Fro-yo girl here. Last August, the International Frozen Yogurt Association launched the Second National Frozen Yogurt Consumer Survey. Frozen yogurt consumers in the US over 13 years old were invited to share their thoughts about frozen yogurt by taking a short online survey.
The consumer survey was designed to measure the following:
- Loyalty
- Brand attitudes (towards major frozen yogurt chains)
- Attribute importance
- Current & future consumption
- Purchasing habits
The IFYA also wanted to compare this year’s results to last year’s.
Consumer Survey Findings
The consumer survey included questions about loyalty, current consumption, future consumption, frozen yogurt attitudes and preferences, and demographics. For example, there were 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.
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, there were some interesting changes. One major chain suffered a noticeable decline on several measures of liking. And more people were going to froyo shops at a different time period compared to last year.
"With the this year's findings bearing such a striking similarity to last year's, our confidence has increased that we have captured useful information that represents the frozen yogurt consumers across the US," said Susan Linton, President of the International Frozen Yogurt Association. "We are excited to share the results with those who helped us with data collection. Our National Frozen Yogurt Shop Owner is currently open. Once those results are in, we'll have an even better understanding of the frozen yogurt industry."
About the Respondents
The 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.
The IFYA's 204 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. Responses were received from every region in the US.
Accessing the Survey Results
The IFYA shared its complete 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 info@internationalfrozenyogurt.com
A limited set of results is available for IFYA members in the members only Resources section of the IFYA website.
You know you love me. X0 X0, fro-yo girl.
Looking for more frozen yogurt news, discussion boards, and resources? Check out the International Frozen Yogurt Association website at http://internationalfrozenyogurt.com/. The IFYA is the independent voice of the frozen yogurt industry.
