Mackie’s of Scotland sees 37% growth in ice cream sales in 2020
Mackie’s of Scotland has experienced a 37% growth in ice cream sales throughout 2020, leading to a total UK-market share of an estimated 6% in all major retailers.
According to a 52-week study by Kantar Worldpanel, demand for premium ice cream grew significantly in 2020, (an increase of 17.5%) and one clear beneficiary of this collective search for simple treats has been the Aberdeenshire family brand, Mackie’s of Scotland, experiencing a 37% growth in sales, second only in the UK to that by major multi-national brand.
It means that Scotland’s no.1 premium ice cream brand has a 6% estimated UK-market share and increased sales in all major retailers.
It is apparent that consumers have looked for a ‘mood booster’ at home during the Covid-19 pandemic. The research found that seeking ‘Enjoyment’ (in the form of a treat or reward, a change, or just an enjoyable taste experience) was an important driver for purchase, and that this had taken priority over health in some respects.
The data showed a move away from lower calorie alternatives in the ice cream sector, with the sector’s two leading brands experiencing a 57% and 77% drop in sales.
Stuart Common, sales director at Mackie’s, said: “We’ve been making ice cream since 1986 and it is always fascinating to see how trends develop. It reassures us that consumers always appear to revert back to wanting an affordable indulgent treat, something that can give them a real taste sensation and that they can enjoy in moderation.
“Clearly this has been a time of great uncertainty to people. We hope that our products can bring some comfort – and little moments of joy.
“It is a huge credit to our staff - who made it possible for Mackie’s to keep going and even increase some production levels throughout the pandemic, despite needing to adapt and implement entirely different systems to ensure distancing and the safety of its teams.”