Italian consumers look for comfort in ice cream

According to a new report from Canadean, Italian consumers are looking to the creamy texture of ice cream to help relax and unwind after a busy day at the office. Research firm Canadean found that 22.3% of ice cream consumption is led by the need for a comforting moment, to calm down and forget about the pressures of everyday life. Consumers in Italy often look to restore their inner balance with ice cream products that remind them of happy times and inspire childhood memories.

Unlike other European countries, where the need for the tastiest treat drives the market, this trend only influences 14.5% of consumption in Italy. Consumers look for ice creams in traditional flavours including; chocolate, hazelnut and coffee, which reduces the stress and acts as recuperation mechanism. Joanne Hardman, analysts at Canadean predicts success for these products: “To boost the competition in ice cream market, Italian manufacturers should produce innovative products targeting consumers who seek to relax. As an example, the Italian market should consider Ben & Jerry’s idea to produce ice cream infused with chamomile tea.”

To adjust to this, manufacturers should offer products in on-the-go style tubs with a spoon included, or cones with easy to dispose of wrapping, for consumers to enjoy while being on a break or after work. “Retro and heritage brands will also gain success here, as more Italian consumers look for simple flavours and the creamiest textures to act as a pick-me-up treat and stress reliever,” says Hardman.

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