The 2025 online survey received 180 responses from frozen yogurt consumers in the United States. The typical respondent was a male (62%), 25 – 34 years old (65%) with one or two children under 18.
Key survey findings
Quality is king: For the second consecutive year, “quality frozen yogurt” was ranked as the most important factor when choosing a shop, followed by great tasting frozen yogurt, and value for the money.
Price sensitivity remains, but with a caveat: Although 64% of respondents report reducing froyo consumption this year due to the high cost of froyo, 83% indicated a willingness to spend more for a high-quality product they value. This suggests that transparent messaging about ingredient quality can help justify higher price points.
Consumers want something new: The yogurt is the main draw. Consumers seek the excitement of new flavors, limited-time flavors, seasonal flavors, and collab flavors. This is the main way to draw them to a frozen yogurt shop. Frequent flavor rotations would also be helpful. We also asked them what type of other products would interest them if offered by a frozen yogurt shop. The most popular response was frozen yogurt cakes and pies, followed by frozen yogurt cookie sandwiches, and frozen yogurt popsicles.
The full results and recommendations are accessible to IFYA members on the IFYA website in the IFYA Research section. A basic IFYA membership is free.
