From niche to next wave: why macadamias are primed to play a bigger role in global ice cream innovation

Few categories rival ice cream for universal appeal. Even as expectations evolve, it remains a category for which many consumers hold a genuine soft spot. Across global markets, shoppers are paying closer attention to ingredients, texture, nutrition and provenance, reshaping what “premium” looks like in frozen desserts. Against this backdrop, macadamias are gaining traction as a strategic ingredient, offering a compelling, underutilised opportunity for product developers.

Delivering a rare combination of rich, buttery flavour, creamy texture with added crunch and positive health associations, macadamias also align with plant-based and low-carb eating preferences. Despite this strong consumer fit, they remain a niche inclusion globally, pointing to a clear gap between demand signals and product development activity. As part of our ongoing commitment to supporting manufacturers, we’re taking a closer look at the influences shaping the category across western and Asian markets, and why macadamias warrant consideration as an ingredient capable of supporting the next wave of frozen dessert innovation.

Consumers are looking beyond flavour alone

In key markets, consumers are demonstrating heightened engagement with what goes into their ice cream, not just how it tastes.

In China, 52% of packaged ice cream consumers say ingredients are an important purchase consideration, while 50% prioritise nutrition and 47% focus on texture². These figures underscore a growing expectation that indulgent products should also deliver on quality and functionality.

Japan presents a nuanced picture, where familiarity and premium cues coexist. Half of Japanese packaged ice cream and frozen dessert consumers say a familiar flavour or texture they like influences their choices, while 23% actively value luxurious or premium options.³ Nut flavours in particular resonate strongly, with 36% of Japanese consumers expressing a preference for nutty flavours in packaged ice cream or frozen desserts.³ Texture plays an equally important role, with 49% preferring dense, heavy textures and 31% favouring smooth textures.⁴

In India, interest in texture-led inclusions is also evident, with 35% of packaged ice cream consumers saying they would be interested in trying innovations featuring crushed nut toppings.⁵

Beyond sensory appeal, nut flavours carry emotional and functional associations. In Japan, 31% of consumers associate nut flavours with health benefits, 21% with indulgence and 19% with mood-boosting or fun qualities.⁴ In China, nearly half (49%) of consumers aged 18–59 believe nut flavours can deliver joyful and uplifting benefits.⁶

Together, these insights point to a cross-market opportunity for ingredients that can deliver indulgence, texture and perceived wellbeing simultaneously.

Premium cues and provenance as value drivers

As ice cream brands seek to justify premium positioning, provenance and origin storytelling are becoming increasingly influential.

In South Korea, 52% of consumers say they check food labels, such as ingredients and place of origin, all or most of the time when purchasing new products.⁷ While this behaviour is not limited to ice cream, it reflects a broader expectation for transparency and quality cues in food products.

Globally, this trend is echoed elsewhere. In the UK, 21% of ice cream buyers say that highlighting product origins on packaging would encourage them to choose one product over another.⁸ These insights reinforce the role of origin-led narratives in driving differentiation within premium ice cream segments.

Strong innovation headroom

Despite strong consumer alignment, macadamias remain relatively under-represented in ice cream innovation globally. Analysis of dairy and plant-based ice cream launches shows that over the five-year period ending October 2025, less than 1% of launches featured macadamia nuts.⁹ Australia emerged as the leading innovator in macadamia inclusions during this time, but overall penetration remains low.

Where macadamias have been used, claims tend to skew towards low or no allergens (driven largely by gluten-free positioning), kosher, environmentally friendly packaging, sustainable habitat or resources, and vegetarian credentials. Premium claims appeared on 17% of new product introductions featuring macadamias, indicating that premium positioning is present but far from saturated.

Mintel’s Ingredientscape AI analysis¹⁰ further suggests that macadamias occupy an emerging but stable position within ice cream ingredient landscapes. Growth momentum is steady rather than accelerating, with forecasts pointing to continued stability over the next two years. This signals an opportunity for brands to help shape the next phase of development, rather than compete in an already crowded space.

Learning from market leaders

Several major brands provide insight into how macadamias can be successfully integrated into ice cream formats.

Examples include Häagen-Dazs Green Craft Soy Chocolate & Macadamia Ice Cream Mini Cups in Japan featuring fried macadamia nuts, Hawaiian Host Macadamia Vanilla Ice Cream in South Korea with roasted macadamia pieces, and Häagen-Dazs Vanilla Ice Cream Bars with Macadamia Nut Brittle in the UK. In Australia, Weis Macadamia, Mango & Ice Cream Bars perform strongly in Mintel’s consumer sentiment testing, with 48% of respondents saying they would likely or definitely buy the product, outperforming its subcategory.

Together, these products demonstrate the versatility of macadamias across textures, formats and flavour pairings, from inclusions and brittles to layered indulgent concepts.

Innovation is also extending beyond traditional ice cream into a broader universe of frozen desserts. In France, La Compagnie du Mochi recently launched a Macadamia Mochi with Melting Caramel Filling featuring vanilla ice cream with small macadamia pieces and a smooth caramel core encased in vanilla rice paste. Meanwhile South Korean dessert franchise brand Bokhodu has incorporated macadamias in its Nutty Yoghurt Ball, replacing the walnuts traditionally used in the product.

Beyond inclusions: macadamia milk as an innovation platform

In addition to nuts and pastes, macadamia milk presents a further avenue for innovation, particularly in plant-based and dairy-free ice cream.

In Australia, 44% of consumers reported drinking non-dairy milk in the three months to September 2025.¹¹ In Thailand, 36% of consumers have tried macadamia milk and would try it again, while a further 45% have not tried it but are interested in doing so.¹²

Positioning macadamia milk as a hero ingredient enables brands to deliver creaminess and indulgence while appealing to consumers seeking vegan, dairy-free or lactose-free options. The Mauna Loa dairy-free ice cream range in the US provides a strong example of how macadamia milk can underpin indulgent positioning without relying on dairy.

An opportunity waiting to be realised

Macadamias occupy a distinctive yet underutilised position in the global ice cream landscape. Consumer interest in texture, indulgence, nutrition and provenance is evident across priority markets, yet innovation activity remains relatively limited. For brands and product developers, this combination presents a clear opportunity to elevate macadamias from niche inclusion to a more strategic ingredient within ice cream and frozen desserts.

As the category continues to evolve, macadamias are well placed to support the next wave of premium, texture-led and plant-forward products, particularly where developers can close the gap between consumer expectation and execution.

Technical support for your innovation plans

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