Industry Research

The Superconsumer Opportunity in Dairy, Deli, and Bakery

Some consumers are heavy users of a particular product. Some are passionate about a product. The sweet spot is superconsumers: those who are heavy users and highly involved. These are the most profitable and insightful consumers. In 2017, IDDBA commissioned The Cambridge Group to begin exploring superconsumer opportunities in bakery, cheese, dairy, and deli. This is uncharted territory in our fresh departments. This project will help IDDBA members to sharpen marketing, sales, & innovation and create category growth by converting more shoppers into superconsumers.

Eddie Yoon, author of Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth, presented results from Phase 1 of this groundbreaking research at IDDBA 17 in his main stage presentation The Superconsumer Opportunity in Dairy, Deli, and Bakery.

To learn more about superconsumers in general listen to Eddie in a Harvard Business Review podcast. To learn more about IDDBA’s superconsumer research scroll down to download one-page research briefs, full length reports, or watch videos.

Videos
Meet Eric, a cheese superconsumer, identified and interviewed as a part of IDDBA’s research
IDDBA Research on Superconsumers with Eddie Yoon