Americans’ Ice Cream Preferences Reflect Love for Traditional Flavors

Interest in healthier ice cream options is growing among Americans, yet many are sticking to familiar brands and flavors. In honor of National Ice Cream Day, Instacart provided insight into the most popular flavor choices across the U.S.

Vanilla Tops the List

Data from Instacart reveals that vanilla was the most purchased ice cream flavor in 2025. It made up about 21% of ice cream orders, consistently ranking as the top choice in all 50 states and Washington, D.C.

Steve Christensen, executive director of the North American Ice Cream Association, emphasized the unifying nature of ice cream. He suggested trying vanilla first when tasting new offerings, stating, “If the vanilla’s good, then everything’s good.”

Favorites Follow Vanilla

Chocolate came in second at 7.9% of purchases, with cookie dough taking third at 6.9%. Instacart highlighted that comfort tends to win over novelty for ice cream consumers.

The top ten purchased flavors included cookies & cream (5.8%), chocolate fudge/brownie (5.1%), peanut butter (4.7%), mint chocolate chip (4.7%), coffee (4.5%), strawberry (3.7%), and cherry (3.1%).

Search Versus Purchase Trends

Halo Top emerged as the most-searched ice cream brand from April 2025 to April 2026, promoted as a “feel-good treat” with fewer calories. Despite high search interest, top-selling brands in 2025 included Breyers, Blue Bunny, and Turkey Hill, as reported by Dairy Foods Magazine. Häagen-Dazs also topped order lists via Instacart.

Regional preferences remain significant, as demonstrated by loyalty to brands like Tillamook in the West, Blue Bell in the South, and Blue Bunny in the Plains.

Growth of Specialty Brands

Specialty and premium brands such as Alec’s Ice Cream, Rebel, Straus Family Creamery, Van Leeuwen, and Graeter’s Ice Cream showed strong growth. Besides vanilla, regional favorites like Rocky Road in the West and butter pecan in the South stood out.

Moose Tracks, a favorite in Wisconsin, features a peanut-butter-and-chocolate mix, while cheesecake is a favorite in Tennessee. Cherry flavors appeal to consumers in Colorado and Wyoming.

Instacart concluded that America’s ice cream choices prioritize comfort. Vanilla, chocolate, and cookie dough are ubiquitous favorites, while regional tastes and premium options gain popularity. The market for newer, health-focused pints is also expanding.