Head of Marketing, stonefield flavours
Walk down any modern supermarket aisle in India or scroll through the trending posts on food reels, and one thing becomes clear: ice cream is no longer just an indulgent treat reserved for birthdays or hot summer afternoons. It has stepped into the role of an everyday dessert companion, a comfort food, and even a cultural storyteller. Today’s consumers—spanning families, Gen Z explorers, and nostalgia-driven millennials—are asking for more than just sweetness. They want ice creams that offer experiences, reflect their roots, and match their lifestyles.
This transformation is shaping an entirely new chapter in India’s ice cream market. Let’s look at the changing buyer personas and how ice cream as a category is being reimagined for them.
The Everyday Indulgers: Ice Creams Beyond Festivities
Riya, a 27-year-old marketing professional in Gurgaon, used to think of ice cream as something to buy on special days or after a family dinner out. Today, her freezer always has a pint—sometimes a chocolate fudge, other times a mango sorbet—because she treats herself after long workdays or shares it with her flatmates during Netflix binges.
She represents a growing set of urban professionals who see ice cream not as a festive treat but as part of everyday life moments: late-night cravings, weekday rewards, or even post-gym pick-me-ups with lighter, fruit-based options.
Brands are noticing this shift and are creating formats that fit into these moments—single-serve cups for solo indulgence, mini-stick packs for portion control, and grab-and-go tubs for spontaneous sharing. The idea is simple: make ice cream less ceremonial, more habitual.
Concepts taking shape:
- Espresso Shot Minis: bite-sized coffee ice creams designed for a quick weekday energy boost.
- Work-from-Home Sundaes: pre-packed sundaes in cups, combining creamy base, inclusions, and toppings.
- Fruit Froyo Sticks: healthier, refreshing formats ideal for everyday guilt-free snacking.
The Global Explorers: Gen Z and Millennials Seeking Bold Flavours
If everyday consumers look for convenience, Gen Z and young millennials are driving boldness in flavour expectations. For them, ice cream is both a culinary adventure and a social currency—something to photograph, post, and talk about.
Take Aarav, a 21-year-old student in Pune, who insists on trying “weird” flavours whenever he’s out with friends. From Biscoff cheesecake swirls to Korean-inspired honey-butter almond ice creams, he thrives on novelty. His peers across metros echo this craving for global tastes while keeping affordability and fun intact.
This persona is why international inspirations are flourishing in Indian freezers. Japanese matcha, Italian tiramisu, New York cheesecake, and even Middle Eastern rose-pistachio fusions are being reinterpreted in ice creams. The younger consumer doesn’t see ice cream as a childhood-only joy; it’s a playground of cultures, a way to “travel through taste.”
Concepts resonating with this group:
- Bubble Tea Ice Cream: chewy tapioca pearls folded into milk tea-flavoured ice cream.
- Baklava Ice Cream Sandwich: flaky pastry layers with nut-studded ice cream.
- Mexican Churro Swirls: cinnamon sugar ribbons running through vanilla-caramel bases.
The Regional Revivalists: A Slice of Home, Reimagined
For all the excitement about global flavours, there’s an equally strong pull back to roots. Consumers across Tier-1 to Tier-3 cities are rediscovering their pride in regional tastes and are delighted when brands give these ethnic inspirations a contemporary twist.
Consider Kavitha, a homemaker in Coimbatore, who lights up when she finds elaneer payasam (tender coconut dessert) reimagined as an ice cream in her local parlour. Or Rajesh, a banker in Jaipur, who treats his family to kulfi with kesar pista but enjoys when it’s served in modern stick formats that are easy for kids.
This regional revival isn’t about tradition alone—it’s about familiarity meeting innovation. Consumers want their memories and culture preserved, but in formats that feel fresh, Instagrammable, and exciting.
Emerging concepts:
- Thandai Gelato: festive drink turned into a rich, spiced gelato.
- Tender Coconut Rose Sorbet: a South Indian favourite given a modern fusion twist.
- Filter Coffee Brownie Sundae: South Indian nostalgia meets indulgent inclusions.
Reinventing Vanilla: The Classic Gets Its Spotlight
No discussion of ice cream trends can be complete without vanilla. Long dismissed as “basic,” vanilla is now staging a remarkable comeback. Consumers are beginning to demand variety within vanilla itself—a shift sparked by premium D2C brands and gradually making its way into mainstream portfolios.
Today’s consumers want to know: Is it Pondicherry Vanilla, with its rich, woody depth? Or is it Madagascar Bourbon Vanilla, creamy and floral? Or maybe a Smoky Old-Fashioned Vanilla that evokes cocktail culture?
This resurgence shows that vanilla isn’t plain—it’s a canvas. Each variant brings mood, storytelling, and uniqueness. The revival of vanilla reflects a broader market truth: consumers want even their classics to come with layers of novelty, craft, and narrative.
Concepts consumers are excited about:
- Mood-Driven Vanillas: from calming lavender-vanilla to energising espresso-vanilla.
- Craft Cocktail Vanilla: old-fashioned or mojito-inspired vanilla bases.
- Regional Vanillas: Pondicherry vanilla ice cream highlighting India’s own terroir.
What It All Means for the Ice Cream Market
Put together, these shifts point to a fascinating evolution:
- Ice cream is no longer seasonal or occasion-driven. It’s finding relevance in daily routines, opening new frequency opportunities for brands.
- The young are global explorers, demanding bold, borderless tastes that allow them to express individuality and curiosity.
- Cultural nostalgia is making a comeback, as regional inspirations are being reimagined for modern sensibilities.
- Classics are being reinvented, with vanilla standing as the symbol of how depth and variety can refresh even the simplest of categories.
The future of ice cream in India is going to be experiential and expressive. Consumers aren’t just buying cold desserts—they’re buying a piece of identity, an adventure, or a memory. The challenge—and opportunity—for brands lies in how creatively they can blend roots with reinvention, everyday moments with indulgence, and familiarity with discovery.
Ice cream is no longer just about cooling off on a hot day. For India’s new-generation consumers, it’s about tasting the world, remembering home, and experiencing joy—all in a scoop.
About Author
Keerthy Pathur
