Popularity of Ice Cream Flavors in the U.S.

In celebration of National Ice Cream Day, Instacart provided insight into America’s ice cream preferences. Despite interest in healthier options, traditional brands and flavors continue to dominate.

Most Popular Flavors

Vanilla topped the list as the most-purchased ice cream flavor in 2025. It made up about 21% of all ice cream orders, capturing the top spot across all 50 states and Washington D.C.

“Try the vanilla first,” advised Steve Christensen, executive director of the Missouri-based North American Ice Cream Association, emphasizing its importance as a basis for quality.

Chocolate followed vanilla with a 7.9% share, while cookie dough came third with 6.9%. Instacart noted that comfort often trumps novelty in flavor choices.

Other Top Flavors

• Cookies & Cream: 5.8%
• Chocolate Fudge/Brownie: 5.1%
• Peanut Butter: 4.7%
• Mint Chocolate Chip: 4.7%
• Coffee: 4.5%
• Strawberry: 3.7%
• Cherry: 3.1%

Popular Brands

While Halo Top emerged as the most-searched brand from April 2025 through April 2026 due to its lower calorie offerings, it did not lead in sales. Breyers, Blue Bunny, and Turkey Hill sold the most by dollar amount.

Häagen-Dazs was the most purchased via Instacart, accounting for approximately 24% of orders. Ben & Jerry’s and Breyers followed closely.

Regional Preferences

Regional brands held significant customer loyalty. Tillamook was favored in the West, Blue Bell in the South, and Blue Bunny in the Plains.

In specific areas, preferences varied: Rocky Road was popular in the West, while New Englanders preferred coffee ice cream. Southerners opted for butter pecan, and Moose Tracks found a fan base in Wisconsin.

Instacart highlighted that although vanilla, chocolate, and cookie dough are widespread, preferences often reflect local tastes. New premium and healthier options are also gaining traction.

Overall, the American ice cream tradition centers on comfort, with local and regional flavors bringing rich diversity to the mix.