When it comes to indulgent treats, premium dairy products, such as clotted cream, led the way during the pandemic. Those trusted brands with a strong heritage and reputation for quality fared best, indicating an opportunity for increased sales momentum as restrictions ease.
Clotted Cream has seen the fastest growth of all Cream segments in the last 12 months (+36.2%), driven by new shoppers, as consumers looked to replace the experiences they were missing out of home – namely afternoon tea – during lockdown.
With 90% of Clotted Cream’s growth down to increased penetration, the segment gained 1.4m shoppers. This was a result of Total Cream shoppers adding Clotted to their repertoire – trading up from other products such as Single and Crème Fraiche – as well as existing shoppers and brand loyalists buying more.
Brands make up 61% of the segment and category growth has been driven by the leader in Clotted Cream, Rodda’s. The 130-year-old brand has been enjoyed by 3.1m people across the UK over the last 12 months – the largest number the brand has ever seen. Delivering over half of all category sales, Rodda’s has grown +33% YoY, gaining 61.8% of the total new shoppers to the Clotted Cream category, driven specifically by young families.
Rodda’s growth is a result of the company’s decision to significantly invest behind the brand during the pandemic with one of their biggest above and below the line campaigns to date. The campaign included radio, in store activation, digital, press and PR with celebrity chef endorsements and partnerships.
Welcoming a new generation of consumers, Nicholas Rodda, managing director and fifth generation of the Rodda’s family, comments: “Our 130-year-old Cornish brand has always been much more than just the product itself; the brand evokes those special memories of holidays in Cornwall and happy family times together. We found during the pandemic that consumers were seeking comfort and nostalgia more than ever, treating themselves and their families while restrictions remained in place, and turning to brands they trust, such as Rodda’s.
“It has been fantastic to see people take the time to enjoy a treat during lockdown and re-create those special moments, such as afternoon tea, at home. Over the last year, our marketing campaigns have continued to highlight new ways to use Clotted Cream alongside the special timeless activity of baking scones. This has appealed to younger shoppers and families, as they maybe try our product for the first time or look to capture those out of home occasions, in-home.
“By continuing to supply our customers throughout this difficult year and keeping the brand top of mind through our marketing campaigns, we’ve maintained our top spot as Britain’s favourite Clotted Cream, whilst introducing a new generation of clotted cream users.”
“As we move into British summertime, we foresee more people taking time to enjoy a quintessential cream tea with family and friends. With Cornwall named as the number one staycation destination of 2021, Rodda’s is rolling out an even bigger brand support campaign, building on the success we achieved last year, with a key focus on our heartland in Cornwall alongside a range of national advertising initiatives and support for our customers.”