Last August, we launched the Second National Frozen Yogurt Consumer Survey. We invited 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 204 responses.
Our consumer survey was designed to measure the following:
- Loyalty
- Brand attitudes (towards major frozen yogurt chains)
- Attribute importance
- Current & future consumption
- Purchasing habits
We also wanted to compare this year’s results to last year’s. Thus, we kept the same survey questions and collected data during the same time frame as last year.
Consumer Survey Findings
Our survey included questions about loyalty, current consumption, future consumption, frozen yogurt attitudes and preferences, and demographics. We also included questions about how much they liked the major frozen yogurt chains, what shop attributes were important, what might increase their frozen yogurt shop visit frequency, how often they consume frozen yogurt, taste preferences, etc. And, we looked at differences based on gender, age, region (geographic location) and frequency of froyo shop visits.
The results were similar to the results of last year’s survey. For example, Yogurtland had the highest love/like ratings of all the major frozen yogurt chains in both years. Yogurtland was followed by #2 TCBY, #3 Pinkberry, and #4 Menchie’s. The top 3 key attributes that consumers seek in frozen yogurt shops remained the same. Even the top 2 items consumers would consider getting from a frozen yogurt shop did not change. Consumers continue to show loyalty to their favorite shops. Taste preferences showed little change.
However, we did notice some interesting changes. One major chain suffered a noticeable decline on several measures of liking. We saw that more people were going to froyo shops at a different time period compared to last year.
About the Respondents
Our sample composition seems representative of US frozen yogurt consumers. It’s estimated that women account for 70% of frozen yogurt revenues and that 42% of frozen yogurt consumers are 18-35 years old.
Our respondents were 64% female, 34% male, 41.2% between 18-34 years old. About 45.5% have children under 18 in the household, which means the majority of respondents do not have children under 18 living with them. We also received responses from every region in the US.
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 Second National Frozen Yogurt Consumer Survey!
