Ice cream trends: Non-dairy and low-sugar NPD soars, but flavor remains key purchasing factor

12 Jul 2021 --- Plant-based, non-dairy and reduced-sugar reformulation is reshaping the ice cream segment, with trending flavors and ingredient mashups shaking up NPD. FoodIngredientsFirst examines the most popular flavors and stand-out launches in the space.

“The market share for non-dairy ice creams has been increasing at a steady rate, accounting for 6 percent of all global dessert and ice cream launches in 2020,” Akhil Aiyar, senior market analyst for Innova Market Insights, tells FoodIngredientsFirst.

“Between 2019 and 2020, non-dairy ice cream witnessed a year-over-year growth of 32.2 percent, compared to nearly negligible global growth between 2018 and 2019.”

“In terms of non-dairy flavors, salted caramel, strawberry and mango are among those that show the fastest growth in this segment,” Aiyar adds.

Non-dairy, plant-based market
Many other consumers are experimenting with dairy-free products, with health, dietary variety and environmental concerns as the key drivers for purchase, the market researcher notes.

Mammoth Creameries’ keto-friendly, diabetic-conscious frozen custard in Butter Coffee, Strawberry and Butter Pecan.Non-dairy ice cream launches almost tripled between 2016 and 2020. They have been particularly significant in North America (25 percent of all ice cream launches in 2020), Australasia (20 percent) and West Europe (10 percent).

The increasingly mainstream appeal of non-dairy is reflected in the growing range of formats (e.g., sticks, cones and mochi), in the presence of more mainstream brands on the shelf, and in the rising focus on indulgence.

For example, My/Mochi Ice Cream recently launched My/Mochi Oat Milk Frozen Dessert, a non-dairy, vegan line of My/Mochi with gluten-free, non-GMO and allergen-friendly ingredients.

Ingredient choices are diverse and continue to evolve. “Animal free” could be the next step. i.e., dairy protein produced via fermentation, the research specialist predicts.

An example of plant-based innovation is Wildgood, which is made with extra virgin olive oil.

Stand out non-dairy NPD
The number of companies launching non-dairy ice creams has also witnessed growth, with a 33 percent increase in the number of global players in the segment between 2019 and 2020, according to Aiyar.

My/Mochi Ice Cream recently launched My/Mochi Oat Milk Frozen Dessert.Nick’s ice cream and animal-free dairy company Perfect Day recently partnered to launch a line of vegan dairy ice creams. The seven flavors include Swedish Mint Chip, Choklad Choklad and Karamell Swirl.

Forager Project launched a line of organic, dairy-free ice cream that’s free from lactose, dairy, soy and gluten and is certified organic and vegan. 

Made from organic cashew milk and other simple ingredients, Forager Project’s ice cream is delicate in flavor and creamy in texture, offering consumers a dairy-like ice cream experience without compromising taste and environmental impact, the company says.

SweetPea launched a creamy, non-dairy ice cream that harnesses the power of protein-packed chickpeas to deliver half the calories and half the fat.

Meanwhile, NadaMoo! – a dairy-free, coconut milk ice cream rich in plant-based ingredients – launched four no sugar added flavors to its current, creamy line-up in flavors Vanilla, Strawberry, Chocolate and Mint Chip.

Halo Top’s “Keto Series” expanded its flavor options with Sea Salt Caramel, Peanut Butter Chocolate, Berry Swirl and Chocolate Cheesecake.Lastly, Baskin-Robbins’ also unveiled an oat milk-based, vegan-friendly flavor: “Non-Dairy Strawberry Streusel.” 

Taste and flavor reign
According to an Innova Market Insights report on ice cream trends, flavor remains king as over half of consumers buy ice cream because “it’s tasty,” while more than a third see it as an indulgent treat or as something to make them happy.

Almost three-quarters of ice cream buyers said flavor was an important factor when shopping in this category.

Milk chocolate, vanilla and strawberry are top flavors, but their share is falling as variety increases. New entrants to the top 10 between 2016 and 2020 include salted caramel, brownie and lemon.

There can be regional differences in flavor preferences, e.g., dulce de leche is high in the Latin American rankings, matcha tea in Asia and chocolate chip in North America. Asian tastes are distinctly different from the rest of the world, but their influence is spreading.

Consumers are looking for natural ingredients and clean label demands are still strong, the market researcher says. 

Notable trends in NPD include simpler and shorter ingredients lists, ethical variety, local sourcing (particularly in Australasia and West Europe) and the use of real fruit to further endorse additive-free recipes.

Forager Project launched a line of organic, dairy-free ice cream that’s free from lactose, dairy, soy and gluten. Low sugar, high indulgence
Ice cream consumers are still interested in healthier choices. Sugar is a particular concern; almost 6 percent of 2020 launches carried sugar claims versus around half as many for fat reduction and protein enrichment, Innova Market Insights data shows.

With sugar reduction continuing to be in focus, 47 percent of consumers globally say they tend to like less sweet, savory or even bitter tastes more. 

Meanwhile, 60 percent prefer tastes which are lighter on the palette and less sugary or heavy. Tapping into shifting tastes is an opportunity for NPD.

In sugar reduction, sweetener blends are key and attention is shifting to new-generation sweeteners. Front-of-pack calorie counts are increasingly important, while high protein recipes often coincide with sugar reduction.

Low carb products with keto claims have also burst onto the scene in North America.

Mammoth Creameries recently released three new flavors of its keto-friendly, diabetic-conscious frozen custard, including Butter Coffee, Strawberry and Butter Pecan.

In the same arena, Halo Top’s “Keto Series” launched in early 2020 and expanded its flavor options recently with Sea Salt Caramel, Peanut Butter Chocolate, Berry Swirl and Chocolate Cheesecake.

By Kristiana Lalou