Confectionery: Who buys Ben & Jerry’s?

Why it is the topic trending:

• Brand Spinoff: Ben & Jerry's is preparing for a spinoff from its parent company Unilever later in 2025, making an analysis of its customer base particularly relevant.

• Outspoken Political Stances: The brand is known for its political activism, which often generates public discussion and interest in its consumer demographics.

• Understanding Consumer Loyalty: Analyzing who buys Ben & Jerry's helps understand the factors that drive loyalty to a brand known for more than just its product.

Overview:

The article analyzes the demographics, brand sentiment, and attitudes of Ben & Jerry's customers in Britain using data from YouGov Profiles and BrandIndex. It compares these customers to those of other sweet snack brands (excluding chocolate) to identify key characteristics of the brand's consumer base ahead of its upcoming spinoff from Unilever.

Detailed Findings:

• Demographics: Ben & Jerry's customers in Britain are more likely to be aged 18-34 (44%) compared to customers of other sweet snack brands (30%). They are also somewhat more likely to be aged 35-54 (43% vs. 37%) and significantly less likely to be over 55 (13% vs. 33%). In terms of gender, Ben & Jerry's customers are slightly more likely to be male (55%) than customers of other sweet snack brands (50%).

• Brand Sentiment: 42% of sweet snack customers generally like Ben & Jerry's, placing it in the middle of the pack in terms of BrandIndex Impression scores. Ben & Jerry's customers also show a high positive sentiment towards brands like McVitie's chocolate digestives, Jaffa Cakes, Mr. Kipling, and McVitie's in general. Brands more appreciated by Ben & Jerry's customers compared to general sweet snack consumers include Oreos, Maryland cookies, Krispy Kreme doughnuts, and Lotus Biscoff.

• Attitudes: Ben & Jerry's customers are more likely to say they are trying to become a better person (88% vs. 76%). They place a higher importance on corporate ethics, are more likely to believe it's hard to track companies in scandals (86% vs. 76%), and agree that diversity and inclusion should be considered at events (72% vs. 67%). They are also more inclined to pay more for environmentally friendly products (60% vs. 51%) and believe it's more ethical to be vegan (39% vs. 28%). Notably, they are more likely to purchase from brands that express views they agree with in advertisements (60% vs. 49%) and stop buying from brands holding views they disagree with (57% vs. 48%). Furthermore, 41% of Ben & Jerry's customers try to buy only from socially and ethically responsible companies (vs. 32% of other sweet snack consumers).

Key Takeaway:

Ben & Jerry's in Britain has a core customer base that is significantly younger (predominantly 18-54), slightly more male, and holds strong values around corporate ethics, social responsibility, and environmental concerns. These customers are also more likely to support brands that align with their views and boycott those that don't.

Main Trend:

Values-Driven Consumption Among Younger Demographics: The primary trend is the strong inclination among a younger demographic (18-54) of Ben & Jerry's customers in Britain to make purchasing decisions based on a brand's ethical stances, social responsibility, and alignment with their personal values, extending beyond just the product itself.

Description of the trend (please name it):

Conscious Consumerism with Brand Alignment: A notable trend where consumers, particularly younger adults, actively consider a brand's values, ethics, and social responsibility when making purchasing decisions. They are more likely to support brands that align with their1 own beliefs and are willing to boycott those that don't, indicating a deeper engagement with brands beyond product quality and price.

What is consumer motivation:

• Ethical Alignment: Consumers want to support companies whose values reflect their own beliefs about ethics, social justice, and environmental responsibility.

• Personal Connection: Supporting brands with aligned values fosters a sense of personal connection and reinforces their own identity.

• Desire for Impact: Consumers want their purchasing power to contribute to positive social and environmental change.

• Authenticity and Transparency: They are drawn to brands that are perceived as authentic and transparent in their values and actions.

• Sense of Community: Supporting like-minded brands can create a sense of community with others who share similar values.

What is driving trend:

• Increased Awareness of Social and Environmental Issues: Greater access to information and media coverage has heightened consumer awareness of global issues and corporate impact.

• Activism and Social Movements: The rise of social and political activism, particularly among younger generations, influences their consumer choices.

• Brand Transparency and Communication: Brands are increasingly vocal about their values, making it easier for consumers to assess alignment.

• Power of Social Media: Social media platforms enable consumers to share information about brand ethics and engage in collective action, both positive and negative.

• Generational Values: Younger generations, like Gen Z and Millennials, tend to prioritize values and purpose more in their purchasing decisions compared to older generations.

What is motivation beyond the trend:

• Building a Better World: Some consumers see their purchasing decisions as a way to contribute to a more ethical and sustainable world.

• Feeling Good About Purchases: Supporting responsible brands can lead to a greater sense of satisfaction and moral comfort with their purchases.

• Holding Corporations Accountable: Consumers are using their purchasing power to hold companies accountable for their social and environmental impact.

Description of consumers article is referring to:

• Age: Primarily 18-54 (younger demographics), with a significant skew towards 18-34 year olds.

• Gender: Slightly more likely to be male (55%).

• Income: Not explicitly mentioned, but the willingness to pay more for environmentally friendly products suggests a segment that is not solely driven by price, indicating a potentially varied income range with some disposable income.

• Lifestyle: Likely engaged and aware individuals who are concerned about social, ethical, and environmental issues. They are more likely to be politically conscious and actively seek out brands that align with their values. They may also be digitally active and influenced by information and discussions around brand ethics online.

Conclusions:

Ben & Jerry's in Britain appeals to a younger, slightly more male demographic that places a significant emphasis on corporate ethics, social responsibility, and environmental concerns. These consumers actively support brands that share their values and are willing to boycott those that don't, highlighting the growing importance of brand alignment with consumer values for this segment.

Implications for Brands (Especially Ben & Jerry's):

• Reinforce Ethical Stances: For brands like Ben & Jerry's with established values, it's crucial to consistently reinforce and communicate their ethical stances.

• Engage with Younger Audiences: Focus marketing efforts on younger demographics who are more likely to prioritize brand values.

• Be Transparent and Authentic: Ensure that values are genuinely held and reflected in all aspects of the business, as consumers are increasingly discerning.

• Risk of Alienating Other Segments: Brands with strong political stances need to be aware of potentially alienating consumer segments with differing views.

• Potential for Strong Loyalty: Aligning with consumer values can foster exceptionally strong brand loyalty and advocacy.

Implication for Society:

• Increased Corporate Accountability: Consumers are increasingly using their purchasing power to hold corporations accountable for their social and environmental impact.

• Rise of Purpose-Driven Brands: Brands that integrate social and environmental purpose into their core mission may find greater resonance with consumers.

• Potential for Political Polarization in Consumerism: Brands taking strong stances could contribute to increased political polarization in consumer choices.

Implications for Consumers:

• More Choices Based on Values: Consumers have more opportunities to support brands that align with their ethical and social beliefs.

• Greater Influence on Corporate Behavior: Their purchasing decisions can have a direct impact on corporate practices and values.

• Potential for Higher Prices: Products from socially and ethically responsible companies may sometimes come at a higher price.

Implication for Future:

• Growing Importance of Brand Values: The significance of brand values in consumer decision-making is likely to continue to grow, especially among younger generations.

• More Brands Taking Public Stances: We may see more brands becoming vocal about their social and political beliefs.

• Increased Scrutiny of Corporate Actions: Consumers will likely continue to scrutinize corporate behavior and hold brands to higher ethical standards.

Consumer Trend (name, detailed description):

• Name: Values-Based Purchasing

• Detailed Description: Consumers are increasingly making purchasing decisions based on a brand's alignment with their personal values, including ethics, social responsibility, and environmental sustainability, often prioritizing these factors alongside or even above traditional considerations like price and convenience.

Consumer Sub Trend (name, detailed description):

• Name: Ethical Brand Allegiance

• Detailed Description: Consumers are developing strong loyalty towards brands that demonstrate a genuine commitment to ethical practices and social responsibility, willing to actively support these brands and even boycott competitors with differing values.

Big Social Trend (name, detailed description):

• Name: The Conscious Consumer Movement

• Detailed Description: There is a significant and growing social movement of consumers who are more aware of the social and environmental impact of their consumption and are actively seeking out more responsible and ethical options.

Worldwide Social Trend (name, detailed description):

• Name: Global Demand for Corporate Social Responsibility

• Detailed Description: Across the globe, consumers are increasingly expecting corporations to take responsibility for their impact on society and the environment, influencing brand reputation and consumer choices.

Social Drive (name, detailed description):

• Name: Desire for Purposeful Consumption

• Detailed Description: Consumers are driven by a desire to make their purchases feel more purposeful, wanting their spending to support companies that contribute positively to society and the environment, reflecting a sense of making a difference through their choices.

Learnings for brands to use in 2025:

• Younger consumers, particularly those aged 18-34, are highly attuned to brand values.

• Authenticity and transparency in ethical and social stances are crucial.

• Consumers are willing to support brands they agree with and boycott those they disagree with.

• Highlighting commitment to environmental sustainability and social responsibility resonates strongly.

• Understanding the values of your core customer base is essential for long-term loyalty.

Strategy Recommendations for brands to follow in 2025:

• Clearly define and communicate your brand's values and ethical commitments.

• Ensure that your actions and practices align with your stated values to maintain authenticity.

• Engage with consumers on social and ethical issues that resonate with your brand and target audience.

• Consider taking public stances on relevant social and environmental issues, understanding the potential impact on different consumer segments.

• Provide transparent information about your supply chain, production processes, and social impact initiatives.

Final sentence (key concept) describing main trend from article:

The core trend revealed by the Ben & Jerry's customer analysis is the increasing importance of values-driven consumption, particularly among younger demographics who are inclined to choose brands that align with their ethical, social, and environmental beliefs.

What brands & companies should do in 2025 to benefit from trend and how to do it:

Brands in 2025 should prioritize clearly defining and authentically embodying strong ethical, social, and environmental values, and effectively communicating these values to their target audiences, especially younger demographics. By demonstrating a genuine commitment to issues consumers care about, brands can foster stronger connections, build lasting loyalty, and potentially gain an advantage in a market where purchasing decisions are increasingly driven by more than just product quality or price. For a brand like Ben & Jerry's, which already has a history of activism, continuing to champion its core values while ensuring authenticity and transparency will be crucial for maintaining and expanding its loyal customer base, particularly as it navigates its upcoming spinoff.

Final Note:

• Core Trend: Name: Values-Driven Consumption Detailed Description: Consumers, especially younger generations, are increasingly making purchasing decisions based on a brand's ethical, social, and environmental values, prioritizing alignment with their own beliefs.

• Core Strategy: Name: Authentic Values Communication & Action Detailed Description: Brands must clearly communicate their values and ensure their actions authentically reflect these values across all aspects of their business to resonate with conscious consumers.

• Core Industry Trend: Name: The Rise of Purpose-Led Branding Detailed Description: The food and beverage industry, like many others, is seeing a growing trend of brands integrating a strong sense of purpose beyond profit into their identity and operations to attract values-driven consumers.

• Core Consumer Motivation: Name: Ethical Alignment & Impact Detailed Description: Consumers are primarily motivated by the desire to support companies whose values align with their own ethical, social, and environmental beliefs, wanting their purchases to contribute to a positive impact.

Final Conclusion:

The analysis of Ben & Jerry's customers in Britain underscores a significant and growing trend in consumer behavior: the increasing importance of values. For brands in 2025, especially those targeting younger demographics, authentically embracing and communicating a clear commitment to social, ethical, and environmental responsibility will be crucial for building strong, loyal customer relationships and thriving in a marketplace where consumers are increasingly voting with their values.

Core Trend Detailed: Name: Values-Driven Consumption Detailed Summary: Consumers, especially younger generations, are increasingly making purchasing decisions based on a brand's alignment with their personal values, including ethics, social responsibility, and environmental sustainability, often prioritizing these factors alongside or even above traditional considerations like price and convenience.

Source: https://business.yougov.com/content/51899-who-buys-ben-jerrys