Top five factors when consumers buy ice cream

By Jim Cornall contact

- Last updated on GMT

How do consumers choose ice cream? GNT Group has studied the reasons, and come up with the top five factors that affect the decision.
How do consumers choose ice cream? GNT Group has studied the reasons, and come up with the top five factors that affect the decision.

Related tags: Ice cream, Food additive

Using worldwide consumer surveys, GNT Group, the Dutch global provider of food coloring concentrates, has put together the top five factors consumers are interested in when it comes to buying ice cream.

1: Ingredients

Ice cream may not be the healthiest choice – instead, it is aimed at indulgence. Yet, 45% of consumers worldwide try to avoid ice cream containing artificial colors, sweeteners or preservatives. Nearly one third has already opted not to buy a particular type because it contained artificial colorings.

2: Information on package

People want to know at one glance what’s inside their ice cream. The GNT study says 66% check ingredient labels before putting a product into their shopping baskets. More than 20% want easy to understand ingredient information and clear nutrition facts on the front of their ice cream packaging.

3: Color

For one third of consumers worldwide, the color of ice cream is crucial for their purchase decision. GNT says that our brain connects certain colors to certain flavors, so that the color determines what we expect a product to taste and smell like.

4: Calories and fat

Even though ice cream is a sweet treat, only 12% care about calories when choosing a particular type of ice cream. On the other hand, 44% try to avoid fat.

5: Price

The price for ice cream is crucial for 53% of consumers. But, cheap isn’t always good: producers can enhance customers’ brand preference by removing artificial and additive colors from their products. Parents, however, usually buy healthier options – regardless of the product price.

About GNT

GNT Group manufactures coloring concentrates from edible fruits, vegetables and plants under the EXBERRY brand name in almost 70 countries worldwide, which are used in a variety of foods, including dairy products, confectionery and bakery products and beverages. 

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