Industry Research

The Superconsumer Opportunity in Dairy, Deli, and Bakery

Research Superconsumers Graphic 2017

Some consumers are heavy users of a particular product. Some are passionate about a product. The sweet spot are superconsumers: those who are heavy users and highly involved. These are the most profitable and insightful consumers.

IDDBA has commissioned The Cambridge Group to explore superconsumer opportunities in dairy, deli, cheese, and bakery. This is uncharted territory in our fresh departments.
This project will help IDDBA members:
  • Sharpen marketing, sales, & innovation
  • Grow brand penetration
  • Create category growth by converting more shoppers into superconsumers

Eddie Yoon, Principal at The Cambridge Group, will present results from this groundbreaking research at IDDBA 17.

Listen to Eddie talking about Superconsumers in a Harvard Business Review podcast.

Superconsumer Research Briefs

Download one-page research briefs with quick, easily digestible results from our Superconsumer project:

Research Brief #1 (April 2017)
Research Brief #2, Bakery Superconsumers (May 2017)
Research Brief #3, Cheese Superconsumers (May 2017)
Research Brief #4, Deli Superconsumers (May 2017)