bake - June 2017 - 34

cakes

Ice Cream
Desserts
At Dominique Ansel Bakery in New York City, a new dessert

meal with nearly half (49 percent) of consumers eating frozen

called Frozen S'mores is taking the city by storm. Pastry chef

treats as a snack, while 55 percent eat them for dessert.

and owner Dominique Ansel creates his Frozen S'mores with
Tahitian vanilla ice cream at the center, covered in chocolate

Appealing to changing consumer taste preferences, variety

feuilletine and honey marshmallow. Each dessert is torched to

is the name of the ice cream game as more than one quarter

order and served on a smoked willow wood branch.

(27 percent) of consumers have purchased a variety pack in
the past six months. However, despite the desire to experience

As ice cream and frozen novelty consumption remains

various ﬂavors, consumers primarily buy products that feature

near-universal among Americans, a less-is-more mindset is

a single ﬂavor (53 percent).

prevailing. While reduced consumption could melt category
sales, consumer interest in premium offerings has kept market

Adding to the appeal of single-serving and variety packs, more

sales aﬂoat despite declining volume sales, according to

than one quarter (27 percent) of consumers typically have

Mintel research. Nearly one quarter (22 percent) of consumers

more than one type of frozen treat/ﬂavor in their freezer at

purchase frozen treats that they consider premium and 34

one time.

percent agree that they are willing to pay more for such treats.
Another one third (35 percent) of consumers agree that

While a single ice cream ﬂavor is a more likely purchase type,

premium frozen treats taste better than regular frozen treats.

a growing number of consumers are intrigued by ﬂavors with
mix-ins (nuts, cake bits). In fact, in 2013 Mintel research found that

"While little opportunity exists to acquire new customers in

one quarter (24 percent) of consumers agreed "fun ingredients

the universally penetrated frozen treat market, interest in

mixed in" was an important factor when buying frozen treats,

premium and healthy options gives brands the opportunity to

while 41 percent are buying ﬂavored treats with mix-ins today.

offer products that communicate health and wholeness, while
also encouraging moderation, which can aid in increasing trials

"The wide range of single-ﬂavor frozen treats and products

through smaller sizes," says Beth Bloom, senior food and drink

with unique mix-ins are keeping consumers from becoming

analyst at Mintel. "Putting a heavy focus on quality, taste and

bored with the category. The rise of new, trendy ﬂavors speak

health will resonate with consumers, and emphasizing single-

to the dual components nostalgia and indulgence play in the

serving packs and messaging around the variety of products

market, while internationally-inspired varieties like mochi ice

should appeal to Americans' preference for snacking."

cream and gelato are succeeding in ﬂavor and format. For more
traditional offerings, mix-ins can give treats an added boost,

In addition to the perceived enhanced taste of premium frozen

with fruit and nut additions potentially alluring health-focused

treats, one in seven (14 percent) consumers view them as

consumers," Bloom says.

healthier, making premium options an appealing choice for the
19 percent of consumers who say that health factors into their

The pastry connection

frozen treat purchase decision. And with snacking now fully

Pastry and coffee shops are taking notice of this developing

ingrained in American eating habits, Mintel research reveals

trend. In St. Louis, Piccione Pastry and Clementine's Creamery

that ice cream as a snack is just as popular as ice cream after a

earlier this year announced a sweet collaboration in which

34 < JUN 2017 | bakemag.com
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bake - June 2017

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