We conducted a survey, and asked people what they thought of frozen yogurt in the country. While some findings were expected, other surprised us.

1. [ CONSUMER BEHAVIOR SURVEY ]
2013 Indian Frozen Yogurt Market
Chef At Large survey | March 2013
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2. About us
Chef At Large is one of India’s largest online Apart from this, the network has
food networks. The network provides experts on food photography, food
industry commentary on the Indian F&B styling and menu development, that
industry . It manages separate communities assist individuals and brands with such
dedicated towards food loving consumers services.
and some of India’s top food bloggers.
It also has an extremely popular blog (home
to over 1,000,000 visits annually) and does
the following: Restaurant, alcohol, book,
wine, book and appliance reviews | recipes
| columns and opinions | event listings.
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3. Contents
• Introduction
4.
– The premise of doing this survey
• Methodology Overview
6.
− How this survey was undertaken
• Executive Summary
7.
− Key insights from the survey
• Survey findings and analysis
8.
− The quantitative and qualitative analysis
• Key learning from the survey
− This includes recommendations for all brands in this 18.
category
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4. Introduction
Frozen yogurt - there are people who’ve tasted it “Technopak estimates that in 2011, this segment
and know about it, and then there are people who garnered around US$2 billion in revenues. Over the next
clearly don’t know anything about this category; three years, it is expected to grow to US$5 billion.
either ways this category is here to stay! Pratichee Kapoor, associate vice president for food
services and agriculture at Technopak, says the packaged
Being present in India for over 3 years now, frozen yogurt market (plain and flavored) currently constitutes
yogurts are getting popular in India and like most around 7% to 8% of the total health and wellness segment
things, it is a factor of demand and supply. On the in India and was worth around US$150 million in 2011. It
supply side, a lot of global frozen yogurt chains is growing at a CAGR of 18% to 20% and is poised to
like Red Mango and Yogurberry are investing in double in size by 2015.
India. Domestic giants in this space, Cocoberry,
aren’t behind either, as they continue to invest According to Technopak the ice cream and frozen dessert
and invent new formats to reach out to more market in India -- which includes frozen yogurt -- was
customers. estimated to be at US$450 million in 2009-2010 and is
expected to cross US$900 million by 2014-2015. A
In India, frozen yogurts are being promoted under separate figure for the share of the frozen yogurt market
the health and wellness category and it has indeed was not available.” [Source]
struck a cord with many.
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5. Introduction (continued)
However, the market is still at its nascent Being surrounded by people passionate
stage, especially when compared to foreign and influential about all kinds of foods
territories where per annum consumption is and beverages, we understand this issue
way higher. and have tried to, with this survey,
articulate the current Indian consumers
But what we consider as the major challenge, perception about the frozen yogurt
is to crack the code for frozen yogurts with the category and their doubts regarding the
Indian consumer; as there are plenty of doubts same.
and customer queries that exist in mind
regarding this category.
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6. Methodology Overview
Sample Size Geography
300
Respondents were spread across Delhi,
Mumbai and Bangalore
Respondents
break up
63% female The respondents consist
37% male of (1) members of the
various Chef At Large
22% in 18-24 age bracket online communities (2)
52% in 25-34 age bracket food bloggers and (3)
20% in 35-54 age bracket consumers chosen on a
6% in 55+age bracket random sampling basis
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7. Executive Summary
1. Most Indians consume frozen yogurts as desserts
2. Popularity of frozen yogurt has reached to a level, where people today crave it
3. Berry, followed by Mango, is the most favored flavor in frozen yogurts for consumers
4. While the majority of people like to have toppings over their cup of frozen yogurt,
they’re currently only experimenting with toppings
5. Most people also consider a frozen yogurts healthier, to ice creams
6. 25-34 is the age group that consumes frozen yogurts the most
7. Taste, followed by the variety of toppings offered and then location, are the top factors
people consider while eating frozen yogurt
8. Cocoberry is the most favored frozen yogurt brand, followed by Red Mango and then
Yogurberry
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8. Survey Findings
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9. How and when do you eat frozen yogurts?
37.50% as a dessert
19.80%
as a snack
when in the
vicinity of a
store
26% just about
anytime
16.50%
Most people consume The second highest
frozen yogurts as a number of respondents
dessert said, they tend to eat
frozen yogurts when in
the vicinity of a store
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10. Do you ever crave frozen yogurts?
43.20%
Yes
No
56.80%
An impressive 43% of This is particularly good news
people mentioned that for frozen yogurt brands,
they craved frozen because it showcases that
yogurts at one point or the market is finding the
the other value proposition attractive
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11. What is your favorite frozen yogurt flavor?
19.30%
10.20%
Mango
Chocolate
Vanilla
Berry (any)
58% 12.50%
Berry flavors have This may be one of the Mango, being voted the
been, reasons why most second most preferred
overwhelmingly, brands in this category, flavor, comes in as a
voted as the top having retail quick surprise as it eclipses
flavor for consumers service outlets, include a more traditional
today ‘berry’ in their name base flavor - vanilla
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12. Do you like your frozen yogurts with toppings
or plain?
35.40%
with
toppings
plain
64.60%
A surprising 35% of This shows the market
people have voted opportunity for players in
that they like to have this category, that don’t
frozen yogurts have exclusive outlets
without toppings selling frozen yogurts
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13. How do you manage your toppings?
I experiment with
29.9% 52.6% my toppings
I have set
toppings for
different flavors
I use the same
toppings for all
flavors
4.1%
I don't use
toppings
13.4%
Over 52% people experiment It also shows the scope for creating
with their toppings, which further awareness about toppings,
reflects on frozen yogurts and the suggested ways they
being a new category and consumed in a manner that best
people not being sure which compliments the yogurt
topping to choose
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14. Do you believe frozen yogurts are healthier
than ice creams?
16.8%
Yes, they're
healthier
No, they aren't
83.2%
83% people believing that frozen yogurts
are healthier than ice creams,
showcasing that the health & wellness
category positioning, has been
accepted by Indian consumers
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15. What age group of people in your family eat
frozen yogurts?
8.4%
20.0%
35.8% 29.5%
13 - 17 years
18 - 24 years
25 - 34 years
35 - 54 years
55+ years
52.6%
People from the ages of 25 to
34 are consuming frozen
yogurts the most, followed
by 35 to 54 year olds
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16. What are the factors that matter to you the most,
while eating frozen yogurts?
35.2% Taste
75.8%
Available Flavors
5.5% Temperature
Number of Toppings
19.8%
Quality of Toppings
Perceived Health
16.5% Benefits
Staff
6.6%
4.4% Location
47.3%
Taste, followed by The most surprising is that The 4th most important
availability of flavors are the 3rd most important factor consumers take into
the top 2 parameters kept in factor, is the location account is the perceived
mind by consumers before where the frozen yogurt is health benefits
eating frozen yogurts available
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17. Which is your favorite brand of frozen yogurts?
16.7%
53.8%
Cocoberry
Red Mango
Yogurberry
29.5%
Despite being offered multiple With 53.8%, Cocoberry is the
choices, all consumers voted most favored frozen yogurt
amongst only these 3 brands – brand for consumers
Cocoberry, Red Mango and
Yogurberry
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18. Key Learning from the survey
1. ‘cracking the consumer’ is 3. Consumer awareness initiatives about the ideal toppings
crucial to have with the yogurt is vital
While the category is growing in Most consumers, irrespective of them be first time visitors or not,
India and the infrastructure is all are still just experimenting with toppings. This puts their
there, demand will only rise once all experience to risk each time. Consumer awareness, akin to what
consumer queries are put to rest has been done for wine, needs to be done for the frozen yogurt
toppings
2. Taste always wins over health 4. Frozen yogurt available from OTC (over the counter)
While consumers may choose to have stores need to increase brand engagement
a frozen yogurt over an ice cream Most consumers recollect brand names of frozen yogurt, that
due to health reasons, ‘taste’ is the exclusively deal in this business like Cocoberry or a Red Mango,
top priority while they venture for whereas there are numerous other brands offering frozen
choosing their frozen yogurt flavor. yogurts as well
This premise should be accounted
for by manufacturers as they roll out
new flavors
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19. www.chefatlarge.in
Thank you for reading our survey.
Contact:
editor@chefatlarge.in
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