I Scream, You Scream, We All Scream For…Froyo

How frozen yogurt has become an affordable luxury in 2026

By: Ella Nenadic

2026 marks the year ice cream’s cooler cousin, frozen yogurt (aka froyo), returns to the sweet treat spotlight. This is by no means the first time people have fallen in love with frozen yogurt but this time, it’s significantly different. When first introduced, frozen yogurt was marketed against ice cream. It was a light dessert, low in calories and fat, and something that people could enjoy without the guilt. However, after focusing on everything that the “new ice cream” didn't have, people soon began to miss the things they loved about ice cream, therefore creating the first era of decline in the froyo market.

Come 2026, there’s no doubt that froyo is back, with new luxury frozen yogurt shops constantly opening in Los Angeles, NYC, Miami, and Boston, with many locations having lines of 40+ minutes during rush hours. Historically speaking, froyo brings much more than just long lines: in the last two eras of froyo stealing American hearts, the U.S. saw major inflation in the economy. Some may argue it’s just a coincidence, but Ethan Chernofsky, Senior Vice President of Marketing of the intelligence platform Placer.ai explains the logic behind the Lipstick Effect, an economic theory centered around the psychology of spending during inflation: “There are the things we decide are necessary, and then there's another category of things that aren't necessary but that we consider affordable luxuries.” In 2025, the frozen yogurt market reached $2.1B and is expected to reach $2.6B at the end of this fiscal year. Consumers are going crazy for the dessert and even spending up to $35 for a single bowl of the sweet treat. Although we can’t associate froyo’s popularity with inflation, we can track how much consumers are spending on affordable luxuries like this popular treat to better understand the changes occurring in the economy.

That being said, I’m not an economist, so don’t ask me when it comes to the effect of the Boston froyo scene on the local economy. On the other hand, if you want to know the best froyo spots to try in the city, then you’re in the right place! Social media has put Boston on the map as a froyo destination thanks to places like Berryline, Scoop n’ Scootery, and Village Pizza and Froyo but it can be overwhelming deciding where to try next, so here’s my guide to the best froyo in Boston.

Calling all mochi lovers, Berryline in Cambridge is a must-try! With rotating flavors weekly and their iconic housemade mochi, this quaint shop has become a favorite for many students in the city. When most people hear the word Berryline, two things come to mind: top-notch froyo and lines you can see from across the Charles. If that isn't a testament to how tasty the dessert is, then I don’t know what is!

Village Pizza and Froyo is a true Southie staple and definitely worth the hype it’s received on social media. From what feels like an infinite list of toppings, to the must-try mix-ins, this mom-and-pop pizza joint is churning out some of the biggest and most classic froyo pints in Boston. My personal recommendation is to try a mix-in (it’s game changing). Definitely take a peek at the menu beforehand because the flavor combinations are truly endless. Bonus points if you decide to bring the sweet treat to the nearby beach for some beautiful views!

Scoop n’ Scootery may be one of the most well-known froyo places in Boston, if not the most famous. In all honesty, it deserves every bit of the talk because there’s no place that does froyo like Scoop n’ Scootery. With their largest size weighing up to two pounds, it’s safe to say that you’re getting some bang for your buck. While there are pre-made flavors, customers also have the chance to create a combo on their own—either way, you can't go wrong! However, after trying half of the menu, I still find myself coming back to the Four Horsemen, a true chocolate lover’s dream! It is tried and true for a reason. While they do introduce new seasonal flavors, the menu does not regularly alternate, so they’ve nailed the art of consistency.

While I don’t know if the increasing amount of froyo shops in Boston are positive for the economy, I can definitely say that it’s great for my taste buds! Each place offers something different, and I would recommend giving one a try—you might just find a new favorite dessert!