Vanilla has solidified its status as America's favorite ice cream flavor, claiming the top spot in every state and Washington D.C., according to data released by the online grocery platform Instacart. The classic flavor accounted for approximately 21% of all ice cream orders in 2025.
Chocolate secured the second position with 7.9% of purchases, followed by cookie dough at 6.9%. This data suggests that consumers prioritize familiar and comforting flavors over novelty when selecting ice cream. The top 10 most purchased flavors also included cookies & cream, chocolate fudge/brownie, peanut butter, mint chocolate chip, coffee, strawberry, and cherry, all of which are long-standing favorites.
While data from Google searches indicates that brands marketing themselves as healthier alternatives, such as Halo Top, have garnered significant attention, sales data points to different leaders. Breyers, Blue Bunny, and Turkey Hill were the top-selling brands by dollar sales in 2025. For Instacart users specifically, Häagen-Dazs emerged as the most purchased brand, edging out Ben & Jerry's and Breyers.
Regional preferences still play a role in the ice cream landscape. While vanilla, chocolate, and cookie dough form the foundation of American ice cream consumption, specific flavors show strong local loyalty. The West favors Rocky Road, New Englanders prefer coffee, and the South often chooses butter pecan. Wisconsin residents show a particular fondness for Moose Tracks, a peanut-butter-and-chocolate combination invented in the Midwest, while Tennessee favors cheesecake flavor, and Colorado and Wyoming enjoy cherry.
Steve Christensen, executive director of the North American Ice Cream Association, emphasized the communal aspect of ice cream, noting that local shops often serve as gathering places that strengthen community ties. He also offered a simple test for quality: "Try the vanilla first. If the vanilla's good, then everything's good."