LOS ANGELES - s4story -- The International Frozen Yogurt Association (IFYA) today announced the results of its annual frozen yogurt consumer survey, revealing that frozen yogurt consumers in 2025 are driven by a strong desire for high-quality products and new offerings. The findings also indicate that while consumers are increasingly price-sensitive, the majority say that they are willing to pay a premium for a superior product.

The 2025 online survey received 180 responses from frozen yogurt consumers in the United States.

Key survey findings

Quality is king: For the second consecutive year, "quality frozen yogurt" was ranked as the most important factor when choosing a shop, followed by great tasting frozen yogurt, and good 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.

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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.

"The results of our 2025 survey paint a clear picture of an evolving consumer landscape," said Susan Linton, President of the IFYA. "While the frozen yogurt market is resilient, success in the coming years will depend on meeting the demand for quality and building a relationship with customers and the community to offer a better, more personalized experience at the froyo shop."

The survey was conducted online during the fall of 2025. The full results and recommendations can be accessed by IFYA members on the IFYA website, https://internationalfrozenyogurt.com. A basic IFYA membership is free.

About The International Frozen Yogurt Association

The International Frozen Yogurt Association (IFYA) is an unbiased source of support and information for current and prospective frozen yogurt store operators and the wider frozen yogurt industry. The IFYA provides timely industry data, resources, and insights to help its members succeed.