Comax Flavors: Ice Cream Flavor Tastes, Trends
Comax Flavors releases ice cream product insights

Comax Flavors has released new primary research on consumers’ behavior, usage and attitudes towards ice cream products. Specifically, its latest research covers ice cream, ice cream novelties, plant-based ice cream and plant-based ice cream novelties.
This is the 14th study of the company’s primary market research program. The “Ice Cream and Plant-Based Ice Cream” study was fielded in January 2019 with 1,000 US respondents aged 18-70+; half were female and the other half were male.
According to Grand View Research, Inc., the global ice cream market is anticipated to reach $78.8 billion by 2025, growing at a CAGR 4.1%.
“Nothing signifies summer quite like ice cream. In addition to dairy-based ice cream, there is a lot of activity in plant-based ice cream and we wanted to better understand the evolving consumer,” notes Catherine Armstrong, Comax Flavors vice president of corporate communications.
Comax has partnered with Amy Marks-McGee of Trendincite LLC to manage the market research program and Costello Creative Group to translate the data into creative, fun and easy-to-read infographics. Additional Comax studies include: alcohol, alternative dairy products, bread, coffee, crackers, flavored water, juice, nutrition and performance products, sweet baked products, tea and yogurt.
Below are a few of the study highlights. To request a copy of the complete What’s The Scoop? infographic, contact carmstrong@comaxflavors.com.
Ice Cream Findings - Among respondents who consume “Ice Cream” N=418:
• “Taste” is the number one driver of Ice Cream purchases with more than two-thirds (70%) of respondents citing it as the most important attribute
• Half or more of respondents look for “Milk” (62%), “Cream” (55%), or “Sugar” (49%) in their Ice Cream
• More than a third of respondents look for “Fruit” (36%) and “Nuts” (35%) in their Ice Cream
• 51% of respondents’ Ice Cream habits change depending on the “season”; 80% consume ice cream during spring and summer months
• “Vanilla/Vanilla Combinations” are the number one flavor category among all generations with almost three-quarters of respondents citing it (72%); Gen Z (84%), Gen Y (73%), Gen X (68%), Baby Boomers (66%) and Silent Generation (61%)
• “Chocolate/Chocolate Combinations” are the second most popular flavor consumed by all generations with shy of two-thirds citing it (64%)
• 40% of respondents consume “Strawberry/Strawberry Combinations”
• More than a third (35%) of respondents consume “Caramel/Caramel Combinations”
• One-third of respondents consume “Butter Pecan/Butter Pecan Combinations” and a shy of a third (31%) consume “Mint/Mint Combinations”
Ice Cream Sandwich Findings - Among respondents who consume “Ice Cream Sandwiches” N=285:
• The top five “ingredients” respondents look for in their Ice Cream Sandwiches are: “Milk” (54%), “Cream” (48%), “Sugar” (43%), “Nuts” (20%) and “Fruit” (18%)
• “Vanilla” is the number one ice cream flavor consumed within all ice cream sandwiches: “Vanilla Wafer” (32%), “Chocolate Wafer” (29%), “Chocolate Chip Cookie” (22%), “Chocolate Cookie” (18%) “Snickerdoodle Cookie” (16%), “Birthday Cake Cookie” (16%), “Red Velvet Cookie” (15%), “Oatmeal Cookie (14%) and “Brownie” (14%)
• “Chocolate” is a popular ice cream flavor choice within ice cream sandwiches: “Vanilla Wafer” (17%), “Chocolate Chip Cookie” (17%), “Chocolate Cookie” (16%), “Chocolate Wafer” (15%), “Brownie” (12%) and “Red Velvet” (6%)
Ice Cream Cones Findings - Among respondents who consume “Ice Cream Cones” N=224:
• Shy of half or more of respondents look for “Milk” (56%), “Cream” (50%), or “Sugar” (45%) in their Ice Cream Cones while shy of a quarter or more of respondents look for “Nuts” (39%) and “Fruit” (22%)
• 45% of respondents consume “Vanilla” ice cream with their “Sugar Cones” while a quarter or more enjoy “Vanilla” ice cream with their “Chocolate Cones” (30%) and “Chocolate Lined Sugar Cones” (26%)
Plain Ice Cream Bar/Pop Findings - Among respondents who consume “Plain Ice Cream Bar/Pops” N=227:
• 72% of all respondents prefer “Plain Ice Cream Pops/Bars” compared to 61% of respondents who like “Novelty Pops/Bars”
• Half or more of all generations consume “Plain Ice Cream Pops/Bars”; Gen Z (83%), Gen X (72%), Baby Boomers (66%), Silent Generation (63%) and Gen Y (58%)
• Respondents look for “Milk” (52%), “Cream” (43%), “Sugar” (42%), “Fruit” (40%) and “Nuts” (22%) in their Ice Cream Pops/Bars
• 60% of respondents consume Plain “Vanilla” Ice Cream Pops while 40% of respondents consume “Cookies & Cream”
Novelty Ice Cream Bar/Pop Findings - Among respondents who consume “Novelty Ice Cream Bar/Pops” N=138:
• Half or more of all generations consume “Novelty Ice Cream Pops/Bars”; Silent Generation (69%), Gen Y (67%), Baby Boomers (64%), Gen X (59%), Gen Z (55%)
• “Chocolate Covered” (38%), “Candy” (38%), “Chocolate Covered Nuts (36%), “Nuts” (35%) and “Fruit Pieces” (30%) are the top five “inclusions” consumed by shy of a third or more of respondents
Plant-Based Ice Cream Findings - Among respondents who consume “Plant-Based Ice Cream” N=500:
• 97% of respondents cite “Plant-Based” as the most important attribute to drive Plant-Based Ice Cream purchases
• Shy of half or more of all respondents look for “Fruit” (60%), “Almond” (56%),“Protein” (55%), “Coconut”(51%) and Banana” (48%) “ingredients” in their Plant-Based Ice Cream
• Three-quarters of all respondents (76%) cite “Health and Wellness” as the number one reason for consuming Plant-Based Ice Cream Products while more than half (55%) cite “Taste” and more than a third (35%) cite “Environmental Sustainability”
• Half of all respondents consume “Chocolate/Chocolate Combinations,” making it the number one plant-based ice cream flavor among all generations
• 47% of respondents consume “Vanilla/Vanilla Combinations,” making it the second most popular flavor among all generations
• “Strawberry/Strawberry Combinations” are liked by 44% of respondents
• More than a third of respondents consume “Banana/Banana Combinations” (36%), Cookie Dough” (35%), “Pistachio” (35%) and “Peanut Butter/Peanut Butter Combinations” (34%)
• “Plant-Based Alcohol Infused Ice Cream” is consumed by three-quarters or more of respondents; “Strawberry White Sangria” (78%), “Mango Margarita” (75%) and “Raspberry Limoncello” (72%)
PIant-Based Ice Cream Sandwich Findings - Among respondents who consume “Plant-Based Ice Cream Sandwiches” N=314:
• More than half (53%) of respondents consume “Vanilla” ice cream flavors followed by “Chocolate/Dark Chocolate” (40%) with their “Vanilla Wafer Sandwiches”
• Respondents almost equally like the variety of ice cream flavors available on their “Chocolate Wafer Sandwiches,” with a third or more citing each flavor “Mint” (39%), “Chocolate/Dark Chocolate” (39%) with “Vanilla” (38%) and “Mocha” (36%)
• Respondents like the same four plant-based ice cream flavors on their “Hemp Chocolate Chip Cookie Sandwiches” as they do on their “Oatmeal Cookie Sandwiches” and “Chocolate Covered Sandwiches”
PIant-Based Ice Cream Pop/Bar Findings - Among respondents who consume “Plant-Based Ice Cream Pops/Bars” N=321:
• Shy of three-quarters or more of all generations consume “Plant-Based Plain Ice Cream Pops/Bars”; Baby Boomers (80%), Gen Z (79%), Silent Generation (75%), Gen Y (71%) and Gen X (70%)
• 72% of all respondents consume “Vanilla” Plant-Based Plain Ice Cream Pops/Bars, making it the number one flavor
• “Strawberry” (65%) is the second most popular flavor among respondents
• Half or more of respondents consume “Dark Chocolate” (53%), “Fudge” (50%) and “Coconut” (50%) flavored Plant-Based Plain Ice Cream Pops/Bars
PIant-Based Novelty Ice Cream Bar/Pop Findings - Among respondents who consume “Plant-Based Novelty Ice Cream Pops/Bars” N=237:
• Two-thirds or more of all generations consume “Plant-Based Novelty Ice Cream Pops/Bars”; Baby Boomers (80%), Gen Y (78%), Silent Generation (75%), Gen Z (73%) and Gen X (68%)
• Almost two-thirds (64%) of respondents consume “Chocolate Covered Vanilla” Plant-Based Novelty Ice Cream Pops/Bars followed by “Chocolate Covered Chocolate” (57%)
• Half or more of respondents consume “Chocolate Covered Coconut” (55%), “Chocolate Covered Salted Caramel” (53%) and “Chocolate Covered Raspberry Chocolate” (50%) flavors
• For respondents who enjoy nut inclusions, 58% like “Chocolate Covered Nut Chocolate” and 49% enjoy “Chocolate Covered Nut Vanilla” Plant-Based Novelty Ice Cream Pops/Bars
• “Chocolate Covered Nut Salted Caramel (46%), Chocolate Covered Nut Coconut” (43%) and “Chocolate Covered Nut Raspberry Chocolate” (40%) are popular flavors with more than a third of respondents citing them
Generations defined: Gen Z born 1996 and later; Gen Y born 1977 to 1995; Gen X born 1965 to 1976; Baby Boomers born 1946 to 1964; Silent Generation born 1925 to 1945
For more information, visit www.ComaxFlavors.com.
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