This story was created by Instacart and reviewed and distributed by Stacker Media.
As summer heat reaches its peak, Americans turn to their beloved classics and maintain their ice cream. As toast on National Ice Cream Day on July 20th, Instacart got a scoop on how people from Florida and across the country are filling their sweet teeth in the hottest months of the year.
America’s most popular scoop
Call it plain or classic, but Vanilla continues to rule in the summer of 2024 at Instacart as America’s most ordered ice cream flavour. In fact, vanilla accounts for 27% of all ice creams sold last summer, highlighting its versatility as the basis for endless Sunday options. What follows further back is two familiar favorites: chocolate and cookies and cream.
Scoops by state
Vanilla is an indisputable national champion, but Instacart wanted to find out which flavors are purchased in each state compared to the national average, and add a tasty twist to the story and get a full scoop on the differences between states.
Moosetrack is based in the Midwest, including its hometowns in Michigan, Illinois, Indiana, Wisconsin and Ohio. Created by Dreyer in California, Rocky Road accumulates local West Coast love, scooping up California and Nevada. Maine is the only state in favour of peanut butter chocolate, showing off the taste of a classic flavour duo. Butter Pecans remained true to the southern roots and were the best sweet tooth choice in South Carolina and North Carolina.
Unique and popular ice cream flavours in Florida*
#1. Cookies & Cream
#2. Mousse track
#3. Cookie dough
#4. chocolate
#5. Vanilla and chocolate
Ice cream preferences reveal how tastes change dramatically from region to region and reflect cultural traditions. For example, consider a mousse track. It is a standout favorite in the Midwest due to the fact that it was created in the Upper Peninsula of Michigan. These insights show how history and local ties influence consumer preferences and can turn certain flavors into statewide staples.
*Methodology: Instacart calculated the differences in the state and national share of ice cream sold on the Instacart platform for each flavor from 5/27/24 to 9/2/24, and found the flavors with the largest differences in each state. Data from selected retailers removed from specific states legally required.
Coolest flavors of ice cream
Americans still love their classics, but their adventurous tastes are reshaping the aisle of frozen desserts:
The share of pistachio ice cream orders increased by 25% year-on-year, indicating that this green flavour is split into mainstream. Green tea has increased by 24%, but perhaps reflects the growing appeal of matcha extends beyond lattes. Longing for a tropical escape, consumers scooped up pineapple coconut, rising 37%.
Trend Awareness: A new wave of flavour trends is marking, and Dubai Chocolate is quickly outstanding with ice cream orders. In 2024, the share of ice cream purchases featuring chocolate and pistachios rose 35% year-on-year.
*Methodology: Instacart calculated the share of ice cream orders on the Instacart platform, which includes both chocolate ice cream and pistachio ice cream in the same order in 2023 and 2024, and calculated the difference in difference.
The most talked about ice cream brands at Instacart
Who is making ice cream that is increasingly shaping the way Americans shop, not just the flavor? In 2024, the rise of the legacy name and the craftsman star came together as people sought both nostalgic comfort and craft options. It’s clear that a wide range of ice cream makers are hitting chords with consumers, from the inventive creations of Ben & Jerry to the regionally beloved Creamleys like Tilamook and Strauss. And as nostalgia comes into the spotlight, people are reaching out for budget-friendly options like Thrifty to revisit the sweet simplicity of the early 2000s.
Trend Aerat: The rise of better ice creams, such as Bears Ice Cream and Alec Ice Cream, has seen consumer interest in products made with fewer, simpler ingredients on this top 10 list of this fastest growing brand.
Fun fact: How do you pronounce “serbet” anyway?
When it comes to this fruity treat, Americans are divided into pronunciation and spelling. During last summer season, 63% of Instacart searches spelled “Sherbet” and 37% secretly sneaked up on the second “R” along with “Sherbert.” verdict? Currently, some dictionaries list Sharbert as a variant, but sherbet (shah but) is technically standard spelling and pronunciation. But don’t worry, we’re not here to fix you, especially if you have dessert…
Final Scoop
Whether you’re stuck on classics or chasing the next niche flavor, one thing is for sure. Ice cream is a delicious expression of personal taste.
