If you are interested in exploring anything related to ice cream in Singapore — be it a store, product, or campaign — this article offers a quick insight into the search trends for the keyword ‘Ice Cream’. Below are some questions that it can help to answer, as well as raising questions for further exploration.
- Should I start an ice cream shop
- When should I launch an ice cream-related campaign
- How should I expand my ice cream brand
- What innovative concepts can I explore with ice cream
Trend Outlook
The graph shows the interest in ice cream in Singapore from 2004 to the present. Based on the trend line, here’s a hypothesis considering the observable data:
- Stable Long-Term Interest with Periodic Fluctuations: The overall interest in ice cream has been relatively stable over the nearly two-decade period, with some fluctuations. The interest does not show a clear upward or downward long-term trend, suggesting that ice cream has a consistent presence in consumer preferences.
- Seasonal and Event-Related Peaks: There are noticeable periodic peaks in search interest which could be indicative of seasonality or specific events. Given Singapore’s tropical climate, the peaks may not correspond to traditional seasons but could be related to school holidays, festive periods, or marketing campaigns by ice cream companies.
- General Increase in Interest Over Time: In the later years, there seems to be a slight increase in the peaks of search interest, potentially reflecting a growing population, increased internet usage, or heightened interest in ice cream possibly influenced by new trends or the introduction of new flavors and brands.
Questions
- With rising temperatures, how can we anticipate changes in ice cream consumption patterns and prepare our business offerings accordingly?
- How might the “lipstick effect” be influencing ice cream sales, and what does that say about future market potential during economic fluctuations?
Market Pulse
Based on the graph showing the interest in ice cream in Singapore over the past five years, my hypothesis would consider the following observations:
- Seasonal Trends: The graph displays a clear cyclical pattern in the interest over time, with peaks that seem to occur regularly each year. This likely corresponds with seasonal variations, such as warmer weather or seasonal holidays, when people are more inclined to consume ice cream.
- Consistent Popularity with Variability: The general consistency of the cycles suggests that ice cream maintains a stable popularity in Singapore, with predictable fluctuations that could be used by businesses for seasonal marketing and stock planning.
- Potential Weather Impact: Given Singapore’s tropical climate, the fluctuations might be less pronounced than in countries with four distinct seasons, but they may still reflect hotter and cooler periods within the year or changes in consumer behavior during holiday or school hoiliday periods.
Chart from http://www.weather.gov.sg/climate-climate-of-singapore/
Questions
- What innovative marketing approaches could we employ during the low seasons to maintain customer engagement and sales?
- Considering the correlation between temperature fluctuations and ice cream trends, how can we tailor our marketing efforts to capitalize on weather patterns?
Opportunity Gaps
Below are some conceptual frameworks that could help to identify the potential areas for innovation and differentiation within the market.
Extension and Amputation
This concept suggests that while technological progress introduces new abilities or enhancements (extensions), it also concurrently reduces or supplants established skills, behaviours, or ways of interacting (amputations). By recognising these gaps, opportunities for innovation or improvement can be identified.
Pick-and-shovel Playbook
The “pick-and-shovel” effect refers to a approach of investing in or providing the tools and services necessary for an industry to operate, rather than the end product itself.
- Specialised Refrigeration Solutions
- Eco-Friendly Packaging
- Flavour Innovation Laboratories
- Ice Cream Making Workshops and Equipment
- Supply Chain Solutions for Exotic Ingredients
- Ice Cream-Specific POS Systems
- Mobile Ice Cream Vending Solutions
- Dairy and Alternative Milk Processing Technologies
- Ice Cream-Themed Marketing and Branding Services
Contrarian Corner
By challenging the status quo with reasoned analysis, one can identify opportunities and discover untapped markets.
Conclusion
My hypothesis suggests that ice cream will continue to be a popular choice, rather than a fading fad, due to rising temperatures and its status as an affordable comfort food. I believe it could be categorised into the ‘lipstick effect’ items, where consumers could still indulge in small luxuries during economic downturns.
