| Category | |
|---|---|
| Awareness | 94.0% |
| Popularity | 51.0% |
| Consumption | 36.0% |
| Loyalty | 31.0% |
| Buzz | 37.0% |
Ice cream brands
Dairy Queen brand profile in the U.S.
Dairy Queen is a well-known and favorably viewed brand in the U.S. ice cream market, with outstanding recognition among consumers. While consumption levels are lower, there is room for improvement in terms of consumer engagement and loyalty. The brand's popularity and recognition are mostly consistent across different age groups, with customers placing a strong emphasis on personal relationships and personal success.
Brand KPI profile
Dairy Queen's chilling strength
Dairy Queen, a well-established player in the U.S. ice cream market, boasts a high level of brand recognition among US consumers, with over 9 in 10 people aware of the brand. The brand's popularity score doesn’t fail to impress either, with over half of ice cream consumers having a favorable opinion of Dairy Queen. The consumption level is lower, with just over a third of the ice cream audience actually purchasing Dairy Queen's products. Loyalty and buzz around the brand are also hovering around a third of all respondents consuming ice cream, indicating that while Dairy Queen is a known entity, there's still some room to improve in terms of consumer engagement and loyalty.
Generations
A sweet treat across generations
Dairy Queen ice cream holds a significant recognition among all age groups in the U.S., with Baby Boomers being the most aware. Gen Z and Millennials show nearly equal awareness of the brand. The brand's popularity is mostly consistent across generations as well. Consumption is generally lower among the two older generations. Generation X scores the lowest in loyalty and buzz as well.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 94.0% | 91.0% | 92.0% | 96.0% | 98.0% |
| Popularity | 51.0% | 51.0% | 52.0% | 50.0% | 56.0% |
| Consumption | 36.0% | 38.0% | 40.0% | 31.0% | 32.0% |
| Loyalty | 31.0% | 31.0% | 34.0% | 26.0% | 31.0% |
| Buzz | 37.0% | 37.0% | 37.0% | 35.0% | 40.0% |
Life values
Dairy Queen consumers value relationships
Dairy Queen ice cream consumers in the U.S. place a strong emphasis on personal relationships and self-improvement. They show a higher interest in maintaining happy relationships and being successful compared to non-consumers. Also, these consumers place a higher value on having a good time, learning new things, and tradition. They demonstrate a slightly lower interest in safety and security, making their own decisions, and social justice. Career advancement holds the same value for both Dairy Queen consumers and non-consumers.
Published January 8, 2024
| Category | Total | Dairy Queen consumer | Non-consumer |
|---|---|---|---|
| An honest and respectable life | 48.0% | 45.0% | 50.0% |
| A happy relationship | 45.0% | 48.0% | 44.0% |
| To be successful | 39.0% | 40.0% | 38.0% |
| Safety and security | 38.0% | 36.0% | 39.0% |
| Making my own decisions | 32.0% | 29.0% | 33.0% |
| Having a good time | 30.0% | 31.0% | 29.0% |
| Learning new things | 26.0% | 27.0% | 25.0% |
| Advancing my career | 15.0% | 15.0% | 15.0% |
| Traditions | 15.0% | 16.0% | 15.0% |
| Social justice | 13.0% | 12.0% | 13.0% |
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