MarketResearch.com, a premiere business intelligence marketplace serving the Fortune 1000, announced today the release of a new study "The U.S. Market For Ice Cream And Other Frozen Desserts", by Kalorama Information. According to the study, ice cream and other frozen dessert sales totaled $11.5 billion in 1999, up 2.9% from 1998. The biggest seller in the frozen dessert category is packaged ice cream which captured more than 52% of the market share in 1999 with sales totaling $6 billion. Frozen novelties are second in sales with a 35% market share equaling $4.25 billion in 1999. Sales of frozen novelties increased more than 20% between 1994 and 1999. Overall sales projections for ice cream and frozen novelties will grow almost 8% between 1999 and 2004.

Certain positive and negative factors are affecting market growth including the rising cost of milkfat, cooler weather patterns, health conscious consumers, the baby boom echo, the U.S. economic boom and globalization of economy and culture. The latter, is evidenced by the introduction of products from Asia, Latin America and Eastern Europe. Already a popular flavor in the U.S. market is Dulce de Leche, and marketers are looking at developing other flavors with an ethnic flair. According to Claire Madden, VP Marketing at MarketResearch.com, "Product trends to watch for are the increase in the use of health and wellness ingredients, and stronger flavored products targeted to certain generations or ethnic populations. The beginning of the new millennium will also see a resurgence in full-fat premium and super premium products as consumers are enjoying a richer economy."

Marketers are looking at new and innovative ways to satisfy tastes in an increasingly segmented and unpredictable consumer base. Special editions, offering unique products for a limited time frame, allow marketers to test flavors before making long term commitments. Guerilla marketing, using offbeat or non-tradition marketing techniques, enables marketers to best utilize smaller marketing budget dollars. Marketers are also developing varieties of products geared toward kids as the younger consumers have more buying power now than in the early 1990s.

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