The ice cream market in Europe is undergoing a transformation in response to new consumer demands. The combination of indulgence, health and sustainability has become the focus of attention, with a growing interest in more conscious choices. Consumers are increasingly looking for alternatives that not only offer a delicious experience, but also align with their values, such as personal wellness and respect for the environment.
In addition, innovative and convenient formats, coupled with a commitment to sustainability, are redefining the category, allowing consumers to enjoy their favorite products in a more responsible way that fits their lifestyle.
Overview: ice cream market in Europe
ICE CREAM MARKET IN EUROPE
TOP 10 EUROPEAN ICE CREAM POSITIONS BY NUMBER OF ICE CREAM LAUNCHES
Source: Innova Market Database. West European countries: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Malta, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, United Kingdom.
The bar chart presents product launches according to their ethical focus. It highlights that the "Ethical-Environment" category leads with more than 2,200 launches, followed closely by "Convenience-Packaging". Approaches related to animal and human welfare are also popular, while specific options such as "Kosher," "Halal" and "Vegan" feature a smaller number of launches. This suggests a growing trend towards products with a positive social and environmental impact, albeit with greater emphasis on general aspects such as environment and convenience.
Claims Highlights: Innovation and response to new demands
Vegan and vegetarian
Launches with vegan or vegetarian claim grow steadily in Europe (West Europe) by 7.8% and 10.8% respectively between 2019 and 2023, with the United Kingdom being the country with the highest number of vegan or vegetarian ice cream launches. In Spain, the share of launches compared to the rest of the countries rises from 5.3% in 2019 to 7.4% in 2024.
Strawberry balsamic blast
Company:Mälzer&Fu
Artisanal vegan strawberry ice cream tub with a touch of balsamic glaze.
Sustainability
Sustainability continues to grow, with a focus on the environment and people's wellbeing
. However, the most prevalent sustainability claim continues to be packaging.
Spain is the leader in ice cream launches with sustainability-related claims since 2023, followed by the United Kingdom, France and Germany.
Dione Vanilla Mango
Company: DIONE
Vanilla, mango and passion fruit ice cream with chia seeds and Belgian chocolate. Rainforest Alliance cocoa certified: people & nature
Convenience
The number of launches for active lifestyles is growing in all markets where the on-the-go format is possible, including in the ice cream world: smaller tubs, mochis, bites for portion control or other formats more related to the snacking world such as bars.
According to Mondelēz International's latest "State of Snacking" report, portion control is becoming increasingly important and is sought after in their snacks by 67% of consumers, with, in addition, 72% preferring smaller portions of indulgent snacks over low-fat/sugar versions.
Wochi Mochi Cookie Dough
Company: Wochi Mochie
Range of cookie douh mochis, one filled with vanilla ice cream and lemon sauce core, another with premium chocolate ice cream and chocolate sauce core.
Indulgence and sharing the experience
Indulgence remains the primary purchase driver in this market as the category itself is linked to the sensory experience, despite increased demand for healthier products from health-conscious consumers.
Premium textures, sophisticated flavors, artisanal manufacturing, packaging and even consumption moments are just a few resources to elevate the experience.
The "balls" format is gaining popularity due to its versatility and visual appeal, offering a different experience and allowing precise portion control, ideal for consumers seeking indulgence in moderation. They also give the possibility of being shared and facilitate the mixing of flavors or textures in a single package. Social networks are already echoing this.
Magnum bon bon
Company: Magnum
Magnum has launched on the European market a range of 3 different flavors in "balls" format so that consumers can choose to share the experience
or indulge in a few indulgent moments.
2 innovative launches in the ice cream market
Chocolavande de Provence" sorbet is an excellent example of how companies are responding to new consumer demands and setting trends in the ice cream market. This product encapsulates several of the key trends we have mentioned:
Handcrafted with natural ingredients, this product combines the intense flavor of chocolate with the delicate floral notes of lavender, offering a unique and sophisticated taste experience. Being vegan and gluten-free, this sorbet adapts to the diets of an increasingly broad and health-conscious public. Moreover, its local and artisanal production reinforces the trend towards more sustainable and authentic products.
Chocolavande de Provence
Company: Valis Fleurbet
Chocolate and lavender sorbet. Vegan and gluten free. Company specialized in flower sorbets. Everything is handmade with natural ingredients.
Ben & Jerry's peaces cookie dough ice cream is a clear example of how companies satisfy the desires of the most demanding consumers. Its combination of creamy vanilla ice cream, chunks of cookie dough and a crunchy chocolate coating offers a unique and comforting taste experience, perfect for those looking for a sweet and classic treat.
In addition, Ben & Jerry's demonstrates its commitment to sustainability and ethics. Although the format is not radically new, the brand has been able to adapt a classic like cookie dough to current preferences, creating a more modern and attractive version that responds to market demands.
Ben&Jerry's peaces cookie dough
Company: Ben & Jerry's
Mini vanilla ice cream chunks with a cookie dough core, topped with chocolate. Fair trade certified and suitable for vegetarians.
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