The Canadian demographic for ice cream has been a constant presence of a sweet treat on a hot summer day. Thankfully, Canadians love ice cream, and enjoy it all year around. But, Just who is enjoying this delicious milky treat, and what opportunities and threats does that leave the ice cream industry with? Opportunities Canadians have loved ice cream for centuries, and it shows today as children as young as ages 2-12, and folks as mature as 75 and up love ice cream.
Parents have also been giving their children exposure to ice cream at ages as little as one year in moderation. This opportunity will allow ice cream to bring them childhood memories and friendly reminders of family days out and getting their cold treat. (With multiple tastes and flavors, Canadian ice cream is Just as diverse as its Country. Diversity allows for new flavors and mixtures to be created (Canadians Crazy for Ice Cream, 2010, Para. 5), and also allows for consideration of each person's needs in ice cream as a product.
This diversity can be exampled by the amount that kosher ice cream as held the rate of 1,084 claims verses all natural (340 claims) and no fat (416 claims). Having the exposure to this demographic opens an opportunity for people with religious beliefs to feel confident about the product that ice cream can now mean to them. However, Canada's ice cream doesn't Just affect their Country, but also the United States of America. Canada's export to the USA consisted of 10 million kilograms being distributed in the year 2010 alone. Government of Canada, 2012, Para. Canadian and American trade reverse as an important factor to Canadian economies as they support each other in the hospitality, food, beverage, and service industries; of which ice cream belongs to.
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In addition to Canadian ice cream spreading international success, Canadian branding has brought success to the ice cream demographic with innovative ways of improving ice cream. For example, Nestle products lead ice cream in 2012 with 34% thanks to its popular trend of Drumsticks and Hagen-Dads brand names. This act of branding contributes to trending hen entered into the market as media, grabbing the attention of adolescent teenagers, children and elderly consumers, who haven't been able to forget the sweetness of ice cream. Regardless, no matter how fulfilling ice cream can be to one person or the next, there will always be threats to spreading the demographic. Micro environmental factors will always manage to steal some attention away from the ice cream world with threats such as direct competitors, indirect competitors, and changing seasons.
For example, a direct competitor with the Canadian ice cream industry would be the Canadian frozen yogurt industry. Not only is frozen yogurt starting to be seen as the healthier choice, but it's also allowing consumers to go without ice cream all together based on manufacturing advances creating a great dairy experience without the calories, sugars, or digestive problems. However, even when health is put aside, frozen own creations. Or, an indirect competitor would be Just as effective with freezes or a cold bottle of water. Also, read SWOT analysis of Ice Cream market
These two would be considered indirect because they would be grabbing the attention of the demographic on a hot mummer day since they are cheap, and effective. Yet, where there are microenvironmental factors, there's also macro. Macro environmental factors are affected by natural disasters such as the fire that caused $million of damages at Chessman's institution of Markedly (CATV Toronto, 2009, Para. 1& 16), which posed as a threat because the result was loss of an entire product plant as well as product growth.
Other macro-environmental factors also include the economy. If the economy goes down, the less people will spend money and the more they'll cut out the little things, like ice cream. Other threats to obtaining the demographic p can be as simple as people who are lactose intolerant. Being lactose intolerant is actually having the high sugars in milk products not properly being broken down in the body. However, ice cream provides these high sugars, making it difficult and uncomfortable for the body to digest. While this seems like a mild threat, it holds the value of over 7 million Canadians who suffer from lactose intolerance and are not able to enjoy milk products, resulting in a large loss.
Ice cream is becoming exposed to children at young ages. (Mapped, 2012, Para. 2) -This is an opportunity for the ice cream industry because as the ice cream industry grows, people grow with it. The early exposure of ice cream to children can create cravings, thus creating more growth in revenue for the industry.
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