The No. 1 driver of ice cream cravings is its sweetness, explained Gail Civille, founder and president of Sensory Spectrum, a firm that helps companies learn how sensory cues drive consumer perceptions of products. The amount of fat is important, too. To even be called "ice cream," a product must contain at least 10% milk fat, which can come from milk, cream or butter. "The more butterfat, the better the mouth feel," Sweetness — which contributes to the taste variable — and fat — which contributes to texture — are key players in the likability of any particular ice cream.