“Indulgence without compromise” is a familiar phrase in ice cream marketing, but it has moved beyond slogan territory.
In practice, it describes a real commercial and technical balancing act that manufacturers are now expected to manage as standard.
Consumers still reach for ice cream as a treat. Comfort, familiarity and pleasure remain the primary drivers. At the same time, expectations around sugar, protein, lactose and ingredient lists have shifted, and they are not shifting back.
Mintel’s research shows that between 2021 and 2023, there was an apparent rise in global ice cream launches carrying wellness or functional cues, particularly around reduced sugar and higher protein. Importantly, this activity has not replaced indulgent formats. It has been layered on top of them.
Brands are not asking shoppers to abandon ice cream as they know it. They are asking them to believe that the same experience can be delivered with subtle nutritional improvements built in.
That is where the challenge sits. Ice cream is structurally sensitive. Sugar affects freezing behaviour, texture and melt. Protein changes viscosity and mouthfeel. Lactose-free processing alters sweetness perception and flavour balance. These are not abstract formulation issues. They show up immediately when a product is scooped, eaten, or compared side by side in a freezer cabinet.
Euromonitor reports that texture and sensory satisfaction remain the strongest predictors of repeat purchase in the category. Shoppers may be curious about claims, but they do not compromise twice. If the product feels thin, icy or chalky, the label story loses its influence very quickly.
What is changing is how manufacturers are responding. Rather than chasing every possible claim, many are focusing on building formulations that protect texture first, then layer in improvements where they can be delivered without changing the eating experience. This is a more conservative approach, but it is also a more commercial one.
Ingredient systems that work across ice cream, soft ice and gelato formats are becoming more critical as a result. They allow brands to test formats, extend ranges and respond to shifting demand without restarting development each time. In a market where buying windows is unpredictable, and product lifecycles are shortening, that flexibility matters.
There is also a shift in tone. Mintel notes growing scepticism toward products that claim to do everything at once, particularly in indulgent categories. Consumers appear more willing to accept targeted benefits than sweeping promises.
Reduced-sugar options that still taste indulgent are more credible than sugar-free claims that undermine texture. High-protein foods work when they support satiety without announcing themselves on the spoon.
Euromonitor reports that premium and free-from growth is increasingly converging. Lactose-free and dairy-free are no longer niche conversations, while premium cues such as creaminess, flavour depth, and melt remain central to value perception. The lines between indulgence and better-for-you are blurring, but they have not disappeared.
For manufacturers, formulation is no longer just a technical exercise. It is a strategic one. Getting the balance right protects brand trust, reduces costly misfires, and supports faster, more confident innovation. In ice cream, indulgence is still the aim. The difference now is that it has to coexist with modern expectations, and that work is done long before the product reaches the freezer.
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