LONDON – Ice cream companies may be enjoying a summer sales boost from soaring temperatures, but behind the scenes they are preparing for a future where consumers want fewer reasons to feel guilty about treating themselves.

The rise of appetite-suppressing GLP-1 drugs, demand for healthier foods and growing ingredient scrutiny are pushing manufacturers to reduce portion sizes, increase protein content in their recipes and clean up ingredients lists. U.S. ice cream sales volumes fell 1.5% year-on-year through June 13, according to NielsenIQ, while Boston Consulting Group research shows GLP-1 users cut frozen treat consumption by at least 10%.

Yet manufacturers see little sign that consumers are abandoning ice cream altogether. Instead, ice cream makers are betting that shoppers will continue to indulge, provided treats come with fewer calories, more protein and simpler ingredient lists. “We still want to indulge, but do it with a little bit of a halo of a wellness play,” Lisa Vortsman, U.S. chief marketing and innovation officer at The Magnum Ice Cream Company, said. Ferrero-owned Blue Bunny, for example, says demand has been strong for its 150-calorie Mini Swirls and it is reformulating recipes to remove ingredients such as high-fructose corn syrup and artificial colors and flavors.