The Cargill Sensory & Consumer Science team helps food and beverage manufacturers create products that resonate with consumers. By combining sensory science, consumer insights, and market understanding, the team uncovers what drives product preference and translates those findings into practical guidance for innovation, reformulation, and product optimization.
To better understand what drives preference in vanilla ice cream, the team conducted a multi-market consumer and sensory study focused on one of the world’s most popular ice cream flavors. The research combined expert sensory analysis with consumer testing to identify the attributes that most strongly influence liking and purchase preference.
The study involved more than 1,080 consumers across four countries (Germany, France, Poland, and Italy), all of whom were regular ice cream users consuming the category at least once per month. Participants represented an equal gender split and ranged in age from 18-65 years old. Alongside consumer testing, Cargill’s trained sensory panel created detailed sensory profiles of market samples, assessing attributes such as texture, creaminess, sweetness, milkiness, and vanilla flavor intensity. By linking consumer preferences to expert sensory descriptions, the team was able to identify the specific characteristics driving product liking.
One of the most surprising findings was that texture emerged as a stronger differentiator than vanilla flavor itself. While vanilla taste remains important, consumers were often influenced more by attributes such as creaminess, softness, firmness, milkiness, and sweetness. The research showed that creating a successful vanilla ice cream is not just about flavor optimization but about delivering the right overall sensory experience.
The study also revealed that there is no single “ideal” vanilla ice cream consumer. Instead, consumers fall into four distinct preference segments:
- Milky indulgence - The largest consumer group. For these consumers, the type of vanilla flavor has relatively little influence on preference. Instead, they are drawn to creamy textures and rich milky notes, creating a highly indulgent sensory experience.
- Sweet lovers - This group prefers products that are sweet, creamy, and rich with a fatty mouthfeel, combined with a light, airy texture. A classic vanillin flavor profile strongly appeals to these consumers.
- Firm & pure vanilla fans - These consumers favor a firmer texture and a milder, milky flavor profile. Authenticity matters, with ground vanilla beans and visible vanilla seeds helping to create a more natural vanilla experience.
- Plant-based open - The smallest segment, this group prefers subtle vanilla ice creams with lower levels of sweetness and milky notes. They are also more receptive to plant-based flavor profiles and alternatives.
For manufacturers, the findings highlight an opportunity to use texture, sweetness, and flavor balance as powerful tools for product differentiation. The research also challenged some common assumptions. For example, while softer textures are sometimes associated with lower-quality products, some consumers actually perceived softer textures as more indulgent and premium.
Overall, the research demonstrates how sensory science can help manufacturers move beyond assumptions and better understand what drives consumer choice. By connecting consumer feedback with measurable sensory attributes, the Cargill Sensory & Consumer Science team helps customers develop products tailored to specific consumer needs, uncover new innovation opportunities, and create more differentiated offerings in the competitive ice cream category.
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