As summer heats up, a familiar craving emerges: the desire for something cold, sweet, and refreshing. Ice cream, once a simple post-meal indulgence, has now become an anytime treat, appealing to consumers seeking a delicious break from the summer heat. This shift in consumption habits is driving a transformation in the way ice cream brands market their products, utilizing modern strategies to cater to evolving tastes and preferences.
Marketing Shifts Over the Last Five Years
The last five years have seen a significant shift in how ice cream brands engage with consumers. Mohit Khattar, CEO of Graviss Foods Pvt Ltd (Baskin Robbins India), described the company’s evolution in marketing strategies: “We’ve become clearer on our core proposition, which has allowed us to focus on product innovations and expanding our footprint. We’ve moved into tier 2 and tier 3 cities and embraced a digital-first approach, moving beyond traditional awareness-building platforms.”
Khattar explained that Baskin Robbins is adapting to changing consumption patterns, positioning ice cream as more than just a dessert. “Ice cream is no longer just a post-meal treat,” he said. “It’s now a fun, anytime snack. Our goal is to make it accessible whenever the craving strikes, expanding our distribution into premium retail stores and quick-commerce platforms.”
The brand now boasts over 1,000 parlors and an extended presence across various retail and e-commerce platforms. Baskin Robbins has also expanded its product offerings to include ice cream cakes, cookie sandwiches, shakes, and bite-sized ice cream rocks. This year, the company is launching a new line of Italian gelato flavors and indulgent gelato sundaes to further enhance the customer experience.
Siddhant Kamath, Director of Naturals Ice Cream, outlined the organic shift in his company’s marketing approach. “Naturals relied on word-of-mouth and minimal advertising in the past. While we still value product-driven marketing, we’ve embraced digital storytelling and social media to reach younger, digitally-savvy audiences,” Kamath explained. “We’ve also focused on regional content marketing, especially around new store launches, to build stronger local connections.”
Adapting to Shifting Consumer Preferences
As consumer tastes evolve, ice cream brands are adapting to meet new demands. Khattar noted that Indian consumers are becoming more experimental with flavors, seeking premium options that go beyond traditional choices. “People are more open to trying bold, unconventional flavors. Ice cream is no longer just a dessert but a treat or snack enjoyed at any time of the day,” he said. “Convenience is also crucial. Consumers want their favorite flavors delivered quickly, and quick-commerce platforms have made that possible.”
Kamath echoed this sentiment, highlighting the growing demand for niche options such as vegan, non-dairy, high-protein, and low-calorie ice creams. “Today’s customers are well-traveled and open to experimenting with flavors like Tiramisu, Pistachio, and Passion Fruit,” he said. “We’ve also seen success with unique flavor combinations like Orange Pistachio and Rose Walnuts, which align with our focus on seasonal, authentic ingredients.”
Shifting Marketing Budgets Towards Digital Platforms
The rise of digital platforms has prompted a shift in how ice cream brands allocate their marketing budgets. Khattar explained that Baskin Robbins has significantly increased its investment in digital and social media marketing. “Today’s youth spends a disproportionate amount of time on social platforms, so our marketing spend is focused on digital channels and social media. We’re also incorporating influencers and experiential marketing to connect directly with consumers,” he said.
At Naturals, Kamath revealed that over 85% of their marketing spend is directed towards digital platforms, including social media, influencer collaborations, and paid online campaigns. “We rely less on traditional advertising and focus on building a strong, consistent digital presence,” he said. “We’re creating a community-led brand experience that extends beyond one-way communication.”
Geographic Markets and Growth Potential
Historically, Baskin Robbins has thrived in the southern and western regions of India, with cities like Mumbai, Bangalore, Chennai, Pune, and Hyderabad serving as key markets. “These markets have supported our growth for several years, and there is a high percentage of consumers who appreciate our innovative product offerings,” Khattar noted.
Naturals Ice Cream, on the other hand, started in Mumbai and remains its strongest market, though demand is growing in other regions such as Telangana, Andhra Pradesh, and Punjab. Kamath shared that the company is planning to expand into high-potential markets like Tamil Nadu, where they see ample growth opportunities.
Conclusion
As ice cream brands continue to innovate and evolve, their marketing strategies are increasingly driven by digital engagement and consumer preferences for convenience, experimentation, and authenticity. By embracing these shifts, companies like Baskin Robbins and Naturals Ice Cream are positioning themselves for sustained growth in an increasingly competitive market.
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