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Italians consider texture of ice cream as relaxation therapy: Canadean
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Tuesday, 29 July, 2014, 08 : 00 AM [IST]
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fiogf49gjkf0d Italian consumers are looking at the creamy texture of ice cream to help relax and unwind after a busy day at the office, according to a report by research firm Canadean.
Italians who feel stressed and fatigued after a hard day’s work are sure to have their moods uplifted after experiencing the creamy textures of traditional Italian ice cream.
Research firm Canadean found that 22.3 per cent of the total ice cream consumption is led by the need for a comforting moment, to calm down and forget about the pressures of everyday life.
Consumers in Italy often look to restore their inner balance, with simple, yet tasty, ice cream products which remind them of happy times and inspire childhood memories.
Taste isn’t everything
Unlike other European countries, where the need for the tastiest treat drives the market, this trend only influences 14.5 per cent of the total consumption in Italy.
Consumers look for ice creams in traditional flavours, including chocolate, hazelnut and coffee, which reduces stress and acts as a recuperation mechanism.
Joanne Hardman, analyst, Canadean, predicted success for these products.
“To boost the competition in ice cream market, Italian manufacturers should produce innovative products targeting consumers who seek to relax,” she added.
As an example, the Italian market should consider Ben and Jerry’s idea to produce ice cream infused with chamomile tea,” Hardman stated.
On-the-go ice cream in demand
Due to the growing urbanisation in Italy, busy consumers would continue to enjoy their ice cream for a refreshing moment of relaxation and to escape from the pressures of their working life.
To adjust to this booming lifestyle, manufacturers should offer products in on-the-go-style tubs with a spoon included, or cones with easy-to-dispose-of wrapping, for consumers to enjoy while being on a break or after work.
“Retro and heritage brands would also gain success here, as more Italian consumers look for simple flavours and the creamiest textures to act as a pick-me-up treat and stress reliever,” stated Hardman.
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