Amina Khabibula | 28.12.2025
How Effective Are Winter Marketing Strategies in Helping Ice Cream Companies Maintain Revenue?
Ice creams are often viewed as a seasonal product, with its peak demand occurring during the summer months, where the weather is warmer, to typically refresh yourself with something cold. In colder periods such as during winter months, consumer demand for ice cream usually declines, which is a serious challenge ice cream companies have to face. However, many global brands have developed winter marketing strategies aimed at reducing seasonal decreases and fluctuations of demand, by using product diversification, promotions and branding, which ice cream companies have shown that these strategies could be useful and effective in maintaining revenue, though not always to summer levels.
Statistics clearly demonstrate the scale of the seasonal problem. In many European countries and the United States, around 60–70% of annual ice cream sales occur between May and August, according to industry estimates. This means winter demand can fall by more than half if companies rely solely on traditional summer consumption. Without effective winter strategies, firms would face underused factories, rising average costs, and unstable cash flow. As a result, maintaining even a portion of sales during winter is financially important.
One of the most successful winter strategies is product diversification. Many ice cream companies expand beyond traditional cones and tubs during winter. For example, brands introduce ice cream cakes, dessert bars, or products designed to be served warm, such as chocolate fondants with ice cream centres. Unilever, one of the world’s largest ice cream producers, has stated in company reports that diversification helps spread high demand across seasons. This is crucial because high fixed costs; such as factories, refrigeration, etc. remain constant all year round. Even if winter sales are lower, maintaining a stable amount of revenue reduces the average cost per unit and protects profit.
Promotions and pricing also play an important role in maintaining revenue. During winter, ice cream companies often use these main strategies such as; price discounts, offers, and many more to encourage purchases. Supermarket statistics in the UK show that price discounts can increase ice cream sales by 20-30% during cold winter months. While discounts reduce profit, they help maintain at least somewhat revenue. This can be effective for mass market brands targeting price sensitive consumers, although high end ice cream brands rely less on discounts to protect their brand image.
Additionally, another useful strategy is product repositioning. Instead of advertising ice cream as a refreshing, lightweight product, companies market as a dessert. High end ice cream brands such as Magnum focus on flavors, thick textures and emotional advertising. This strategy works because consumers' spending behaviours change during winter. Research into consumer behaviour shows that over 40% of consumers are more likely to buy “comfort foods” during colder months, which includes desserts. By positioning ice cream alongside chocolate, cakes, and pastries, companies soften the winter sales decline.
Digital marketing has become increasingly popular and crucial during winter. Social media campaigns, influencer PR’s and storytelling based advertisements help keep brands relevant even when demand is low. Studies show that brands with strong emotional connections can charge up to 20% higher prices compared to competitors, therefore it’s highly effective for brands that have a large amount of loyal customers.
In conclusion, marketing strategies such as promotions, diversifications are effective and useful in helping ice cream brands maintain their revenue, however they cannot fully get rid of seasonal consumer demand decreases. While winter sales are often lower than summer, the use of strategies ensures that ice cream can function throughout the whole year rather than just seasonal.
Sources:
https://www.zigpoll.com/content/how-can-we-create-an-engaging-winter-holiday-campaign-that-boosts-our-ice-cream-sales-despite-the-colder-weather-while-incorporating-festive-flavors-and-targeting-families
https://www.limepack.eu/blog/ice-cream/what-do-ice-cream-shops-do-during-winter
https://dojobusiness.com/blogs/news/ice-cream-shop-seasonal-revenue
Statistics clearly demonstrate the scale of the seasonal problem. In many European countries and the United States, around 60–70% of annual ice cream sales occur between May and August, according to industry estimates. This means winter demand can fall by more than half if companies rely solely on traditional summer consumption. Without effective winter strategies, firms would face underused factories, rising average costs, and unstable cash flow. As a result, maintaining even a portion of sales during winter is financially important.
One of the most successful winter strategies is product diversification. Many ice cream companies expand beyond traditional cones and tubs during winter. For example, brands introduce ice cream cakes, dessert bars, or products designed to be served warm, such as chocolate fondants with ice cream centres. Unilever, one of the world’s largest ice cream producers, has stated in company reports that diversification helps spread high demand across seasons. This is crucial because high fixed costs; such as factories, refrigeration, etc. remain constant all year round. Even if winter sales are lower, maintaining a stable amount of revenue reduces the average cost per unit and protects profit.
Promotions and pricing also play an important role in maintaining revenue. During winter, ice cream companies often use these main strategies such as; price discounts, offers, and many more to encourage purchases. Supermarket statistics in the UK show that price discounts can increase ice cream sales by 20-30% during cold winter months. While discounts reduce profit, they help maintain at least somewhat revenue. This can be effective for mass market brands targeting price sensitive consumers, although high end ice cream brands rely less on discounts to protect their brand image.
Additionally, another useful strategy is product repositioning. Instead of advertising ice cream as a refreshing, lightweight product, companies market as a dessert. High end ice cream brands such as Magnum focus on flavors, thick textures and emotional advertising. This strategy works because consumers' spending behaviours change during winter. Research into consumer behaviour shows that over 40% of consumers are more likely to buy “comfort foods” during colder months, which includes desserts. By positioning ice cream alongside chocolate, cakes, and pastries, companies soften the winter sales decline.
Digital marketing has become increasingly popular and crucial during winter. Social media campaigns, influencer PR’s and storytelling based advertisements help keep brands relevant even when demand is low. Studies show that brands with strong emotional connections can charge up to 20% higher prices compared to competitors, therefore it’s highly effective for brands that have a large amount of loyal customers.
In conclusion, marketing strategies such as promotions, diversifications are effective and useful in helping ice cream brands maintain their revenue, however they cannot fully get rid of seasonal consumer demand decreases. While winter sales are often lower than summer, the use of strategies ensures that ice cream can function throughout the whole year rather than just seasonal.
Sources:
https://www.zigpoll.com/content/how-can-we-create-an-engaging-winter-holiday-campaign-that-boosts-our-ice-cream-sales-despite-the-colder-weather-while-incorporating-festive-flavors-and-targeting-families
https://www.limepack.eu/blog/ice-cream/what-do-ice-cream-shops-do-during-winter
https://dojobusiness.com/blogs/news/ice-cream-shop-seasonal-revenue
