This past September, we invited frozen yogurt consumers in the United States over 13 years old to participate in an online survey about frozen yogurt. Specifically, the survey was designed to measure loyalty, brand attitudes towards major frozen yogurt chains, frozen yogurt preferences, what consumers are looking for from frozen yogurt shops, current and future consumption (including what might make them visit froyo shops more often), and the impact of coronavirus on consumption and attitudes. The survey is conducted every year to measure trends over time and to better understand the frozen yogurt industry. This year’s survey was modified to capture the impact of the coronavirus pandemic.
Consumer Survey Findings
While the 2019 results were quite similar to the 2018 results, the 2020 results showed some interesting differences. Some of the changes are likely attributable to the coronavirus pandemic. For example, cleanliness was rated the most important froyo shop attribute for the first time. When asked what froyo shops might do to increase visit frequency, the most popular write-in response was safety.
The survey questions were modified to take into account the coronavirus pandemic. Approximately 86% of people reported consuming less froyo during pandemic. The results reveal how many respondents are comfortable with self-serve, why they consumed less, how they felt about the safety of self-serve, how often they visited froyo shops before the pandemic vs. last month, etc.
Loyalty as measured by going to a shop more than 75% of the time for froyo, declined. We also measured loyalty in other ways.
Major chains accounted for 85% of respondents’ favorite shops, with Yogurtland leading the way, followed by a tie for 2nd between Pinkberry and Orange Leaf.
We compared this year’s results with last year’s results and also looked for differences based on gender, age, geographical region, and froyo shop visit frequency. Respondents were older and the number of male respondents increased. There were 205 responses.
Availability of Results
The full results are also available for $150. To order the report or for more information, please contact 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!
