There are a lot of different types of frozen yogurt on the market these days. And if you’re looking to start a business in the frozen yogurt industry, perhaps by introducing a new product or by selling different frozen yogurt products, then you will need to know who your target market is.
While many people enjoy this dessert, there are many others who don’t. Knowing the difference between them and knowing how to market to those likely to buy from you will be essential to your success.
In this article, we’ll analyze the target market for frozen yogurt and discuss the reasons that attract consumers to this popular food.
Who is the Target Market for Frozen Yogurt?
One of the best ways to understand the target market for frozen yogurt is to understand the motivations that someone has for wanting to eat frozen yogurt. Is it only because they like it? Or it’s because they like yogurt and don’t mind it frozen? Or because they like things frozen and don’t mind yogurt? Or something else?
Once we dig deeper into people’s reasons and motivations for eating frozen yogurt we can segment the market based on consumer needs.
This gives us the following segments of the target market for frozen yogurt:
- People who just love frozen yogurt
- People who love all things cold and frozen
- People you love yogurt
- People who need a quick energy boost
- People looking for a quick dessert
- People who love sweets
- Parents looking for a snack for their kids
Let’s look at each of the segments more closely so we can understand what they like about frozen yogurt.
1. People who just love frozen yogurt
One of the easiest segments of the target market for frozen yogurt to target is those that love this delicious dessert. These people are easy to please because they love all types of frozen yogurt. All you need to do is offer them a variety of flavors and toppings and they’ll be happy customers.
Lovers of frozen yogurt will also be willing to pay a little bit more for a higher quality product. This means that you can target this group with premium frozen yogurt products.
2. People who love all things cold and frozen
This segment of the market likes all types of cold or frozen foods like ice cream, popsicles, and slushies. They’re likely to enjoy frozen yogurt because it’s another cold and delicious treat.
In fact, you can market frozen yogurt to the same people who love ice cream as there tends to be a large overlap between these markets.
On hot summer days, this market tends to expand to include people who don’t normally eat frozen desserts. So, if you have a strategic location near a beach or park, you can target a broader group of people on hot days.
3. People who love yogurt
Many people enjoy yogurt because it’s a healthy alternative to other types of food. It has probiotics which are good for gut health and it is a good source of protein.
Frozen yogurt appeals to this group because it’s a healthier alternative to ice cream. It has the same creamy texture but without all the sugar and calories.
This segment of the target market for frozen yogurt is also attracted to blogs and recipe websites that show how to make frozen yogurt at home and use it in creative ways.
4. People who need a quick energy boost
Sometimes people just need a quick energy boost. During such times, they may grab a protein bar or some cookies, candy, or even some chocolate chips from the larder. But on a hot day, frozen yogurt works great too.
Frozen yogurt is portable and can be eaten on the go. And it is a quick and easy snack that doesn’t require any preparation.
5. People looking for a quick dessert
Sometimes people plan a meal and forget about dessert. Or they feel like having a dessert after the meal is over and there is no time to bake something.
In such cases, a cup of frozen yogurt is the perfect solution. It’s a quick and easy dessert that can be enjoyed anytime.
Of course, in this case, there is nothing to sell to the consumer. Either they have a frozen dessert in their freezer or they don’t. But many people will stock their freezers with frozen yogurts for exactly such situations.
6. People who love sweets
Many people have a sweet tooth and enjoy eating desserts loaded with sugar.
Frozen yogurt appeals to this group because it satisfies their sweet tooth while (sometimes) being a healthier alternative to ice cream or cake.
This segment of the target market for frozen yogurt isn’t necessarily interested in frozen yogurt per se. They just want something sweet and would be just as happy to grab a chocolate bar or a piece of cake. They may be equally happy eating a pie or enjoying a gourmet truffle.
But if they are given the option of frozen yogurt, they may choose it for novelty or to help cool off on a hot day.
7. Parents looking for a snack for their kids
Parents are always looking for a snack for their kids. In most cases, they prefer healthy snacks like fruit or veggies but sometimes they also want to give their kids a treat.
Frozen yogurt is the perfect solution because it’s a healthy alternative to ice cream but still a treat that kids will enjoy.
Plus, it’s an easy snack to eat on the go which is important for busy families.
Conclusion
In conclusion, the target market for frozen yogurt is quite diverse. It includes those who love frozen yogurt, those who love frozen desserts, those who love yogurt and don’t mind it frozen, and those looking for a quick dessert.
It also includes people looking for a quick energy boost and those craving something sweet. And of course, parents like it because it can be a quick and relatively healthy snack that their kids may actually like.
The common denominator for all these groups is that they enjoy frozen yogurt albeit for different reasons.
So, if you want to target a specific group, you need to understand what motivates them to eat frozen yogurt and use this information in your marketing efforts.
But if you just want to sell more frozen yogurt, then target a broad range of people and let them enjoy the deliciousness for themselves!
