What’s trending in ice cream and desserts?

HFSS regulations and a greater inclination to eat for our health and wellbeing are reshaping the food industry in the UK.

However, that hasn’t stopped us being a nation of treat lovers! Us Brits love the cuddle of a sticky sponge pudding after a Sunday roast, and the tongue-tingling thrill of a pot of ice cream, eaten in snatched moments of bliss by the freezer.

According to a 2024 Yougov study, 34% of adults indulge in a little something sweet every day, while it’s also reported that (on average) each person in the UK eats a whopping 9lts of ice cream a year. 

The big freeze

Nine litres per person is an enormous figure. So, where are all these British ice cream fanatics getting their fix? And which flavours have them reaching for the scoop? 

According to Mintel, a key driver for ice cream sales in the UK is at-home entertaining. Many categories, including butchery and premium ready meals, have been impacted by the choice of diners to stay in and cook up a storm for their friends and family, rather than going out.

And ice cream, as a dessert option, has huge appeal for the nostalgia factor, affordability, and convenience.

Mintel says 46% of those who eat ice cream serve it to guests. They’re buying, Mintel adds, brands with an artisanal offering and aspirational image, and two in three asked said they would rather eat less ice cream than compromise on quality.

Individual ice cream portions, premiumisation and clean, natural ingredient decks all get shoppers’ votes right now, as do ice cream and gelato products appealing to special diets.

The future of the market, says Statista, is contradictory in this sense. While warmer weather increases ice cream consumption, there’s also a drive to healthier habits, steering consumers away from dairy and sugary foods. “Additionally, concerns about animal welfare and the environment drive more and more people to become vegan or cut certain animal products out of their diet, although this doesn’t preclude eating non-dairy ice cream,” the analyst says.

“Shoppers are more health-conscious than ever and, while ice cream is traditionally seen as an indulgence, people want treats that deliver on more than just good taste,” agrees Andrew Niven, strategic intelligence manager at The Knowledge Bank. “The demand for protein-enriched options, for example, is on the rise, with nearly 60% of consumers expressing interest in these types of products. In dairy, goat and sheep milks offer a point of difference, called out for their lower-than-cow lactose levels, making them more allergen friendly.”

As for flavours, Catherine McNeill, director of operations at the Ice Cream Alliance, says traditional favourites (chocolate, vanilla and strawberry) will always be top of the (ice) pops. “However, there’s a growing interest in more adventurous, globally inspired options. Flavours like pistachio, matcha and ube (a vibrant purple yam) are gaining popularity, driven by social media influence and a rising appetite for unique culinary experiences.”

Bite-sized products are also gaining favour in baskets, Catherine points out, saying they’re being enjoyed by consumers who want to feel control over their portion sizes. 

This is something Andrew has noted too. “The food-to-go market has seen a 26% year on year increase, pointing to a demand for quick, portable treats,” he explains. “Retailers that offer single-serve and on-the-go items are more likely to attract incremental sales. Tied to all these trends is the growing emphasis on snacking within the ice cream category.”

Cool innovation

As Catherine has already said, classic flavours will always be the biggest sellers in terms of volume within ice cream, but that doesn’t mean innovation in flavour and format has stood still. Those consumers buying ice cream to indulge in at home are also very keen to expand their palates.

The sector is a ‘blank canvas’ for experimentation, Andrew continues, with inspiration coming from every corner of the world. “Italian gelato rubs shoulders with Afghan sheeryakh, Korean bingsu with Lebanese booza ashta, Malaysian yam and red bean potong with Turkish Donurma.”

With such fast-moving innovation, even the mighty cone now has its challengers, Andrew adds. “Ice cream comes sandwiched between waffles and wafers, bagels and bao buns, piped into croissants and kouign amann, tacos and taiyaki. New York’s Morgenstern’s create ice cream pies, London’s Chin Chin is a liquid nitrogen ice cream parlour!”

Delis and cafes are tapping into the ice cream craze in ever new ways too. As well as selling dinky individual pots, there’s a move (where space allows) to offer premium soft serve, which Gabriel Bray, development manager at Good Food Studio, says is ‘having a moment’.

“From Flat Iron’s complimentary brown butter Tahitian vanilla soft serve, to matcha latte cones served at specialist tea shops, the ‘posh serve’ is thriving. The Dreamery near Dalston is another exciting addition to London’s ice cream scene, pairing indulgent ice cream coupes with quality wines - a combination we didn’t know we needed.”

Competition for shoppers, still reeling from the cost-of-living squeeze, will be fierce this summer, says Andrew. “But retailers who can incorporate products that meet these consumer preferences will be better placed for success in the coming season.

Pleasing puds

Nestle’s recent professional report, Breaking Dessert Barriers, listed cheesecake (41%) as the UK’s best-loved dessert, followed by ice cream/sundaes (38%) and chocolate fudge cake or brownies (33%) - all tapping into the ongoing desire for familiar comfort. 

Bev Botha, founder of the Travelling Cupcake dessert bar says deep dish ‘puddle’ cookies are hitting the spot for her customers, who can’t get enough of luxurious, freshly baked dough.

During winter, spiced caramel apple cinnamon buns top the list, taken over in summer by Eton Mess – a real classic that consumers crave as a taste of the season.

What makes these products most attractive, in her opinion, is depth of flavour, contrasting texture, and pure indulgence. “A truly great sweet treat should offer a balance of gooey richness, satisfying crunch, and a flavour sensation that keeps you coming back for more!”

Xavier Pelloux, director of product development at The Patisserie Box, says customers are more considered in what they are buying for pudding today, and they really do appreciate an artisanal touch. “Ingredients are so important, especially for what we do here. For example, we use the best Italian cherries and fresh cream. Everything we make, we use the best components for.”

As more customers read product labels, wary of ultra processed ingredients, real butter has become even more important in the pudding and dessert category. Xavier considers using oil a ‘cost-cutting exercise’. “Everyone is entitled to their opinion,” he explains, “and butter has increased in cost hugely in the last 12 months or more, but I would rather use this for a better-quality end product.”

This is what matters to shoppers in a speciality setting, which is why Xavier says retailers should look closely at ingredient decks and speak to suppliers about what goes into their desserts and cakes before choosing what they might stock.

“I know all our 85 products inside out. How they are made, where the ingredients come from, and what the quaility of the end result will be. In the end, the consumer will pay a little bit more for that quality and taste, and what they get out of it.”

Products the chef is seeing a hot demand for right now include a whole host of classics, which just goes to show, the proof is in the pudding when it comes to trends. Customers are getting in touch to order the likes of lemon tarts and Black Forest gateaux. However, new trends are creeping in. Even this business, renowned for its European-style patisserie, hasn’t been untouched by the Dubai Chocolate Bar/pistachio craze. “It’s definitely something I’m keeping my eye on,” Xavier smiles.

What’s the biggest flavour in ice cream and desserts right now?

All eyes are on pistachio as THE key ingredient/flavour in ice cream and desserts this year. Sarah Hamouda sparked a global frenzy with her Dubai Chocolate Bar (chocolate, crispy pastry and pistachios) in 2021, and its influence continues to ripple across multiple categories.

Little Dessert Shop, which has outlets across the UK, launched its Dubai Drip collection earlier this year, reporting sales have been “nothing short of phenomenal”, with products in the range setting new records throughout all its stores. This is a story echoed by many, many other retailers and producers.

“There’s a real shift towards brands isolating single ingredients and turning them into their whole USP,” says Good Food Studio, which points to major multiples such as M&S and Waitrose, which have gone in hard with pistachio-infused bakes and chocolate.

“It’s become a well-established and much-loved flavour in the ice cream and frozen dessert industry, ranking as the fourth most popular ice cream flavour,” adds the Ice Cream Alliance. “Its rich, nutty taste, and premium appeal have made it a favourite among consumers seeking something indulgent yet sophisticated.”

5 key dessert trends this year

1. Healthier options: Consumers want desserts lower in sugar, fat and calories, but made with natural ingredients. There’s also a desire for dairy-free and egg-free options catering for both allergy sufferers and vegans.

2. Sustainability: Consumers want products that are made in a sustainable way, with responsibly sourced ingredients.

3. Global flavours: From Japanese mochi to Middle Eastern baklava, the UK dessert market is open to diversity.

4. Convenience: A significant driver. Busy lifestyles mean ready-to-eat and easy dessert options in single-serve portions are taking off.

5. Premiumisation: Shoppers will pay more for an elevated, unique, luxurious dessert experience.