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 consistent across different age groups, with customers placing a strong emphasis on personal relationships, self-improvement, and personal success.
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 the 30 percent mark, indicating that while Dairy Queen is a known entity, there's still some room to improve in terms of consumer engagement and loyalty.
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, Millennials, and Gen X show nearly equal awareness of the brand. The brand's popularity is consistent across generations as well. Consumption decreases with increasing age, while loyalty and buzz decline from Gen Z to Baby Boomers.
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 leading an honest, respectable life compared to non-consumers. Also, these consumers place a higher value on personal success, making their own decisions, and having a good time. They demonstrate a slightly lower interest in safety and security, career advancement, and social justice. Tradition holds the same value for both Dairy Queen consumers and non-consumers.
Published April 9, 2024
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