HARRISBURG, PA. – The National Frozen & Refrigerated Food Association (NFRA) marked July’s National Ice Cream Month by digging into some data connected to one of America’s favorite desserts.

Teaming with Atomik Research for an online survey of 2,005 adults from July 1-3, NFRA found that 71% of consumers in the United States prefer ice cream flavors made with simple and natural ingredients. Furthermore, more than two-thirds of adults (69%) said they favor classic flavors, such as vanilla, chocolate or strawberry.

The consumer research also pointed to the role nostalgia plays in ice cream consumption, noting 68% of adults said hearing an ice cream truck often leads to them making a trip to a grocery store to buy ice cream.

And while tradition and reminiscence accompany ice cream decisions, that doesn’t stop most adults from trying new frozen concoctions. The survey showed that 70% of consumers enjoy experimenting with new and unconventional ice cream flavors.

Only the oldest age group – 65 or older – within the pool of respondents didn’t endorse unfamiliar flavors, with 49% in favor of them. On the other end of the spectrum, 80% of Gen Z, 81% of millennials and 82% of Gen X attested to enjoying experimental ice cream creations.

NFRA’s survey also addressed packaging preferences, finding that 56% of consumers said they would pay more for ice cream packaged in eco-friendly materials. While 52% of Gen X and 44% of baby boomers said they are willing to pay extra for environmentally friendly packaging, 67% of Gen Z and 67% of millennials backed the idea.

Representing all segments of the frozen and refrigerated foods industry, NFRA is a nonprofit trade association. Additional data from the ice cream survey is available online via the NFRA website.