Once thought of as a seasonal treat, soft serve and gelato has fast become something that consumers are enjoying year-round. In fact, our Iced Insight report reveals that 87% are consuming ice cream 365 days a year!
With the summer months upon us, demand for soft serve and gelato naturally rises. From classics like vanilla soft serve to seasonal artisan gelato freshly scooped, consumers are increasingly seeking a delicious and refreshing experience.
Building a menu that works all year round, and getting creative about how you do it is how to stand out amongst the crowd, not just in the summer season, but all year long.
So how exactly do you do that?
Our independent Iced Insight research, conducted by PureSpectrum among 2,000 UK consumers, sheds light on everything from popular flavours to seasonal eating habits and key factors influencing purchasing decisions.
Back to basics
While 27% of consumers prefer ice cream with an innovative flavour or use of ingredient, 74% of consumers choose vanilla, strawberry, or chocolate most often. With such a high-proportion reaching for more traditional flavours, going back to basics and perfecting these recipes is essential.
Classic flavours, like vanilla, strawberry and chocolate also act as fantastic bases ready to be customised with toppings and sauces, and with 68% of consumers eating ice cream with something else, (like a topping, sauce or hot drink), this is a great way to offer the most chosen flavours with a little added variety and interest if desired.
Spend on scoops
69% of consumers say they’ll pay more when it feels premium and over a third (37%) will pay more for products made with fresh, quality ingredients – such as real fruit instead of flavoured paste.
Toppings are one of the simplest and most effect ways to elevate your offering. 27% of consumers already eat their ice cream with a topping, and 24% pair it with a baked treat like a waffle or cookie. A considered topping selection – from fruit compotes, crushed nuts, flavoured sauces and crumbles – takes a single core flavour and gives your menu variety without adding complexity to your operation. It also encourages the consumer to get creative and build their own perfect serve, helping to upsell and increase revenue.
Flavour-forward ingredients
While the classics will always have their place, there’s a growing appetite for something a little more adventurous. Over a quarter of consumers (27%) say innovative flavours or use of ingredients actively influences their decision to buy. With over 70% purchasing ice cream once a month or more, driven largely by the pure indulgence of it, there’s a ready and willing audience to experiment with.
That’s where flavour-forward thinking comes in. From refreshing citrus flavours in peak summer, to rich, comforting flavours the winter, adding seasonal flavours keeps your menu feeling fresh and gives consumers a reason to keep coming back.
Serve it with style
Presentation has become such an important part of the experience. 25-34 year olds are most likely to consider how ‘Instgrammable’ an outlet is, so it’s easy to see why a visually striking serve - like vivid colours from toppings and perfectly swirled soft serve – is something people engage with on social media and seek out on the high street. With 50% of consumers driven by pure indulgence, the visual experience is part of that feeling. Our top tip is to make it look as good as it tastes!
Advice from the experts
Soft serve and gelato offer a genuine, year-round revenue opportunity. Whether you're perfecting a classic vanilla soft serve or experimenting with seasonal flavours and premium ingredients, the key is building an offer with enough consistency to keep regulars coming back and enough interest to attract new ones. Start with the basics, build from there, and don't underestimate what a well-executed scoop can do for your business.
For operators who want to go further, why not learn from the experts themselves? Carpigiani's Gelato University and Soft Serve Consultancy are open to all — whether you're building your first menu from scratch or looking to take an existing offer to the next level. Hands-on and taught by people who are passionate about the craft, there's no better way to make sure you're getting the most out of your equipment and your menu.
Topics from this blog: Ice Cream