Tradeshow Coverage: IDDBA Takeaways

The International Dairy Deli Bakery Association (IDDBA) trade show took place this past June 7 to June 9, and it was its largest event to date. More than 11,000 attendees flooded the Orange County Convention Center in Orlando, excited to taste, explore and get inspired by the show’s largest show floor ever, with 1,000 total exhibitors and 195 new exhibitors. A fresh IDDBA look and tagline, “Thinking Outside the Aisle,” greeted attendees at the show. 

“I am incredibly proud of the IDDBA team, our partners, and our volunteers for delivering a truly record-breaking show this year,” said Chris Schwass, acting CEO. “We also achieved our largest and most innovative show floor to date, spanning a sprawling quarter of a million square feet. This incredible achievement is a testament to the power of our community, and I want to thank everyone involved for making this an outstanding success.” 

Inside the Show

What’s in Store Live brought IDDBA’s annual trends to life through engaging displays, educational workshop content, and innovative exhibitor products. It’s the industry’s only live mock-grocery store showcasing the future of perimeter retail. The space also featured a merchandising experience showcasing a Ditsch Pretzel Machine, demonstrating a contactless delivery system that serves fresh pretzel bites and pretzel pizzas directly to consumers.

Schwass described how the space highlighted the future of grocery: “This dynamic, 1,200-square-foot space serves as the physical embodiment of our 2026 industry trends: Homemade, Modern Made, Lighten the Load, Taste the Discovery, Healthy(ish) Indulgence, and Clean, Simple Ingredients. More than 50 dedicated industry professionals collaborated to bring this inspiring destination to life.”

Industry Insight 

Attendees also heard a special industry trends presentation from Anne-Marie Roerink, President of 210 Analytics, who offered an analysis of the evolving food marketplace.

Some takeaways from her presentation were that meat led all grocery departments in dollar growth at 6.5 percent, while the deli department, at $56 billion, posted the strongest perimeter unit growth at 2.1 percent. Deli cheese was up 4 percent. The charcuterie trend, together with the rise in protein-focused consumers who are eating more at home, has had a strong influence on both deli meats and cheese. Prepared food in the deli has become a restaurant alternative for many consumers. Roerink also disclosed that 18 percent of consumers are buying deli-prepared food more often than a year ago.

Dairy units rose 1.7 percent this past year, thanks to protein. Yogurt was up 4.9 percent, and eggs were up 1.8 percent and cottage cheese was up 12.9 percent. The cottage cheese comeback is driven by viral social media trends and influencers sharing high-protein and low-calorie recipes. Cottage cheese-and-avocado toast was among the year’s most-Googled recipes.

While bakery units were down 1.4 percent, donuts are having a small moment as a result of donut cakes trending for budget-friendly weddings and bridal showers. 

From the Showroom Floor

Leaders from across the industry arrived with fresh ideas and enthusiasm. IDDBA continues to be a place to connect with decision-makers, test what’s next and showcase the innovation shaping where the industry is headed.

“This was our fifth year exhibiting at IDDBA as part of the ¡Yo Quiero! team. We continue to return because of the quality of buyers and retailers who attend the show. It gives us the opportunity to have meaningful conversations with decision makers and showcase how our products can bring fresh flavor, convenience and excitement to the deli side of the grocery store,” reported Tara Murray, Vice President of Marketing at ¡Yo Quiero!

She continued, “We were excited to showcase our Candied Jalapeños, which earned second place as one of the most innovative products at IDDBA. In addition to that launch, we also displayed and sampled our new line of Mexico-Inspired guacamole and salsas. This line extension is full of flavor and made with authentic Mexican spices and fresh vegetables, giving retailers fresh, versatile options that bring excitement to the deli set.”

DecoPac has exhibited at IDDBA for decades. “Going back to the 1990s,” shared John Gardner, Head of Customer Development. “We absolutely love this show and the IDDBA as a whole! We keep coming back because it’s the premier deli, dairy, and bakery show in our industry. It’s the place where we connect with retailers and suppliers. It’s where we can show our innovation in the most effective way, while learning what the industry is doing as a whole. What’s In Store Live educates us, the speakers engage us, the events entertain us, and the show in general connects us! I’d say the uniqueness is found in the innovation that we all, as an industry, bring to our booths!” 

“DecoPac focused on our latest innovation, the Made Simply line of products we’ve introduced this year,” Gardner continued. “As we all know, federal and state regulations are moving us toward the elimination of artificial colors in our industry. Our Made Simply line of gel color, sprinkles and other edible formats contain no artificial ingredients, perform well and are a beautiful way to enhance your cake and cupcake program! Additionally, we introduced our new licensed properties, K-Pop Demon Hunters and Squishmallows, which are coming to bakeries near you! These top trending licensed characters have been in demand on cakes and cupcakes, and we have the DecoSets, Rings and PhotoCake images to bring them to life at the celebration!”

Oolie Foods, the innovative food brand created by Handsome Brook Farms, has exhibited at the show the past two years. Faith Ferguson, VP of Sales and Marketing, considers attendance at the show, “Industry standard for deli and dairy, our primary categories.” She also relayed that they showcased the company’s “Protein-rich dairy-free dips and yogurts, which are certified upcycled products from free-range eggs.” In fact, Oolie offers the world’s first-ever dips and yogurts made from rescued eggs. 

Venus Brands has been exhibiting at IDDBA for more than 25 years. “We continue to return because it brings together a highly engaged audience of retailers, distributors, category managers, and merchandising professionals who are directly involved in growing the dairy, deli, bakery, and specialty food categories,” commented Ahmad Islam, CMO of Venus Brands. He added, “One of the biggest reasons we value IDDBA is the quality of the conversations. The show provides an opportunity to meet with existing customers, strengthen relationships, and connect with prospective partners who are looking for innovative products and category solutions. As a manufacturer of both branded and private label crackers, flatbreads, and snacks, IDDBA allows us to showcase our capabilities to decision-makers who are focused on driving growth and differentiation within their stores.”

At the show this year, Venus highlighted several innovations across both its branded and private label platforms. “Key introductions included our new Mariner Snack Crackers line, featuring flavors such as Wicked Cheddah, Caramelized Onion, Pepperoni Pizza, Cowboy Queso, and Spicy Cowboy Queso. We also showcased our South Shore Ancient Grain Puff Snacks, which offer a plant-based, Non-GMO Verified snacking option in distinctive flavors like Savory Chedda & Paprika and Fuego Mango Queso,” explained Islam.

He continued, “Beyond new products, attendees were very interested in our expanded private label capabilities, including innovative cracker and flatbread formats, deli-ready snack solutions, repack capabilities, and our flexibility in developing customized products for retail and foodservice customers.”

Don’s Prepared Foods has been exhibiting at IDDBA for more than 18 years. “Don’s returns because we offer solutions for retail. Being a leader in clean grain salads, they are often used as sides in prepared grab n’ go deli meals. We have clean, unique, and ready-to-eat,” said Carl H. Cappelli, SVP of Sales and Business Development.

He added, “What we found unique at the show this year was more digital displays, ads, and marketing. Clearly, digital and online to consumer has huge growth potential for traditional grocery who is being outpaced by big box formats.”

Ben Rizzitello, VP of Sales and Marketing for Anthony & Sons Bakery, has been attending IDDBA his entire career—and with great results. “Previously, when we rolled out our avocado bread at IDDBA, we stole the show. Retailers, manufacturers—everyone came to our booth. Our whole booth was green, with green neon lights. Our avocado bread is on trend and growing. It’s been an amazing category for the company that we’ve expanded.”

“This year, we showcased our sourdough made from our own starter. We took it a step further with traditional and trending flavors, including ancient grain, sriracha, and rosemary.” 

Don’s Prepared Foods was proud to showcase three new dips at the show that are being launched by September of this year. “Just in time for gameday and holiday season,” noted Cappelli. “Cool, unique, and globally inspired flavors no one else has. Hatch Chili Ranch Dip, Calabrian Dip, and Fried Dill Pickle Dip.”

This was Baker Boy’s fourth overall year exhibiting at IDDBA. The company used IDDBA to showcase its capabilities on donuts, including its unique Magic Ring Donuts, which feature filling in every bite, and to launch new products such as the Brioche Ring Donut.

“We also use it as a venue to help test launch products across other areas,” explained Dustin Monke, Marketing Manager. “This year, we market tested a line of brioche doughs marketed toward in-store bakeries. These brioche doughs are for in-store bakery customers who want to offer a fresh-baked point of difference from their competitors’ typical bun and roll doughs. We’re still in the process of launching these products but heard great feedback at the show from potential large-volume customers.”

Baker Boy’s new Ready-to-Ice (RTI) Brioche Ring Donuts were the showcase of its booth. Monke detailed the experience: “We offered full donuts to sample with a variety of icings and toppings for attendees and potential customers to try them any way they wanted to. It turned out to be a massive hit, and we learned a lot about how the average consumer would like to see the donut iced and topped once it hits supermarket bakery cases.” 

He continued, “We were surprised at the number of people who chose to pair the Brioche Ring Donut with our Maple Icing. We thought Chocolate and White Icing would be the flavors people would trend toward. But they really liked the Maple. What’s crazy is the flavor combination of the Brioche Ring Donut and Maple Icing pairs perfectly. It ended up being great market research.” 

Partners has been exhibiting since 2006. “We keep going back because it is the right type of buyer. IDDBA screens and ensures it is the decision makers who are walking the floor. The show is less crowded so the attendees can slow down and have valuable conversations with the exhibitors and really understand who we are and what we offer,” stated Cara Figgins, President of Partners, a tasteful choice company.

“We continue to showcase our delicious Sourdough Deli cracker line with a new addition: Sourdough Dill! People love our Sourdough crackers; they were the hit of the show,” Figgins said.

Europastry has exhibited at IDDBA for over eight years. Carolina More, Marketing Director USA, shared, “It remains one of the most important platforms for connecting with retail bakery leaders and decision-makers. We continue to return because it provides direct access to existing customers and new prospects, enables trend validation and real-time innovation feedback, and allows us to showcase live product experiences, which are critical in bakery.”

She continued, “This year’s show felt particularly dynamic and impactful, with high engagement and deeper, more strategic conversations. What stood out was the strong focus on solutions-driven innovation, with discussions centered on operational efficiency, scalability, margin optimization, and labor-saving solutions, all while maintaining premium quality. This made IDDBA 2026 especially meaningful for our team.”

Europastry showcased a variety of innovations across its premium frozen bakery portfolio, with a strong focus on fully baked solutions, clean-label offerings, and European-inspired products. 

“The centerpiece of our booth was the launch and expansion of the Cristal Bread and Focaccia range, which generated exceptional interest,” reported More. “A major highlight was the announcement that the Cristal range will soon be produced domestically in the USA on a new production line in Ronkonkoma, NY, significantly improving availability, consistency, and speed to market.” 

She added, “Additional highlights included our fully baked, ready-to-sell breads—such as Brioche (Euroclassic), Cristal, Rustica, and Artisan breads—designed to simplify in-store operations while maintaining artisanal quality; premium laminated dough products (croissants, bretzels, and savory items) with enhanced texture, consistency, and shelf life, from ready-to-bake to fully baked formats; and visually impactful, indulgent items like our handmade Knots and Dots Original donuts that drive impulse purchases and in-store theater.”

Trends

Across the showroom, many trends were evident, such as protein, convenience, and the effect of “GLP-1” influencing consumers toward smaller portion sizes and less sugar. There were “swicy” and global flavors, TikTok-ready glamour-forward foods, textures that ranged from crunchy to crispy, and there was a nostalgia throwback or two to mom’s homemade comfort foods. 

Another trend that’s affecting habits is the economy. According to Circana’s April 2026 Primary Shopper Survey, 51 percent of primary grocery shoppers said prices in April were much higher than expected for retail food and beverage. The majority, or 80 percent, feel their situation is the same or worse financially than last year. 

Abby Despins, VP of Education & Industry Relations of IDDBA, noted trends like protein, grab and go, and portioning. She exclaimed, “Fresh is the future of grocery retail, and the perimeter is where the most dynamic consumer innovation is happening.” 

Yo Quiero!, who recently landed a Good Housekeeping Snack Award for a second year in a row—this time for its Black Bean Dip, shared its take on show trends.

“Sweet heat continues to be one of the biggest trends driving excitement in the category, and our Candied Jalapeños fit that demand perfectly,” commented Murray of ¡Yo Quiero! “They deliver bold flavor, sweetness, heat and crunch in a way that feels fun and approachable for consumers. They’re great on brisket, pulled pork, burgers and sandwiches, or simply poured over cream cheese and served with crackers.”

“No surprise here on what’s driving the category—and that’s found in the change in color regulation,” noted Gardner of DecoPac. “So many suppliers are adjusting their lines to meet the federal and state regulations in artificial ingredients, and you saw that reflected throughout the show. Nostalgia was also a key category driver—not just in our timeless licensed properties, but also in format, flavor and brand. And personalization remains a constant in the need to make celebrations even more special, and we find that our Celebration IQ online cake ordering platform has allowed the consumer to achieve that level of personalization with their cakes that was required by consumers. We’ve expanded that capability beyond just cakes though and can adapt our technology to floral and deli as well!” 

Two words were all Ferguson of Oolie Foods needed to describe what was trending at the show: “Protein everything.” Protein was highlighted as a top 5 trend by IDDBA. Exhibitors showcasing protein spanned a range of categories, such as: Buffy’s high-protein chicken and cottage cheese dips, Grecian Delight, which sampled both plant-based proteins and ready-carved meats, Emmi Roth with high-protein feta products, and Primal Bakery, which had a high-protein lineup of breads and wraps. 

“Several key trends stood out at this year’s show and continue to push the cracker and snack category forward,” reported Islam of Venus Brands. “Consumers are looking for products that deliver a balance of great taste, premium ingredients, and versatility. We saw continued momentum behind elevated entertaining and charcuterie occasions, with strong interest in artisan crackers, flatbreads, and pairing-focused products that complement cheeses, spreads, and specialty foods.”

He continued, “Better-for-you snacking also remains a major driver, with retailers and consumers seeking products that offer cleaner ingredient statements, plant-based options, whole grains, and functional benefits such as protein and fiber. At the same time, bold flavors and globally inspired seasonings continue to generate excitement as shoppers look for new taste experiences.”

“Flavor trends in salads, dips, sides, and cream cheese are driving deli growth,” stated Cappelli of Don’s Prepared Foods. “Global and unique flavors capture the imagination and growth. Dipping, snacking and charcuterie are king! Pickle was a hot flavor trend at the show this year. Consumers recognize it and enjoy that savory taste.”

Monke of Baker Boy was pleased to see brioche trending. He reported, “One thing that continues to surprise me is how hot of a flavor brioche continues to be and how many bakery companies really pushed brioche products. We saw it just about everywhere, and the response to the Brioche Ring Donut at the booth showed the flavor has staying power across all areas of bakery. One area I saw throughout the show, but frankly thought I’d see more of, was protein bakery products. They were there, but they weren’t as highly marketed at the show as we seem to see online and in the trades.”

“Trends that continue to stick: Sourdough! Clean label as a requirement and premium versions of classic favorites!” reported Figgins of Partners.

Several key trends stood out this year for Europastry. More described, “Labor-saving solutions continue to drive the category, with growing demand for fully baked and easy-to-handle products that help retailers manage labor challenges without compromising quality. Premiumization remains strong, as consumers continue to trade up for products that deliver authenticity, indulgence, and craftsmanship.”

More noted, “European-style bakery continues to gain traction, particularly in laminated products and specialty breads. In addition, cross-merchandising and expanded snacking occasions are becoming increasingly important in driving incremental sales beyond traditional meal occasions.”

She continued, “A major hot topic this year was protein-forward innovation. We saw heightened interest in better-for-you bakery options that deliver added nutritional value while maintaining great taste and texture.”

Conversations at the Booth & Beyond

For many exhibitors, IDDBA sparked conversations about partnership, execution and the practical solutions retailers need to meet evolving consumer expectations.

“Our booth stayed very busy throughout the show, so we weren’t able to participate in as many trend or educational sessions as we would have liked,” recounted Murray of ¡Yo Quiero! “However, IDDBA is always a valuable opportunity to listen, observe and stay close to what retailers are looking for. We’ll continue to attend the show, keep our eyes and ears on emerging trends, and look for new ways to innovate in support of our retail partners and their consumers.”

“I find there is a desire from so many suppliers and retailers in the industry to partner together to achieve a common goal,” expressed Gardner of DecoPac. “While this has always been an important aspect of the show, I found it even more prevalent this year, with so many industry colleagues wanting to work with us to build innovative bakery programs more than ever!” 

The conversations DecoPac desired centered on building experiences for shoppers. Gardner commented, “The more we can focus on what’s driving shopper behavior, the better. Personalizing the experience for the consumer is critical. Jumping on top of trends early and quickly is absolutely necessary. And, ensuring that we help our retailers get to where they need to be quickly with regard to federal and state regulations around color is essential.” 

“Our product development team made some new vendor contacts,” Ferguson of Oolie Foods replied about the company’s experience at the show. And while their product development team made some new vendor contacts, the company would have liked to have seen even more retailers for conversations. “We heard from many attendees that the show floor layout was challenging to navigate. We missed a lot of retailers we knew were present, but who did not find our section of the show floor.”

IDDBA reinforced several trends that will influence Venus’s strategy moving forward. Islam outlined, “First, we saw continued demand for products that deliver both premium quality and versatility. Retailers are looking for items that can succeed across multiple occasions—from everyday snacking to entertaining and charcuterie—which supports our ongoing investment in crackers, flatbreads, and snack formats that offer broad consumer appeal.”

He continued, “We also saw strong interest in innovative flavors and differentiated products that help retailers stand out in a competitive marketplace. That feedback validates our focus on developing new flavor profiles and expanding our product portfolio while maintaining the quality and craftsmanship that have defined Venus Brands for more than 100 years.”

Don’s Prepared Foods discussed how they are focusing on retailers. “We learned that when we have a greater focus on retailer needs through innovation and flavor, retailers respond—especially when we provide private label options,” reported Cappelli. “Basically all, or 92 percent, of American households now have private label for three reasons—trust, quality, and taste—that’s what we do at Don’s Prepared Foods. Don’s is open minded to proprietary recipes filling any local flavors or needs. Don’s is obsessed with food safety and innovation. We create and offer flavors consumers seek. The conversation we wish to have with more retailers is: Allow us to send you samples. Simply try our items! It’s that simple . . . because at Don’s, we do delicious differently.”

Innovation keeps Baker Boy focused. Monke expressed, “As a company, we must continue being innovative and having fresh, new ideas on products and offerings. You can’t move your business forward if you don’t have innovative products.”

He added, “IDDBA shows us every year that we have a lot of business we can still gain in the in-store bakery segment. In some areas, we’re barely scratching the surface.” 

Figgins of Partners said the company will be “Increasing our focus on sustainability and introducing products that support that mission.” She also believes the most important industry conversation is, “How do we all work together to ensure affordable, quality products through retail channels?”

For Europastry, IDDBA reinforced the importance of accelerating innovation that bridges premium quality with operational simplicity. 

“Retailers are clearly seeking solutions that deliver artisan-level quality while being easy to execute in-store, highlighting the need for speed, consistency, and reliability,” shared More. 

From record attendance to product launches, trend discussions and retailer-focused conversations, IDDBA 2026 underscored the energy and opportunity across the deli, dairy, bakery and foodservice industries. Next year, IDDBA 2027 will take place June 6-8 at the Georgia World Congress Center in Atlanta, GA.