Ice cream and dessert trends: Creating “super indulgent” products while keeping a clean label

05 Jul 2023 --- With summer in full swing, consumers are eyeing fanciful escapes in the ice cream and frozen dessert aisle. However, industry has the complex task of creating products that deliver on taste, texture and appearance while keeping costs down. We explore some of the latest trends and solutions in the category, from super-indulgent flavors and colorful novelties to plant-based alternatives and cost-effective ingredients.

Food Ingredients First sits down with Valio, Foodology by Univar Solutions, Palsgaard, ofi and Cargill representatives to find out the latest in the category. 

“When it comes to ice creams and frozen desserts, consumers increasingly expect more than a great-tasting treat. Some crave indulgence, others mindful eating and many are tapping into plant popularity with alternative dairy products. In general, today’s consumer desires an ever-more indulgent sensory experience across taste, texture, and color, and it is inspiring a new level of creativity in frozen treats,” says Aysegul Ozcan, marketing manager of sweetness and texture at Cargill.

“Super indulgence” and super prices
As the demand for desserts and ice cream grows, so does the innovation and artistry of their creators, who constantly challenge themselves to craft new flavors, shapes and experiences for their customers.

“In the ice cream category, there are many new smaller companies, and many new novelties are launched each year as people seek variety. One trend we’ve noticed is the rise of “super indulgence” ice cream, featuring multiple layers and exciting, colorful flavors,” says Paula Koivisto, product developer, R&D at Valio, who discusses the trends.

Nonetheless, it remains important to keep increasing prices at bay. 

“In the cost-of-living crisis, affordable luxury is a key trend,” highlights Claus Prior Hansen, application manager and senior application scientist for dairy and ice cream at Palsgaard. 

“Ice cream and frozen dessert manufacturers need to protect their profit margins while meeting consumer expectations of an amazing sensory experience. This is where we can help, with cost-effective solutions that deliver high-quality products.”

Prior Hansen explains how locust bean gum and tara gum are examples of staple ingredients – used to create mouthfeels and stability – have been replaced due to being “eye wateringly expensive” now; in addition, he notes how consumers prefer palm oil-free products. 

Ozcan from Cargill explains that more and more brands are working to achieve single-digit added-sugar levels. (Image Credits: Cargill).Palsgaard uses more affordable hydrocolloids, such as guar gum (E412), as an alternative.

“Due to product availability and cost, we are continually working on alternative options for our customers to replace hard-to-find and expensive ingredients they may be accustomed to using,” adds Mike Haracz, corporate chef and culinary lead, Foodology at Univar Solutions.

Going back to indulgence, ofi also underscores that it is the major trend in the category. 

“A high-fat cocoa powder can offer a rich, chocolatey taste. Cocoa liquor can be a great way of adding a kick of extra intensity to your ice cream,” says Pilar Darre, category lead beverages, desserts and ice cream at ofi. 

“Beyond ice cream itself, extras like sauces, inclusions, toppings and coatings can go the extra mile. Here, nutty variegates can create silky ribbons of flavor, or spiced sauces can create a unique flavor proposition.”

Premiumization in its prime
Premiumization is also seen in the taste and texture of desserts and ice cream, according to Koivisto from Valio. 

“There is a growing demand for rich, indulgent and creamy products. By using the right ingredients, it is possible to create full-flavored products that provide consumers with the indulgent experience they desire. We have used, for example, Valio specialty dairy powders in our recipes to gain a smoother, creamier texture people are looking for.”

Also talking about premiumization, Ozcan says that “with most sweet categories being driven by new flavor development, creating products that surprise and delight consumers is currently all the rage. Based on Innova Market Insights, indulgent and premium flavors are seeing the strongest growth.”

That being said, she says that traditional ice cream flavors of milk chocolate, vanilla and strawberry continue to be the most popular with product developers globally. Alongside these, milk chocolate, dark and white chocolate are also popular choices in ice cream, delivering the indulgence consumers often seek.

“Given the size of the chocolate frozen dessert sector, manufacturers can stand out by offering extra rich flavors. With the right kind of cocoa, ice cream can be a deeply indulgent experience. Different kinds of cocoa can also create nuanced flavor experiences, ranging from citrus to caramel notes,” adds Darre.

“While classic flavors continue to reign, unusual flavors are a great way to capture consumers’ attention. Spices can add excitement to consumers’ days by creating a sense of adventure. For example, turmeric can help European consumers travel with their taste buds to faraway countries like India. It can also bring an unusual yellow color to ice cream for added novelty.”

Dawn of healthy desserts
Mike Haracz notes that while traditional ice cream and desserts are still trendy, Foodology by Univar Solutions is seeing a rise in “better for you” options.

This includes plant-based alternatives to traditional dairy and animal-derived products, overall nutritional claims and callouts, as well as adjustments in portion size. Increased protein, reduced sugar, reduced fat and lower carbohydrates are also still a consideration for the average consumer, as well as cost.

“Consumers enjoy healthier dessert options incorporated into their diet while still eating their full fat/full calorie counterparts. The rise of restrictive diets, like flexitarian, allows consumers to enjoy ice cream and dessert treats without guilt; having more “better for you” and reduced portion-sized options allows for a variety of choices. Plant-based, environmentally friendly and single-serving items are also considerations for the current consumer.” 

Adding to the conversation, Koivist from Valio says that health and wellness trends have made their way into the ice cream and dessert industry as well. “Healthy indulgence is becoming increasingly important to consumers. Especially when talking about everyday indulgence.”

“Ingredients such as milk protein are valued for their health-related benefits in desserts and ice cream products. Consumers see protein as a natural and positive food component, allowing for a balance between deliciousness and healthiness. Other functional features gaining traction include digestive wellness and lactose-free or low-lactose options. Reduced sugar levels and no added sugar claims are also growing in popularity.”

On reduced sugar levels, Ozcan from Cargill explains that more and more brands are working to achieve single-digit added-sugar levels. What she deems “a hard ask,” because replacing sugars and maintaining the same flavor and texture is not easy.Haracz from Foodology by Univar Solutions highlights that cost implications of this category will still be a major driver in continued category growth.

“Ice cream is an obvious application for stevia, as many of our customers are looking to improve the Nutri-Score of this traditionally indulgent product,” says Caroline Delabrousse, senior dairy application specialist at Cargill. “Here, sugar plays a key role in the sweetness, but also clearly in the texture – so you need to combine it in a toolbox featuring a label-friendly bulk sweetener.” 

Ozcan and Delabrousse also note that they are seeing a clear trend toward “high protein” and “high in fiber” desserts. 

Sugar reduction and nuts in desserts
The rise of people with diabetes might be one of the drivers of the increase in sugar reduction in desserts and ice creams. However, this creates a problem. 

“The problem for producers is that sugar is a major recipe component. As well as providing sweetness, it affects the solid content and lowers the freezing point, preventing the ice cream from being rock-hard when eaten,” says Prior Hansen. 

“To help manufacturers deal with these pain points, we’ve created a series of recipes that use sugar-alcohol blends to ensure the right freezing point, bulking agents to increase solid content, and high-intensity sweeteners to control sweetness.” 

High-protein desserts and ice creams are also gaining in popularity, according to Prior Hansen, with a consensus among ice cream producers that portfolios should contain at least one product with a high-protein claim. 

A way ofi found to make ice cream and desserts more interesting for the healthy consumer is to use ingredients that can be normally found in kitchen pantries. 

Ofi’s EMENA consumer research survey found that nuts stand out compared to soy and oats as having a good taste and being rich in nutrients. Almonds, cashews and hazelnuts were strongly associated with being tasty, natural and healthy.

“Nuts can be used either as inclusions in dairy ice creams or as a base in plant-based alternatives. In contrast to some plant-based ingredients like pea isolate, nut powders and pastes can offer natural appeal thanks to its simple processing. Our nuts are optionally roasted before being ground into a paste. To create a powder, it’s then just a case of pressing the paste to extract the oil,” says Darre. 

Plant-based gains momentum
Proprietary plant-based research shows it’s expected to continue to grow, according to Darre from ofi.

“We’re finding our plant-based portfolio is growing in most markets, particularly in Western Europe, which is being driven largely by France, Germany, Switzerland and Norway.” 

“For example, a high-fat cocoa powder can create a thick, creamy texture in a plant-based gelato, helping create an added sense of indulgence.” 

In the same vein, Prior Hansen says that “vegan products attract significant interest.”

Premiumization is also seen in the taste and texture of desserts and ice cream, according to Koivisto from Valio.These ‘better-for-you’ products cater to different motivations that people have. We have noticed that, for example, protein gives a green light to indulgence. Indulgent protein products successfully manage to balance delicious with healthy connotations.”

“It’s important to provide consumers with a variety of options. People are unwilling to compromise on taste or texture, so plant-based alternatives must deliver the same indulgence as dairy-based products.”

Haracz from Foodology by Univar Solutions highlights that cost implications of this category will still be a major driver in continued category growth.

“Plant-based protein and dairy alternatives in the dessert and ice cream space are a perfect driver to increase popularity. In some cases, the plant-based alternative is not necessarily looked at as ‘healthy,’ especially when the product has the same fat, calorie and carbohydrate breakdown.”

“We also see that plant-based items are marketed as a treat, as opposed to just health claims associated with the switch from traditional counterparts.”

Balancing plant-based
Darre says that ofi is working on plant-based solutions that offer consistent quality, taste and texture. 

“We’ve found that when comparing key qualities of the various plant-based chocolate attributes – including hardness, sweetness, creaminess, and melting time – with what we’d expect to see in dairy chocolate, ofi’s almond protein powder displayed the most similar qualities. So, if a customer wants to achieve a creamy, rich and indulgent plant-based confectionery, almond protein powder can effectively replicate the real thing.“

Ozcan also highlights a rife of formulation complexities arising from the plant-based trend.

“Many of our customers shopping in the non-dairy frozen dessert space aim for a ‘health halo,’ and therefore want to keep sugar levels in check. The challenge is that plant proteins create textural differences, impacting hardness and melting properties – attributes we’d typically manage with sugar.” 

“In an increasingly competitive marketplace, novelty, and nutrition aside, these products must deliver the right look, feel, and taste.

“Formulators can’t lose sight of the fact that ice creams and desserts are first and foremost indulgences,” she concludes.

By Marc Cervera