International Dairy·Deli·Bakery Association  

Consumers In The Deli

Who, What, When, Where and Why They Buy and How to Get Them to Buy More

A special report prepared by Frederick Schneiders Research for the International Dairy·Deli·Bakery Association™

LIST OF TABLES

LIST OF FIGURES

1. Introduction and Sample Methodology

2. Where Consumers Buy Deli Products

  • Where Most Deli Purchases Are Made
  • Shopping and Eating Habits of Supermarket Deli Purchasers
    • When Most Deli Purchases are Made
    • Where Prepared Food is Bought That is Eaten at Home but Not Prepared at Home
    • Where Deli Food Items are Consumed
    • Frequency of Consuming Deli Food for Various Eating Occasions

3. Frequency of In-store Deli Shopping

  • Distance to Nearest Deli

4. Primary Reason for Shopping at In-store Delis

  • Demographic Assessment of the Top 3 Reasons for Shopping at In-store Delis

5. Household Consumption of Various Deli Items

  • Average Consumption - 1999
  • Net Change in Average Consumption Since 1994
  • Changes in the Percentage Who Never Consume Specific Deli Items
  • Consumption of Specific Deli Products by Demographics

6. Opinions about Deli Foods

  • When Deli Food is Preferred
  • Appealing Aspects of Supermarket Deli Food
    • Supermarket deli food is fresher than packaged foods - demographic results
    • Like being able to purchase small quantities at supermarket delis - trend and demographic results
    • The quality of products sold at my supermarket deli meet my expectations - trend and demographic results
    • I get good value for my money at my supermarket deli - trend and demographic results
    • I like being able to purchase foods at supermarket delis that I don't normally prepare myself - trend and demographic results
    • Purchasing food from a supermarket deli is more convenient than preparing a meal at home - trend and demographic results

7. Deli Profile - Services & Characteristics

  • Prevalence of Deli Services and Characteristics

8. Prepared Meals

  • Prevalence of Prepared Meal Shoppers
  • Frequency of Prepared Meal Purchases
  • Satisfaction with Prepared Meals - Up Dramatically Since 1997

9. General Satisfaction Ratings

  • Satisfaction wtih Quality, Variety, and Price of Products Offered at the Supermarket Deli
  • Importance of Various Supermarket Deli Services
  • Satisfaction with Various In-store Characteristics & Services
  • Performance Gaps - What In-store Manager Should Focus on First
  • A Demographic Assessment of Importance and Satisfaction Ratings
    • Cleanliness of Deli Area
    • Product Consistency
    • Safe Food Handling
    • Food Tastes Good
    • Good Quality
    • Prompt andCourteous Service
    • Convenience
    • Item Availability
    • Variety of Food Choices
    • Prices are Reasonable
    • Knowledgeable Employees
    • Visual Appeal
    • Have Brands Know and Trust
    • Offer Sales or Money Saving Specials
    • Nutritional Labels
    • Reusable or Resealable Packaging
    • Restaurant Quality Prepared Meals

10. Purchase Drivers

11. Conclusion

12. Questionnaire

Index of Tables

Table 1 Sample Characateristics

Table 2 Percent Who Shop at Delis Not Located in Supermarket - by Demographics

Table 3 You Usually Shop at the Deli During Your Regular Supermarket Shopping Trip

Table 4 You Sometimes Stop at the Supermarket Just to Pick Up Something from the Deli

Table 5 Where Food Is Usually Bought That Is Eaten at Home But Not Prepared at Home

Table 6 Where Food Is Usually Bought That Is Eaten at Home But Not Prepared at Home - by Demographics

Table 7 Frequency of Eating Deli Foods at Home (1994 & 1999 Comparisons)

Table 8 Frequency of Eating Deli Foods at Work (1994 & 1999 Comparisons)

Table 9 Frequency of Eating Deli Foods in the Car (1994 & 1999 Comparisons)

Table 10 Frequency of Eating Deli Foods at the Deli (1994 & 1999 Comparisons)

Table 11 Frequency of Deli Purchasing Behaviors

Table 12 Frequency of Buying Supermarket Deli Food for Lunch (1994 & 1999 Comparisons)

Table 13 Frequency of Buying Supermarket Deli Entrée Items for Dinner (1994 & 1999 Comparisons)

Table 14 Frequency of Buying Supermarket Deli Food to Serve to Company or at Special Occasions (1994 & 1999 Comparisons)

Table 15 Frequency of Purchasing Supermarket Deli Products for Various Eating Occasions

Table 16 Frequency of Purchasing Supermarket Deli Products for Lunch

Table 17 Frequency of Purchasing Supermarket Deli Products for Dinner

Table 18 Frequency of Purchasing Supermarket Deli Products for Snacks

Table 19 Frequency of Purchasing Supermarket Deli Products for Breakfast

Table 20 Frequency of Shopping at Supermarket Delis

Table 21 Frequency of Shopping at Supermarket Delis - by Demographics

Table 22 Distance in Miles to Deli Shop at Most

Table 23 Distance in Miles to Deli Shop at Most - by Region and Area

Table 24 Primary Reason for Shopping at Delis (volunteered first response)

Table 25 Primary Reasons for Shopping at Delis (Multiple Responses)

Table 26 Household Consumption of Various Deli Items - 1999 (Ranked in Descending Order by Average Weekly Consumption)

Table 27 Changes in Average Weekly Household Consumption of Various Deli Food Items

Table 28 Increases in the Percentage Consuming Specific Deli Items Once or More a Week — 1994 to 1999

Table 29 Decreases in the Percentage Consuming Specific Deli Items Once or More a Week — 1994-1999

Table 30 Percentage Who Never Consume Specific Deli Items (1994-1999)

Table 31 Sandwiches - Consumption by Demographics

Table 32 Natural Domestic Cheese Like American or Cheddar - Consumption by Demographics

Table 33 Lunch Meats (Sliced to Order) - Consumption by Demographics

Table 34 Prepared Salads - Consumption by Demographics

Table 35 Ham - Consumption by Demographics

Table 36 Desserts - Consumption by Demographics

Table 37 Turkey Breast - Consumption by Demographics

Table 38 Lean or Low-fat Meats - Consumption by Demographics

Table 39 Chicken Breast - Consumption by Demographics

Table 40 Prepared Entrées - Consumption by Demographics

Table 41 Shaved Meats (Very Thin Slices) - Consumed an Average 1.4 Times a Week

Table 42 Processed Cheese Slices - Consumption by Demographics

Table 43 Hot Meat Entrées - Consumption by Demographics

Table 44 Pizza - Consumption by Demographics

Table 45 Italian Foods - Consumption by Demographics

Table 46 Chicken - Fried, Broasted, or BBQ - Consumption by Demographics

Table 47 Bologna - Consumption by Demographics

Table 48 Imported Cheeses - Consumption by Demographics

Table 49 Sour Cream and Dips - Consumption by Demographics

Table 50 Mexican Foods - Consumption by Demographics

Table 51 Roast Beef - Consumption by Demographics

Table 52 Low-fat or Low-sodium Cheeses - Consumption by Demographics

Table 53 Hard Salami - Consumption by Demographics

Table 54 Asian Foods - Consumption by Demographics

Table 55 Refrigerated Puddings - Consumption by Demographics

Table 56 Soups from the Deli - Consumption by Demographics

Table 57 Genoa Salami - Consumption by Demographics

Table 58 Ribs - Consumption by Demographics

Table 59 Lasagna - Consumption by Demographics

Table 60 Party Trays - Consumption by Demographics

Table 61 Supermarket Deli Purchases Tend to be Fresher Than Packaged Foods - by Demographics

Table 62 Like Being Able to Purchase Smaller Quantities of Various Items at Supermarket Delis

Table 63 Quality of Products Sold at My Supermarket Deli Meets My Expectations - by Demographics

Table 64 I Get Good Value for My Money at My Supermarket Deli - by Demographics

Table 65 Like Being Able to Purchase Foods at Supermarket Delis That I Don't Normally Prepare Myself - by Demographics

Table 66 Purchasing Food From a Supermarket Deli is More Convenient Than Preparing a Meal at Home - by Demographics

Table 67 Prevalence of Deli Services and Characteristics (1994 & 1999 Comparisons)

Table 68 Services and Characteristics of Delis (Ranked by Order of Importance as Cited by Respondents with This Service or Characteristic)

Table 69 Percent who Buy Prepared Meals from Supermarket Deli

Table 70 Frequency of Buying Prepared Meals for Dinner from Supermarket Delis - by Demographics

Table 71 Satisfaction with In-store Deli Prepared Meals

Table 72 Customer Satisfaction with Prepared Meals from Supermarket Delis - by Demographics

Table 73 Satisfaction with Quality of Products

Table 74 Satisfaction with Variety of Products

Table 75 Satisfaction with Prices of the Products

Table 76 Satisfaction with Service Offered by the Employees

Table 77 Satisfaction with Brands Offered

Table 78 Importance of Various Factors When Shopping at the Deli for Food (1994 & 1999 Comparisons)

Table 79 Performance Gap - Ranked from Largest to Smallest Gap

Table 80 Which Consumers Are Most and Least Satisfied with Product Freshness

Table 81 Which Consumers are Most and Least Satisfied with Their Deli's Cleanliness

Table 82 Which Consumers are Most and Least Satisfied with Product Consistency

Table 83 Which Consumers are Most and Least Satisfied with Their Deli's Safe Food Handling Practices

Table 84 Which Consumers are Most and Least Satisfied with Product Taste

Table 85 Which Consumers are Most and Least Satisfied with Product Quality

Table 86 Which Consumers are Most and Least Satisfied with the Prompt and Courteous Service Offered at their Delis

Table 87 Which Consumers are Most and Least Satisfied with the Convenience of their Delis

Table 88 Which Consumers are Most and Least Satisfied with the Availability of Items They Want at their Delis

Table 89 Which Consumers are Most and Least Satisfied with their Deli's Variety

Table 90 Which Consumers are Most and Least Satisfied with Prices at their Delis

Table 91 Which Consumers are Most and Least Satisfied with the Knowledge of the Employees at their Delis

Table 92 Which Consumers are Most and Least Satisfied with the Visual Appeal of the Products at their Delis

Table 93 Which Consumers are Most and Least Satisfied with the Brands Carried by their Delis

Table 94 Which Consumers are Most and Least Satisfied with Sales and Money Saving Specials Offered by their Delis

Table 95 Which Consumers are Most and Least Satisfied with their Deli's Nutritional Labels

Table 96 Which Consumers are Most and Least Satisfied with their Deli's Reusable or Resealable Packaging

Table 97 Which Consumers are Most and Least Satisfied with their Deli's Effort to Offer Restaurant Quality Prepared Meals

Table 98 Biggest Purchase Drivers

Table 99 Opinions about Supermarket Behaviors that Might Increase Consumer Purchases of "Ready-to-Eat" Meals

Index of Figures

Figure 1. Percent Who Shop Most at Delis in Supermarket They Shop at Most

Figure 2. Percent Who Shop at Delis Not Located in Supermarkets - 1994 and 1999

Figure 3. Preferences for Meals from Supermarket Delis Versus Frozen Dinners

Figure 4. Preferences for Meals from Supermarket Delis Versus Fast Food Restaurant

Figure 5. Preferences for Meals from Supermarket Delis Versus Full Service Restaurant

Figure 6. Preferences for Meals from Supermarket Delis Versus Prepared at Home

Figure 7. Percentage Who Strongly Agree Deli Purchases Meet Certain Criteria

Figure 8. Like Being Able to Purchase Smaller Quantities of Various Items at Supermarket Delis

Figure 9. Quality of Products Sold at My Supermarket Deli Meets My Expectations

Figure 10. I Get Good Value for My Money at My Supermarket Deli

Figure 11. Like Being Able to Purchase Foods at Supermarket Delis That I Don't Normally Prepare Myself

Figure 12 Purchasing Food From a Supermarket Deli Is More Convenient Than Preparing a Meal at Home

Figure 13. Importance of Various Factors When Shopping at the Deli for Food

Figure 14. Performance of Delis in Providing Consumers with Various Products & Services

Copyright 1999 by the International Dairy·Deli·Bakery AssociationTM