competitive landscape

A competitive landscape analysis that uncovered Baskin-Robbins’ path to reclaiming growth in grocery channels.

$7.3B U.S. ice cream market analyzed

A defined brand positioning opportunity

Strategic direction for channel growth

About baskin-robbins

Baskin-Robbins is one of the world’s most beloved ice cream brands and has a decades-long reputation for flavor innovation, family appeal, and affordability.

Problem

Despite its legacy brand recognition, Baskin-Robbins struggled to stand out in a crowded retail ice cream category dominated by several other brands. The team needed to understand where the brand truly stood in the competitive landscape and what positioning could drive growth in grocery.

Our Strategy

To clarify where Baskin-Robbins could win in the competitive landscape, the BYU Marketing Lab conducted a comprehensive Competitive Landscape Assessment using syndicated data (Mintel, Statista, IBIS World) and category-specific insights. Competitive Landscape Analysis …

Our analysis focused on four key areas:

  1. Consumer Insights — Millennials and parents with children purchase the most ice cream, with flavor and value driving decisions across demographics.

  2. Category Trends — Ice cream remains the only frozen treat segment experiencing consistent growth, with premium brands outperforming adjacent categories like frozen yogurt.

  3. Competitive Audit — We evaluated positioning, messaging, and social presence across key players to identify differentiation gaps.

  4. Channel Evaluation — With over half of ice cream purchases occurring in supermarkets, retail represents the primary growth opportunity.

Mapping these dimensions revealed a clear opportunity: Baskin-Robbins could own the space between nostalgic family brand and modern flavor innovator.

Our Results

Our work delivered actionable insights. We left Baskin-Robbins with:

  • A refined target audience

  • A defined brand positioning opportunity: “Family fun meets flavor-first indulgence.”

  • Strategic direction for channel growth to focus on supermarket partnerships and digital awareness campaigns

  • Competitive messaging map pinpointing where major players over- or under-communicate core benefits

While competitors were chasing health halos or activist storytelling, Baskin-Robbins’ advantage was emotional: it’s the brand people grew up with, and the one that makes ice cream a social event.

Client Impact

By conducting a full-scale competitive landscape analysis, we uncovered a data-backed roadmap to reclaim growth potential in grocery channels, engage new audiences, and position Baskin-Robbins exactly where the market is headed. Because sometimes, in a world of calorie-counting and virtue signaling, the smartest strategy is simply to remind people that dessert is supposed to be fun.