This report investigates Haagen-Dazs ice-cream, in United Kingdom from a Consumer
Behaviour Perspective. The current trends highlight the slow growth of market share in
comparison to their direct competitors i.e. Unilever’s Ben&Jerry and Carte D’Or.
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Haagen-Dazs were the pioneers in the market for creating distinctive and indulgent taste experiences by marketing to an untapped segment - the adult ice cream lovers. The Haagen-Dazs brand quickly developed a loyal following. Its early success was created by word of mouth and praise.