Ice cream sales in the UK hit £1.6 billion as exotic flavours and free-from options drive growth

Ice cream sales in the UK hit £1.6 billion as exotic flavours and free-from options drive growth

Industry News
Dairy Food Trends Ice-Cream

UK ice cream sales rose 3% to £1.6 billion in the year to May 2025, boosted by demand for exotic flavours, premium products, and free-from options, with out-of-home consumption and social media-friendly formats appealing strongly to younger consumers.

Ice cream continues to be a beloved treat across the United Kingdom, with consumption steadily increasing and evolving to meet diverse consumer preferences. According to Circana data, sales reached £1.6 billion in the 12 months through May 2025, a 3% increase compared to the previous year. In the out-of-home segment alone, Nestlé valued the market at £605 million in 2024, with over 274 million ice cream units sold to more than 21.6 million consumers. The popularity of ice cream in restaurants, cafes, and dessert parlours remains strong, with 70% of consumers reportedly enjoying ice cream outside their homes at least once a month. Restaurants are noted as the most frequent venues for this indulgence.

A major factor driving the market’s vibrancy is the continuous innovation in flavors, with exotic and unusual taste profiles capturing consumer interest. The British Frozen Food Federation (BFFF) highlighted emerging flavors such as matcha, lychee, mango, pistachio, coconut, passion fruit, ginger, blue bubble gum, and ube (purple yam) entering the market. Seasonal limited editions like Christmas pudding and new formats such as bite-size mochi cater to consumers’ desire for novelty. The emphasis on visual appeal, particularly bright colours that play well on social media platforms, resonates strongly with younger buyers. Additionally, free-from options—including lactose-free, vegan, gluten-free, and low-calorie ice creams—have transitioned from niche to mainstream, with award-winning products like the dairy-free Ice Beam making significant inroads.

Consumer buying behaviour reflects a growing appetite for premium and indulgent flavors, as well as convenient formats like bite-sized and handheld products. Such offerings allow ice cream to transcend traditional seasonality, appealing to customers year-round. Helen Caulfield, a buyer at Heron Foods, pointed to a “trade up” trend where consumers seek superior flavour combinations for ultimate indulgence. This aligns with broader market observations that premiumisation is a key driver, as consumers are willing to pay more for artisanal and indulgent items.

The cultural landscape of UK ice cream consumption also embraces a strong demand for novelty and unique experiences. Specialist ice cream and gelato shops are flourishing on high streets by offering seasonal and limited-edition flavours that tap into consumers’ craving for new options. Nearly half of UK shoppers find brands that regularly release new flavours more appealing, with this figure rising to over half among those who view specialist chains as a treat. Brands like Yarde Farm capitalise on this trend, launching regionally inspired flavours such as a Scottish Tablet Ice Cream variant, blending traditional dairy craftsmanship with local tastes.

Classic flavours, however, remain the backbone of the market. Vanilla, chocolate, and strawberry continue to dominate consumer preferences, with vanilla being the favourite for 84% of Britons according to market research. Iconic brands such as Magnum, Cornetto, and Twister remain strong favourites in hand-held ice cream segments. Operators are advised to perfect their core flavours, as consumer loyalty to traditional tastes endures alongside the desire for innovation. Yet, even traditional flavours can be elevated with premium ingredients and artisanal techniques, as demonstrated by the use of Belgian chocolate in chocolate flavours or Italian strawberry paste for strawberry ice cream by some brands.

The market’s expanding diversity also reflects wider dietary trends. Data shows a significant interest in free-from options, with almost 28% of UK ice cream consumers keen to try vegan variants and 26% interested in reduced-sugar alternatives. This reinforces the importance of catering to evolving dietary preferences alongside classic choices.

Projections for the UK ice cream market remain positive, with the sector expected to grow steadily. Market analysts estimate the industry to be worth around USD 1.8 to 1.87 billion in 2024-2025, with an anticipated compound annual growth rate between 3% and 6% over the next five to ten years. Factors underpinning this growth include increasing demand for premium and artisanal products, innovations in packaging, a surge in online sales, and robust marketing strategies. The UK’s cultural preference for dairy-based frozen desserts and strong retail networks will continue to support this expansion, cementing ice cream’s place as a perennial favourite across the country.

In the 2024 UK Quality Food Awards we had two brands scoop awards in our Ice Creams and Lollies category:

  • Aldi UK Specially Selected Valencia Orange Lollies (Gold)
  • Caliendo's Gelato Kalamansi Sorbet (Bronze)

Do you create, or sell, a delicious ice-cream product here in the UK? We'd love to hear from you: https://uk.qualityfoodawards.com/QFA2025/en/page/2025-enter-awards