Ingredient-conscious ice cream buyers decline to 38%, but transparency, natural ingredients and simpler formulations remain important to the category’s future
The growing demand for clean-label food is presenting the ice cream industry with an interesting consumer shift. While shoppers are becoming increasingly conscious of ingredients across food categories, their willingness to scrutinise labels varies when it comes to indulgent products such as ice cream. According to Cargill’s IngredienTracker 2026 research, the proportion of clean-label seekers among ice cream buyers in the US has declined from 41% in 2023 to 38% in 2026.
The findings suggest that consumers continue to balance ingredient preferences with the pleasure of eating ice cream, where taste, texture and overall indulgence remain important purchasing considerations. In comparison, clean-label seekers among creamer buyers increased from 39% to 43% during the same period.
However, the decline does not mean that ingredient transparency is losing importance. Cargill’s research found that 61% of consumers examine product labels to avoid specific ingredients, a figure that has remained stable over the past five years. Meanwhile, 45% actively look for particular ingredients, marking a six-percentage-point increase since 2022. The increase is particularly significant among Generation Z consumers, where ingredient-seeking behaviour has risen by 18 percentage points.
For ice cream manufacturers, the findings point to a more nuanced market. Consumers may not always choose a product simply because it has a shorter ingredient list, but they increasingly want to understand what goes into their food. This creates opportunities for manufacturers to develop formulations that combine familiar ingredients with the sensory qualities expected from premium ice cream.
According to Cargill’s Jenna Nelson, the demand for ingredient transparency becomes stronger when dairy products are marketed around health, nutrition or functional benefits. For indulgent products, simpler ingredient declarations can still influence consumer perception, but taste and texture remain critical to repeat purchases.
This presents a challenge for ice cream makers. Reducing certain additives or replacing ingredients must not compromise creaminess, mouthfeel, flavour stability and product performance. Formulation changes therefore need to deliver both cleaner ingredient positioning and the familiar eating experience consumers expect.
The wider consumer environment also supports the shift towards greater transparency. Research by Acosta Group in early 2026 found that half of shoppers were concerned about risks associated with artificial ingredients, chemicals and preservatives. The concern was higher among health-focused consumers, at 79%.
Certifications and sustainability claims are also influencing purchasing decisions. Research by MarketPlace’s Nextin Research found that 20% of consumers were more likely to purchase products carrying Certified Naturally Grown certification. At the same time, 16% wanted fewer broad sustainability claims such as ‘green’ and ‘eco-friendly’, indicating a preference for more credible and specific information.
For the ice cream industry, the message is clear: clean-label innovation cannot come at the expense of indulgence. Manufacturers will need to strike a balance between simpler formulations, ingredient transparency, nutritional expectations and product quality. As younger consumers become more attentive to ingredients, the opportunity lies in creating ice cream that delivers both the pleasure of indulgence and greater confidence in what goes into every scoop.