With our fingers constantly on the pulse of FMCG brand trends, we’re always uncovering nifty little titbits of info. So we thought, why not share the best of it with the world?

Every week, we’ll bring you the most interesting trends from different FMCG categories – starting with the chilled and frozen dessert market?

Here are 5 things affecting what’s our supermarket fridges and freezers right now.

Yoghurt Sales Slump

Britain has seen a decline in the sales of yoghurts as people choose vegan alternatives over dairy.

Research by Kantar Market Research revealed that out of the top 10 UK yoghurt brands, only one of them saw growth in 2017.

The report showed that children in particular are eating less yoghurt, with yoghurt consumed on 82 million less occasions between 2016 and 2017.

The growing awareness of sugar intake could also be an influencer on the declining sales.

In response to this, dairy-free and vegan yoghurts are growing in popularity. Challenger brands are gaining UK investors to meet this increasing demand.

Rebranding Frozen

People are increasingly health-conscious and frozen food is having a renaissance to target this.

Brand start-ups are rebranding what frozen food means. Design-led, instagramable packaged foods are disrupting the market with products that focus on health and nutrition.

Smoothie friends 👯‍♀️

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Say goodbye to frozen pizza and hello to spinach bites.

The frozen food market is experiencing steady growth and expected to reach £217.49 billion by 2021.


The frozen yoghurt market is set to grow in the coming years as conscious consumers opt for healthier products. Frozen yoghurt contains less fat and sugars then regular ice cream which makes it a good fit for these buyers.

The popularity has even reached kids who consume it in the summer which increases the scope of the market.

Chilled desserts soar

In 2007 sales for chilled desserts were at 506.9 million and in 2017 they’ve leapt to 736.9 million.

People may be more conscious about what they’re eating, but they still want a treat, even if it’s unhealthy.

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Most consumers eat desserts two to three times a month and ready to eat desserts are the most popular choices.

Ice Cream love

Ice cream has the largest market share in the frozen desserts industry at 80% and growing.

It may have suffered in wet summers before, but it’s back and thriving.

The category has two parts: the take-home subsection and the wrapped impulse subsection. Take-home is driven by luxury and premium products, whereas the wrapped impulse sales growth is driven by the heat of last summer.

Today’s to-do list. Repost @benandjerrys_offiziell

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Financial issues in the last few years means that luxuries aren’t prioritised, but the decline in people eating out has boosted at-home treats instead.

Sales have been been driven by mini-sized and shareable products, as well as retro items that appeal to adult nostalgia.