IDDBA 2025: The Big Takeaway for Dairy

 

The record-breaking International Dairy Deli Bakery Association (IDDBA) 2025 show took place this week in New Orleans. The expo featured 1,000-plus exhibitors, with more than a fourth being first-timers. Many of those first timers were in the dairy space. 
That’s right, dairy, just like the dairy in IDDBA. For long, cheese was the main representation for that first D in IDDBA. That changed this year, which I believe is a reflection on the fact that dairy foods are hot, hot, hot right now, as consumers return to whole, minimally processed familiar foods. 

Products that debuted at the expo were featured this week as a Daily Dose of Dairy. There are more to come throughout the month of June. Keep your eyes out for protein pudding, on-the-go dairy dips, turmeric yogurt and refrigerated milk bars. 

The big takeaway is how dairy can be nutrient-dense treat that gives consumers permission to indulge. Single-serve desserts and refrigerated dips rocked the expo floor. 

During a panel discussion, Sarah Weise, chief executive officer of Bixa, a research consultancy firm, said that 97% of grocery shoppers see food as a way to treat themselves. They equate a treat to “me” time. 

Treats can be sweet as well as savory, hence the overwhelming number of desserts and dips that were showcased on the expo floor. 

Other trends can build into these little luxuries, including limited-time offerings, newstalgia and regionally/globally inspired flavors. Trending flavors include southern U.S. profiles, such as fried pickle and smoked brisket (both of which are available in dairy dips), Latin American flavors, such as Tajin and tres leches, and feta (as a flavor profile and as a carrier).

When it comes to newstalgia—something old and familiar with a new twist—it’s all about appealing to the shopper’s emotions, according to Karri Zwirlein, director of bakery, deli and prepared foods at Tops Market, who also spoke on the panel. “These consumers have had a very disruptive few years and they are looking for food that will remind them of a time when things weren’t so disruptive,” she said.

Disruption is not going away. Remind consumers that dairy is there for them.