MINDSET SHIFT
One of the biggest misconceptions about soft serve and shakes is that they’re purely a summer category – but the data tells a very different story. Our latest Soft Serve Forecast reveals that more than 30% of out-of-home ice cream sales now take place during the winter months, highlighting a significant shift in consumer behaviour and a growing opportunity for operators.
Put simply, the businesses who adapt their dessert offer to reflect changing seasonal behaviours will ultimately take a bigger scoop of the UK ice cream market, which is now worth £1.6bn (1).
While traditionally associated with summer, soft serve and shakes are increasingly becoming part of the UK’s wider dessert and socialising culture. Consumers now seek smaller, affordable moments of indulgence throughout the year, with desserts and shakes becoming a popular way to treat without the expense of a full meal or night out.
This shift in mindset is creating exciting opportunities for seasonally relevant menus that combine comfort, nostalgia and novelty. Familiar festive flavours are being reimagined through modern formats, with consumers embracing everything from mulled fruit sauces and custard-inspired serves to globally inspired tea and coffee flavours.
One of the defining trends for the autumn winter season, as highlighted in our latest trends forecast, is what we call ‘Noel-stalgia’ – the blending of flavours and experiences that evoke childhood memories and festive traditions. Hard shell sauces that crack, comforting menu choices and playful storytelling are helping operators create limited-time serves that feel special and highly shareable.
CLEAR VISION
Alongside nostalgia, consumers are embracing adventurous combinations. Savoury notes such as olive oil, blue cheese and chilli are appearing alongside sweet serves, while tea-inspired flavours including hojicha and chai are following the success of matcha across desserts and drinks.
Visual impact remains equally important. Overloaded toppings, dramatic colour contrasts and layered formats help operators create social media-friendly serves. Seasonal additions such as toasted panettone, peppermint bark and mini cinnamon buns deliver premium experiences while tapping into festive occasions.
At the same time, texture continues to play a bigger role. From candied nuts and chocolate bark to freeze-dried fruits and pretzels, the crunch and crackle sensation is becoming a key differentiator.
As we celebrate 75 years of Comelle, the Autumn/Winter edition of our Soft Serve Forecast 2026 builds on the momentum of our Spring/Summer launch and highlights how operators can keep soft serve relevant long after summer ends.
To download the trends forecast, visit here.
Autumn & winter dessert trends
- Borrow from the drinks menu: Create soft serve and shakes inspired by seasonal cocktails and café favourites, including espresso martini, mulled pomegranate, chai and eggnog flavours.
- Tap into festive noel-stalgia: Reinvent comforting classics with hard shell sauces, custard-inspired serves and flavours that evoke seasonal memories.
- Visual standouts with contrast: Use dramatic colours and finishes such as black sesame, torched marshmallow and dark honeycomb to create eye-catching, social media-worthy desserts.
- Move beyond simple sweet sauces: Introduce curds, jams, molasses and fruit-forward toppings for premium appeal.
- Go bigger with toppings: Increase perceived value with cinnamon buns, toasted panettone, peppermint bark and blondie s’more fudge.
- Experiment with sweet-meets-savoury: Combinations such as olive oil soft serve, chilli chocolate sauces and caramel cheese popcorn toppings.
- Look beyond matcha: Take inspiration from emerging tea and coffee trends, including hojicha, chai and horchata.
(1) Cicana 2025.