Creating more bakery “superconsumers” — and tapping into those who already fall into that category — could generate $1.4 billion in extra instore bakery sales.
That’s the conclusion of a new report commissioned by the International Dairy-Deli-Bakery Association (IDDBA), the first in a series of four reports on superconsumers to be released by the association in July. The reports were written by the Cambridge Group consultancy.
In general, superconsumers make up about 10% of all consumers but account for 30 to 70% of all sales. According to the IDDBA report, the market share among instore bakery superconsumers is smaller. While they also make up about 10% of all consumers, bakery consumers account for just 24% of category sales.
But as instore bakery sales continues to grow — sales now total about $9.7 billion annually, up from $9.1 billion in 2013 — so can the number of superconsumers, driving significant category growth, according to the report.
Instore bakery superconsumers currently spend about $357 per year, $211 more than typical consumers. They typically buy six subcategories of items in the bakery and shop at an average of six grocery bakeries a year, both two more than the average consumer.
The report divides superconsumers into two categories: basic and indulgent. Basic superconsumers spend an average of $152 annually on basic bakery goods, $163 on indulgent goods. Indulgent superconsumers, by contrast, spend $75 on basic but $317 on indulgent.
Instore bakery superconsumers are more likely to shop in premier food stores like Whole Foods, according to the report.