This past September, we invited frozen yogurt consumers in the United States over 13 years old to participate in our annual online survey about frozen yogurt. Specifically, the survey was designed to measure loyalty, liking for major frozen yogurt chains, frozen yogurt preferences – including taste preferences, importance of froyo shop attributes, current and future consumption (including what might make them visit froyo shops more often), and purchasing habits.
We compared this year’s results with the results from previous years to look at trends over time.
Consumer Survey Findings
We received 258 survey responses. The respondent demographics include the following:
- 59% female, 41% male, 2% other
- 56% between 25 – 34 years of age, about 77% have children under 18 in the household (the same as in 2023)
Froyo shop visit frequency and loyalty were stable for the past few years, but we saw a few changes this year, including a large increase in the percentage of respondents who have reduced froyo consumption due to price (56% in 2024 vs. 37% in 2023). That’s the majority of respondents, for the first time. On a more positive note, 79% of respondents said they were willing to pay more for high quality froyo.
Respondents liked most of the major frozen chains in the US. When asked about their favorite shop, Yogurtland ranked #1, Pinkberry #2, and Menchie’s #3. The most important froyo shop attribute was a tie between quality froyo and great taste, followed by cleanliness and value.
The National Frozen Yogurt Consumer Survey is the only one to measure consumer sentiment, behavior, and attitudes towards frozen yogurt. This year, the survey found evidence that consumers have become more interested in quality frozen yogurt. The survey also revealed what other products respondents would be willing to try at froyo shops and what might increase froyo shop visit frequency.
Availability of Results
The full results are also available for $150. To order the report or for more information, please contact [email protected]
A limited set of results is available for IFYA members in the members only Resources section of our website.
Thanks to everyone who participated or helped with the National Frozen Yogurt Consumer Survey! We are still trying to reach the respondents who won gift cards.
