Behaviour of young consumers and the seasonality of ice cream consumption
Behaviour of young consumers and the seasonality of ice cream consumption

Summary/Abstract: There have been quite intensive development of the ice cream market in recent years in Poland, especially of impulse ice cream. The impulse ice-cream market is developing, among others, thanks to young consumers who are increasingly consuming these products and have an impact on the seasonality of the market. In addition, in Poland, on the one hand, there is a belief in seasonality in the consumption of ice cream, and on the other hand the desire to recognize ice cream as a year-round product. Ice cream advertisements in Polish media appear mainly from May to July, in the remaining months there are no such ads. For the above reasons, it was decided to conduct research in the group of young consumers (Generation Z) on the consumption of ice cream and the impact of advertising on their consumer behaviour.

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