2025 National Frozen Yogurt Consumer Survey
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, lprice sensitivity, frozen yogurt preferences – including taste preferences, importance of froyo shop attributes, and current and future consumption (including what might make them visit froyo shops more often).
To shorten the survey, we removed questions about the average price of froyo in the area and rating the large frozen yogurt chains on several attributes.
We compared this year’s results with the results from previous years to look at trends over time.
We received 180 survey responses. The respondent demographics:
- 62% male, 36% female
- 65% between 25 – 34 years of age, 79% have children under 18 in the household (the same as in 2023)
Key survey findings
Quality is king: For the second consecutive year, “quality frozen yogurt” was ranked as the most important factor when choosing a frozen yogurt 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: 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. When asked 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.
To view the full results, visit
https://drive.google.com/file/d/1IaAzr4_8pcTGhRsHzm0Hko37CiXOapVQ/view?usp=drive_link
