Flavour is still king, but new consumer trends emerge for ice cream.

Flavour is still king, but new consumer trends emerge for ice cream.
01 April 2021

Market research firm Innova Market Insights has found that while flavour is still the most important choice factor and purchase driver for ice cream shoppers, other trends can help build a competitive edge.

These include non-dairy formulations, low sugar recipes, cleaner labels and ethical ingredients.

While these are all interesting trends in ice cream development, flavour is still king.

Innova found that where alternative positioning is used to target specific consumer interests, taste choices still remain vital. 

Taste can be even more important in healthier recipes, helping to cement an indulgent image. 

For example, salted caramel is one of the biggest winners in recent flavour development, Innova says, rising to fifth in the flavour rankings in 2020.

Low sugar formulations are also gaining ground, reaching penetration of 6% of launches in 2020.

Lu Ann Williams, Director of Innovation at Innova Market Insights, said the development of more natural sweeteners has attracted more attention to sugar reduction.

“Artificial sweeteners have steadily lost ground, and erythritol, stevia and monk fruit are now the top three choices in low sugar and sugar-free ice cream.”

So what's your take on ice cream? Do you seek out new flavours based on sugar content or alternate dairy? Or are you a traditionalist and love full cream delicious dairy milk ice cream?

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