Changing Consumer Tastes Drive Continuous Innovation for Ice Cream Brands
The competition within the ice cream category is becoming increasingly dynamic as product choices expand and consumer tastes evolve. Beyond flavour, consumers are now considering texture, appearance, the overall product experience, and trends emerging through digital channels.
These conditions mean that a brand’s market position is not always permanent. Amidst growing variety, brands must continuously interpret consumer needs, maintain quality, and introduce relevant innovations. This shift in preference is evident in the movement of the 2026 Top Brand Index (TBI) within the ice cream category.
Aice, for instance, recorded an increase in its TBI from 10.60% in 2025 to 27.27% in 2026. This 16.67 percentage point increase is equivalent to an annual growth of approximately 157%. In the same year, Aice once again secured the Top Brand Award and Top Brand for Kids 2026, continuing an eight-year winning streak since 2019.
This change in index occurred as competition in the ice cream category moved dynamically, with index shifts seen across several major brands. This situation demonstrates that consumer preferences can change significantly within a single year.
Senior Brand Manager of Aice, Sylvana Zhong, stated that these conditions serve as a reminder that consumer trust cannot be taken for granted. “Eight years is a long journey, but for us, what is more important is how that trust is continuously renewed. Consumers now have more references and choices. Therefore, this award serves as an incentive for us to continue listening to consumers and ensuring Aice remains relevant to their needs,” said Sylvana.
The Top Brand Index uses three main parameters: Top of Mind Awareness, Last Usage, and Future Intention. The survey was conducted independently by Frontier in 15 major cities in Indonesia using multistage area random sampling and purposive sampling methods.
A brand earns the Top Brand predicate if it achieves a TBI of at least 10% and ranks among the top three in its category. Using this methodology, the change in Aice’s TBI reflects the strength of the brand in the minds of consumers, its usage, and the tendency to repurchase.
The 2026 Top Brand Award carries the theme ‘Respectful Brand’, which positions the relationship and trust of consumers as a vital part of brand sustainability. According to Frontier, such relationships are built through consistent experience, integrity, quality, innovation, and consumer engagement.
CEO of Frontier and Founder of the Top Brand Award, Handi Iradawan D, stated that a brand’s challenges do not end once it is recognised and chosen by consumers. “The Top Brand Award is not merely an award for past achievements, but an indicator of a brand’s future sustainability. Brands that can survive are not just those that are known, but those that are trusted and hold a special place in the hearts of their consumers. This trust and closeness cannot be built through advertising, promotion, or social media alone, but grows from quality, consistency, innovation, and strong engagement with consumers,” said Handi.
Culinary trends are driving innovation. Consumers now have more sources of reference, while food and beverage trends can develop rapidly via social media. Formats that rely on novelty, visual presentation, texture, and new experiences also influence consumer preferences. Consequently, innovation does not only mean introducing new variants, but also creating experiences that align with evolving tastes.
“Consumer tastes change rapidly. Products that were popular a few years ago are not necessarily what is sought today. That is why we continuously use consumer feedback in Aice’s product development and innovation,” said Sylvana. Currently, Aice possesses over 100 ice cream product variants available in hundreds of thousands of outlets across all Indonesian provinces.
One of its latest innovations is the Aice Crispy Balls Shine Muscat, which combines the flavour of Shine Muscat with crispy balls, popping candy, jasmine aroma, and nata de coco. This combination offers four sensations: crispy, creamy, chewy, and fresh. The product was developed by following the popularity of the Shine Muscat flavour among the younger generation and Korean-style culinary trends.
Aice also secured the Top Brand for Kids 2026, continuing its achievement for eight consecutive years since 2019. Top Brand for Kids data recorded Aice’s index in the children’s ice cream category at 16.50% in 2026, placing it within the top three.
This achievement demonstrates Aice’s consistency in the children’s ice cream category, while also serving as a reminder that children’s preferences continue to evolve, even as parents have their own considerations when choosing family products. “We want to continue maintaining family trust through product quality and safety, while at the same time providing a fun and relevant ice cream experience for a constantly changing generation,” said Sylvana.
While eight consecutive years of receiving the Top Brand Award and Top Brand for Kids is an achievement for Aice, the 2026 TBI changes also show that a brand’s position remains in motion following consumer preferences. The next challenge is maintaining trust through consistent product experiences, relevant innovation, quality and safety, and increasingly wide product access.
“We achieved these eight years together with our consumers. Therefore, we do not view this solely as an achievement for Aice. Consumer trust must be earned anew every day, through the products they choose, the experiences they have, and our ability to continue understanding changing brand needs.”