As Summer 2026 approaches, retailers are preparing for another strong season of family treats, impulse purchases and premium at-home dessert experiences. Across the UK, Ireland and International markets, consumers continue to seek affordable indulgence, nostalgic favourites and exciting new flavours that combine fun, convenience and quality.
At Wafer, growing demand across both retail and wholesale channels is driving continued innovation within premium cones, dipped products and family-friendly retail packs — all designed to deliver standout shelf appeal and encourage repeat purchases.
Expanding Retail Take Home Packs
As consumer demand evolves, Wafer continues to expand its Retail Take Home Pack portfolio, offering retailers a wider range of products tailored for both impulse and family-sharing occasions.
The growing retail range now includes:
- Classic Range – Ice Cream Cones & Ice Cream Wafers
- Premium Range – Gourmet Waffle Cones
- Barnyard Buddies – Family-focused fun packs for younger consumers
With eye-catching packaging, retail-ready formats and products developed for both value and premium positioning, the range is designed to support strong shelf presence throughout the key summer trading period.
Premiumisation Continues to Drive Growth
Consumers are increasingly trading up from standard cones to more indulgent dessert experiences, with waffle cones and dipped cones continuing to grow in popularity.
Wafer’s Gourmet Waffle Cone range combines crisp golden waffle cones with chocolate coatings, colourful toppings and premium presentation — helping retailers tap into the growing demand for elevated at-home dessert occasions.
As shoppers continue to recreate the ice cream parlour experience at home, premium cones remain an important category driver for summer sales.
Family Sharing & Fun Formats
Family-oriented products continue to perform strongly during the summer months, particularly during school holidays, outdoor events and seasonal promotions.
The Barnyard Buddies range has been developed to bring colour, fun and strong family appeal to the category. Featuring playful farm-inspired packaging and engaging designs, the range is created to stand out on shelf while appealing to both children and parents.
Retail-ready multipacks and party formats continue to support impulse purchasing and family-sharing occasions across the category.
Nostalgia Remains a Key Purchase Driver
Classic wafer cones and wafers continue to perform strongly, driven by nostalgia, familiarity and value-led purchasing.
Wafer’s Classic retail range combines timeless products with modern packaging, allowing retailers to balance both everyday value and premium offerings within the category.
Summer 2026 Retail Focus
Key retail trends shaping Summer 2026 include:
- Premium waffle and dipped cone ranges
- Family multipacks and impulse treats
- Expansion of retail take home packs
- Bright, eye-catching packaging
- Nostalgic products with modern presentation
- Convenient retail-ready formats
As consumer shopping habits continue to evolve, flexibility across both premium and family-focused ranges will remain key to driving seasonal sales and increasing shopper engagement.
With a growing retail portfolio and continued innovation across cones, wafers and dipped products, Wafer continues to support retailers, wholesalers and foodservice operators across the UK, Ireland and International markets with products designed for summer success.
