How US ice cream brands are catering to next gen foodies

New wave ice cream brands are resonating with US consumers, as are brands that are cultivating strong regional identity and connection with their buyers.

We explored how American brands are successfully engaging with their communities, and how ice cream brands in particular are staying competitive and innovative.

Ice cream is the perfect carrier of innovative and exciting flavours and the US has always been leading the way with wacky and experimental scoops from brands like Salt and Straw and  Van Leeuwen. Whilst customers may be less likely to take risks with bigger spend meals, a new ice cream flavour is less of a gamble. For the brands themselves, new LTO (Limited Time Offer) collabs are a way to stand out from the competition, and attract ice cream lovers for one-off flavour experiences, in the hope they'll come back for more.

When the world seems fragile and turbulent) consumers seek connection from brands and an all-important sense of belonging. What we buy, and who we buy from is a reflection of our identity and tribe. 84% say they need to share values with a brand in order to buy it. That's why we see contemporary brands, especially challengers, successfully tap into this with in-person events, online communities etc. that aim to build long-lasting customer relationships via both physical and digital worlds.  

Desserts are associated with escapism, comfort and joy, so being bold and having fun is key! Playing with texture is important - toppings, layers and consistencies like Fudgy Pop lollies. New formats are also a way to surprise and delight category shoppers, and we've seen a lot of innovation in the frozen snack aisles from brands like TruFru. Healthier/ Healthyish NPD is resonating with customers that want to have it all (literally have their cake and eat it!) For example Smearcase protein-packed ice cream made with cottage cheese. 

Insights from the research include:

• 90% of Americans believe shopping locally positively impacts their community

• 75% of Americans want to discover new flavours, and 50% want to feel like they're indulging when they treat themselves to desserts

• Only 46% of Americans under 30 say they feel connected to their fellow citizens

Full report available via Canvas8.