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Page 77 78 78 80 82


83 83


84 86 86 86 88


88 88 93


94 95 97 98


101 103 105 106 106 107 107 108 108 109 109 110 110


FIGURE INDEX (CONT.) Figure #


Title


DEMOGRAPHICS 54


53 55


Leverage Claims and Ingredients to Drive Sales and Education


Gen Z: Born 1995-2015, Size: 25% of the population Millennial: Born Between 1980-1994, Size: 95 Million Gen X: Born Between 1965-1979, Size: 82 Million Baby Boomer: Born Between 1944-1964, Size: 76 Million


Consumer Confusion Continues


Protein Remains Top of Mind for Everyone Across the Entire Store, Not Just Within a Certain Department


56 57


58 59


60 Less is More


Forecasted Market Value of Organic Dairy Worldwide


Look at Cheese Differently Cheese Location Within the Store


MEET LAURA, DIEGO AND LEXI 61


62 63


Location, Brand and Form — Dairy Case vs. Deli Section


Introduced first at the IDDBA 19 trade show, in an area of the show floor called ‘What’s in Store Live’, meet Laura, Diego and Lexi. In order to bring trend reporting to life, IDDBA ideated these three distinct personas that both represent current customer make up as well as serve as a lens and real-world example of how stores and manufacturers can execute using this data.


Processed Cheese Drives Dairy Case Sales Down


In the Deli, All Segments are Growing


Core Forms in the Deli Outpace the Dairy Case


64


Persona creation should be as detailed and descriptive as possible. Laura, Diego and Lexi all have family background stories, philosophies on how to eat and individual preferences. They are as close to customers as possible in their diversity of detail. While they serve as representative demographics, the goal is to continue to make the changes in the shopping environment real and actionable. They are included here as a reference point to the work and perhaps serve some element of inspiration while digesting the rest of the industry landscape. There is a lot written about customer groups, millennials specifically, and often the research can read as just a departure from the status quo as opposed to a call to action. The goal is to bridge this gap leveraging these personas.


65 66 67


68 69 70 71


72 73 74 75 76 77 78 79 80 81


82 83 84


Cheese Board Accompaniments Butter Blend Innovation


The Rate of Innovation in Butter Remained Low in 2018


Butter Innovation Focused on Label Claims


Margarine & Spread Innovation Lagged


New Margarine & Spread Emphasized Organic and Non-GMO


Historic Menu Penetration


Charcuterie Menu Growth Rate Dry Cured Meats Drive PrePack Deli Total Deli Meats Bulk/Service Presliced


Deli Cheese


Deli Prepared Dept. Top Line Appetizers


Combo Meals Dip/Sauces


Entrées & Prepared Meats Pizza


122 123 125 126 127 128


129 129


130 130 131 132 133 133 99 100 101 102 103 104


105 106


107 108 109 110 111 112


Meat Eaters Are Interested in Alternative Diets, Especially Millennials


Plant-Based Meat Alternatives


Shoppers Struggle with Product Claims and Labeling


Natural/Organic Growth is Outpacing Conventional


Importance of Labels or Claims When Seeking out Foods to Buy


Consumers Seek New Service in Fresh


Deli Grab-And-Go Doubled $ Change vs. YAGO


The Large Majority of Grab-And-Go Trips and Dollars Are From Deli Bulk Buyers


Grab-And-Go Appeals to Younger Ages


Retail Foodservice Sees $1.75B Since 2015


Retail Foodservice Sales


Foodservice Categories of Strong Growth


Go Hybrid and Go Home


Prefer Food Presented as an Art Form


Dollar Per 100 HH Index 118 120 97 98 117 118 95 96


Health & Wellness Gain Deli Popularity


The Plant-Based Boom 116 116 93 94


112 113


113 114 114 115


Page


111 111


Figure # 85


86 87 88


89 90 91 92


Title Salads


Sandwiches Sides


The State of Deli


Deli Convenience Has Driven Almost $500MM


Most Meat Types Declining Equally


Deli, Including Prepared Foods, Shows Slowing Growth


Top Categories within Deli Breakfast


Meal Combos for On-The-Go Lunches


What's for Dinner?


Shoppers Look for Support in Health Needs


How Has Listing Calorie Information for Fresh Prepared Foods Impacted Your Purchase Intent?


xii


WHAT’S IN STORE | 2020


© 2019 International Dairy Deli Bakery Association


Introduction

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