The document discusses trends in the ice cream market from May to September 2015. It finds that consumers are increasingly health-conscious and looking for ice cream products made with natural ingredients. Posting photos of delicious-looking ice cream cakes and sharing simple homemade ice cream recipes online is popular among consumers. The combination of ice cream and cake has grown in popularity for both special occasions and casual enjoyment.

1. May – September 2015

2. 1. There is a growing number of health-conscious consumers who are looking
for a balance between nutrition and indulgence. This healthy mindset has
influenced consumers to be more discerning about the ingredients used in ice
cream products they wish to buy or create themselves.
2. The combination of ice cream and cake has grown in popularity not only
for special occasions like birthdays but even on regular days where people
just want to eat and indulge on sweets. Consumers also seem to respond
positively to the delicious-looking photos of Ice Cream Cake on social media
and simple ice cream recipes posted on blogs.
HIGHLIGHTS

3. HealthRecipes
1. Better-informed and increasingly health-conscious consumers are going after ice cream products that offer all-natural ingredients.
2. A lot of consumers prefer creating their own ice cream desserts at home where they can have control over the ingredients, as well
as avoid chemical additives which can be found on some store-bought ice cream products.
3. Frozen Yogurt remain to be buzz words among health-minded consumers.
4. Food producers like General Mills and Ben and Jerry’s started releasing other variants that use natural and dairy-free ingredients.
1. Consumers prefer easy, and simple recipes that they can do on their own. Most "easy" recipes shared can be made between 2 to
5 minutes, and are "simple" enough with 2-4 ingredients.
2. Popular ice cream ingredients are those that are very easy to find since homemade ice creams are in demand. Fruits such as
banana, strawberry, and peach are mentioned a lot.
Media Sources Languages
55,194
Posts
Volume
May – September 2015
KEY INSIGHTS

4. ICE CREAM vs GELATO vs SORBET
SORBET
Volume: 769
•Consumers are mostly sharing the
healthy sorbet recipes easy to make
at home.
GELATO
Volume: 1,895
• Consumers generally like gelato due to the wide variety of
flavors it has.
• Gelato Cake is very popular among consumers.
• Gelato is considered more sophisticated than ice cream.
ICE CREAM
Volume: 50,865
•Keywords such as recipe and home show that a lot
of consumers prefer creating their own ice cream
desserts .
•Consumers also believe that homemade ice cream
can be healthier especially when made with all-
natural ingredients.

5. FROZEN YOGURT
Volume: 1,109
•Frozen Yogurt is a favorite go-to dessert for health-conscious
consumers as well as to those who are trying to be healthy.
•Healthy frozen yogurt add-ons or toppings like fresh fruits are in
trend.
•Interestingly, there are also some consumers who classify
frozen yogurt as an unhealthy dessert.

6. NATURAL INGREDIENTS / ARTIFICIAL FLAVORS
Volume: 81
•A lot of stores like General Mills are advertising their all-natural products to
appeal to a more health-conscious market.
•Some consumers prefer natural ingredients as they are healthier and better
tasting.
•Some consumers have extreme dislike to ice cream products that use
artificial colors and flavorings.
•New ice-cream rich in proteins becomes more and more popular among
consumers

7. DESSERT ALTERNATIVE: FRUIT BARS
Volume: 3
•Fruit bars are considered as a healthier dessert alternative considering its ingredients and components
such as fiber and fruits.
•Fruit bars are mostly consumed by those who would like to lose weight and is also considered as an
alternative dessert by vegans considering they are dairy free.
•Some artisanal ice cream shops also offer fruit bar flavors for their more conservative customers, while
other dessert shops are also putting fruit bars on their menus to cater to the consumers’ preferences.

8. RECIPE / INGREDIENTS
Volume: 3,655
•Consumers are fond of sharing simple, healthy, and
delicious ice cream recipes.
•Recipes that can be made in 2-5 minutes with 2-4
ingredients are popular
•Most homemade ice cream recipes use staple
ingredients such as milk, cream, sugar, vanilla, and
banana.
• “Vegan”, dairy-free, gluten-free ice cream recipes are
often being shared.

9. ICE CREAM CAKE
Volume: 26,057
•Consumers are fond of sharing photos of ice cream cakes
to express their cravings
•Consumers eat ice cream cake during their birthdays
•Twitter users are fond of retweeting ice cream cake
photo content from profiles such as @ItsFoodPorn,
@YourFoodPorn, @FoodPornOnly, etc.

10. PREMIUM
Volume: 17
•“Premium” equates to fresh, top of the line
ingredients hand picked from the farm. An
ingredient is also coined as premium if it is an
unusual addition to the ice cream (ie. alcohol,
sauces, and cooked food).

11. DAIRY-FREE, LACTOSE-FREE, GLUTEN-FREE
Volume: 1,738
•Users share different recipes that are dairy free.
•While sentiment remains generally positive, some negative comments state that
dairy free ice cream is expensive and hard to find.
•Fans talked about the new dairy free ice cream offer from Ben & Jerry’s

12. TOP INFLUENCERS

13. Our data suggests that there is a high likelihood of consumers engaging in mouth-watering desserts
and recipe-oriented posts. This is an opportunity for Brand to generate mileage in online
conversations by posting pictures of ice cream in combination with other desserts similar to that of
@ItsFoodPorn’s and @FoodPics’ Ice Cream Cake and Ice Cream Sandwich.
RECOMMENDATION

14. THANK YOU!