Inflation has led consumers to cut back on spending across many CPG and general merchandise categories. Yet everyday indulgences, like super-premium ice cream, remain resilient as shoppers continue to treat themselves. Despite this category growth, a grocer and a large CPG brand were underperforming. Neither was achieving average market share or keeping pace with broader growth trends in super-premium ice cream.

Ahead of a key line review, the grocer’s ice cream merchant asked the CPG partner, “Should we expand our super-premium ice cream assortment?” While positive sales trends were evident elsewhere, the merchant was unsure if this would resonate with the grocer’s most loyal customers.