In ice creams, if pleasure is key, health is driving innovation, above all in mature markets, such as Europe. According to Innova Market Insights data, health claims are mostly ‘passive’ claims, such as low/reduced fat, low calorie/light or claims in relation with sugar reduction. Indeed, increasing concerns about weight management and diabetes have led manufacturers to develop products that help consumers to indulge without guilt by cutting calories, fat and/or sugars.
