For centuries, ice cream has been a popular dessert, appealing to all ages. There are a thousand flavors and colors, aimed at specific market segments or responding to new trends: plant based ice cream, low calorie ice cream, others fully focused on indulgence... But what ice cream trends will we see in 2023?
Indulgence continues to be the star trend, with lustful flavors, incredible textures and attractive formats.
On the other hand, it is surprising how corporate social responsibility and ethical claims on ice cream packaging come into play.
Also, manufacturers are looking for new ways to reinforce their appeal, for example, by positioning ice cream as mood modulators and with claims about immunity.
Finally, brands are also looking to increase the sense of reward through new "snacking" formats.
Let's take a closer look at each of these trends.
4 key ice cream trends for 2023
Consumers seek a reaffirmation of worker welfare
In recent years, consumers have become increasingly concerned about corporate social responsibility in food companies and want to be assured of their ethical values. More specifically, the pandemic and the economic recession are making consumers consider human welfare as well as ethical and environmental claims.
For now, consumers still prioritize taste and price over ethics when buying ice cream. However, companies are proactively considering the welfare of their workers and reflecting this in packaging to gain market share.
Source: Mintel GNPD, July 2018 - June 2022.
As can be seen in the graph, over the last four years, the number of launches with ethical claims has increased.
On the other hand, cocoa-containing products have recently incorporated fair trade, sustainability and environmental claims and certificates on their packaging. The global GRASP certification is a clear example, demonstrating producers' compliance with labor legislation.
In Europe, 60% of ice cream contains cocoa and many cocoa producers are on the threshold of extreme poverty.
The palm oil industry has also been criticized for the conditions of its workers. As a result, many companies assure concerned consumers of the ethical credentials of their ingredients.
KALTE LUST Cookies & Crema (Switzerland) - The manufacturer assures that it pays a fair price to the producers of the milk used to make this ice cream.
Indulgence and consolation
Ice cream is inherently an indulgent food because of its high caloric intake, among other reasons. Even so, ice cream manufacturers are experimenting with new ingredients for toppings or inclusions to meet the "guilty pleasure" consumer segment.
In the wake of the pandemic and social control measures, the average consumer's anxiety has grown enormously and the importance of following a balanced and healthy diet has been demonstrated. But it has also served to give the consumer a reason to consume indulgent foods. In fact, in the UK 48% of consumers cite that it has been easier to justify eating indulgent food since the start of the pandemic, a phenomenon that is seen to increase among young adults.
"Flavors that remind us of better times past and comfort us from the current situation will be a marked trend in 2023."
AMBER WHISKEY CAKE Private selection (USA) - Contains brown sugar, cake, chocolate chips and whiskey streaks. Of course, it's hard to imagine a more indulgent ice cream than this. A perfect example of what ice cream is all about for the American consumer.
HÄAGEN-DASZ Duo Chocolate (UK) - Plays with two textures (soft and crunchy) and two flavors. Contains crispy Belgian chocolate and vanilla ice cream to offer a "soft and crunchy" experience.
Increase in launches with "Bakery" flavors:
Within the indulgence trend, we find an increase in pastry-related flavors, as we saw already in 2022. This is reflected in the graph below:
Source: Mintel GNPD, July 2020 - June 2022.
Flavors such as brownie, cookies or inclusions such as cookie dough help to achieve that rewarding feeling.
DOUGH-CHI Birthday Cake (UK) - Birthday cake flavored ice cream balls covered with cookie dough.
Immunity and digestive health
The percentage of water-based ice cream continues to decline, reaffirming consumer preference for creamy and indulgent dairy-based ice cream products.
There is also an increase in new launches containing functional claims that support the digestive and immune system. We find that there are more and more products on the market with functional properties and health claims of all kinds, also in the ice cream market.
NIGHTFOOD SLEEP FRIENDLY (USA) - Formulated with sleep-promoting ingredients such as magnesium, zinc, calcium, digestive enzymes, casein protein, prebiotic fiber and vitamin B6.
Increasing the sense of reward with new Snacking formats
After the pandemic, the habit of maintaining a healthier and more balanced diet has grown in parallel, as well as the search for rewarding sensations in some extra-caloric products, resulting in new formats, such as snacks.
This format allows the consumer to indulge in an indulgent and punctual treat without giving up healthy lifestyle habits.
TRADER JOE'S HOLD THE CONE! (USA) - Mini gingerbread crispy cones filled with pumpkin ice cream and white chocolate coating. For consumption at home or on-the-go.
Innovation opportunities in the ice cream market
Now that we know the 4 market trends, let's see what business opportunities brands can take advantage of to differentiate themselves.
1.Make sustainability a trend:
Generation Z consumers are moving away from plant-based ice cream. Brands could launch sustainable dairy-based ice creams by playing with by-product flavors and textures from the industry.
2.Invest in new technologies:
Brands will need to match emerging technologies with ice cream to offer consumers entertainment, new experiences and escapism. Gaming, Metaverse and NFTs will be popular choices.
3.Adult flavors with a touch of nostalgia:
With inflation skyrocketing, ice cream can be an affordable comfort food. Brands will have to pursue nostalgic and simple flavors or, on the contrary, innovative ones.
