ICE CREAMWhen it comes to ice cream, consumers have the
power – giving ice cream makers the opportunity.
Ice cream is nearly universal (with a 94% purchase
rate) and consumers are fully empowered to demand
it all: Healthy yet indulgent. Loyal yet adventurous.
Traditional yet exciting. What may seem like
contradictions come with clear themes. One piece
of clarity: the product developers that win will be the
ones that refuse to “stay in their own lane.”
2018 - TREND INSIGHT REPORT
FLAVORSMore than a quarter of new launches 2013-2017 were either cholocate or vanilla, indicating that core flavors still reign. Interestingly, if “salted caramel” and “sea salt caramel” varieties are combined, the taste becomes the third most popular flavor, displacing strawberry.
1. Sweet and Salty
2. Dreamsicle Orange
3. Lavender Coconut
4. Salted Caramel Chocolate Truffle
5. Fireball / Red Hot Cinnamon
6. Elvis / Banana Peanut Butter
7. Caramel Apple
8. Black Raspberry
MOST DARING / CREATIVE FLAVORS IN ICE CREAM COMPANY LINES
Usage of the flavor grew by 38% 2016-2017 despite record high prices and an
upheaval in the bourbon vanilla market. Some ice cream producers are calling
out the country of origin as a way to elevate the traditional taste. Some examples:
• Naja Madagascar Vanilla Gelato• Three Twins Ice Cream Wafer Madagascar Vanilla• Culinary Tours Tahitian Vanilla Bean Gelato • Haagen-Dazs Trio Ice Cream with Belgian Chocolate
A CLOSER LOOK AT VANILLA
TRIED & TRUE
New flavors continue to be influenced by cake, pie, tart, tea,
coffee and espresso. Fun and fruity flavors captured attention
at this year’s annual Innovative Ice Cream Flavor Competition,
sponsored by the International Dairy Foods Association. Winners included Signature Reserve Brazilian Guava Cheesecake Ice
Cream, a sweet-and-sour, super-premium cheesecake ice cream balanced with ribbons of tart guava puree and bits of
cheesecake crust pieces, from Albertsons Co.; and Pomegranate Sweet Potato Medley Bar, made with real fruit and vegetable
juice, from Perry’s Ice Cream Co.
NEW & DIFFERENT
SOURCE: DAIRY FOODS / IFDA
94% CONSUMERS SAY THEY PURCHASE ICE CREAM & FROZEN NOVELTIES
78% 85%3%MODEST DOLLAR GROWTH
2016-2017
15%EXPECTED INCREASE IN DOLLAR SALES 2017-22
TOP PURCHASERSTHOSE AGED 18-44 & PARENTS
HEALTHY-ISHConsumers want healthy. They want indulgence. And they
feel fully empowered to demand both. Ice cream with a
“healthy halo” is finding a clear path to growth. Consider
that for many consumers, health equates with nutrition.
Health, for many consumers, goes hand in hand with
“free-from” claims or clean label ingredients and a
perception of “naturalness.” Let’s take a look at products
giving consumers permission to indulge.
In the past, ice cream companies created no-sugar-added
and low-fat formulations, but healthy and guilt-free frozen
treats struggle to deliver on taste and indulgence. Ice cream
makers are now adding ingredients like protein in response to
consumer demand.
I THINK THAT CONSUMERS ARE BECOMING MORE EDUCATED ABOUT WHAT IT MEANS TO EAT
HEALTHY AND THE EFFECTS OF THINGS LIKE CALORIES, SUGAR AND PROTEIN. THE CHALLENGE
IS THAT MOST CONSUMERS DO NOT WANT TO SACRIFICE ON TASTE.
- Doug Bouton, President and COO of Halo Top Creamery
300%
60%
FUNCTIONAL CLAIMS ARE GROWINGIn 2016-2017, high/added fiber grew 300%
and high/added protein grew 60%
LIGHT ICE CREAM IS NOT WORTH EATING. EAT THE REAL STUFF OR NO ICE CREAM.
- MALE, NORTHEAST, 55+
LOOKS YUMMY! I LOVE CARAMEL AND THE FAT CONTENT IS GREAT. I’D BUY THIS.
- FEMALE, WEST, 55+
Halo Top has overtaken market share by proving that consumers can
have it all – taste, indulgence and health. “Healthy indulgence” Halo
Top had the best-selling ice cream pints last summer, grabbing
6 percent market share with a nearly 700 percent sales change in a
year. The low-calorie ice cream adds protein sweetened with a blend
of erythritol, organic cane sugar and organic stevia leaf extract.
Better-for-you products aren’t a new idea in the ice cream
category, but Halo Top changed the way consumers may look at
indulgent products. With calorie counts ranging from 280 to 360
calories for the whole pint, Halo Top gives consumers permission
and a guilt-free pass to finish the container.
Halo-Top isn’t the only “healthy-ish” game in Ice Cream town.
DailyBurn.com lists these ice creams as “healthy”:
• Enlightened ice creams feature skim milk, milk protein isolate and
monk fruit extract. They come in pints and bars and feature flavors like
birthday cake, bananas foster, frozen hot chocolate and strawberry
cheesecake
• So Delicious are vegan-friendly and come in dairy-free bases
like coconut, soy, almond and cashew milks. Flavors include
Cherry Amaretto, Chocolate Brownie Almond, Green Tea and
Pomegranate Chip.
• Julie’s Organic Ice Cream are non-GMO, organic and interesting
taste profiles. (Blackberries & Cream includes blackberries, egg yolks
and lemon juice.)
REGRET-FREE ICE CREAM PRO & CON: REAL CONSUMERS WEIGH INConsumers give their perception of Halo Top ice cream
A product like Breyers
2in1s may satisfy
multiple cravings with
Oreos and Chips Ahoy!
cookies, Reese’s and
Reese’s Pieces candy,
Snickers and M&M’s
candy and Heath and
waffle cone.
Midwestern grocer Hy-Vee Inc.’s brand Til the Cows Come
Home features cleverly named ice cream flavors like
Dough-Mo Arigato Mr. Roboto, A Kick In the Peanut Butter,
No Fudgin’ Way, Play That Chunky Music White Cow and
Say Cheese, Cheesecake.
And this summer, Walmart offers the exclusive Dreyer’s Sour
Patch Kids Ice Cream.
PRODUCTS OF NOTE: Breyers 2in1, HyVee Til the Cows Come Home, Dreyer’s Sour Patch Kids Ice Cream
Kids are avid ice cream fans – 94%
of kids ages 6-11 eat ice cream
(88% of teens) – and influence
their parents’ purchases. And
parents who often use
indulgences as a reward or bribe
are a strong target for ice cream.
Innovation and international flair
are gaining appeal among kids and
teens because they don’t share ice
cream’s nostalgic backstory with
their parents. Kids prefer toppings
but teens experiment with more
complex formats like multiple
flavors or indulgent mix-ins.
Younger adults are often
experimental with their foods,
flavor combinations and
dessert-inspirations. Brands
with indulgent yet unique hybrid
options, with complementary or
contrasting flavors or textures,
stand out.
KIDS & TEENSAS A CONSUMER GROUP
KIDS AGES 6-11 WHO EAT ICE CREAM
94%
TEENSWHO EAT ICE CREAM
88%
SOURCES• Mintel Reports
• Cision / PR Newswire
• Dairy Foods
• DairyReporter.com / Food Navigator-USA
• Hy-Vee Inc.
• International Dairy Deli Bakery Association
• International Dairy Foods Association
• DailyBurn.com
THE TAKEAWAYSUniversally beloved, ice cream gets a lot of attention. Consumers know exactly what they want, and the lines in the category have become blurred. No longer are indulgence and health mutually exclusive. Consumers know that they can have both – which gives product developers a mandate: bring the taste, and bring the fun.But regardless of where your product development lands, taste performance matters. It is far and away the most important drive for consumers. Prioritize taste and provide a “wow” factor and your ice cream is sure to dazzle.
What does true partnership look like? You deserve a flavor partner ready to turn these trends into the tangible.
Let FONA’s market insight and research experts get to work for you. Translate these trends into bold new ideas for your brand. Increase market share and get to your “what’s next.” Our technical flavor and product development experts are also at your service to help meet the labeling and flavor profile needs for your products to capitalize on this consumer trend. Let’s mesh the complexities of flavor with your brand development, technical requirements and regulatory needs to deliver a complete taste solution.
From concept to manufacturing, we’re here for you — every step of the way. Contact our sales service department at 630.578.8600 to request a flavor sample or chat us up at www.fona.com/contact-fona.
YOU DESERVE MORE. LET’S GET STARTED.
630.578.8600www.fona.com/contact-fona
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