The scoop on Ice Cream

Prepared Foods, April, 2003

A nationwide survey by Harris Interactive, Buffalo, has revealed interesting details about Americans' ice cream eating habits. Sponsored by Indiscretion Luscious Ice Cream, Akron, N.Y, the survey found that 70% of respondents admit to at least one ice cream indiscretion--be it eating the treat in bed, keeping a secret stash in the freezer or substituting the dessert for a meal.

In fact, 26% of respondents have indulged in ice cream instead of a meal, with 10% reporting they have had it in place of breakfast. Furthermore, 19% have eaten ice cream in bed, and 16% have taken extra servings when no one was looking.

Looking to "get the inside scoop on how Americans really experience their favorite ice creams," the survey discovered that 22% of respondents share a single container with two spoons and a loved one, though 14% say they wait until they are alone before partaking.

While males aged 45 to 54 were most likely to eat straight from the carton (57%) and to sneak extra servings (22%), younger women aged 18 to 34 led the pack in indiscretions. Some 37% of this group have substituted ice cream for a meal, while 21% sneak extra servings, 13% keep an extra stash and 28% eat ice cream in bed.

According to Michael J. Griffin, senior product manager for Harris Interactive, "Ice cream indiscretions appear to be a part of life for most American adults. Though men and women are equally likely to commit these indiscretions, women generally kept up with or exceeded men's likelihood to commit some of the most interesting, more unusual ice cream indiscretions."

Ice Cream Indiscretions



Women 18-34
Eat Ice Cream In Bed             28%
Keep a Secret Stash              13%
Sneak Extra Servings             21%
Eat Ice Cream Instead of a Meal  37%

Source: Harris Interactive/PF

Note: Table made from pie chart