Confectionery: Baked bean ice cream please… with cheese on top! New flavours loved by Gen Z include soy sauce and custard
- InsightTrendsWorld
- 2 hours ago
- 10 min read
Why it is the topic trending:
Unconventional Flavors: The emergence of bizarre and unexpected ice cream flavors like baked beans, soy sauce, and cheese is inherently newsworthy and sparks curiosity.
Gen Z Influence: The article highlights that these flavors are particularly popular with Gen Z, a demographic often associated with setting new trends and challenging norms, making their preferences a topic of interest.
Social Media Buzz: The significant increase in searches for "ice cream" and the high view count for #icecream on TikTok indicate a strong online discussion and viral potential surrounding this topic.
Brand Response and Innovation: Companies like Waitrose, easyJet, and Anya Hindmarch are actively responding to this trend with unconventional flavor offerings, showcasing a dynamic shift in the food industry.
"Melting Down Norms": The article quotes Waitrose describing Gen Z as "melting down the norms of how it can be eaten," framing this as a rebellious and trendsetting behavior worth noting.
Overview:
The article discusses the rising popularity of unusual ice cream flavors, such as baked beans, soy sauce, and cheese, among Generation Z in the UK. According to Waitrose, Gen Z is driving a 20% increase in ice cream sales at their stores and is redefining traditional notions of dessert. This trend is gaining traction on social media, particularly TikTok, leading various companies, from supermarkets to airlines and designers, to experiment with bizarre and savory-inspired ice cream offerings. The article explores examples of these unconventional flavors and suggests a broader shift towards imaginative and interactive desserts that transcend the ordinary.
Detailed Findings:
Waitrose reports that Gen Z is buying 20% more ice cream, contributing to the UK's £1 billion ice cream market.
Searches for "ice cream" were up 95% on TikTok last week, and #icecream has over two million views, indicating strong online engagement.
easyJet served ice cream flavors inspired by popular holiday destinations, including cacio e pepe, sangria, tagine, snails in garlic, and pastel de nata.
Designer Anya Hindmarch in London's Belgravia launched a limited-run, sell-out ice cream range featuring flavors like Heinz Baked Beans, Kikkoman Soy Sauce, and Bird's custard.
Bears Ice Cream Imaginarium in Whitstable, Kent, offers seasonal and unusual flavors like hot cross bun, scotch egg, blueberry and lavender jam, and brown butter popcorn with pumpkin seed, alongside unconventional toppings and ice cream sandwich combinations like peanut butter, miso, and caramel.
Waitrose notes that Gen Z is "melting down the norms of how it can be eaten," suggesting a playful and experimental approach to ice cream consumption.
Key Takeaway:
Generation Z is driving a trend of unconventional and often savory-inspired ice cream flavors in the UK, fueled by a desire for novelty and experiences, which is gaining traction on social media and prompting innovative responses from various brands.
Main Trend:
"Savory-Sweet Fusion in Frozen Desserts"
Description of the Trend:
This trend describes the growing popularity of ice cream flavors that blend traditionally sweet elements with savory and unexpected ingredients, such as baked beans, soy sauce, cheese, and even dishes like pasta or tagine. This fusion challenges conventional dessert norms and caters to a desire for novelty and unique taste experiences.
What is Consumer Motivation:
Consumer motivation includes:
Desire for Novelty and Experimentation: Gen Z is often driven by a desire to try new and unusual things, pushing the boundaries of traditional food categories.
Seeking Unique Sensory Experiences: The combination of sweet and savory flavors offers a surprising and potentially exciting sensory experience.
Social Media Buzz and Shareability: Unconventional food choices often generate attention and are highly shareable on social media platforms like TikTok.
Challenging Traditional Norms: This trend represents a playful rebellion against conventional dessert expectations.
What is Driving Trend:
The trend is driven by:
Gen Z's Influence on Food Culture: The preferences and behaviors of Gen Z, as a large and digitally connected demographic, significantly impact current trends.
Social Media's Role in Trend Acceleration: Platforms like TikTok allow trends to spread rapidly and gain widespread visibility.
Brand Innovation and Risk-Taking: Companies are becoming more willing to experiment with unconventional flavors to capture the attention of younger consumers.
Blurring of Food Category Boundaries: There's a growing acceptance of blurring the lines between sweet and savory in various food categories.
What is Motivation Beyond the Trend:
Beyond the immediate desire for novelty, this trend might reflect:
A Sense of Playfulness and Fun: Experimenting with bizarre flavors can be seen as a fun and lighthearted activity.
Individual Expression: Choosing unconventional foods can be a way for individuals to express their unique tastes and personalities.
Description of Consumers Article is Referring To:
The article specifically refers to Generation Z consumers in the UK.
Age: Largely in their twenties (as of April 2025).
Gender: Not specified, likely includes a mix of genders within this age group.
Income: Not explicitly stated, but their increased spending on ice cream suggests they have disposable income for non-essential food items.
Lifestyle: Described as "melting down the norms," suggesting a lifestyle that is experimental, open to new experiences, and influenced by social media trends. They are likely digitally active and value uniqueness and shareability.
Conclusions:
The article concludes that Gen Z is significantly impacting the ice cream market in the UK by embracing unconventional and often savory flavors, driving innovation among brands and generating buzz on social media. This trend reflects a broader desire for novelty and challenges traditional culinary norms.
Implications for Brands:
Need for Innovation and Experimentation: Brands should consider experimenting with unexpected flavor combinations to appeal to younger consumers.
Importance of Social Media Marketing: Engaging with trends on platforms like TikTok is crucial for reaching Gen Z and capitalizing on viral potential.
Understanding Generational Preferences: Brands need to stay attuned to the evolving tastes and preferences of different generations, particularly Gen Z as they become a significant consumer group.
Potential for Limited-Edition and Novelty Products: Offering unusual flavors as limited-time or novelty items can create excitement and attract attention.
Implication for Society:
Shifting Food Culture Norms: This trend reflects a broader societal shift towards more adventurous and less constrained food preferences.
Increased Acceptance of Culinary Fusion: The boundaries between sweet and savory dishes may continue to blur as consumers become more open to experimentation.
Implications for Consumers:
Wider Range of Flavor Options: Consumers, especially Gen Z, will have access to a more diverse and unconventional selection of ice cream flavors.
Opportunity for Unique Culinary Experiences: This trend offers opportunities for new and surprising taste experiences.
Implication for Future:
Continued Innovation in Food Flavors: We can expect further experimentation and unexpected flavor combinations in other food categories beyond ice cream.
Greater Influence of Younger Generations on Food Trends: The preferences of Gen Z and future generations will likely continue to shape the food industry.
Consumer Trend (Name):
"Unconventional Indulgence"
Consumer Trend (Detailed Description):
This trend describes consumers seeking out indulgent food experiences that deviate from traditional norms, often involving surprising and unexpected flavor combinations or product formats. It reflects a desire for novelty, excitement, and shareable moments in their food choices.
Consumer Sub Trend (Name):
"Savory Dessert Crossover"
Consumer Sub Trend (Detailed Description):
This sub-trend specifically focuses on the fusion of traditionally savory flavors and ingredients into sweet dessert categories, exemplified by savory-inspired ice cream. It challenges established taste profiles and creates unique culinary experiences.
Big Social Trend (Name):
"The Experience Economy in Food"
Big Social Trend (Detailed Description):
Consumers are increasingly valuing experiences over purely functional consumption, and this extends to food. Trends like unconventional ice cream flavors offer a novel and memorable experience that goes beyond basic sustenance.
Worldwide Social Trend (Name):
"Globalization of Taste and Culinary Experimentation"
Worldwide Social Trend (Detailed Description):
Increased global interconnectedness through social media and travel is exposing consumers to a wider range of culinary traditions and flavors, fostering a greater willingness to experiment with unconventional combinations.
Social Drive (Name):
"Gen Z's Pursuit of Authenticity and Individuality"
Social Drive (Detailed Description):
Generation Z often seeks to express their individuality and authenticity through their choices, including food. Embracing unconventional trends like savory ice cream can be a way to stand out and challenge mainstream norms.
Learnings for Brands to Use in 2025:
Embrace Calculated Risk-Taking in Flavor Development: Don't be afraid to experiment with unusual and unexpected flavor combinations, especially for reaching younger audiences.
Monitor Social Media for Emerging Food Trends: Pay close attention to platforms like TikTok and Instagram to identify early signals of trending flavors and food preferences.
Engage Gen Z in Product Development and Marketing: Involve Gen Z consumers in the creation and promotion of new products to ensure relevance and authenticity.
Consider Limited-Time Offerings for Novelty Flavors: Introduce unconventional flavors as limited-edition items to create buzz and test consumer interest without significant long-term commitment.
Highlight the "Story" and "Experience" Behind Unique Flavors: Communicate the inspiration and the unique sensory experience that unconventional products offer.
Strategy Recommendations for Brands to Follow in 2025:
Launch a "Wild Card" or "Unexpected Flavors" Product Line: Create a dedicated line of products featuring adventurous and unconventional flavor combinations.
Run Social Media Campaigns Focused on User-Generated Content: Encourage consumers to share their experiences with unique flavors using specific hashtags to amplify reach.
Collaborate with Food Influencers Known for Experimentation: Partner with influencers who are willing to try and promote unusual food items to their followers.
Offer Interactive Flavor Customization Options: Explore ways to allow consumers to customize their desserts with unexpected toppings or flavor combinations.
Track Sales and Social Sentiment Closely: Monitor the performance of unconventional products and pay attention to online discussions to gauge consumer reactions and refine future offerings.
Final Sentence (Key Concept) Describing Main Trend:
"Savory-Sweet Fusion in Frozen Desserts" represents a Gen Z-driven challenge to traditional dessert norms, where unexpected flavor combinations offer novelty and a unique sensory experience.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
To benefit from the "Savory-Sweet Fusion in Frozen Desserts" trend in 2025, brands and companies should explore innovative and unconventional flavor combinations in their frozen dessert offerings, focusing on creating unique experiences that resonate with younger consumers and have high shareability on social media.
Invest in Flavor Research and Development: Dedicate resources to experimenting with unexpected ingredients and flavor pairings that blend sweet and savory notes.
Create Visually Striking Products: Ensure that unconventional flavors are presented in an appealing and eye-catching manner to maximize social media potential.
Develop Engaging Social Media Content: Produce creative and entertaining content that showcases the novelty and appeal of these flavors, encouraging user interaction and sharing.
Consider Partnerships with Unexpected Brands or Influencers: Collaborate with brands or personalities known for their unconventional or edgy image to create buzz around new flavor launches.
Final Note:
Core Trend:
Name: Unconventional Indulgence
Detailed Description: Consumers, particularly younger generations, are seeking out indulgent food experiences that break from tradition, featuring surprising and novel flavor combinations that offer excitement and social sharing opportunities.
Core Strategy:
Name: Embrace Flavor Innovation and Social Engagement
Detailed Description: Brands should adopt a strategy that encourages experimentation with unexpected flavors in product development, coupled with robust social media campaigns to connect with consumers and amplify the trend.
Core Industry Trend:
Name: Generational Shift in Culinary Preferences
Detailed Description: The food industry is witnessing a significant shift in preferences driven by younger generations like Gen Z, who are more open to adventurous and non-traditional flavors and food experiences.
Core Consumer Motivation:
Name: Novelty and Social Currency
Detailed Description: Consumers are primarily motivated by the desire to try new and exciting things and to share these unique experiences on social media, gaining social currency and expressing their individuality.
Final Conclusion:
The trend of savory-sweet fusion in frozen desserts, spearheaded by Gen Z's adventurous palates, signifies a broader shift towards unconventional indulgence in food. Brands that are willing to innovate, experiment, and engage with consumers on social media have a significant opportunity to capture the attention and loyalty of this influential demographic in 2025 and beyond.
Core Trend Detailed: Unconventional Indulgence
Description: This trend encapsulates the increasing consumer appetite for indulgent food experiences that purposefully deviate from traditional and expected norms. It is characterized by a desire for novelty, excitement, and often a sense of playful rebellion against conventional culinary boundaries. This trend is particularly prominent among younger generations who are eager to explore unique flavor combinations, textures, and product formats that offer a memorable and shareable experience, transforming the act of indulging into something more adventurous and less bound by traditional expectations.
Key Characteristics of the Trend (summary):
Novelty-Driven: The core appeal lies in the surprise and unexpected nature of the food experience.
Sensory Exploration: Focus on unique combinations of taste, texture, and presentation that challenge traditional perceptions.
Experience-Centric: The act of consumption is often linked to a desire for a memorable and shareable event.
Boundary-Pushing: Blurring the lines between traditional food categories (e.g., sweet and savory).
Youth-Oriented: Particularly resonates with younger demographics who are more open to experimentation.
Market and Cultural Signals Supporting the Trend (summary):
Rise of Foodie Culture: A general societal interest in exploring diverse and unique culinary experiences.
Social Media Virality: Unconventional foods often generate significant buzz and engagement on platforms like TikTok and Instagram.
Increased Consumer Openness: A growing willingness among consumers to try new and unusual flavor profiles.
Brand Innovation: Food and beverage companies are increasingly experimenting with bold and unexpected product offerings.
Demand for "Instagrammable" Foods: Visually striking and unusual foods are highly shareable, further fueling the trend.
How the Trend Is Changing Consumer Behavior (summary):
Active Seeking of Novelty: Consumers are not just passively accepting new flavors but actively searching for unique and surprising food experiences.
Greater Willingness to Experiment: Consumers are more open to trying unconventional flavor combinations they might have previously avoided.
Influence of Social Media on Food Choices: Recommendations and trends seen online significantly impact purchasing decisions.
Value Beyond Traditional Taste: Factors like uniqueness, shareability, and the overall "experience" are becoming as important as traditional measures of taste.
Redefinition of Indulgence: Indulgence is evolving beyond just richness and sweetness to include elements of surprise and adventure.
Implications Across the Ecosystem (summary):
For Brands and CPGs: Necessity to embrace innovation and be agile in responding to rapidly evolving consumer preferences. Opportunity to create buzz and attract attention with bold new product launches, but also a risk of products not resonating with a wider audience if too niche.
For Retailers: Need to curate a diverse and interesting selection of products that cater to consumers seeking novelty, including highlighting unique and unconventional items. Opportunity to partner with brands on exclusive or limited-edition innovative offerings.
For Consumers: Access to a wider and more exciting range of food options. Potential for new and delightful taste experiences, but also the possibility of encountering flavors that do not meet expectations. May lead to a more adventurous and less predictable food landscape.
Strategic Forecast: The "Unconventional Indulgence" trend is likely to continue its upward trajectory, driven by the ever-increasing influence of social media and the desire for unique experiences, especially among younger generations. Brands that can tap into this trend authentically and creatively, while still maintaining quality and appeal, are poised for success. We may see this trend expand beyond desserts into other food and beverage categories, with an ongoing blurring of traditional flavor boundaries.
Final Thought: The pursuit of "Unconventional Indulgence" in food signifies a dynamic shift in consumer preferences, where the thrill of discovery and the desire for unique, shareable experiences are increasingly shaping what and how we eat.
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