers): 26 weeks to 24.09.22 & 25.03.23 & equivalents.
7Nielsen, Value and volume MAT 3rd Feb 24
8Nielsen Sales Value, GB Total Cov incl. discounters 2023
9HHG & KMMS Golden Rules of Unilever POSM AW 2020 – Sellcheck and GFK Matched Panel Tests
