Summer brings ice cream brands into the spotlight, as the sweltering heat pushes consumers to seek cool and refreshing treats. With climate change altering weather patterns and temperatures soaring higher than ever, the demand for ice cream has become even more pronounced. However, as the cost of manufacturing rises each year, are brands still managing to churn out profits? While national brands like Walls, Havmor, Vadhilal, Amul and Mother Dairy dominate in urban areas, it is the local brands with unique Flavors catering to regional palates that hold sway in smaller towns.
Here are some key factors influencing ice cream sales and brand success:
Flavors Make the Difference
Consumers crave variety, and ice cream brands that experiment with exotic and locally inspired Flavors create a stronger emotional connection. From mango and butterscotch to innovative flavours like paan, black sesame, and masala chai, the right flavor can make a brand memorable.
Strength Of Distribution
Technology and distribution are also redefining the industry. Digital advancements like AI-driven flavor recommendations, e-commerce and quick commerce integrations, and innovative delivery models, including drones, vending machines, and direct-to-consumer subscriptions, offer new levels of convenience and accessibility. Furthermore, ice cream is no longer just a seasonal treat. Expanding into warm desserts, holiday-themed flavours, and global influences allows brands to remain relevant throughout the year.
The IPL Effect on Ice Cream Sales
The Indian Premier League (IPL) spans the peak summer months, bringing families and friends together in front of their screens. This creates a perfect opportunity for ice cream brands to leverage cricket fever with targeted ads, special edition flavours, and bundled promotions. IPL-driven advertising has boosted brand visibility and sales through massive TV and digital reach, sponsorships, and interactive campaigns. Despite high costs, strong ROI helps brands gain market share, with digital-first strategies on platforms like JioCinema enhancing engagement.
Changing Consumption Patterns of Ice Cream
Ice cream consumption has evolved with changing preferences, health consciousness, and industry innovations. The rise of low-calorie, high-protein, and dairy-free alternatives caters to health-conscious consumers, while premium, organic, and locally sourced options gain popularity. Innovative flavors like matcha and spicy chocolate, along with hybrid formats like mochi and ice cream sandwiches, are redefining the experience. Seasonal and Instagrammable varieties add to the appeal. With the growth of e-commerce and home delivery, ice cream is now an all-year indulgence, enjoyed not just outdoors but in the comfort of home.
Are Brands Launching Low-Calorie Ice Creams to Meet Consumer Demand?
As consumers become increasingly health-conscious, the demand for low-calorie, high-protein, and dairy-free ice creams is on the rise. Brands are now experimenting with innovative formulations that replace sugar with natural sweeteners, use plant-based ingredients, and incorporate functional benefits like added fibre or probiotics. Global brands like Halo Top and Nicks have already disrupted markets with guilt-free indulgence, and Indian brands are catching up fast. Will these healthier alternatives become mainstream, or will they remain a niche offering.
The Need for Differentiated Advertising
Ice cream brands must go beyond taste to capture customers by creating an emotional connection. Effective advertising leverages nostalgia, family bonding, indulgence, or health benefits to shape consumer preference. The right messaging transforms an ice cream brand into a year-round favourite, not just a seasonal treat.
Innovation Will Drive the Future of Ice Cream Growth
The ice cream industry is no longer just about cooling off—it’s about innovation, experience, and meeting evolving consumer demands. Brands that understand this will thrive, while those that resist change risk fading away. Flavor experimentation remains a key driver, with unique combinations, regional specialties, and customizable options like mix-ins and DIY kits attracting adventurous consumers.
Health-conscious trends are also reshaping the industry. The rise of low-calorie, dairy-free, high-protein, and probiotic-enriched ice creams caters to a growing segment seeking indulgence without guilt. Sustainable and ethical sourcing, along with eco-friendly packaging, further influence purchasing decisions.
Ultimately, staying relevant in this dynamic industry requires more than just great taste—it demands adaptability, creativity, and a deep understanding of consumer behaviour. Brands that embrace these trends will lead the market, while others risk melting into obscurity.
Summary:
The ice cream industry is at a crossroads, with rising consumer expectations, evolving preferences, and increasing competition. Success in this space depends on a brand’s ability to innovate—whether through unique flavours, health-conscious offerings, strategic distribution, or targeted marketing efforts like IPL-driven campaigns. As technology reshapes consumption patterns and sustainability becomes a priority, brands that adapt will continue to thrive. The key to long-term success lies in balancing tradition with modern trends, ensuring that ice cream remains not just a seasonal delight but a year-round indulgence.
(Views are personal)
Ganapathy Viswanathan
Independent Communication Consultant and Chief Mentor Roarrr Media and
Public Relations.
