The International Dairy Deli Bakery Association (IDDBA) show is the annual gathering of deli and bakery executives from a wide range of retail operations. The composition of the audience has diversified considerably beyond the traditional supermarket audience it has always drawn to include convenience stores, warehouse stores, supercenters and deli and bakery operations within foodservice venues.
Most of the product offerings and merchandising presentations are more mainstream products and merchandising applications as opposed to those focused on gourmet retailers or chef-driven foodservice venues. Delivering a fresh and delicious consumer experience was at the top of most agendas this year.
Trends from the Floor
Observations from show-goers about exhibits included:
- Greek yogurt has found its way into almost everything from dips to desserts.
- There were more hummus offerings than ever before, many with adventurous new flavors including sweet as well as savory and even cocktail blends.
- Cake bites are poised to become the new cupcake served up a stick or as an individual bite sized indulgence.
- Source verification is becoming more important on a wide range of convenience products as well as commodity ingredients.
- Small is big in bakery with mini cakes, pies and cookies.
Invisibly Healthy
While overt health claims were almost invisible on the show floor this year, it was clear that many of the manufacturers exhibiting have been busy making subtle changes to their product lines to create a more healthful profile. Manufacturers are responding to the demand for healthy in a less obvious way; making subtle substitutions that impact the nutritional integrity of products for the better. Examples include crackers made with lentils, deli salads made with ancient grains and Greek yogurt cheesecake.
Today’s consumers expect to have healthful offerings available to them on demand and food manufacturers are responding with modified product formulations and expanded product portfolios. In a survey conducted by the Culinary Visions® Panel, 73% of deli consumers said that healthy options were important to them.
Over The Top Indulgence
Outrageously indulgent products and merchandising concepts drew attention as the distinctive counter-trend to healthfulness. Apple pie baked inside a chocolate cake, ice cream cone doughnuts, truffle infused honey and cocktail inspired hummus dips are just a few examples from the show floor. The man cave exhibit in the Show and Sell Center featured a comically gigantic sandwich of two full size roasted chickens. But amidst the grins were destined to be popular items that were robust and decadent. Think saucier, messier, giant sized versions of chicken wings.
The Sweeter Side
Sweets are no longer limited to the bakery. In a recent study of over 500 consumers by the Culinary Visions Panel, 81% of consumers polled rated the sweet flavor profile as their most preferred flavor.
It was impossible to walk more than an aisle or two without encountering another hummus offering. Flavor profiles were bold and out of context for the traditionalist, especially new sweet offerings like four-berry, cinnamon raisin, mango and pumpkin. These sweet-inspired hummus fusions were marketed as sweet finishes, but are more likely to be served as a healthier version of a sweet snack with graham crackers, apples and other sweet accompaniments.
Cocktail Inspirations
As the mixologist has taken some of the star power spotlight from chefs, cocktail flavors in many mainstream foods were noticeable in a number of different categories. Cheesecake flavors like strawberry daiquiri, caramel macchiato, and mojito use these drink inspirations to take dessert to a new level. And more hummus flavor invention – Bloody Mary, White Russian and the dirty martini, incorporating hints of pepper and salty olives.
What Next After Food Trucks?
The 70% drop in membership in the food truck associations speaks to oversaturation. There was talk of the latest retail venue to gain notoriety – the shipping container as a retail venue. Examples included Starbuck’s new format and a grocery store pop up created with shipping containers.
Creating a Point of Difference
With dessert, cheese, meats, dips and spreads galore how do manufacturers and retailers break through the clutter? The Culinary Visions Panel asked in-store deli consumers what attributes were important to them, and the three that topped the list were quality, price and past experiences.
Some exhibitors in highly saturated categories created point of difference by featuring concepts made with their products. Rather than sampling cubes of cheese, Norseland featured made to order sandwiches with delicious on-trend ingredients. Even some of those who did sample cheese cubes showed them in take away cones for grab and go customers.
Offering a quality product with a story can help set the stage and give consumers a reason to buy. When a story is tied to a product or service, consumers are more receptive and tend to “try” new things. As a retailer, offering an experience, whether it is eat-in or take-out, makes the consumer feel that they are getting a value, and “special” offerings will encourage repeat business.
Show and Sell Center Highlights
This exhibit never fails to captivate the imagination with ideas that are wildly over the top to some that inspire fresh thinking and are easy to execute. This year’s highlights include:
- Transformation Creation – taking traditional items, deconstructing them and representing them in an imaginative new way. A good example was a dessert chip and dip tray, cannoli shell chips surrounding a “dip” of cannoli filling.
- Rustic Fare – healthy comfort foods created a new space in this classic category.
- What’s Next For Cupcakes – the ubiquitous cupcake was featured in some fresh incarnations – boozy, piled high, morphed into a princess slipper, used as a garnish and gift wrapped like a single jewel in a clear box. There was also talk about a new cupcake ATM that holds 600 cupcakes.
- Gourmet Push-Ups – clear push-up containers much like the standard ice cream novelty offer the opportunity for deli operators to fill them with signature desserts for adults who want to indulge their inner child.
- Exquisite craftsmanship – dessert toppings and embellishments can give any basic bakery pastry chef flair in an instant.
- Packaging Innovation – natural and sustainable packaging gave deli items the upscale allure of high end catered offerings.
Taste Talk Tweet
Digital chatter from IDDBA noted that minis are still huge in bakery and growing across product lines for certain manufacturers. Tweeters remarked about the ubiquity of falafel and the lightness of dessert-flavored crackers. Highlights from sessions revealed nuggets like the “free from” market is booming and included stats on the average consumer, who scans 12 feet of shelf space per second.
If you want to follow our observations in real time go to https://twitter.com/OlsonComm
The next conference we will cover is the Foodservice at Retail Exchange, June 25-27.
Implications for Food Marketers
Customer data is the new currency – understanding customers and micro niche marketing is building sales and loyalty for the long term.
Product Proliferation – products are being commoditized, services imitated, and traditional market barriers are collapsing. Successful marketers will lead their customers, not just respond to them, by continually reinventing their value proposition.
The Role of Media in Modern Branding – brilliant strategy in paid media and editor outreach is only the beginning of the process to successful branding. Earned media is where consumers own the message and craft it as their own.