What’s the scoop this National Ice Cream Month? – The Martin Group
Ahhh, July. The weather in New York is heating up, the Knicks just won their first NBA Championship in 53 years, and appetites are high for a frozen treat to celebrate America’s 250th birthday.
It’s also National Ice Cream Month, a month-long celebration for ice cream connoisseurs like me. According to The International Dairy Foods Association (IDFA), 97% of Americans love or like ice cream. Do you know anyone who doesn’t? It’s a massive market with a lot of opportunity and untapped potential.
Based on my previous professional experience with national ice cream icon Ben & Jerry’s—as well as our agency team’s extensive work with Western New York staple Perry’s—I’ve always been in tune with the latest ice cream trends. I’ll stroll by the ice cream aisle during my grocery run for a quick peek at what’s new, order my favorite flavor as a cool down while spending time with family on Keuka Lake (shout out, Seneca Farms), or simply stay up to date on the flavors foodies of the world are taste-testing and detailing.
I also owe my career path to ice cream. Working in the category as a public relations pro helped me discover my passion for all things food and beverage.
Here’s my take: Much like a successful communications campaign, today’s popular ice cream picks are resonating because they tap into our emotions, experiences, and cultural moments.
Here are some of the sweet and simple trends that are guiding them forward:
Nostalgia is all the rage
Much like the T.V. reboots of our favorite shows or the low-rise jeans from the Y2K era making a comeback, nostalgia is top of mind in just about every industry. People love something that reminds them of a place, a feeling, or a comfort that transitions them straight into another time. Same goes for ice cream. Is there a specific flavor that reminds you of being a kid or even the old ice cream truck that used to drive through your neighborhood? (My truck was called Skippy.)
Or is there something that reminds you of those beach vacations you used to take? There’s likely an ice cream for that. Baskin-Robbins just brought back its ever-so-popular limited flavor, an ocean-themed (yes, it’s blue) Beach Day Ice Cream, which is a tribute to summer with salted vanilla ice cream swirled with chocolate caramel-filled turtles, frosting flecks, and crushed graham crackers that resemble sand.
Some are calling it the best flavor in the history of Baskin-Robbins—and I look forward to having my own Beach Day at some point this summer.
A scoop of texture and toppings
Plain ice cream is out. Fixins’ are in. If consumers are going to splurge, they want something to elevate their tasting experience. Just ask my five-year-old twin nephews—it’s all about the sprinkles. Sprinkles, cookie dough chunks, peanuts, a hard chocolate shell you need to bite through, take your pick. The options are endless. Ben & Jerry’s calls their newer sundae line a “textural treasure hunt,” with extra chunks—like pretzels, fudge chips, and pecan toffee pieces—and swirls in every bite for an at-home indulgent experience.
More people are adding dimension to their orders by leveling up their sensory experience. A personal favorite? It may seem simple, but hard strawberry ice cream with strawberry pieces swirled into it. It tastes completely different to me if there aren’t strawberry pieces inside—so much so that I’ll probably get something else if there isn’t. It’s the taste of the contrast between the smooth ice cream and burst of sweetness of the fruit pieces that get me every time.
Healthier hacks
From lower-calorie and dairy-free options to high-protein picks, freezer shelves are packed with better-for-you alternatives to traditional ice cream. Take Yasso Frozen Greek Yogurt Bars for example: a 100-calorie snack made with minimal added sugar and more protein than your typical ice cream.
We’re also seeing a rise in “snackification,” with smaller or mini-size treats that let consumers indulge without as much guilt on the mind. Ever heard of Mochi ice cream? I hadn’t heard of the bite-sized low calorie frozen treat until I was sitting poolside on a recent vacation in Hawaii. One taste and my snacking game was changed forever.
Ice cream bars and sandwiches are here to stay
Move over, traditional pint. Ice cream sandwiches and ice cream bars have not melted for good yet—they’re just getting started.
As of late, I’ve seen several ice cream brands launch new bars or sandies. Take Perry’s for example, who just launched Candy Bash Bars, a fruity candy-flavored ice cream base with a tart blue raspberry swirl. Inspired by rainbow candy, (ahem, nostalgic), it’s supposedly for your inner child. Sign. Me. Up.
I’ve also seen Little Debbie Ice Cream Sandwiches popping up in the headlines. A vanilla crème-flavored ice cream sandwiched between two oatmeal cookies, or brownie-flavored ice cream between fudge brownies with rainbow chips? Yum.
Sweet and spicy
Ever heard of the chili lime ice cream trend? Or even Tajín? TikTokers are saying the salty, spicy kick balances out the heavy sweetness of dairy or specific fruit sorbets. In a saturated market, I’m sure the brilliant scientific minds behind every ice cream innovation are testing somewhat wild flavor concoctions like this to keep intriguing consumers.
I’m excited to put this trend to the test as Perry’s already added Tropical Chili Lime to their scoop shop exclusive lineup this year. For us beginners in the sweet and spicy trend, I’m also told to try to sprinkle Tajín or a similar spice on top of plain vanilla ice cream as an introduction. Who knows? Maybe it’s a whole new world I haven’t entered yet.
This National Ice Cream Month, one thing is abundantly clear: consumers, me included, are looking for more than just a sweet treat. They’re looking for bolder flavors and experiences worth sharing with one another. As ice cream makers continue dreaming up inventive new flavors to meet the moment, I’ll be watching on the edge of my seat to see what the future has in store for the freezer aisle.
Many of these trends are also not just about how the ice cream tastes—they’re about the stories the makers behind them are trying to tell. And they certainly reflect the evolving expectations and taste buds of consumers everywhere. I highly doubt we would have seen a chili lime flavored ice cream even just a decade ago.
What consumers want is constantly shifting, and it’s up to the food brands—and the communications professionals who help tell their stories—to stay ahead of the curve.Ready to learn more about The Martin Group’s work in food and beverage? Click here.
