Instacart has released its annual ice cream report just in time for peak cone season, and the results are a delicious blend of tradition and regional flair. Based on purchasing data from summer 2024, the grocery delivery platform analyzed flavor preferences across the U.S.—and while some choices are predictable, others are delightfully surprising.
The undisputed national champion? Vanilla, which accounted for 27% of all ice cream orders on Instacart last summer. It’s a flavor often dismissed as “basic,” but its versatility and nostalgic appeal continue to make it the go-to scoop for millions. Whether layered into sundaes or enjoyed solo, vanilla’s dominance spans coast to coast, topping the charts in 21 states.
Chocolate and Cookies & Cream Hold Strong
Trailing vanilla is chocolate, a perennial favorite that still commands a loyal following. While it didn’t dethrone vanilla, chocolate remains the top pick in several East Coast states and continues to be a comfort flavor for many. Cookies & Cream rounds out the top three, beloved for its creamy base and crunchy cookie chunks. It’s especially popular in states like Oklahoma, where it claimed the top spot.
Regional Favorites That Break the Mold
Instacart’s data also highlights how geography influences taste:
- Moose Tracks—a mix of vanilla, fudge, and peanut butter cups—is a Midwest staple, dominating in Michigan, Wisconsin, and Illinois.
- Rocky Road, with its chocolate, marshmallow, and nut combo, is a West Coast favorite, particularly in California and Nevada.
- Butter Pecan holds strong in the South, topping charts in North and South Carolina.
- Peanut Butter Chocolate emerged as Maine’s top pick, showcasing a love for rich, nutty flavors.
These regional preferences reflect not just taste, but cultural ties and local pride. Moose Tracks, for example, originated in Michigan’s Upper Peninsula, which may explain its stronghold in nearby states.
Trending Flavors and Brand Buzz
Beyond the classics, Instacart reports a surge in interest for pistachio, green tea, and pineapple coconut—flavors that reflect a growing appetite for global and tropical profiles. The chocolate-pistachio combo, dubbed “Dubai chocolate,” saw a 35% year-over-year increase, signaling a shift toward more adventurous scoops.
On the brand front, legacy names like Ben & Jerry’s, Haagen-Dazs, and Tillamook continue to dominate, but artisanal newcomers such as Straus Family Creamery, Ice Cream for Bears, and Alec’s Ice Cream are gaining traction. Consumers are increasingly drawn to premium, sustainably made options with simpler ingredients and bold flavors.
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