New IDDBA Superconsumer Research Released

Madison, WI — The International Dairy Deli Bakery Association announces the release of the Superconsumer Phase 1: Setting the Stage research that details the importance of these profitable and insightful consumers for retailers and manufacturers. IDDBA commissioned The Cambridge Group to begin exploring superconsumer opportunities in bakery, cheese, dairy, and deli and worked closely with Eddie Yoon, author of Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth.

Superconsumers, consumers who are both heavy users of a particular product and highly passionate about that product, represent an incredible opportunity for our industry fresh departments. 

“By understanding your superconsumers, you’ll be able to use their insight to grow your sales and convert other shoppers into superconsumers,” Mike Eardley, IDDBA President and CEO stated. “The stories and testimony in these reports help to illuminate the potential of each departments’ superconsumers.”

This research is uncharted territory in our fresh departments and will help IDDBA members to sharpen marketing, sales, innovation, and create category growth. Learn how to identify, understand, engage, and utilize the superconsumers of your products or services with this research.

The reports are available exclusively to IDDBA members online. Non-members may download one-page research briefs that provide easily digestible results from our project. 

Bakery Superconsumers Phase 1: Setting the Stage

Cheese Superconsumers Phase 1: Setting the Stage

Dairy Superconsumers Phase 1: Setting the Stage

Deli Superconsumers Phase 1: Setting the Stage 

About IDDBA:  IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese, and supermarket foodservice industries. Member companies enjoy exclusive benefits and services including the annual tradeshow, leading-edge research, training programs, management tools, and an annual trends report. For more information contact IDDBA at 608-310-5000 or visit

Source: International Dairy Deli Bakery Association™ (IDDBA)