At the beginning of the COVID-19 pandemic, ice cream sales skyrocketed as people turned to comforting indulgences to get through uncertain times. Two years later, the desire for comfort foods is still an influencing purchasing factor, but consumers also are refocused on their health.
“Now more than ever, consumers are torn between indulgent comfort foods and health aspirations — and frozen treats are no exception,” global market research firm Mintel says in its “Ice Cream and Frozen Novelties U.S., April 2021” report. “Brands can advocate for balance, encouraging consumers to keep both healthier and more indulgent options on hand for different occasions and need states.”