时间到了8月中下旬，今年的夏季也即将迎来尾声。 在2025年夏天，雪糕/冰淇淋类目表现如何？相比2024/2023年同期，展现出了什么样的变化与趋势？在本周，马上赢将为您带来雪糕/冰淇淋类目的专题研 究，共同观察这一类目在今夏的走势。为了更加聚焦夏日这一类目销售旺季的表现情况，我们选取了2025年5-7月为观察时间段，同比时间段为2024年、 2023年同期。 复盘数据均来自于马上赢品牌CT，马上赢MSY150均衡模型及马上赢全量门店模型，使用的模型在数据图中均有标注。马上赢品牌CT数据覆盖了全国县 级以上各等级城市（不含乡、镇、村），并深度覆盖全国核心城市群，业态覆盖包括大卖场、大超市、小超市、便利店、食杂店。目前，马上赢品牌CT 中的品牌超30万个，商品条码量超过1400万个，年订单数超过50亿笔。 从 2023 年观察期至 2025 年观察期的销售额、销售量指数来看，以 2023 年观察期的销售额、销售量基准指数100作为标尺，可以看到，2024 年观察期销 售额指数下降至 90.54，销售量指数降至 95.35；2025 年，销售额指数继续下探至 86.67，而销售量指数降至 94.18，虽然销量下滑 ...

Core Viewpoint - The ice cream industry in China is undergoing significant changes, with high-priced brands like "钟薛高" facing decline while mid-range brands like "野人先生" are experiencing growth due to shifting consumer preferences towards health and quality [5][13][21]. Market Dynamics - The ice cream market has shifted from being a luxury item to a more accessible product, with historical context showing its evolution from simple ice pops to a diverse range of offerings [6][8][9]. - The entry of foreign brands has transformed the market, leading to a competitive landscape where premium brands like Häagen-Dazs were once seen as the pinnacle of luxury [9][10]. Consumer Behavior - Recent trends indicate that consumers are becoming more price-sensitive, with a significant portion preferring ice cream priced below 15 yuan, reflecting a return to more affordable options [10][11][21]. - Health concerns are influencing consumer choices, leading to a preference for lower-sugar and healthier options, which has contributed to the decline of high-sugar ice creams [12][16]. Brand Performance - "钟薛高" has seen a decline in popularity, with its high-priced offerings failing to sustain consumer interest, while "野人先生" has capitalized on the demand for fresh, hand-crafted gelato at a more reasonable price point [13][14][20]. - "野人先生" has rapidly expanded, becoming a leading player in the gelato market with over 800 stores, focusing on fresh ingredients and innovative flavors [14][17]. Future Outlook - The ice cream industry is entering a phase where quality and price balance will be crucial, with brands needing to innovate rather than compete solely on price to avoid falling into a "low-price trap" [22][26]. - The success of brands like DQ, which have adapted their product offerings and marketing strategies, highlights the importance of continuous innovation and responsiveness to consumer preferences [24][25].

Core Viewpoint - The ice cream and popsicle market is experiencing a significant shift, with traditional products losing appeal in favor of healthier and more affordable options, leading to a decline in sales and a re-evaluation of consumer preferences [4][13][30]. Group 1: Market Trends - The popularity of traditional ice creams and popsicles is waning, with consumers increasingly opting for low-cost options like 0.5 yuan popsicles, which have become bestsellers [4][10]. - The market is entering a "quality-price ratio" era, with new products generally priced below 5 yuan, contrasting with previous years when new products were priced between 5 to 8 yuan [13][27]. - The ice cream market in China is showing signs of slowdown, with major brands like Mengniu and Yili reporting significant revenue declines in their ice cream segments [27]. Group 2: Consumer Behavior - Consumers are becoming more health-conscious, leading to a preference for low-sugar and low-calorie ice cream options, with many seeking products with reduced sugar content [12][17]. - The perception of ice cream as a nostalgic treat is changing, with younger consumers prioritizing health and affordability over indulgence [15][22]. - The demand for ice cream decreases as temperatures rise, as consumers prefer beverages like water and soft drinks for hydration [17][19]. Group 3: Competitive Landscape - The emergence of Gelato as a popular alternative is noted, with brands like "Mr. Wildman" experiencing rapid growth, indicating a shift towards premium, artisanal ice cream options [32][34]. - Traditional ice cream brands are struggling to maintain their market share, with some resorting to collaborations and sponsorships to attract consumers [29][30]. - The competitive pricing strategy is becoming essential, with many retailers focusing on sourcing cheaper products to remain viable in a price-sensitive market [26][42].

Core Viewpoint - The ice cream and popsicle market in China is experiencing a significant shift, with traditional products losing popularity in favor of healthier and more affordable options, leading to a decline in sales for established brands [1][20][31]. Group 1: Market Trends - The sales of traditional ice creams and popsicles are stagnating, with low-cost options like 0.5 yuan popsicles becoming bestsellers, while higher-priced items struggle to attract consumers [2][6][20]. - The market is entering a "quality-price ratio" era, with new products generally priced below 5 yuan, focusing on affordability [8][19]. - The demand for healthier options is rising, with consumers increasingly seeking low-sugar or zero-sugar ice creams [7][8]. Group 2: Consumer Behavior - Consumers are shifting their preferences towards beverages for cooling off, with ice creams and popsicles no longer being the primary choice for refreshment [12][19]. - The perception of ice cream has changed, with younger consumers looking for unique flavors and experiences, while older consumers associate ice cream with low prices [11][12]. - The trend of purchasing ice cream through online platforms is increasing, with significant discounts available, making traditional retail less competitive [17][19]. Group 3: Industry Challenges - Major brands like Mengniu and Yili are facing declining revenues in their ice cream segments, with Mengniu's ice cream revenue down 14.1% and Yili's down 18.4% [20]. - The operational costs for ice cream retailers are rising, with many struggling to maintain profitability due to low margins on cheaper products [6][20]. - The market is seeing a rise in Gelato, a premium product with a focus on quality and health, which is gaining traction despite its higher price point [23][24][30]. Group 4: Competitive Landscape - The competition among ice cream brands is intensifying, with companies exploring collaborations and unique marketing strategies to attract consumers [21][23]. - New entrants in the Gelato market are expanding rapidly, with brands like "Wild Man" opening numerous stores and capitalizing on the trend for premium ice cream [24][30]. - The traditional ice cream market is witnessing a decline in consumer interest, prompting retailers to adapt by offering more competitive pricing and exploring online sales channels [19][30].

Industry Overview - The ice cream market in China has shifted from a "consumption upgrade" phase characterized by high-priced premium products to a resurgence of low-priced ice creams, indicating a return to more affordable options [2][9] - The market size of China's ice cream industry has grown significantly, from 839 billion yuan in 2015 to 1835 billion yuan in 2024, with projections to exceed 2000 billion yuan by 2027 [10] Market Dynamics - High-end ice cream brands are facing challenges, with reports of store closures and declining sales, exemplified by Häagen-Dazs and Meiji, which have seen significant operational difficulties in China [3][6] - The consumer sentiment has shifted towards price sensitivity, with 54% of consumers preferring products priced below 5 yuan, while only 31% are willing to pay between 10-30 yuan for premium options [14] Competitive Landscape - The emergence of a "quality-price ratio" era is reshaping the competitive landscape, where brands must balance quality and price to attract consumers [17][19] - Brands that maintain high quality while offering reasonable prices are gaining consumer favor, as seen with innovative products like the jasmine lychee ice cream from "Raising a Cow" [17][19] Consumer Behavior - Consumers are increasingly focused on the intrinsic value of products, prioritizing quality and safety over brand prestige, leading to a decline in tolerance for high prices without corresponding quality [8][12] - The trend of nostalgia and flavor innovation is prevalent, with brands reviving classic products and introducing unique flavors to enhance consumer experience [19]

Core Viewpoint - The Magnum Ice Cream Company has officially separated from Unilever and will operate independently, with plans to list in Amsterdam, London, and New York in Q4 2025, while also establishing operations in China [1][2]. Group 1: Company Structure and Operations - The separation of Magnum is a strategic move that has been in planning since 2024, with the operational cut occurring on July 1, 2025 [2]. - The new company is headquartered in the Netherlands and has established a "de-layered, frontline-first" independent structure, which is expected to reduce operational costs compared to when it was part of Unilever [2]. - In China, the newly formed Magnum Investment (Shanghai) Co., Ltd. has taken over Unilever's ice cream business, with a registered capital of 1.542 billion yuan [2]. Group 2: Market Dynamics and Competition - The Chinese ice cream market is currently dominated by three major players: Yili, Unilever (prior to the split), and Mengniu, with Yili's ice cream revenue declining by 18.4% to 8.72 billion yuan in 2024 [4]. - The market is witnessing a shift towards high-cost performance products, with brands like Mixue Ice City attracting consumers, contrasting with the struggles of premium brands like Haagen-Dazs [4]. - Magnum's high-end positioning is challenged by changing consumer preferences, as price sensitivity increases and "affordable quality" becomes the mainstream choice [4]. Group 3: Strategic Focus Post-Separation - The strategic focus for the independent Magnum will revolve around three pillars: growth, productivity, and reinvestment [5]. - Growth strategies may include expanding consumption scenarios and enhancing e-commerce presence, where Magnum ranks first on nine out of thirteen major platforms globally [5]. - The company aims to optimize its supply chain and reduce operational costs through a flexible structure, while also focusing on product innovation tailored to Chinese consumer tastes [5]. Group 4: Future Outlook - Magnum is set to go public in Q4 2025, with its performance in the Chinese market being crucial for its valuation [6]. - The company faces significant challenges in adapting to local competition and evolving consumer trends, while proving that independent operations can yield better growth than during the Unilever era [6].

Core Viewpoint - The ice cream market is undergoing significant changes, with premium brands like Magnum and Häagen-Dazs facing challenges due to shifting consumer preferences towards affordable options and local brands [1][2][5]. Company Overview - Unilever's ice cream business has been separated and will operate as Magnum Company, planning to go public in Q4 2023 in major cities [1]. - Magnum Company holds a strong market position, with a retail value of €8.3 billion in 2024, showing a 4.5% year-on-year growth [1]. - Häagen-Dazs is struggling in China, with reports of declining revenue and foot traffic, leading to potential store closures [2][4]. Market Dynamics - The ice cream market is experiencing a shift towards lower-priced products, with premium ice creams becoming less popular in retail channels [5][16]. - In China, the average ice cream consumption per person reached 3.1 kg in 2024, indicating significant growth potential despite current market challenges [12][13]. - The competitive landscape is intensifying, with local brands like Yili and Mengniu posing strong challenges to established players [4][16]. Consumer Behavior - Consumers are increasingly price-sensitive, especially in the current economic climate, leading to a decline in high-end ice cream sales [14][15]. - The trend towards affordable ice cream is evident, with over 70% of ice cream orders on platforms like Meituan priced below 3 yuan [16]. - Young consumers aged 18-35 are driving the demand for ice cream, emphasizing the need for innovative flavors and healthier options [19]. Industry Trends - The ice cream industry is evolving to become a year-round product, with brands exploring new consumption scenarios beyond summer [20]. - The competition in the ice cream market is becoming similar to that in the coffee and tea sectors, with price wars and flavor innovations becoming common strategies [21][22]. - Major ice cream brands are experiencing revenue declines, with Yili's ice cream business down 18.41% and Mengniu's down 14.12% in 2024 [22].

以下文章来源于天天IPO ，作者杨文静 天天IPO . 投资界（PEdaily.cn）旗下，专注IPO动态 承接无数人的夏天记忆，联合利华的冰淇淋业务包揽了我们耳熟能详的和路雪、可爱多、 梦龙、千层雪、本杰瑞等一众品牌。作为全球最大冰淇淋企业，联合利华在销量前10大 冰淇淋品牌中就占了一半，冰淇淋业务营业额已经接近83亿欧元（约合6 30亿人民币）。 此前这一业务估值高达15 0亿英镑（约合140 0亿人民币），如若正式上市，将成为全球最 大的冰淇淋IPO。 曾估值1400亿 全球最大冰淇淋IPO定了 联合利华操刀。 作者 I 杨文静 报道 I 投资界PEdaily 你常吃的冰淇淋要IPO了。 投资界-天天IPO获悉，本周联合利华发布202 4年财报，当中宣布一个重磅消息：将剥离 其冰激凌业务，并在阿姆斯特丹、伦敦和纽约上市。联合利华表示，有望在2 0 2 5年底之 前完成计划。 IPO几乎正式浮出水面。 "冰淇淋业务的剥离有望在20 25年底之前完成。"目前联合利华已经在走关键流程，包括 设立的法人实体等等。在财报上，联合利华还公布最新进展—— 冰淇淋业务将通过分拆的方式剥离，随后在荷兰注册成立，总部将继续 ...