Americans dish out $31 a month on ice cream, led by Gen Z and Millennials

 

Despite economic headwinds and fluctuating consumer sentiment, Americans are spending more on ice cream. New data from Empower Personal Dashboard™ reveals a notable surge in ice cream spend in early 2025, with May 2025 reaching $31, marking a 26.5% jump over April and the highest spend since mid-2023. While Americans spent $289 on ice cream in the whole of 2024, they spent $170 between January 2025 and May 2025.

All the spending data and analysis below are sourced from Empower Personal Dashboard™.

Volatile spending patterns, now trending upward

After a roller-coaster ride through 2024, where monthly ice cream spending hovered around $23–$30, 2025 has opened with renewed appetite. Notably:

• February 2025 saw a 52.5% spike, the highest month-over-month jump.
• April 2025 suffered a sharp -35.8% decline, likely due to seasonality.
• May 2025 bounced back strongly, likely driven by warmer weather and Gen Z’s outsized contribution.

Gen Z is driving the boom 

In May 2025, Gen Z accounted for $63.20 in average spend—more than double any other age cohort. This aligns with broader trends showing Gen Z’s openness to treat-based spending despite inflation.

• Millennials followed with $33, reflecting both family-focused and lifestyle-driven purchase habits.
• Boomers and Gen X lagged behind at $32.60 and $25.10, respectively.

What this signals

Emotional spending is resilient: Ice cream is a small-ticket emotional comfort item. Despite macroeconomic uncertainty, the rebound suggests consumers—particularly younger ones—are prioritizing affordable indulgences.

Seasonality still plays a role, but Gen Z disrupts it: While spending typically climbs in spring/summer and dips in winter, Gen Z’s consistently high spend suggests seasonality is being challenged by digital culture, delivery platforms, and lifestyle shifts.

Key takeaway:

With spending momentum building into summer 2025, expect the chill treat to heat up sales.