Premium ice cream market in Finland
How the new ice cream brand Härtelö compares to other Finnish premium
ice cream brands
Research report
Jenna Aer, Annika Ikonen, Johanna Martikainen
Aalto University School of Business
23C60000 Market research, Fall 2019
Abstract
This market research was conducted for Lipasu Oy, who have launched a new faba bean based
premium ice cream, Härtelö, to S-group stores in August 2019. As the company is newly-
established, the objective of this study was to examine what the premium ice cream market looks
like today and what is their current position in that market. The aim was to figure out how the
company could stand out in the tough competition, and what could be their competitive edge
compared to its competitors. Additionally, one of the goals of the research was to get a better
picture of consumers’ ice cream consumption habits and to find out which factors consumers
consider important when buying a premium ice cream.
Two different surveys were executed during the research. First, a pilot survey was conducted for
the Härtelö’s current customers via the brand’s Facebook and Instagram pages. We got 57
responses for this survey, and its main purpose was to help us design the main questionnaire. As
Härtelö’s main target group is young adults who are educated and are aware of the current
environmental issues, we decided to aim the main questionnaire for university students around
Finland. We sent the survey to 332 guilds, subject associations and faculty organizations via
email and asked members of the board to forward the questionnaire to their mailing lists. We
ended up getting 663 responses. The results were analyzed using SPSS software and Excel.
One of the main findings was that Härtelö is not yet widely known brand, so Lipasu Oy should
focus on increasing the brand recognition when allocating its resources. We also discovered that
the lack of allergens was not considered important among the majority of respondents, and as
Härtelö is now almost completely allergen-free, it could consider relocating to a larger facility
with more contamination risks in the future. However, being allergen-free can also be a selling
point and a way to distinguish from its competitors as it can also provide products for a niche
market, for people suffering from multiple allergies. We also found out that people prefer rich
flavours like chocolate and caramel with the addition of chunks (cookies, cake etc.), so Härtelö
should focus on developing more indulgent flavours in their flavour collection in the future.
Contents
Abstract ........................................................................................................................................... 2
1 Introduction .................................................................................................................................. 4
2 Background information .......................................................................................................... 4
2.1 Market research is essential for young startups .................................................................... 5
2.2. Previous research on ice cream market ................................................................................ 6
2.3 Purchasing behaviour ............................................................................................................ 6
3 Research objectives ...................................................................................................................... 8
4 Approach to the research ............................................................................................................. 9
4.1 Research design ..................................................................................................................... 9
4.2 Sampling.............................................................................................................................. 10
4.2.1 Pilot ............................................................................................................................... 10
4.2.2 Main questionnaire ....................................................................................................... 10
5 Methods of data collection ......................................................................................................... 11
5.1 Pilot ..................................................................................................................................... 11
5.2 Main questionnaire .............................................................................................................. 12
5.3 Questionnaire development, data collection and analysis ................................................... 12
5.3.1 Pilot ............................................................................................................................... 12
5.3.2 Main questionnaire ....................................................................................................... 15
6 Results ........................................................................................................................................ 17
7 Discussion .................................................................................................................................. 22
7.1 Recommendations for Lipasu Oy ........................................................................................ 22
7.2 The accuracy of our hypothesis ........................................................................................... 24
7.3 Validity and reliability ........................................................................................................ 24
8 Conclusions ................................................................................................................................ 25
References ..................................................................................................................................... 26
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1 Introduction
Lipasu Oy is a newly-established Finnish company that has launched their first product, a faba-
bean based premium ice cream called Härtelö, to the S-group stores in mid-August 2019. The
founders of the company are seven food science students from the University of Helsinki who
originally developed a prototype of the faba bean ice cream as a course project. Härtelö is the
first faba-bean based ice cream in Finland, it contains only Finnish ingredients and is
domestically produced. It is almost completely allergen-free, so it also is suitable for those who
suffer from multiple allergies (Lipasu Oy, 2019).
Even though Härtelö is a newcomer in the premium ice cream market, it has already gained some
popularity especially among vegans. However, the company's objective is not produce ice cream
only for vegans, but for all people who like ice cream. For that reason, the company wanted to
find out how well-known the brand really is after being such a short time in the market and what
people think about the brand in general. They also wanted to discover what the premium ice
cream market looks like today and what it is Härtelö’s current position in the market compared to
other premium ice cream brands. In addition, one of the company’s goals was to know how it
could compete with milk-based ice creams in the market and how the brand could better stand
out in the tough competition in the future (Lipasu Oy, 2019).
2 Background information
In this research we focused on domestic brands and the category of “luxurious”, higher priced,
premium ice creams. Our aim was to gain up-to-date and applicable information to help Lipasu
Oy to know their market environment better and thereby grow and survive the tough first years
of startup’s life.
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2.1 Market research is essential for young startups
In this research, we are looking at the market and consumption of luxurious, specialty ice
creams. That is a niche market, which is quite saturated by big global companies as well as
domestic companies and small startups. Ice creams made by companies such as Suomen Jäätelö,
Valio Jäätelöfabriikki, Aino, Ben & Jerry’s, Kolme kaveria, Jymy, Magnum and Ingman are sold
in most well-supplied grocery stores in Finland (Prisma, 2019).
It is a widely known fact that many startups do not survive for long. Academic articles, reports
and news represent high failure rates for startups as even 90 % of them may end up in failure
(Berman et al, (2012), Tarvainen (2016) and Lappalainen (2019)). However, numbers differ
depending on what is considered a failure.
Startups and small companies face more challenges than large businesses. These include weak
strategy management and not looking far enough when considering future changes and
developments (Adams et al, 2016). Also, budgets are often tight. Therefore, sustaining the
business and expanding it can be difficult. In this modern age, everything changes in a rapid pace
and therefore a company can be seen as successful, if it is able to adapt to the changes occurring
in its business environment (Glaser & Weiss, 1993). Especially, it is expensive to get consumers
become aware of the new product, but by targeting the resources to a specific segment, it is
possible to receive a better return on investment (Kaden et al, 2012). This is when market
research comes into the picture. By looking into the market, understanding demand, attitudes and
future possibilities and finding solutions for identified issues, new companies enhance their
chances of survival.
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2.2. Previous research on ice cream market
Multiple companies that produce research as a form of business, such as Allied Market Research
and Mordor Intelligence, have conducted extensive research on ice cream markets. However, the
prices of these documents vary from 3,500 USD up to 9,000 USD. However, the overviews of
these documents, which we look at here, are available for free. We couldn’t find any research on
the Finnish premium ice cream market, but we suspect that this is because the research is usually
conducted by companies looking for competitive advantage against its rivals.
Allied Market Research states that in 2016 the global market for ice cream was 68 billion USD
(Deshmukh, 2017). According to Mordor Intelligence (2019), the global ice cream market is
dominated by big multinational corporations, such as:
1. Unilever: British-Dutch, owns ice cream brands sold in Finland: Magnum, Ingman and
Ben&Jerry’s (Unilever, 2019)
2. Nestlé S.A.: Swiss (Nestlé, 2019), owns ice cream brands sold in Finland: Pingviini
which owns Aino, Classic, Puffet, Apetit vegepops, Mövempick, Fazer and Pirulo
(Pingviini, 2019)
Mordor Intelligence (2019) also states that innovation is an important factor in the market and
since kids consume ice cream the most, the concepts, flavours, packaging and advertisements are
designed mostly to please children. Also, the taste of consumers has evolved, since cheap, poor
or mediocre quality, ice cream does not sell as well as it used to.
2.3 Purchasing behaviour
Ice cream remains as a globally popular product and therefore interests academic researchers.
For example, the things affecting the decision-making while buying ice cream has been
researched in Poland (Palka, 2017). The research separates ice cream into two categories:
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“impulsive ice cream” and “take-home/family ice cream”, of which the latter is the focus point of
the research. According to Palka (2017), the purchase process has four steps:
1. Identifying the need
2. Looking for information to base the choice on
3. Seeing what is available
4. Picking the one that is pleasing you the most
Palka (2017) discovered that Poles buy ice cream for emotional purposes (to feel better), to enjoy
a delicious treat or to cool themselves during hot weather. Everyone has their own budgets for
food, and therefore the price of ice cream is one of the top things taken into account when
making the choice. Also, since ice cream is supposed to be enjoyed, the taste has a great role to
play.
According to Palka (2013), there are two kinds of people when it comes to ice cream
preferences:
A. Those who like simple, basic flavours and do not trust new concepts and rather stick to
safe and familiar tastes
B. Those who are open to new innovations
However, Finnish ice cream market differs from the Polish one, since Finns eat significantly
more ice cream than Poles. According to WorldAtlas (2017), Finns are on the fourth place,
behind New Zealand, the US and Australia, on a list of countries that eat the most ice cream.
Finns eat around 14 litres of ice cream per year, which is about half of what New Zealanders do
(28 litres) (WorldAtlas, 2017), whereas Poles eat only 4 litres (Palka, 2017).
According to Kantar TNS Oy’s (formerly TNS Gallup Oy) research commissioned by Finland’s
Nestlé in 2013, 41% of Finns regard ice cream as the most pleasant dessert which can be seen in
the demand of take-home ice cream packaging; 50% of Finns believe that it is the best way to
buy it. The Finns’ love for ice cream is so deep that 50% of Finns think it is a healthy option
compared to other treats (Nestlé, 2013).
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3 Research objectives
By investing in market research, Lipasu Oy can benefit in multiple ways. As this research is of
an exploratory nature, the research will help Lipasu Oy to understand their market and
competitors better and give insight to customer satisfaction and attitudes. Based on the
information provided in this research, Lipasu Oy can develop their
products and processes further based on customer preferences. They
can also plan and execute more educated marketing strategies in the
future, since the research provides information on the competitive
edges of Härtelö and the overall market environment of ice cream in
Finland. Picture of Härtelö retail packaging is shown in Picture 1.
Our main research question was: How consumers view Härtelö as
an ice cream brand and how it is situated in the market. We also
wanted to get to know more about the motives affecting consumers’
ice cream choices in general, so that Lipasu Oy would know what factors they should focus on in
order to answer consumers’ needs in the future. We were aware that Härtelö has been available
in Finland only since mid-August 2019, which is why we were prepared to find many
respondents with no previous experience of the products or the brand.
We also sought answers to questions like: Does sustainability-related factors affect in the
luxurious product category, or is the taste all that matters? Do we need more plant based
products? What is still missing from the market? For a clear view of the market, we wanted to
find out about peoples’ attitudes towards ice cream in general. These questions were for
example: What do people want from ice cream? What defines a good ice cream? Which ice
cream brands are considered the best? What are consumers attitudes towards new ice cream
innovations?
Another interesting research question was, how important did consumers view the fact that
Härtelö is almost completely free of allergens. This is only possible to achieve in very specific
production conditions, which might limit the possibilities, if Lipasu Oy for example considers
Picture 1: Packaging of Härtelö,
fall 2019 (Lipasu Oy)
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relocating to a larger production facility in the future. Is it more important for consumers to have
the product free of allergens or rather more widely available but with possible cross-
contaminants?
Even though Lipasu has conducted some consumer research before, they still lack a proper
market analysis comparing their product to other ice cream brands. In a nationwide concept
study carried out for Lipasu Oy by the company Foodwest in 2019 (N=500), consumers named
domestic and natural ingredients the most important factors, when only the idea, not the taste,
was considered. The use of faba beans divided consumers; 21% of the consumers found it off-
putting in an ice cream, but, on the other hand, 39% viewed it as a selling point.
4 Approach to the research
4.1 Research design
We used quantitative methods in this cross-sectional (McGivern, 2013) research. We began by
doing a mainly exploratory pilot research. With five open ended questions, our aim was to
explore some of the most important factors affecting the choice of ice cream products from
consumers’ point of view. We chose this exploratory approach, since the purpose of the pilot was
to get an idea of what we needed to research more in the second part (McGivern, 2013).
In the second part, the main research, which was more descriptive than the first, but also had
some explanatory features, we conducted a questionnaire which included mostly close ended
questions. This way we were able to include many questions and make various calculations with
our data.
We were aware that the use of questionnaires leaves always room for human error, and when
asked, for example, about the consumption habits, the answers might be more about what the
consumers aspire it to be, than about how they consume. We still believe, that this is a
representation of the prevalent attitudes: even if the consumers claim to use for example more
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plant based products than they use, it can still be an indicator of a long-term trend that is still
unrecognizable in the short-term consumption statistics.
4.2 Sampling
4.2.1 Pilot
As we did two different researches, we also had two different sample groups. First, we did the
pilot research for Härtelö’s current customers in social media. Härtelö’s Facebook (2019) had at
the time around 1,450 likes and around the same number of followers. On Instagram (2019), they
had also around 1,500 followers. We decided that the social media is the most efficient way to
contact current customers considering our scarce resources and limited time frame. Because of
the method of data collection, we did not pick a certain sample but let everyone answer who
happened to find the link on Härtelö’s social media.
4.2.2 Main questionnaire
Härtelö’s main target group is educated and enviromentally concious people aged 15 to 35.
According to Tilastokeskus (2019a), there are around 1,4 million people in Finland who are
between ages 15 and 35. In this age gap, there are around 570 000 students studying in either
high school, vocational school, university or university of applied sciences (Tilastokeskus,
2018).
This age group (15-35) also includes people who are in working life or jobless. However, in our
research, we will only focus on university students which we estimate to be mostly between ages
19 to 35 (around 122 00 university students (Tilastokeskus, 2018) are in this age group), even
though Härtelö’s main target group includes others than university students too. Reason for
excluding full time workers, unemployed, other students etc. from our research, is that with our
limited resources we are not able to contact all the people who would represent a perfect sample
of the Härtelö’s target group. Therefore, we decided to narrow our sample to cover just
university students which was approved by Lipasu Oy.
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There are around 153 400 university students (Tilastokeskus, 2019b) and 13 universities in
Finland (Opetus- ja kulttuuriministeriö, 2019). We decided to limit our sample to ten
universities: University of Eastern Finland (Kuopio and Joensuu) (15 500 students (UEF, 2019)),
University of Tampere (19 000 students (Tampereen yliopisto, 2019)), University of Lapland (4
300 students (Lapin yliopisto, 2019)), University of Vaasa (5 300 students (Vaasan yliopisto,
2019)), University of Jyväskylä (14 000 students (Jyväskylän yliopisto, 2019)), University of
Turku (20 000 students (Turun yliopisto, 2019)), University of Helsinki (31 200 students
(Helsingin yliopisto, 2019)), Aalto University (10 900 students (Aalto yliopisto, 2019)),
University of Oulu (13 000 students (Oulun yliopisto, 2019)) and LUT University (5 200
students (LUT University, 2019)). These calculated together make over 138 000 students. We
chose students of these universities as our target group because they are located around the
country and, as Härtelö is on sale nationwide, we also want to our target population to be
nationwide.
We acknowledged that the chosen sampling method was not comprehensive and that only mild
generalizations could be made from the results. However, since our resources were limited, we
aimed to pick a sample that was at least somewhat close to what Härtelö’s target group is and
then tried to maximize the amount of replies from that specific group.
5 Methods of data collection
Both questionnaires were in Finnish as the brand is only available in Finland and the main target
group are Finns. The questionnaires were executed using Google Forms.
5.1 Pilot
For the pilot, we took advantage of having access to Härtelö’s social media pages because
considering our resources and the given time frame, we figured that it was the most efficient way
to contact the current customers. We published the survey in Härtelö’s Facebook (2019b) and
Instagram (2019b) pages in the form of an ice cream related picture and a hyperlink to the online
questionnaire. We kept the pilot open for 3 days, 14.-16.10.2019.
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Face-to-face interviews could probably have been more proficient way to figure out customers’
opinions as it would have been possible to be more flexible in the questions and also make some
additional questions if needed. However, organizing face-to-face interviews and finding
interviewees would have been too time-consuming.
5.2 Main questionnaire
As mentioned in the “Sampling” section, our main questionnaire was targeted to university
students around Finland. We sent our main questionnaire to 332 different guilds, subject
associations and faculty organisations via email. We asked the members of the board to forward
the questionnaire to the students on their mailing lists. We kept the pilot open for 14 days
between 19.10 - 2.11.2019. Because most of the students are subscribed to these email mailing
lists as they provide important information concerning their studies, events and job opportunities,
we thought that it is the most efficient way to contact as many students as possible. We
motivated people to answer by giving them a chance to win a 10€ gift card to the S-group. The
winner was picked randomly among the people who submitted their email addresses.
5.3 Questionnaire development, data collection and analysis
5.3.1 Pilot
In order to plan the pilot questionnaire, we first listed as many questions as we could come up
with and then evaluated them and left only the five most relevant open-ended questions. The
main criteria for leaving some questions out were:
− The answers that we will get to this question are not going to be descriptive enough
− This question is too biased
− This question is more relevant for the main questionnaire or irrelevant altogether
− This question is not easily understandable or can be interpreted in multiple ways
− These questions are too similar compared to each other
The final questions were:
1) Describe yourself as premium ice cream eater. Do you like to test new flavours and
products, or do you prefer choices that are already familiar to you?
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2) List the 3 most important things that you pay attention to while purchasing premium ice
cream.
3) What kind of premium ice cream you would not buy again?
4) While choosing ice cream, do you consider responsibility, ethicalness and/or
environment? If you do, how?
5) Is the market still missing your dream ice cream? What would it be like?
While planning the questions and interpreting the answers we took into account that the answers
came from dedicated Härtelö fans (who follow it on social media) and not from unbiased
customers. Considering this it is not a surprise that for example veganism and allergens were
popular words amongst the answers. While the results cannot be generalised to the whole Finnish
ice cream market, they still give valuable information to Lipasu Oy about their own customers.
We expected to get around 10 to 20 answers. This number was based on the amount of replies
Lipasu Oy has gotten for its previous customer surveys on Härtelö’s Facebook and Instagram
pages. For example, a post published on Härtelö’s Facebook page on the 22nd of September
2019 (Härtelö Facebook, 2019c) had 45 comments at the time. Altogether, we ended up getting
57 answers which was much more than expected.
Data from the pilot was analyzed together in a meetup. We had familiarised ourselves with the
answers beforehand, but we went roughly through a printed copy of them in our meetup. We had
planned to use thorough coding for the pilot, but we ended up not doing so at that point and went
through the answers and checked the frequencies of some of the most often occurring attributes
(with the Find-function on computer), such as price, taste and veganism. The most common
attributes are shown on Table 1.
Table 1: Most common attributes in pilot questionnaire answers.
Attribute Keywords Hits
Plant based Vegaan*, Kasvipohj* 55
14
Finnish origin Kotimai*, Suom* 32
Price Hinta, Maks*, Kalli* 41
Taste Maku, maun, maut 123
Following percentages have been calculated from the total amount of respondents (57) and not
from the number of respondents who answered that specific question (it was not obligatory to
answer all questions):
Answers to the first question clearly indicated that Härtelö’s customers are into new flavours and
products. About 47% (27) of the respondents reported to be keen on trying new. Around 28%
(16) were somewhere in between (liked to try sometimes or liked to eat both new and old) and
about 21% (12) said that they like to stick to their old favourites. This was quite expected result,
since Härtelö itself is a very different product from others, so likely its followers are into such
products.
In questions 2 and 3, people could mention multiple things in their answers. The second question
showed quite clear pattern on what Härtelö’s customers value in their premium ice cream. About
72% (41) of the respondents valued taste, 35% (20) valued price, 35% valued packaging, 25%
(14) valued ingredients. Around 14% (8) valued domesticity. Third question showed again the
importance of taste. Approximately 37% (21) stated that they would not choose ice cream that
tastes bad, odd, too basic or is tasteless. About 14% (8) mentioned that they would not choose ice
cream that has poor quality-price ratio or is simply too expensive. Around 14% (8) said that they
would avert ice creams that are too sweet.
Question four showed again how Härtelö’s followers represent certain type of consumers, since
53% (30) said they consider responsibility, ethicalness and/or environment, which are Härtelö’s
core values as well. 16% (9) said to do so whenever possible or at least sometimes. 24% (14)
said they do not think about these things.
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The fifth question showed a lot of variation on the respondents’ “dream ice cream” flavours. For
example, citrus, Italian style gelato, banana and toffee, salted caramel (with brownie), little bits
mixed in, pistachio, cookie dough, gingerbread, coffee, mint or mint chocolate, berries,
liquorice/salmiakki with vanilla, peanut butter with banana and chocolate, cherry and something
with a touch of alcohol in it, were mentioned.
Even though the answers were biased, we did get an idea of what kind of tastes and condiments
people around Finland would possibly like and what they might value. So, we did a similar
question in the second part of the research where we listed different flavour options (partly based
on pilot) and left a place for open answer too to get also some uncommon answers. Also, the
question about what kind of ice cream our respondents’ would not buy again gave direction to
the options we gave (or did not give) in the second part.
All in all, we must admit that we did not get as much use out of the pilot as we hoped for
regarding this research, but for Lipasu Oy in general it was a good way to hear out their
customers.
5.3.2 Main questionnaire
In short, the structure of the main questionnaire was:
− 7 questions regarding ice cream consumption habits and what things respondent values in
a premium ice cream brand
− 3 questions about ice cream preferences
− 8 questions related to each selected ice cream brand (same questions about all of them)
− 4 questions about respondents’ qualities
The full questionnaire is provided in the appendices.
Instead of the planned 6 brands, we ended up inquiring about consumers’ opinions on only 4
Finnish ice cream brands: Härtelö, Jymy, 3 kaveria and Valio Jäätelöfabriikki. Aino and
Suomen Jäätelö were left out for the sake of keeping the questionnaire decent in length and
because the four brands we chose resembled each other the most in both price and packaging. To
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help respondents to distinguish the selected brands, we provided pictures of all the packages in
the questionnaire.
In order to make some comparisons between different age groups and regions, we also asked
respondents to fill in their age, identified gender, what university they attend and what diet they
follow. All of the background questions were optional. The questionnaire consisted of multiple-
choice questions and response scales, with an occasional option “other” with an open space for
writing. We kept the main questionnaire open for long enough, so that as many guilds, subject
associations and faculty organisations as possible had time to send it forward on their mailing
lists and students had time to answer it.
Our target population was quite big (over 138 000 students) and we got 663 responses, which
was much more than we expected. We did not believe that our research would be of much
interest but turned out that it was. Statistics of how many answers we got from each university
are provided on the table below (Table 2). However, only 635 people answered this question and
therefore, we do not know the location of 28 people. These are most likely alumni or ex-faculty
members of chosen universities who have forgotten to unsubscribe the mailing lists.
Table 2: The number of answers from each university.
University of Helsinki 311
University of Oulu 108
University of Jyväskylä 67
University of Turku 45
University of Tampere 43
University of Eastern Finland, Kuopio 20
LUT University 9
Aalto University 8
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University of Eastern Finland, Joensuu 6
other 18
University of Vaasa 0
University of Lapland 0
As it was up to the organizations to forward our questionnaire, we could not control that we get
equal amount of answers from every university. Most answers came from University of Helsinki
(311), because that is the biggest university in Finland and the organizations happened to be very
active to help fellow students by forwarding questionnaires. Out of the 663 respondents, 566
(85,5%) were female, 81 (12,2%) were male, 15 (2,3%) were “other”, and one did not answer.
The age of respondents was mostly between 18 and 27. There was almost an equal number of
respondents aged 18-22 (276, 42.1%) and 23-27 (273, 41.6%). The third biggest group was 28-
32, where there were 62 (9,5%) respondents. We further explain our findings in the Discussion
section.
6 Results
The first part of the main questionnaire consisted of different claims regarding the attitudes of
people, such as “It is important for me, that a product is plant based”. Figure 1 indicates that
consumers think responsibility of a brand is extremely important. Plant based ingredients were
important to some people, but the overall significance was quite low as expected, since only a
small part of the population follows a dairy free diet.
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In addition to the basic questions
about consumers’ habits and attitudes,
we received a suggestion from Lipasu
Oy of a “wild card” question, that
might help their product development
in the future. We decided to ask the
recipients about what the ice cream of
their dreams would be like. This
question was carried out as two
different check all that apply (CATA)
sets, of which we asked the consumers
to select the most important 3 attributes in choosing an ice cream. The first set of attributes were
mostly brand-related, such as “Finnish origins”, “produced by a small company” and “attractive
packaging”. On the second set, we had a wide range of attributes related to sensory properties,
such as flavour combinations, texture and whether the ice cream should have any “bits and
pieces”, such as cake or cookie dough mixed in. This question gave us a surprisingly clear view
to the consumer’s mindset.
On Figure 2 it can clearly be
seen, that flavour and price
are the most important
qualifiers in a brand. Our
respondents also valued real
ingredients and Finnish
origins. In the category
“other” there were mentions
about dietary restrictions
(lactose- and allergen free,
soy free, gluten free), creamy
texture and the brand’s active
social media presence.
Figure 1: How important certain brand qualities were to respondents.
Figure 2: The consumers viewed taste and price as the most important qualities of a
brand, when asked to select the 3 most suitable attributes.
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On the second part of the “wild
card”, the results were even
more clear. As shown in Figure
3, more than 70% of
respondents wanted chunks of
for example cookies or cake
mixed in their ice cream.
Overall, indulgent flavours such
as chocolate and caramel, with a
creamy texture, were preferred
most often. Exotic flavours,
sour taste, berries and spices
were not that often chosen, but
there seems to be a market for
those as well. Out of nutrition related factors, the ice cream being less sweet or sugar-free was
chosen by almost 20% of respondents, but the other factors such as fat-free and rich in protein
had few takers.
Out of the four brands that we compared in this study, 3 Kaveria was the most well-known.
When the respondents were presented a set of claims about the brands (e.g. This brand suits my
values: 1=I don't agree, 7=I fully agree), the selected Finnish brands were seen quite similar. The
biggest difference was in how well the brands are recognized (stated in the percentages next to
the brand name in Figure 4). 3 Kaveria was overall rated best in flavour, texture, natural
ingredients and value for money, whereas Härtelö and 3 Kaveria were quite tied on brand
accountability and values. Only a fifth of the respondents knew Härtelö brand, so the results are
of course from a smaller sampling compared to the more known brands.
Figure 3: Creamy, indulgent flavours dominated the charts when the respondents
were asked to select 1-4 components to their dream ice cream.
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Figure 4: Respondents’ conception of the four selected brands. Statistically significant differences between brands are marked
with different letters (p<0.05).
We also made some cross tabulations between responses in SPSS and we examined for example
how people belonging to different genders, people having different diets or people studying in
different universities have responded to other questions. However, all these findings cannot be
considered totally reliable as some categories had only a few respondents. For example, we only
got a couple of responses from certain universities (like Aalto, Joensuu and LUT) and there were
only 15 respondents who defined their gender as “other”.
When comparing the responses between the universities, we noticed that students from the
University of Helsinki ate plant-based ice cream more often than others while students in
Tampere, LUT, Turku and Oulu ate plant-based ice cream most seldomly. Jymy and Valio
Jäätelöfabriikki were best recognized in Aalto and Joensuu whereas Jymy was least recognized
in Oulu and Tampere. Valio Jäätelöfabriikki, Härtelö and 3 Kaveria were most unfamiliar in
LUT and among the respondents who chose the option “other” while Härtelö and 3 Kaveria were
both best recognized in Aalto and Kuopio.
According to the results, men were less eager to try new ice cream flavours than other genders.
Jymy was the most unfamiliar to men as even 63 % did not recognize the brand. Also,
21
surprisingly, 38,3 % of men disliked or somewhat disliked Jymy’s black and “masculine”
package. Conversely, Valio Jäätelöfabriikki was not in favor of the group who stated their gender
as “other”: 53,3 % of them didn’t recognize the brand, 20 % did not like or somewhat disliked
the brand’s appearance, none of them liked the brand’s taste or considered that they share the
same values with the brand. Concerning Härtelö, only 8,6 percent of men knew the brand and
over half of men (54,3 %) disliked or somewhat disliked Härtelö’s packaging. In turn, 3
Kaveria’s package was quite evenly liked by all genders and it was the best known among the
gender “other” while 93,3 percent of them knew the brand. However, the brand seems to be
familiar for other genders as well, as 81,9 % of women and 59,3 % of men recognized the brand.
As a positive side effect from Lipasu Oy’s perspective, this research can also be seen as a way to
increase brand recognition; some respondents had never heard of the brand before and some even
commented that after responding to the questionnaire they felt like they must go and get some ice
cream.
Comparing the answers according to respondents’ diets revealed that 23,3 % of vegetarians did
not consider important or comparatively important that product is plant-based, which is
understandable since vegetarians can eat dairy (lacto-ovo-vegetarians). 10,9 % of omnivores did
not regard responsibility as an important or relatively important value. The bigger percentage of
vegans was ready to pay more for a premium ice cream than vegetarians, but none of them were
ready to pay more than 5-7 euros. However, there was a very small percentage of omnivores and
people following other diets who were ready to pay more than 7 euros for a premium ice cream.
Jymy and Härtelö were the most familiar for vegans whereas Valio Jäätelöfabriikki was the most
unfamiliar for them. 3 Kaveria instead, was equally familiar to all diets. Most vegans (66,7 %)
did not consider Valio Jäätelöfabriikki as a responsible or fairly responsible company and 75 %
of vegans disagreed or somewhat disagreed when they were asked if the brand have the same
values with them. On the contrary, 93,9 % of vegans and 92,3 % of vegetarians shared or
somewhat shared the same values with Härtelö. Additionally, over 80 % of vegans, vegetarians
and other diets also agreed or somewhat agreed with the statement “Härtelö’s products are
responsibly manufactured”.
22
We also discovered that those respondents, who considered that it is important that the product is
made of plant-based ingredients, also ate the plant-based ice cream more often than others. Also,
the majority of the people who highly valued responsibility was ready to pay only 3-5 euros for a
premium ice cream. In addition, 43,9 % of the respondents, who claimed that they do not eat any
ice cream, did, however, eat plant-based ice cream.
Lipasu Oy was also interested about
how the respondents’ view
Härtelö’s base values - or whether
they think it has any. While
analyzing the cross tabulation
results, we found out that even if
consumers demand responsibly
produced products, they are not
willing to pay more about
responsibility. Therefore, we
decided to analyze separately, how
the selected brands were viewed when both the value for money and brand values. We found out
that even though Härtelö isn’t that well known, the respondents who do know the brand rated it
high for both suitability to their own values and value for money (Figure 5). It is to be noted, that
the brands were all ranked quite similar, so to visualise the brand mapping we shortened the X
and Y axes on Figure 5 to go from only answer options 4-7.
7 Discussion
7.1 Recommendations for Lipasu Oy
For Lipasu Oy, we have a few key takeaways from the results of this study. The number one is to
focus on increasing brand recognition. To start, it could be useful for example to organize a large
marketing campaign. To gain long lasting respect from consumers however, it is important to
keep active and open for discussion for a long period of time. The effects of persistent work
towards brand-building can be seen in for example how the respondents viewed the 3 Kaveria
Figure 5: The four selected brands mapped by their conspicuousness and
consumers’ responses to the claims “This brand is good value for money” and
“This brand suits my values”.
23
brand, that was rated best in flavour, texture, value for money and natural ingredients. 3 Kaveria
has been on the market since 2012, and during this time they have been active in for example
different events, social media and influencer marketing.
The second, and one of the most surprising findings was how clear it was that consumers want
rich flavours such as chocolate, caramel and licorice in ice cream, with some chunks such as
cookies, candy or cake mixed in. Ice cream is meant for indulgence, and this can clearly be seen
in the results. Even though there has been a rise in high-protein, low-sugar snacks and even ice
creams in the last few years, the need for these is quite small according to our results. At the
moment this isn’t a thing of concern for Lipasu, since the Härtelö brand is not focused on health
or reduced-calorie products. The results also showed that the majority of consumers do not look
for fresh or exotic flavours when selecting ice cream. This is something to be considered, since
out of the two Härtelö flavours on the market in December 2019, one is flavoured with lime and
passionfruit. We don’t recommend losing these exotic flavour alternatives completely, since they
can still be a way to distinguish the brand from its competitors and reach the consumers looking
for something special. It might still be a good idea to focus on developing more indulgent
flavours, that capture the interest of most consumers and bring more sales and turnover.
The fourth major finding relates to the production possibilities of Härtelö. One of the key
distinguishing points of Härtelö according to Lipasu Oy is that it has very little allergens
compared to both traditional dairy ice cream and plant based options made with for example soy
or nuts. This requires a very specific type of production facility with no possibility of cross-
contamination, which might limit the available sites in the future. The research indicates that
being free of allergens isn't a selling point for the majority of consumers. Almost 40% of
respondents stated that the presence of allergens is not at all of concern. This indicates that
relocation to a larger facility could be considered in the future even should it mean more possible
allergens. We still recommend keeping the product as free of allergens as possible as long as the
supply and demand can be kept in balance. Especially in a saturated market like ice cream, all
the competitive advantages that can distinguish a brand are crucial. About 3-5 % of Finnish
adults are allergic to something (Ruokatieto), and among the major allergens are both soy and
nuts. If the product is delicious enough, it can serve as an easy treat that fits the needs of almost
all consumers without compromising sensory properties.
24
We were surprised to find how few of the consumers viewed a brand’s activity on social media
important. This is however something that can be interpreted in many ways; for products with an
established brand and customer base it might not be important for users whether their favourite
brand is on social media or not. On the other hand, for new brands with limited resources, social
media might be the first place to reach new customers, to start building a brand personality and
to educate consumers about their product (Basri & Siam, 2017). We encourage Lipasu to keep
using social media as a tool to find new customers and especially to interact with their followers.
This is an inexpensive way to build brand personality and gain loyal customers.
7.2 The accuracy of our hypothesis
In our research proposal we expected that the main distinguishing factors of Härtelö would be its
Finnish origins and suitability to different diets. The Finnish origins were viewed as important by
the majority of respondents, but it didn’t exactly separate Härtelö from the other brands, of
which many also used Finnish ingredients. The visual identity of Härtelö divided respondents as
expected; the overall score for visual identity was 4.2/7 (“I like the package design” on a scale of
1=I don’t agree, 7=I fully agree), with the highest standard deviation (1.6) of all the brands.
As Härtelö has been on the market only since August 2019, we anticipated that it would have
significantly smaller brand recognition as the other brands. This was correct, since 22% of
respondents had heard of the brand, whereas the mean brand recognition was 56%. As opposed
to our original research proposal, we ended up focusing completely on consumers’ conceptions
of the brands rather than asking about specific qualities such as the use of faba bean in Härtelö.
This allowed us to create a more thorough view of the brands in question without making the
questionnaire excessively long. Brand conception is also one of the key elements on customer
satisfaction and loyalty according to Yi Zhang (2015).
7.3 Validity and reliability
The validity of the research was quite good in general. However, we could have defined better in
the main questionnaire what we meant by the terms “responsibility” and “premium ice cream” as
some of the respondents sent us feedback that those terms were a bit ambiguous and they were a
bit unsure how to answer these questions. We could have also specified in more detail what kind
25
of diets could be included into categories “omnivore”, “vegetarian” and “vegan” as some
respondents had marked themselves belonging to the category “other” although they could have
belonged to a predetermined category as well. For example, some respondents who labelled
themselves as flexitarians or lacto-ovo vegetarians as they could have been categorized as
“omnivores” or “vegetarians” as well.
Reliability, on the other hand, could have been better. We ended up getting only a couple of
responses from certain universities and age groups and, for that reason, some of our results,
especially in cross tabulation section, are biased because there were only a few responses.
However, as we decided to send the questionnaire to the sample group using the boards of the
organizations as mediators, it was not on our hands which of the organizations would forward
our message to their mailing lists. It depended only on the activeness of board members.
8 Conclusions
Out of the 663 Finnish university students, about 22 % knew Härtelö brand. 3 Kaveria was the
best recognized and respected by the respondents in both sensory properties and brand values, so
they could be appointed as one of Härtelö’s biggest competitors. As our main propositions for
Lipasu Oy, the company should consider focusing on introducing Härtelö to as many new
consumers as possible within the limitations of their resources. This could be done, for example,
by organizing a marketing campaign for the product via different media and actively attending
events with potential new customers. Even though social media presence as such was not that
important in respondents’ answers, we still encourage Lipasu to take advantage of it as a way to
build brand personality and to interact with old and new customers.
As the majority of respondents wished to have chunks mixed in their ice cream, it could be
useful to focus on developing indulgent flavours with chunks to their ice cream portfolio, while
still keeping some of the more experimental flavour combinations on the side. The results of the
research also indicated that the lack of allergens was not considered important by most
respondents and based on that Lipasu Oy could consider its manufacturing to the larger facility
with more contamination risks if needed. However, there are few ice cream brands on the market
26
with as little allergens as Härtelö, so manufacturing allergen-free products could also be
considered a way to gain a competitive advantage and distinguish from other premium ice cream
brands.
In the future, Härtelö could examine more the possibility to target their products for people with
dietary restrictions to see if that could be a profitable niche market. They could, for example,
make a specified market research for them in order to get to know the target group and their
consuming habits better. They could also execute a more detailed secondary research concerning
allergies and statistics about the number of people suffering from them.
Also, after being longer in the market, Lipasu could re-conduct this similar kind of research in
order to find out, for example, if the brand is better recognized, and if the consuming habits or
preferences for their ice cream has changed. They could use a different kind of sample group for
the research in order to gather information from a wider consumer population. In the future,
Lipasu Oy could also investigate its possibilities to succeed in the international markets, for
example, in which countries it could prosper, how it should enter to the new markets and who
would be its most potential target groups.
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Suomalaiset premium-jäätelötHei!
Olemme ryhmä Aalto-yliopiston markkinoinnin opiskelijoita, ja teemme kurssityönä markkinatutkimusta Lipasu Oy:lle suomalaisten jäätelönkulutuksesta. Tutkimuksessa haluamme selvittää, millaiset asiat vaikuttavat kuluttajien mielikuviin eri tuotteista ja brändeistä. Arvomme vastaajien kesken 10€:n S-ryhmän lahjakortin!
Olemme erittäin kiitollisia, mikäli sinulla on hetki aikaa vastata alla oleviin kysymyksiin. Vastaamiseen menee vain noin 10-15 minuuttia.
Kysely on täysin anonyymi ja käsittelemme vastaukset luottamuksellisesti. Käytämme vastauksia ainoastaan kyseisessä tutkimuksessa. Mikäli haluat osallistua 10€ S-ryhmän lahjakortin arvontaan, voit jättää sähköpostiosoitteesi viimeisellä sivulla. Osoitetta käytetään ainoastaan arvonnan voittajalle ilmoittamiseen.
Kysely on avoinna 19.10.-2.11.2019.
Kiitos paljon vastauksista jo etukäteen!
HUOM! Kysely koskee nimenomaan premium-jäätelöitä eli ns. herkuttelujäätelöitä (Härtelö, 3 Kaveria, Jymy, Valio Jäätelöfabriikki).
*Pakollinen
1. Kuinka usein syöt premium-jäätelöä? *Merkitse vain yksi soikio.
Useamman kerran viikossa
Kerran viikossa
Muutaman kerran kuussa
Harvemmin kuin kerran kuussa
En syö jäätelöä
2. Kuinka usein syöt kasvipohjaista premium-jäätelöä? *Merkitse vain yksi soikio.
Useamman kerran viikossa
Kerran viikossa
Muutaman kerran kuussa
Harvemmin kuin kerran kuussa
En syö kasvipohjaista jäätelöä
Seuraavaksi esitämme joukon väittämiä. Vastaa sen mukaan,kuinka samaa tai eri mieltä olet.
3. Minulle on tärkeää, että premium-jäätelöbrändi on aktiivinen sosiaalisessa mediassa *Merkitse vain yksi soikio.
1 2 3 4 5 6 7
En lainkaan samaamieltä
Täysin samaamieltä
4. Minulle on tärkeää, että tuote on kasvipohjainen *Merkitse vain yksi soikio.
1 2 3 4 5 6 7
En lainkaan samaamieltä
Täysin samaamieltä
5. Minulle on tärkeää, että tuote ei sisällä allergeeneja *Merkitse vain yksi soikio.
1 2 3 4 5 6 7
En lainkaan samaamieltä
Täysin samaamieltä
6. Vastuullisuus on minulle tärkeä arvo *Merkitse vain yksi soikio.
1 2 3 4 5 6 7
En lainkaan samaamieltä
Täysin samaamieltä
7. Kokeilen mielelläni premium-jäätelöuutuuksia *Merkitse vain yksi soikio.
1 2 3 4 5 6 7
En lainkaan samaamieltä
Täysin samaamieltä
Seuraavat kysymykset käsittelevät jäätelömieltymyksiä.
8. Olen valmis maksamaan 500 ml:n premium-jäätelöstä *Merkitse vain yksi soikio.
0-3€
3-5€
5-7€
yli 7€
9. Valitse 3 tärkeintä ominaisuutta jäätelöä valitessasi *Valitse kaikki sopivat vaihtoehdot.
Hinta
Kotimaisuus
Kasvipohjaisuus
Brändin aktiivisuus sosiaalisessa mediassa
Pientuottajan valmistama
Aidot raaka-aineet
Maku
Houkutteleva pakkaus
Muu:
10. Valitse 1-4 komponenttia unelmiesi jäätelöön: *Valitse kaikki sopivat vaihtoehdot.
Pähkinät
Hedelmäinen/eksoottinen maku
Kastikkeet
Palat (suklaa, taikina, keksi jne.)
Raikas
Lakritsinen/salmiakkinen
Sokeriton
Hapan
Toffeinen maku
Mausteinen/yrttinen maku
Vaniljainen maku
Vähärasvainen/rasvaton
Vähemmän makea
Karkit
Suklainen maku
Rouheet/strösselit
Marjainen maku
Täyteläinen koostumus
Runsasproteiininen
Kirpeä
Muu:
Kysely jatkuu seuraavalla sivulla.
BrändikartoitusSeuraavaksi haluaisimme kuulla mielipiteesi muutamasta eri suomalaisesta jäätelöbrändistä.
1. Jymy
Valmistaja: Suomisen Maito Oy
11. Pidän pakkauksen ulkonäöstä *Merkitse vain yksi soikio.
1 2 3 4 5 6 7
En lainkaan samaamieltä
Täysin samaamieltä
12. Brändi on minulle tuttu *Mikäli vastasit "Ei", voit hypätä seuraavan kysymyksen yli.Merkitse vain yksi soikio.
Kyllä
Ei
13. Mielikuvat koskien Jymy-jäätelöitäValitse jokaiseen väittämään asteikolla 1-7, kuinka samaa mieltä olet kyseisen väittämän kanssa.Mikäli et ole maistanut tuotetta, voit jättää vastaamatta makua ja rakennetta koskeviin kysymyksiin, javastata ainoastaan kohtiin 3-6. 1=En lainkaan samaa mieltä, 7=Täysin samaa mieltäMerkitse vain yksi soikio riviä kohden.
1 2 3 4 5 6 7
1 Pidän tuotteiden mausta2 Pidän tuotteidenkoostumuksesta3 Brändin tuotteilla on hyvä hinta-laatusuhde4 Brändi sopii omaanarvomaailmaani5 Tuotteet ovat vastuullisestituotettuja6 Tuotteissa käytetään aitojaraaka-aineita
2. Valio Jäätelöfabriikki
Valmistaja: Valio Oy
14. Pidän pakkauksen ulkonäöstä *Merkitse vain yksi soikio.
1 2 3 4 5 6 7
En lainkaan samaamieltä
Täysin samaamieltä
15. Brändi on minulle tuttu *Mikäli vastasit "Ei", voit hypätä seuraavan kysymyksen yli.Merkitse vain yksi soikio.
Kyllä
Ei
16. Mielikuvat koskien Valio Jäätelöfabriikki -jäätelöitäValitse jokaiseen väittämään asteikolla 1-7, kuinka samaa mieltä olet kyseisen väittämän kanssa.Mikäli et ole maistanut tuotetta, voit jättää vastaamatta makua ja rakennetta koskeviin kysymyksiin, javastata ainoastaan kohtiin 3-6. 1=En lainkaan samaa mieltä, 7=Täysin samaa mieltäMerkitse vain yksi soikio riviä kohden.
1 2 3 4 5 6 7
1 Pidän tuotteiden mausta2 Pidän tuotteidenkoostumuksesta3 Brändin tuotteilla on hyvä hinta-laatusuhde4 Brändi sopii omaanarvomaailmaani5 Tuotteet ovat vastuullisestituotettuja6 Tuotteissa käytetään aitojaraaka-aineita
3. Härtelö
Valmistuttaja: Lipasu Oy
17. Pidän pakkauksen ulkonäöstä *Merkitse vain yksi soikio.
1 2 3 4 5 6 7
En lainkaan samaamieltä
Täysin samaamieltä
18. Brändi on minulle tuttu *Mikäli vastasit "Ei", voit hypätä seuraavan kysymyksen yli.Merkitse vain yksi soikio.
Kyllä
Ei
19. Mielikuvat koskien Härtelö-jäätelöitäValitse jokaiseen väittämään asteikolla 1-7, kuinka samaa mieltä olet kyseisen väittämän kanssa.Mikäli et ole maistanut tuotetta, voit jättää vastaamatta makua ja rakennetta koskeviin kysymyksiin, javastata ainoastaan kohtiin 3-6. 1=En lainkaan samaa mieltä, 7=Täysin samaa mieltäMerkitse vain yksi soikio riviä kohden.
1 2 3 4 5 6 7
1 Pidän tuotteiden mausta2 Pidän tuotteidenkoostumuksesta3 Brändin tuotteilla on hyvä hinta-laatusuhde4 Brändi sopii omaanarvomaailmaani5 Tuotteet ovat vastuullisestituotettuja6 Tuotteissa käytetään aitojaraaka-aineita
4. 3 Kaveria
Valmistaja: Kolmen Kaverin Jäätelö Oy
20. Pidän pakkauksen ulkonäöstä *Merkitse vain yksi soikio.
1 2 3 4 5 6 7
En lainkaan samaamieltä
Täysin samaamieltä
21. Brändi on minulle tuttu *Mikäli vastasit "Ei", voit hypätä seuraavan kysymyksen yli.Merkitse vain yksi soikio.
Kyllä
Ei
22. Mielikuvat koskien 3 Kaverin jäätelöitäValitse jokaiseen väittämään asteikolla 1-7, kuinka samaa mieltä olet kyseisen väittämän kanssa.Mikäli et ole maistanut tuotetta, voit jättää vastaamatta makua ja rakennetta koskeviin kysymyksiin, javastata ainoastaan kohtiin 3-6. 1=En lainkaan samaa mieltä, 7=Täysin samaa mieltäMerkitse vain yksi soikio riviä kohden.
1 2 3 4 5 6 7
1 Pidän tuotteiden mausta2 Pidän tuotteidenkoostumuksesta3 Brändin tuotteilla on hyvä hinta-laatusuhde4 Brändi sopii omaanarvomaailmaani5 Tuotteet ovat vastuullisestituotettuja6 Tuotteissa käytetään aitojaraaka-aineita
Taustatiedot
Tilastollista analyysiä varten arvostaisimme, jos kertoisit vähän itsestäsi!
23. YliopistoMerkitse vain yksi soikio.
Helsingin yliopisto
Aalto-yliopisto
Lapin yliopisto
Vaasan yliopisto
Jyväskylän yliopisto
Itä-Suomen yliopisto, Kuopio
Itä-Suomen yliopisto, Joensuu
Tampereen yliopisto
LUT yliopisto
Oulun yliopisto
Turun yliopisto
Muu
24. SukupuoliMerkitse vain yksi soikio.
Nainen
Mies
Muu
25. IkäValitse alla olevista vaihtoehdoista, mihin ikäryhmään kuulutMerkitse vain yksi soikio.
Alle 18
18-22
23-27
28-32
33-37
38 tai yli
26. RuokavalioValitse kaikki sopivat vaihtoehdot.
Sekasyöjä
Kasvissyöjä
Vegaani
Muu:
Palvelun tarjoaa
27. Mikäli haluat osallistua arvontaan, voit jättäätähän sähköpostiosoitteesi:
28. Vapaa sana:
