To coincide with National Ice Cream Day (19 July), Comelle has 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.
More than 30% of OOH ice cream sales take place during the winter months*, with 70% of these being impulse purchases, while ice cream-based desserts 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 biggest 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 75th 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.
AUTUMN/WINTER 2026: KEY TAKEAWAYS FOR OPERATORS
· 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
The rise of cold weather indulgence
While traditionally associated with summer sunshine, soft serve and shakes are increasingly becoming part of the UK’s wider dessert and socialising culture. Consumers are seeking 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 is creating opportunities for operators to develop 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.
Comelle’s latest Forecast identifies ‘Noel-stalgia’ as one of the defining trends for the season, with consumers gravitating towards flavours and experiences that evoke childhood memories and festive traditions. Hard shell sauces that crack, comforting dessert flavours and playful seasonal storytelling are helping operators create limited-time serves that feel special and highly shareable.
Alongside nostalgia, consumers are embracing increasingly adventurous flavour 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 are helping operators create social media-friendly serves that encourage sharing both online and in person. Seasonal additions such as toasted panettone, peppermint bark and mini cinnamon buns allow operators to create premium experiences while tapping into festive occasions.
The Forecast also highlights the growing importance of texture, with crunchy, crackling and layered elements playing a bigger role. From candied nuts and chocolate bark to freeze-dried fruits and pretzels, texture has become a key differentiator within the dessert category.
Lakeland Dairies’ Head of Food, Paul Jennings 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.”
He continued: “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.”
Comelle, which offers a range of soft serve and shake mixes, is part of Lakeland Dairies, a 100% farmer-owned Irish dairy cooperative, with over 130 years of history rooted in natural and sustainable production.
To download the trends forecast, please click here.
*PFG 2025
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