Bakers Journal

IDDBA releases new research on superconsumers

August 1, 2017
By Bakers Journal

Madison, WI — The International Dairy Deli Bakery Association (IDDBA) released its 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 are those who are both heavy users of a particular product and highly passionate about that product.

Some of the key findings in the bakery department include:


• Bakery superconsumers make up 10 per cent of households
• Account for 24% of the bakery spend
• Spend 2.4 times more annually
• Stage 1 results suggest that 20% of households are potential superconsumers

“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 in a news release. “The stories and testimony in these reports help to illuminate the potential of each departments’ superconsumers.”

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

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