The International Dairy, Deli, Bakery Association’s (IDDBA) What’s in Store program is celebrating its 33rd birthday this year—marking more than three decades of service as an indispensable educational resource.
I recently had the opportunity to touch base with Research Coordinator Abrielle Backhaus and learn more about What’s in Store, the research and coordination behind the project, and the new developments attendees can look forward to at IDDBA 2019.
Q: What does the process behind putting together a What’s in Store entail (it seems like a massive undertaking in terms of aggregating data and making it intelligible and actionable and putting it together in a clear coherent format and narrative)?
Abrielle Backhaus: First let me say, What’s in Store is a collection of graphs, tables, and white papers, consumer insights, and data from more than 100 reputable industry experts and observers including Acosta, IRI/FreshLook, Nielsen Fresh, Inmar Willard Bishop Analytics, and more. For more than 30 years we’ve offered independent perspectives on industry trends and consumer behaviors. Our annual collection is updated each year when the What’s in Store book is published.
We’re already knee-deep in the creation of What’s in Store 2020 and following the debrief of What’s in Store 19, we adjusted some internal processes and overall layout – I won’t spoil too much, so keep an eye out for September’s release of our 34th edition. The education team at IDDBA works year-round to collect articles, research, and data, as well as interview thought leaders, and follow consumer trends and interests. What remains unchanged is the wonderful outside support we receive from data companies, industry professionals who share their insights, and our own IDDBA members. Community is one of IDDBA’s Six Influencers, and we stand by that totem. We could not produce this project without our contributors.
Q: Do you have any specific examples of how companies in the dairy, deli, and bakery industries have used What’s in Store to enrich their business and inform their strategy?
AB: Hearing stories directly from our users is exciting, to retell them wouldn’t do them justice. However, I can say that we often have requests for more information on figures for which we’re able to connect our data companies to food industry professionals, and those stories are positive for all three parties involved. Another company has told us that employees will stash a copy of What’s in Store away because it’s such a hot commodity. We’re in our 34th year of creation, and each year in September we’re asked, “Is it out yet?” We’re thrilled to provide this resource and even more interested in user feedback for the future of the project.
Q: How do the insights gleaned throughout the process inform IDDBA’s research and educational platform throughout the year?
AB: The project is primarily a member benefit. We gather the information so the industry professionals who are a part of our organization don’t have to scrupulously scour the internet. If we don’t publish exactly what a member is looking for, we likely have a contact person who will have an answer, so we do our best to connect people. Another one of our Six Influencers: people. We want to make sure our members’ individual needs are addressed. New this year, we are bringing the publication to life at IDDBA 19 June 2-4 in Orlando, FL.
Q: Tell me a little bit about the new What’s in Store live experience? What can attendees at IDDBA 2019 expect from the newly redesigned platform?
AB: What’s in Store Live is a rebrand of our formerly known Show and Sell Center. This area of the IDDBA show floor is our interactive marketplace showcasing innovative and aspirational merchandising. It’s redesigned annually by a cross section of industry volunteers that ideate concepts highlighting sponsored products to create representative bakery, cake, cheese, c-store, and prepared foods cases. Our goal is to inspire our attendees by keeping the food front and center while making our What’s in Store trend reporting real and relevant to build basket size as well as elevate customer experience. With the rebrand it will directly reflect trends, demographic data and other findings sourced from our publication.
An attendee walking through What’s in Store Live can expect a grand visual experience, but it goes beyond that. We also have a workshop stage that offers educational talks pertinent to the dairy, deli, and bakery segments; our volunteer teams present live demos with samples; and we will host a Monday night reception focused on networking and accompanied by thoughtfully curated pairings of DDB products.
To order your copy of the 2019 edition of What’s in Store, click here. And visit https://www.iddba.org/
The IDDBA 2019 show is fast approaching, with thousands throughout the industry set to convene on the Orange County Convention Center in Orlando, Florida, June 2-4. Deli Market News will see you there.