Commissioned by ice cream ingredient maker Denali Flavors, the survey was designed to gauge consumer interest in different varieties of ice cream. According to the findings, a total of 67 percent of American adults agree that full-fat ice cream is worth the guilt, with 73 percent of men and 66 percent of women saying they would rather eat full-fat ice cream than full-fat varieties of other snacks, such as cookies, chips and candy. "Ice cream has traditionally been about treating oneself, and this study suggests that consumers are willing to indulge," said Denali Flavors president Neal Glaeser. "In some ways the findings are surprising in light of the success of low- fat varieties of decadent ice creams. But it does suggest that ice cream stands apart as the kind of treat that consumers are simply unwilling to compromise on the pleasure of eating," he added. The survey, which was conducted by Harris Interactive last month, was based on telephone interviews of around 1,000 American adults. Additional findings were that just over than half of US adults say they do not believe 'decadent' flavors can be low-fat and still taste good. However, blind taste-tests indicate the average consumer cannot distinguish between low-fat and full-fat ice creams currently on the market. According to Glaeser, this is a result of the advancements made in manufacturing and ingredients over the past three years. Recent data gathered by the International Dairy Foods Association (IDFA) shows that low-fat ice cream was the fastest growing ice cream category last year. Nevertheless, according to US Department of Agriculture (USDA) figures from 2005, regular 'full-fat' ice cream accounted for the largest share of the frozen dessert market at almost 64 percent. The annual market for frozen desserts - of which ice cream comprises a total of 87 percent - is estimated at more than $2ibn. The IDFA reports that nearly 90 percent of American households purchase ice cream.