Ben&Jerry's is a brand created in 1978 in the United States, which quickly established itself as a leader in the ice cream market in the world. In 2026, the group is rethinking its marketing strategy in order to fit as closely as possible with consumer expectations. In this article, we will give the key figures of the brand and its marketing strategy, both at the UK and global level. We will also study the attitude of consumers and their main competitors to end with two studies carried out in the form of tables: a SWOT analysis and Porter's strengths.
Ben&Jerry: the main figures of the group
Initially, Ben&Jerry, since the 2000s, belonged to the giant Unilever. However, since the end of 2025, the brand has created a new independent company, The Magnum Ice Cream Company, which means that the Unilever Group is no longer the sole direct owner.
In 2025, the brand has a turnover of $1.1 billion. The revenue of the Ice Cream division is higher at $8.3 billion.
The brand is also present in more than 35 countries. There are more than 60 different flavors active around the world, and since the beginning in 1978, more than 400 fragrances have been born. The ranges are complete, several formats exist, which makes the group successful among consumers.
Ben&Jerry also has three main factories in the world.
Ben&Jerry's Marketing Strategy Globally and in the United Kingdom
Ben&Jerry is positioned on the premium sector and above all, what gives it real strength is the fact that it is very committed at the social level. Indeed, the brand regularly works for the protection of the environment, but also for human rights and social justice. This gives it important legitimacy with consumers. Ben&Jerry is indeed one of the few international brands to implement concrete actions in favor of global causes such as refugee law, economic and climate justice, but also equality between men and women and between races. Finally, Ben&Jerry is trying to reduce agricultural emissions. In the current context, this is essential, because consumers and brand partners (other companies, influencers) are looking for values that match them.
In addition, the marketing strategy is focused on constant innovations, especially in terms of packaging and flavors. Ben&Jerry's communication is very active, on social networks on the one hand but also in a large number of cultural events.
Its worldwide distribution method is very extensive, whether via large retailers or e-commerce and delivery platforms.
As for the British market, it is one of the largest markets in Europe. The market share is 29%, with a large number of flagship flavors, which are among the best-sellers in the territory.
Ben&Jerry's Consumers and Competitors in 2026
Globally and in the United Kingdom, consumers remain relatively young, between 20 and 40 years old. As we said above, the majority are sensitive to the values conveyed by the brand, and they are willing to pay more to have a quality and world-renowned product. In addition, Ben&Jerry's customers love new products and discover new flavors on a regular basis.
Among the main motivations for the purchase is the unique texture of the products offered by the brand, but also the guarantee of quality, not to mention the many innovations. Ben&Jerry is a brand that adapts its products to local customers, so they are likely to change depending on the region of the world, where they ensure a presence, all according to consumer expectations.
Ethical values are also paramount, especially in some parts of the world, such as Europe in particular, where consumers appear to be increasingly sensitive to ecological issues. In addition, Ben&Jerry ensures a constant presence on social networks, which increases his notoriety all the more.
Among the brake rates, which may seem higher compared to the competition, which is said to be stronger by the way. Finally, more consumers are paying attention to eating healthier, which can have a negative impact on the brand's sales in the longer or shorter term.
Among the main direct competitors worldwide, Haagen-Dazs, Magnum or Talenti, not to mention local and artisanal brands, which have had important success in recent years. In the United Kingdom, we always find competitors of the Magnum or Haagen-Dazs type. We also find other brands, such as Jude's or Halo Top, which, for its part, run on a positioning where the number of calories is very low. The so-called "distributor" brands also have an increasingly successful, they have indeed gained in quality and packaging.
SWOT Analysis
Forces Ben&Jerry's notoriety is global, with a high-end positioning in the world. Many innovations, different flavors, that's what consumers are looking for. Novelties in the ranges, healthier, more vegetable and a fortiori more dynamic. Very strong presence on social networks. | Weaknesses The rates are higher than those of the competition. The brand's figures do not really appear, lack of transparency. Be careful, logistics are often more complex than that of other brands. |
Opportunities The rise of plant ranges. Increasing demand for ethical products. Very strong expansion in emerging countries. Development of e-commerce. Strong presence on social networks. | Threats A lot of competition around the world. Raw materials in constant increase. Political tensions, stricter regulations, especially on healthier products. |
Porter’s forces
Force | Level | Analysis |
Intensity of competition | High | Saturated market in the world, many new players, many innovations. |
Customer bargaining power | Moderate | Consumers have a lot of power, because they have a lot of choice. However, the positive point is that loyalty to the brand is strong. |
Bargaining power of suppliers | Moderate / high | Strong dependence on raw materials, it is important that they are of quality. Relationship of partnerships with suppliers. |
Threat of new entrants | Weak / moderate | Barriers at the entrance very high. Difficult to climb to the same level as Ben&Jerry. However, more artisanal brands are gradually positioning themselves on the world market. |
Substitute products | High | Many other alternatives, frozen yogurts, snacking. |
Conclusion
Ben&Jerry therefore appears to be an old and strong brand, with a fairly high loyalty rate. However, competition over time is increasing and new players are playing in the healthier segment to attract more consumers. Ben&Jerry must constantly adapt in order to remain a competitive brand in the long term.
References
Ben & Jerry’s. (n.d.). How we do business. benjerry.com
Causeartist. (2025, November 3). Business case study: Ben & Jerry’s. causeartist.com