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Frozen Yogurt Consumer Research

- A Snapshot

5/15/2013

Compiled by – Marketing Team

• Objective

• Demographic and psychographic understanding of the core frozen yogurt consumers

• Determine the Mind space that frozen yogurt occupies and the key drivers for their preference - at product level and at brand level

• Identify various non product related factors that affect preference for frozen yogurt amongst its core consumers

Product

People

Age Occupation Attributes Reserved Time17-23 Students Optimistic,

Ambitious, Fashion & style conscious

During week, post classes for evening snacks

25-30 Young Executives Ambitious, responsible, balanced professional & personal life

During weekend, for evening snack, mid day snacking or late night post movie catch up

Place

Place they can spend time and just chill out Place they can have fun in with their friends Place for them - not full of kids or elders

Wide variety of base flavors

Gamut of toppingsUnique taste

experience in every cup

Fresh and healthy FillingInternational &

Premium

Slow melt and gives more value per cup.

Emotional values Trendy and stylishExclusive to the youthGuilt free snacks

Behavioral valuesAttractiveCreative with high show off value.

Where they can chat and be themselves

Customer Expectation

Competition Analysis

Current Status

• 6th Street Yogurt products had a distinct front note of tartness. This received very mixed responses. Boys seemed to like it more than the girls.

Air of sophistication & eliteness

Guidance oriented service Outle

t & Servi

ce

Dual or mix in yogurt

Innovative desi flavors or toppings

Tried Combinations for guiding

Flavour

Base sweet

Topping could be tarty

Overall Less sweet

Fruit Flavours - Dash of Tart

Non fruit flavors - Non Tart

Taste

Melts slowly

Not much watery

Density

6th SYCreamierDistinctive TartinessFor few, it was too tarty

Cocoberry

ok YogurtNot CreamyLiteNot too sweet not too sourLacks flavourLingering after taste

Yogurtbay

CreamierSweeterLittle tartRich tasteGood after taste

FroyoDecent ProductUndistictive tastesUnproperly Balanced flavours

Yoforia

Thin YogurtMilder FlavorsWater based YogurtQuickly dissolvableFleeting TasteNo real after tatse

• But at the same time, respondents liked the flavors of Yogurtbay as much as if not more than 6th Street, despite it being much sweeter with a hint of tartness.

Insights

• Too much tartness in yogurt gives the feeling of it being non fresh (as fresh yogurt is perceived to be non tart)

• The core appeal of frozen yogurt is in it ‘being less sweet’ rather than it ‘being tart’ (unlike the West) … a balanced sweet & tart taste (khattameetha). But should definitely not be too tart.

• For fruit flavors, tart yogurt offerings work best, as tartness attributed more to the fruit than the yogurt

• However, since Frozen yogurt is mostly consumed with toppings , consumers are unable to clearly ascertain the taste of the base yogurt

Frozen Yogurt as an Opportunity

• Frozen Yogurt is here to stay : the combined values of health, bonding and palette appeal has made it a growing phenomena

• It has carved a niche for itself: a new cold snack category.

• Has borrowed values from ice cream, CCD and the fast food arena.

• But consumers are still exploring this category

• Mix and match value of the product makes the consumers look forward to every frozen yogurt moment as a new moment.

• But its value is not just limited to the product but also to the outlet.

It is a holistic awesomeness experience that consumers are looking for

Yogurt Category

• Frozen Yogurt is very youth centric.

• Thus it is likely to be a niche product amongst the youth. Its sweet/ tart taste may not appeal to kids, and as a yogurt may not appeal to elders.

• The category does not have any definite occasion, as the consumers are still discovering its nuances.

• It’s a category that is perceived to partner the fun and excitement of being with friends.

• Both product & outlet have to work in tandem to address category needs of individuality, freedom, fun, attraction, status & bonding

• As a category frozen yogurt straddles need spaces of Expression, Hedonism, Balance & Connection

• Thus Hedonism & Connection are two spaces that 6th Street could occupy fulfilling needs of bonding, fun & status.

Recommendations

Frozen Yogurt Vs Ice Cream

S.No

Attribute Frozen Yogurt Ice Cream

1 Base Vs Topping Topping results in FY purchase

It’s the base which is the hero

2 Target Group Youth Appeals across age group3 Consumption

SpaceSnack Dessert

4 Occasions Fun Time with friends Anytime & anywhere5 State Dynamic toppings Only sundaes have an option of

toppings.6 Take Home Toppings can become

soggyAvailability of take home family packs

7 Health Quotient Health conscious low8 Level of

sweetnesslow High

Way Forward

Attribute

Sub Attribute Recommendations

Product Base Less or no tartiness    Less sweet  Toppings Could be tarty    Seasonal fruit toppings are preferred    Revolving Toppings    Complimentary Products could be

servedPackaging

  Different Colour cups for different sizes

    Can shift to paper cups instead of plastic

    Flat lid --> dome shaped lid

Product

Constant FlavorsRotionable flavoursToppings - More fresh fruit optionsThe Parfaits etc should be with different berry flavors & not just strawberry yogurt basedAvailability for other savory snack foods

Service

Crew must be able to suggestExperimented guidable suggestions

OutletSpaciousShould have seating space either inside or outside the outlet.Fun & fluid arrangementsOutlet experience to leverage the fun, status and bonding need states Proximity towards youth centric areas

Display   Display tags for yogurt flavours    Tags for toppings    Dispensing machine brandingPlace   Trendy & funkyPromotion

In the shop Happy Hours

    Build occasions to Celebrate