Vanilla has been confirmed as America's favourite ice cream flavour, topping sales in every US state in 2025, according to data released by online grocery platform Instacart to mark National Ice Cream Day. The finding highlights that, despite growing consumer interest in "healthier" ice cream alternatives, shoppers overwhelmingly continue to favour classic, familiar flavours and brands rather than newer market entrants.

Instacart's figures showed vanilla as the single most-purchased flavour nationwide, with no regional variation altering the overall result. Industry commentators, including the North American Ice Cream Association, have also pointed to the enduring role of traditional neighbourhood ice cream shops in bringing communities together, reinforcing the idea that familiarity and nostalgia continue to drive buying habits even as newer, health-focused products enter the market.