Market insight: Winter… coolers

Comelle recently launched the Autumn/Winter edition of its Soft Serve Forecast 2026, revealing why one of Britain’s favourite summer treats is fast becoming a mainstay and revenue driver for operators during the colder months.

The main finding is that more than 30% of out-of-home ice cream sales take place during the winter months, with 70% of these being impulse purchases. Ice cream-based desserts, meanwhile, account for 46% of sales, up from 33% in the summer. As consumers seek affordable indulgence and social treats during the autumn and winter, Comelle’s Forecast highlights how operators can capitalise on one of the category’s largest untapped opportunities.

Following the successful launch of the Spring/Summer edition earlier this year, the second instalment of the Comelle Soft Serve Forecast 2026 explores how soft serve, shakes and frozen desserts are evolving beyond their traditional summer role to become year-round menu drivers for out-of-home operators. As well as presenting timely insights to help operators drive footfall and maximise margins during the autumn and winter, the launch forms part of Comelle’s 75^th anniversary celebrations, marking 75 years of expertise and innovation in the soft serve, shake and desserts category. 

Previous findings from the Soft Serve Forecast revealed that innovative flavours and toppings can increase soft serve selling prices by up to 150% in parlours and casual dining venues, and up to 280% in restaurants, without adding complexity to kitchen operations. The key 2026 takeways are:

• 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 winter classics with hard shell sauces, custard-inspired serves and nostalgic dessert flavours that evoke seasonal memories
• Create 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 to add texture, flavour and premium appeal
• Go bigger with seasonal toppings: Increase perceived value through indulgent toppings such as cinnamon buns, toasted panettone, peppermint bark and blondie s’more fudge
• Experiment with sweet-meets-savoury: Differentiate your menu with 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, to create distinctive shakes and frozen desserts

Paul Jennings, head of food for Lakeland Dairies, said: “One of the biggest misconceptions about soft serve and shakes is that they’re purely a summer category. The data tells a very different story. Consumers are increasingly looking for affordable indulgence throughout the year, and we’re seeing huge opportunities for operators who adapt their dessert offer to reflect changing seasonal behaviours.

“As we celebrate 75 years of Comelle, the Autumn/Winter edition of The 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. From nostalgic festive flavours and café-inspired drinks through to savoury twists and immersive dessert experiences, there are countless opportunities to surprise customers, differentiate menus and drive profitability during the colder months.”

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