CHANGING PERCEPTIONS

Walk into any Italian town during the early evening ‘passeggiata’ and you’ll see something that never fails to inspire me – families, teenagers, couples and individuals all stopping at their local gelateria as naturally as they might shop for bread or espresso. 

In Italy, gelato isn’t treated as a luxury or seasonal indulgence…it’s woven into daily life. Enjoyed mid-afternoon as often as after dinner, it reflects a deep respect for the ingredients and artisanal craft. While this rhythm and culture comes naturally in Italy, it’s less adopted in the UK. However, we are starting to see a slight mirroring, where soft serve and ice cream are evolving from an afterthought dessert into meaningful moments of experience, comfort and connection. 

Over the last few years in particular, Brits have developed a more sophisticated understanding of what ‘good’ gelato looks and tastes like. They’re asking questions about textures, ingredients and seasonality, wanting desserts that feel crafted rather than manufactured, exploring flavours inspired by both tradition and innovation. Our Iced Insight* research shows that 98% of consumers have enjoyed ice cream out of home in the last year, with 87% indulging all year round. Gelato is becoming part of the everyday, and as we move into 2026, I have no doubt that its popularity will continue to grow. 

MULTI-SENSORY ELEVATION

At Carpigiani, we’re seeing this shift first hand. One key theme is sustainability, as it shapes flavour development. While I always encourage fresh, locally sourced ingredients, this has extended into using the whole item to reduce waste and unlock more flavour and nutrition. With an apple as an example, the core works incredibly well in a sorbet recipe, and the skins can be reduced into a pectin-rich syrup, ideal for drizzling and adorning your finished gelato or dessert. 

Bananas are also ideal, as the skins can be used in the same way as the fruit itself – my dairy-free banana recipe is in high demand! Not only does this reduce waste but enriches flavour and speaks to the more sustainable consumer. In fact, our Iced Insight data found found that 37% of consumers would pay more for ice cream made with fresh ingredients, and 28% would pay more for those made with sustainably sourced ingredients. 

Another trend is nostalgia, so it’s no surprise that we’re seeing gelato flavours inspired by comforting British dessert classics. Sticky toffee pudding is popular in winter – and as we move into 2026, apple pie and cherry pie will play a major role. They tap into that sense of familiarity, but when whipped into a creamy, delicious gelato or soft-serve dish, feel elevated in a multi-sensory way. 

From buttery crumble toppings to spiced compotes and cherry reductions, there are plenty of ways operators can turn a classic into a house signature dish. Many menus are also exploding with thick shakes and freakshakes, which are arguably desserts in themselves. 

ENDLESS POSSIBILITIES

Interestingly, we’re hearing from customers that consumers are reaching for a shake over a dessert. Using a dairy or non-dairy milk base, the 161K countertop milkshake and thick shake machine comes with an optional mixer – caterers can throw in various additions, such as protein power or collagen to nutritional fruity flavour bases for tasty shakes. What’s more, the 161K is a dream for end users as it only needs cleaning every 42 days, thanks to unique self-pasteurisation technology as standard. This opens up a world of possibility, from offering premium shakes as desserts to limited edition and seasonal menus by simply changing the syrup or mixer, and the toppings used. 

This kind of exploration is also driving demand for adventure. ‘Swicy’ – the marriage of sweet and spicy – is ever popular, with the likes of chilli and mango, miso caramel, caramelised ginger and honey combinations cropping up. These bold profiles work brilliantly not only in gelato but also when paired with soft serve and in thick shakes or freakshakes.

However, consumers still desire familiar favourites. Our research shows that 74% favour vanilla, chocolate and strawberry, and when produced using high-quality ingredients and equipment, gelato and soft serve is a premium dessert on its own. If the basics are right, the possibilities are endless. 

DIGITAL REVOLUTION

Soft serve is a great place to start. Using our 161K countertop machine as an example, operators can elevate desserts and even serve soft serve as a premium menu item. Delivering up to 200 portions of soft serve in one hour and sitting neatly on the back counter, our 161T machine offers is reliable, consistent and efficient. 

Using just a single flavour of soft serve such as vanilla, a variety of sauces and toppings can be offered – and presentation is not to be underestimated. The Bidfood Food and Drink Trends Report 2026 found that 41% of consumers regularly visit venues based on trends they’ve seen online. It’s important to consider eye-catching colours too, with toppings and inclusions becoming a staple in kitchen pantries. Adorning soft serve with elderberry coulis and crushed pistachios is a great example of rich, vibrant colours and their role in catching people’s attention.

Adhering to trends in a profitable, operationally efficient and sustainable way can be a challenge, which is why we proudly support our clients with menu development and training, ensuring they have the most suitable equipment. 

Additionally, anyone wanting to explore the exciting world of gelato and soft serve, we run courses via our Gelato University and Soft Serve Consultancy. Whether you’re a seasoned expert or exploring your first menu, we’d love to share our passion and expertise.  

Find out more at carpigiani.co.uk. 

*Independent research commissioned by Carpigiani UK Ltd amongst 2000 respondents.