While health and wellness have turned into key purchase drivers across many food and drink sectors, ice cream and treats continue to be primarily driven by German consumers’ interest in indulgent experiences.
Over the past few years, brands have considerably geared up their efforts around premium and super-premium offerings, focusing on decadent flavors and rich textures, while also showing determination to boost their products’ year-round appeal. The rise of dairy-alternative ice cream, such as products based on coconut or almond milk, has also hit the zeitgeist, with brands putting a strong focus on ethical claims and quality ingredients, while competing with traditional dairy-based ice cream in terms of taste and indulgence.
Indulgence without compromise
Meanwhile, sorbets, water-based frozen desserts that do not use dairy or dairy-alternatives as ingredients, face a much greater challenge when it comes to a no-compromise premium positioning. While dairy-based ice cream positioned in the indulgent premium segment commonly relies on an extra high fat content and a low overrun – the amount of air that accumulates during production -, sorbet, by nature, features no fat and larger ice crystals. It thus feels colder when eaten, and is primarily constrained to its image as a refreshing summer product. Yet, in a quest to up their indulgence appeal, sorbets are increasingly stepping up their premiumization efforts.