An Analysis of Ice Cream in Americans Essay

Leigh Yates MKT. 410 Dr. Saltzman Dec. 02, 1999 Super-premium Ice Cream The average American eats approximately six gallons of ice cream each year. A survey by Los Angeles Times Marketing Research revealed that 67.9 percent of consumers purchased ice cream in the store at least once a month. 29.7 percent of this group purchases ice cream in the store at least once a week. This survey was taken in 1985, however I was not able to find more recent data on ice cream consumption. This amounts to billions of dollars in sales a year. An examination at the local supermarket will reveal approximately eleven brands of ice cream. (Albertsons-11, Ralphs-12, Stater Brothers- 4) Each store also carried over 20 different ice cream novelties (Klondike bars, ice cream sandwiches, etc.) The prices on the eleven brands of ice cream ranged from 5.69 for 1.25 gallons (Old Fashioned brand) to 3.29 for 16 ounces (Ben Jerrys and Haagen-Dazs). This works out to approximately 2 cents an ounce for Old-Fashioned versus 20 cents an ounce for the two other ! brands. Four of the brands surveyed would fall into the category known as super-premium brand ice cream. (Ben Jerrys, Dreamery, Godiva, Haagen-Dazs). All of these ice creams are over 18 cents an ounce. Super-premium ice cream is usually made of all natural ingredients and contains no additive, preservatives. or stabilizers. Super-premium, status-symbol ice cream fit neatly into the Reagan years of conspicuous consumption. Super-premium ice cream has been increasing since the 1980s. The super-premium ice cream market is highly competitive. and there has been a significant improvement in the consumption of what is known as super-premium ice cream since the 1980s. Ice cream is usually sold in either scoop shops or in stores. The types of stores that this ice cream is distributed in are supermarkets, mini-marts, convenience stores, and some restaurants....

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