With spring in full swing and warmer weather in bloom, ice cream season is officially here. Just like the changing of seasons, consumer trends around ice cream continuously evolve. What better time than now for grocers to take a look at what’s trending and what’s to come in all things ice cream?
Mars has been an Ice Cream category leader since acquiring the DOVEBAR® 35 years ago. Innovation has played a key role in its commitment to meeting evolving consumer preferences for new flavors and fun experiences from brands people love and trust.
The global ice cream market is projected to hit $104.96 billion by 2029. To unlock the massive potential of ice cream season, grocers will need to navigate new trends and innovations hitting freezer aisles. They’ll win with consumers by paying attention to three important areas:
Unconventional Textures & Tastes
While the classic vanilla, strawberry and chocolate flavors continue to be timeless favorites and the highest drivers of ice cream sales, unconventional flavors and textures are rising in popularity. For instance, as people crave comfort and nostalgia in their snacking, brands are bringing these trends into ice cream.
Mars saw huge success with the evolving M&M’S® Peanut Butter lineup with the addition of Peanut Butter Minis and Peanut Butter Mega, so the team brought the comfort of peanut butter to the frozen aisle with M&M’S Peanut Butter Ice Cream Cookie Sandwiches. These treats offer a multi-texture experience, combining M&M’S Milk Chocolate Minis candies, baked sugar cookies and a rich, creamy peanut butter ice cream in every delectable bite.
Better For You on the Rise
Overall, the ice cream category is where people turn for an indulgent treat. Along with indulgent and comforting flavors, fruity flavors and frozen treats made from real fruit are also becoming more prominent, driven by a heightened interest in better-for-you options.
When it comes to Frozen Novelties, there are increases in plant-based and fruit nugget offerings, which are relatively new. For example, options like Trü Frü provide high-quality snacks made from real fruit, immersed in premium chocolate, and people can also find creamy, delicious plant-based offerings with KIND® FROZEN™ Treat Bars which have almonds or peanuts as the #1 ingredient.
We’re also seeing consumers opt for more bite-sized options and “mini” ice cream treats for indulgence in smaller doses, and these minis perform well in the grocery category. For example, DOVEBAR® Ice Cream Minis continue to be a favorite among many consumers due to their decadent flavor packed into bite-sized pieces. These go-to treats now feature new variety packs which include chocolate, vanilla, mocha or strawberry flavors.
Tapping into Fandom
At Mars, we believe in being consumer obsessed, and that comes to life through our relationship with the NFL. Mars has a longstanding partnership with the NFL that spans nearly two decades! SNICKERS® is the official chocolate sponsor of the NFL and an official partner to 21 NFL teams. Over the past three years, SNICKERS has extended its partnership with the NFL, bringing SNICKERS Ice Cream to one of the biggest moments on the NFL calendar—the NFL Draft.
Consumers bring their love of brands and experiences into their purchasing decisions. Mars sees that fandom carry across and beyond games into retail. Sports fans get to be part of something bigger through shared experiences, and SNICKERS is there for fans—win or lose, a SNICKERS Ice Cream Bar can help satisfy.
How Grocers Can Maximize These Trends
The key for grocers to make the most of the latest ice cream trends is simple: make these options available and accessible for shoppers. Grocers should ensure they’re offering a variety of options to choose from in their own clearly labeled sections.
With nostalgia-inducing offerings in particular, consumers feel a natural trust and connection to flavors they recognize and have loved for decades. As a result, seeing new offerings with nostalgic flavors or options from beloved brands is an effective way to drive sales.
For those refreshing their frozen aisles, make sure to have some of Mars’ most beloved and iconic treats in stock this ice cream season to beat the heat.
