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• Median Age - Overall 37.6 years,

  • Male 36.2 years, Female 38.9 years

  • 0-14 years: 19.4% 15-24 years: 13.7%

  • 25-54 years: 39.9% 55-64 years: 12.6%

  • 65 years and over: 14.5%

• Open culture, liberal mindset

• Land of Immigrants

• Health conscious

 

Technology

 

• Online shopping culture

• Innovation and technology – corner stone of the economy

 

Industry Analysis

 

We will use Porter's 5 forces to analyse the competitive landscape in the industry.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Industry Trends

 

The United States Ice cream and frozen dessert market has two main channels:

 

a.Retail, consist of sales of frozen goods through grocery, convenience, specialty and discount stores.

b.Foodservice, which sales from scoop shops, restaurants, vending machines and other establishments.

 

The foodservice market has been faced with tough times after the recession. Consumers are eating at home more, and are buying ice cream from retailers to eat at home instead of going out. 

 

In 2010, US ice cream market generated 10 billion dollars in sales[1], but the market has been flat[2] since then (fluctuating in the $10 billion range). But according to an analysis by Mintel Research[3], it is predicted that the U.S. ice cream market would reach $10.8 billion by the end of 2014. The prediction comes as a reprieve for players like Cold Stone, which holds a unique advantage. Super premium ice cream shops, are a bit more expensive, but aim to give consumers the most value for their buck. Going out for a bowl of ice cream allows consumers to indulge in a small luxury, but they are mindful of their wallet during difficult economic times. When they visit these upscale shops, they are looking for more than a bowl of ice cream; they are looking to have an “experience”. This trend is called “The Starbucks effect,” and causes consumers to pay more to get a personalized experience.

 

Health conscious consumers are demanding great tasting natural food with simple ingredients.  In response to this trend, Haagen-Dazs came out with their “Five” series of ice cream. Each flavor of Haagen-Dazs Five has only five natural ingredients: milk, cream, sugar, eggs and one additional flavor ingredient. All of the ingredients are easily recognized by consumers and make them feel good about what they are putting into their bodies. The demand for organic products is no longer something found only in urban areas and in college towns.  Many mainstream ice cream manufactures, such as Ben & Jerry’s, have reacted to this demand and now offer an organic version of their products.

 

Competition