Bakers Journal

IDDBA releases 2015 ‘What’s In Store’

December 17, 2014
By Bakers Journal

Dec. 17, 2014, Madison, WI — Health and wellness are important factors in the buying habits of an increasing number of consumers, with sales of natural, local, organic, gluten-free and non-GMO products spiking over the past year. This and dozens of other food industry and consumer trends in supermarket fresh departments are detailed in What’s in Store 2015, the 29th edition of the annual trends publication of the International Dairy-Deli-Bakery Association (IDDBA).

Among the highlights of this health and wellness movement:

  • The dieting trend is on the decline, with individuals seeking a more balanced approach to weight loss and management.
  • Seventy-five per cent of retailers and wholesalers reported an increase in sales of health and wellness products, with more than 40 per cent posting sales growth of 10 per cent or more, according to Supermarket News.
  • Sales of local food are worth at least $9 billion annually, with 40 per cent of consumers stating they purchase food weekly and 28 per cent buying local at least once a month, according to A.T. Kearney.
  • The value of the gluten-free market is substantial, with sales estimates as high as $10.5 billion in 2013 and a projected worth of $15.6 billion in 2016, according to Mintel.
  • Gluten-free buying habits translate into higher sales ($100 vs. $33 per overall average basket), according to Catalina Marketing.
  • IDDBA research shows that digestive health is a distinctive health concern among Millennials, who seek out more fermented, cultured and probiotic products.
  • Almost 13 per cent of all new food and beverage launches in 2013 include “free-from” claims.
  • Sales of organic food and non-food items in the United States exceeded $35 billion in 2013, an 11.5 per cent year-over-year increase and the fastest growth rate in five years, stated the Organic Trade Association.

Confirming these health and wellness trends are findings in IDDBA’s original research, Engaging the Evolving Shopper: Serving the New American Appetite, which shows that consumers view foods found in the fresh perimeter categories as antidotes to unhealthy, processed foods. For example, the dairy department represents a real-food source of protein in the form of yogurt, milk, cheese, eggs, and tofu, while the bakery department has an increasing opportunity to deliver on key wellness priorities with more focus on a wider variety of fresh, whole grain and gluten-free products.

“In-store bakeries, delis, and dairies can engage consumers by presenting them with a variety of fresh, real, and minimally-processed foods,” says Eric Richard, IDDBA’s education coordinator. “By doing so, they become part of shoppers’ conversations about what is healthy and delicious to eat, and where they can easily find these foods to purchase.”

What’s in Store 2015, our 29th edition, is a 224-page trends report that details consumer and industry trends affecting the in-store dairy case, cheese case, bakery, deli and foodservice departments. Its 200-plus tables, developed in cooperation with leading industry firms and associations, include department sales, per capita consumption, consumer preferences, system 2, UPC, and private label sales data. The purchase of What’s in Store 2015 includes access to What’s in Store Online, a collection of downloadable tables from the book, plus white papers and trends articles (many with accompanying downloadable tables) that offer supplementary in-depth trends information. Be sure to save time using our Reference Links—these are web homepage links to all of the businesses referenced in What’s in Store 2015. The cost is $99 for IDDBA members and $399 for non-members, plus shipping and handling.

Engaging the Evolving Shopper: Serving the New American Appetite is IDDBA’s latest original research that explores the evolving U.S. shopper of fresh perimeter categories – dairy, deli, bakery, prepared foods, specialty cheese and specialty meats – through the lens of Millennials, modern eating, health and wellness, and digital engagement. This study provides insights and implications around: how Millennials are shaping food trends, particularly in fresh perimeter categories; how new demands of modern life are changing eating culture, enabling meals and snacks to happen anytime and anywhere, shaping how shoppers think about the fresh perimeter; how health and wellness trends have redefined how shoppers see the role of food in their lives; and how technology has become integrated in shoppers’ lives as they seek information and inspiration both in-store and digitally for deeper engagement with their foods. The research is free to members and $795 for nonmembers, plus shipping and handling.

About IDDBA: IDDBA is a nonprofit membership organization serving the dairy, deli, bakery, cheese and supermarket foodservice industries. For more information, contact IDDBA at 608-310-5000 or visit

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