Corporate Profiles - 2023 - 38

GRAIN-BASED FOODS
edible flowers, herbs, honey and sea salt crystals. The video went viral
- inspiring people to post their own butter board versions on social
media channels - and fueled creations throughout the winter holidays.
" This is part of what the checkoff's modern marketing strategy looks
like, " said Barb O'Brien, president and chief operating officer at DMI.
" By working with social media influencers, we are meeting consumers
where they are and giving them new reasons to choose dairy. "
Processors are helping with multiple companies entering the culinary-inspired
flavored butter sector. The products are intended to assist
with cooking fatigue.
Ice cream is trending as a go-to snack that provides permission to indulge.
While unit sales are down, dollar sales are up, an expected trend
during inflationary times. What may surprise is the fact the growth in dollar
sales is not only about higher shelf tags, it's also about consumers splurging
on pricier, premium ice cream. Even private label shoppers appear to be
treating themselves to a little bit of indulgence in the form of ice cream.
" Indulgence is winning, " said Sally Lyons Wyatt, executive vice president
and practice leader at Circana.
Consumers don't necessarily think in negative terms about indulgent
snacks, said Ms. Lyons Wyatt. If an indulgent snack may assist with stress
or mental health, then it is fair game. That's where ice cream fits.
The artisanal ice cream market is expected to grow 4.2% annually from
now until 2030, when it will be worth $95.8 billion, according to Market
Research Future. The research highlights how consumers' tastes have
evolved and they're seeking out premium goods with natural ingredients,
such as small-batch ice creams made conventionally with local ingredients.
The report said that even though these types of products are often more expensive
than generic ice cream, consumers have shown they will pay more
for the high quality and flavor that comes with artisanal options. The report
defined artisanal ice creams as those that are produced by hand using ageold
techniques, with premium ingredients such as cream, milk, sugar, fruits,
nuts and spices. Additionally, it referenced the lack of artificial preservatives,
flavors and colors in artisanal products as appealing to consumers.
Many artisanal ice creams are marketed as limited-time offerings.
They are often seasonal flavors or products providing shock value. While
there are better-for-you brands that have a steady consumer base, the
post-pandemic ice cream consumer appears to be looking for indulgence.
Marketers are delivering. CP
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38 \ October 2023
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Corporate Profiles - 2023

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