FOCUSING ON TRANSPARENCY & HEALTH
BY BASMA HUSSAIN
The Godrej Foods Trends Report 2023 has shared that 75% of experts forecast a rising demand for clean ice creams. Clean ice creams are characterized by being transparent, simple, wholesome, made in small batches, and having easily understandable ingredients; thus the “clean” labelling. Moreover, the panel also foresees an equal demand for the specialized diet-friendly options such as low-sugar, protein-fortified, or vegan ice creams.
The size of the India Ice Cream Market is valued at about US$5.33bn in 2024. The market is expected to grow annually by 10.86% (CAGR 2024–2028). Ice cream is an important and dynamic market with consistent volume growth over the next 3 years; innovation will play a key role in this growth projection as consumer attitudes demand a new approach and always up-to-date, engaging experiences.
The ice cream market is growing attractively in India now. For the last several years, the ice cream sector has seen little capital investment, and no new product range has been actively introduced by companies. Of late, innovative, healthy, and clean ice cream has been introduced by companies, and there is a paradigm shift from normal ice creams to artisanal, clean, and health-based ice cream.
Analytically, the ice cream market is undergoing a remarkable transformation from its traditional origins rooted in classic flavours such as vanilla, chocolate, and strawberry. It has evolved into a diverse perspective, offering a plethora of options that cater to a broad spectrum of tastes and preferences, ranging from organic ingredient-infused ice cream to choices inspired by Indian cuisine to global offerings like gelato, sorbet, fro-yo, and more.
One notable trend is the surge in vegan ice creams, with 75% of experts anticipating a growing demand for dairy-free options. Additionally, 50% of the panel predicts a rise in the popularity of guilt-free dessert options, indicating a higher demand for ice creams with health-conscious claims. Furthermore, a significant 75% of experts foresee an increase in demand for exotic flavours, suggesting a growing preference for clean and innovative ice cream varieties.
The desire for indulgence coexists with a growing demand for healthier and more sustainable options. It’s no surprise, then, that people are demanding clean products that are free from preservatives, chemicals, and refined sugar.
This shift is due to the fact that people are increasingly mindful of their dietary choices and their impact on health. As consumers opt for “clean” foods, the popularity of vegan and gluten-free ice creams continues to rise.
Clean ice cream means ice creams boasting clean ingredients, great taste with fewer than 100 calories, and being 95% fat-free with no artificial flavours, colours, or preservatives. Like original fruit, ice creams should contain real fruit and dairy options crafted from milk, cream, and prebiotic fibre. Vegan varieties feature almond milk and coconut milk, while a low-sugar range, also less than 100 calories, may be made of desi khand, offering 50% less sugar without polyols or stevia. Additionally, sugar-free options should be sweetened with plant-based alternatives.
This sentiment is echoed by consumers, who are demanding vegan and dairy-free products, including ice cream, reflecting a conscious shift towards cleaner alternatives. Although still niche, the potential for growth in this market is significant, and it has been seen that consumers are ‘willing to pay a premium for quality and health.
By 2030, it is expected that the global clean ice cream market’s valuation is projected to grow by 50% as consumer demand for clean-label foods is set to intensify. According to a report by Market Research Future (MRF), the clean/artisanal ice cream industry, which was valued at $63.6 billion in 2022, will grow to $95.8 billion by 2030, driven by changing consumer tastes and preferences.
By region, North America had the largest market share of $14.6 billion in 2021 and is expected to grow at a 7.43% CAGR as health awareness pushes shoppers towards organic goods. The US clean ice cream market held the largest market share, but the Canadian market is predicted to be the fastest-growing in North America.
According to Market Research Future, North America’s share is expected to shrink slightly from its 14.6 billion valuations by 2030—likely due to market oversaturation—but will remain ahead of Europe and Asia-Pacific, which will both record growths over the period. Europe is predicted to be the second-largest market for these ice creams, with the UK leading the pack as the largest market on the continent.
In Asia-Pacific, China will continue to be the largest market, while India will also be an attractive destination as demand for clean ice cream grows.
How the concept of clean ice cream catching on?
What sets clean ice cream apart is its commitment to purity, being devoid of preservatives, artificial flavours, emulsifiers, and stabilizers. They can be artisanal ice creams, vegan ice creams, or plant-based ice creams too.
Clean ice cream manufacturers are artisans who continuously strive to innovate by incorporating various natural ingredients such as fruits, nuts, and other nutritional sources, thereby captivating consumers with enticing flavours. This trend aligns with the growing consumer preference for healthier lifestyles, driving the demand for artisanal ice cream globally due to its low-fat and sugar-free properties.
The segment’s emphasis on small-batch production and the use of seasonal, locally sourced ingredients appeals to consumers seeking authenticity. Creative flavour combinations, experimentation with ingredients like spices, herbs, avocado, nuts, and protein enhancements further enhance the allure. Varied textures, including unconventional options like fried ice cream, cater to adventurous palates.
Additionally, there’s a trend towards more nutritious options, such as protein-enhanced varieties, as well as offerings catering to dietary preferences like organic, gluten-free, and vegan ice cream. Despite the potential higher price point, consumers are willing to pay a premium for clean ice cream due to its superior quality and exceptional taste.
According to IMARC Group data, based on the type, the ice cream share in India can be segmented into impulse ice cream, take-home ice cream, and artisanal and clean ice cream. Currently, take-home ice cream accounts for the majority of the total market share, but clean and artisanal ice creams are witnessing steady growth.
Ice creams labelled as clean ice creams are preservative-free, artificial flavour-free, and use only natural and fresh ingredients. They do not contain stabilizers or emulsifiers and unlike industrial ice cream, they have a shelf life of 5–10 weeks, as opposed to commercial ice creams, which can remain unscathed for 6–24 months.
Industrial ice creams have fat, which makes them very high in calories and the reason for expanding waistlines and lifestyle diseases, but to have a long shelf life, they are added with a lot of chemicals that may have long-term health implications. Some gums, like carrageenan, LBG, guar gum, and acacia, are added to ice creams to prevent the formation of ice crystals. Sometimes, mono-diglycerides are added as emulsifiers. Although they are generally deemed safe as food additives, there is not enough research yet to prove this theory.
Ice cream brands such as Cold Love make clean ice cream with products that are pure, fresh, natural, and of high quality. Cold Love ice creams are made using natural ingredients, from milk, cream, and sugar to good-quality real fruit. There are no chemicals, no added colour, and no artificial flavours in these ice creams. The ingredients used in these gourmet ice creams are carefully sourced from reputable suppliers and companies and come in high-grade packaging to ensure hygiene and quality.
Before churning and freezing, the ice cream mix is cooked at high temperatures to further ensure it is safe and bacteria-free. Similarly, Artiste is another indigenous ice cream brand that is experimenting with earthly and innovatively clean flavours. The aim of the brand is to promote natural, clean, and preservative-free eating habits. The ice creams are handmade and churned in small batches, helping achieve a smoother, creamier texture.
Ice cream makers are also largely focusing on customers with dietary restrictions, from dairy-free to sugar-free. Now, these ice creams are not just confined to 1-2 flavours in regular brands but are available in an extensive range.
Go Zero, the better-for-you ice cream and dessert company, gives a healthy and guilt-free experience. All its products are completely zero-sugar and sweetened with plant-based sweeteners, which are completely safe and low in calories. For example, its Belgian Chocolate flavour is designed so that consumers never have to feel compelled to compromise while consuming a no-sugar product. The new clean ice cream entrant has a wide range of low-calorie, high-protein, vegan, and keto ice creams and is looking to expand its presence in all major cities and on all e-commerce and q-commerce channels such as Swiggy, Zomato, Blinkit, Instamart, and Zepto.
The Brooklyn Creamery, which was launched in 2016 as a small brand in Brooklyn, New York, with the mission to allow consumers to indulge their sweet tooth without any guilt, has now been launched in India. Although it does not belong to the league of completely clean ice creams, it does consider the diet restrictions that many ice cream lovers face and hence has an extensive range of healthier ice creams. Targeting the country’s urban, young, health-conscious, and progressive-minded individuals who want to enjoy and ‘feel good’ by subscribing to a more mindful lifestyle, the low-calorie ice-cream bars consist of merely 89–99 calories per serving and have no added sugar, no preservatives, and no artificial sweeteners or colours. They are also 60% lower in fat as compared to other ice creams.
Ice cream brands have innovated themselves by taking into account the priorities of customers, and this season, gourmet, indulgent ice creams made with ingredients that are trustworthy and safe are going to be the new flavour.
Also, LUPA in Bengaluru is known for its gelateria, which has the gelato, and its theatrical-making process—on a vintage Cattabriga machine—has since become the talk of the town. At LUPA, the flavours of gelatos range from classic banoffee and rocky road to innovative apple pie, night at the movies, and dark chocolate with pistachio, all made with seasonal ingredients and A2 milk, a variety of cow milk that is considered nutritionally superior to the others. The idea is to make clean products using the best techniques and practices.
While the multi-city Burma Burma has recently launched a line of premium clean ice creams in flavours like avocado and honey cream and caramelized white chocolate and cheese ice cream for both dine-in and delivery, Burma Burma meticulously selects premium ingredients—be it the 35% fat French elle & vire cream, renowned for its luxurious texture, or the 74% dark Belgian chocolate, which adds depth and richness—and flavours like pineapple energee, honeycomb, sweetcorn, and durian, which meanwhile induce nostalgia and newness in equal measure. While pineapple energee is inspired by the after-school drinks of the same name that were loved by every kid in Mumbai, the latter blends sweetcorn with honey to create nostalgic notes, and durian is a delightful introduction of a flavour largely unknown to the Indian palate until now.
Meanwhile, Bombay Sweet Shop’s Soft Serve, made by a unique hand-churning method (much like Lucknow’s kulfi), is not only decadent but also brings back the nostalgia of eating a softy, albeit in new flavours like honeycomb and birthday cake. Bombay Sweet Shop’s Soft Serve also offers specials like nolen gur and thandai, among many others. At Wild & Raw, only a kilo of fresh gelato with ingredients sourced from small organic farms across India is churned at a time.
The equipment used by these ice cream makers plays an important role in creating these clean, premium creations and adds to the richness and texture of the final product. The standout feature of the mini gelato lab at LUPA, for example, is the vintage Cattabriga machine brought all the way from Rimini, Italy. Its glycol-cooled drum can drop to a chilling -20 degrees Celsius in under five minutes, allowing for the swift creation of nearly five litres of gelato in just eight minutes, which means you always have a fresh batch in stock.
At Bombay Sweet Shop, the ice creams are made in the classic “softy” machines reminiscent of the 1990s but are much thicker and creamier than their older cousins.
Editors thought
Clean eating is a core need of consumers nowadays. Within the ice cream category, consumers have demonstrated a clear inclination for claims such as fresh, pure, non-preservatives or chemicals, ‘low sugar,’ ‘low calorie,’ ‘high protein,’ ‘high fibre,’ and ‘dairy-free.’
According to a consumer study of ice cream consumption, 44% of customers said they would switch to an ice cream brand that uses low-calorie sugar alternatives. India, being the diabetes capital of the world, shows a strong demand for a low-sugar alternative in the ice cream category.
Currently, India’s per capita ice cream consumption stands at 400 ml, compared to 22,000 ml in the US and 3,000 ml in China. We expect the market to quadruple over the next decade. But we have strong reasons to believe that the clean ice cream segment can comprise ~10% of the overall category by 2030, reaching INR 40,000 million (US$500 million). For context, in developed markets like the US, better-for-you or clean ice creams make up around 4% of the overall ice cream market.