Frozen yogurt seems to be consuming everyone’s screens nowadays. Whether it’s your favorite influencer posting about a new froyo spot, or a shop at the top of your notes app bucket list, frozen yogurt appears to have recently reclaimed its spot at the top of the dessert hierarchy.
Unlike many of the ever-changing trends cycling through social media, frozen yogurt felt all too familiar to me—even when disguised by copious amounts of pistachio butter and cookie dough piled on top at Mimi’s Frozen Yogurt, a recently opened frozen yogurt shop in SoHo. Contrary to what many might believe, frozen yogurt initially reached peak popularity from around 2010–2015. Frozen yogurt stores like 16 Handles and Orange Leaf more than doubled from 2009 to 2014, according to an Eat This, Not That! article. During COVID-19, however, frozen yogurt sales dropped significantly. As early as 2018, it appeared that the trendy sweet treat was slowly disappearing, as froyo became the center of many disputes regarding its health benefits.
Yet it appears that froyo is finally making a comeback in 2025! Fortune Business Insights published the market size of froyo for 2024 and 2025, showing a growth from $1.87 billion in 2024 to $1.93 billion in 2025. The rapidly growing market of froyo is predicted to reach a market size of $2.46 billion by 2032—a 3.55% growth rate from 2025 to 2032. For reference, the average growth rate of all jobs in America is 3.1%, so it’s quite remarkable that a simple dessert like frozen yogurt is surpassing the growth rate of the job market in America. A recent article published by salon titled “To Gen Z, Obama-era nostalgia tastes like froyo” hints that the appeal of froyo could be more than just deliciousness; it could be a reminder of simpler times, amidst the chaos and division in every news headline. Beyond nostalgia, the article also identified a growing trend in health and wellness products circulating social media. Prebiotic sodas like Poppi and Olipop have also recently had their moment of fame for their lower-sugar, beneficial gut bacteria content. It’s clear that Gen Z is drawn to the idea of a delicious, healthy-ish treat, and social media plays an integral role in propelling these products to stardom.
The excitement for froyo goes beyond our screens. Gaetane Pasquer (’26) shared, “It’s great in the summer because it’s cold and much more customizable than ice cream. You can add so many different toppings to create the perfect flavor.” Greer Silberbush (’26), a lifelong 16 Handles enthusiast, added, “Not only does froyo taste fantastic, but it can also be completely adjusted to your taste buds. Frozen yogurt stores are also great spots to hang out with your friends.” Froyo is loved for its variety, tastiness, and the memories it creates.
Although the reasons for loving froyo vary from person to person, it’s clear that it has earned its spot both online and in person as a versatile, fun, and delicious treat. While many trends come and go, froyo has proven it’s here to stay.