Last September, we launched the Third National Frozen Yogurt Consumer Survey. We invited all frozen yogurt consumers in the US over 13 years old to share their thoughts about frozen yogurt by taking our short online survey. We received 214 responses.
Our consumer survey was designed to measure the following:
- Loyalty
- Brand attitudes towards major frozen yogurt chains
- Frozen yogurt preferences
- Attribute importance of frozen yogurt shops
- Current & future consumption
- Purchasing habits
- Demographics
By comparing this year’s results to last year’s, we can learn how consumer sentiment is changing over time. Thus, we kept the same survey questions and collected data during the same time frame as last year. However, we did add one new question, how much do you spend on an average cup of froyo? We wondered whether average serving sizes had decreased.
Consumer Survey Findings
The results were quite similar to the results of last year’s survey. The top 3 key attributes that consumers seek in frozen yogurt shops remained the same. Some of the attributes they rated included the importance of offering a wide variety of frozen yogurt flavors, the self-serve format, and cleanliness. The top 3 non-froyo items consumers would consider getting from a frozen yogurt shop did not change. Three out of four respondents expressed willingness to pay more for quality froyo.
We measured liking for frozen yogurt chains with several questions. The order changed but the top four remained (in no particular order) Menchie’s, Pinkberry, TCBY and Yogurtland.
However, we did notice some interesting changes. Loyalty as measured by going to a shop more than 75% of the time for froyo, declined. More people are going to get froyo without others compared to last year.
About the Respondents
Our respondents were younger and included more males than last year. Of the 214 respondents, 57% were female, 43% male, with 52.% between the ages of 18-34. In 2018, our respondents were 64% female, 34% male, and 41.2% were between 18-34 years old.
Accessing the Survey Results
We are sharing our findings with those who shared our survey posts while the survey was open and IFYA’s advisory board.
The full results are also available for $150. To order the report or for more information, please contact us at info@internationalfrozenyogurt.com
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!
