At A Glance
Noteworthy Characteristics
- Provides a holistic perspective on the supermarket deli department. Delivers consumer insight on purchases, attitudes, and needs related to deli and prepackaged lunch meat, cheese, and prepared food purchases.
- Identifies the motivations for making purchases from the supermarket deli counter. Answers questions such as: Which purchases are more likely to be motivated by convenience? By seeking something fresh? By seeking something healthy? By a desire to satisfy a craving?
- Demographic information identifies households with children.
Website
https://www.npd.com/wps/portal/npd/us/industry-expertise/food/
Purpose
To collect data about deli, prepackaged, and prepared food purchases by individuals in the United States.
Target Population
U.S. supermarket shoppers, ages 18 years and older.
Conducted
Began in 2009. Conducted annually. Most recent year conducted was 2013.
Sponsor
The NPD Group, Inc.
Special Note(s)
The NPD Group, Inc.
Laura Jurek
Laura.jurek@npd.com
847-685-1051
Sampling
Sample Design
Cross-sectional panel survey. Survey invites are emailed daily to consumers who are part of NPD’s Online Consumer Panel. Respondents are male and female adults ages 18 years and older. Each respondent reports on past-week purchases.
Sample Size
Approximately 125,000 purchase occasions annually.
Key Variables
Demographic
| Name | Methods of Assessment |
|---|---|
| Age | Interview/questionnaire |
| Household income | Interview/questionnaire |
| Household size | Interview/questionnaire |
| Age and presence of children | Interview/questionnaire |
| Education | Interview/questionnaire |
| Employment | Interview/questionnaire |
| Occupation of panel member | Interview/questionnaire |
| Marital status of panel member | Interview/questionnaire |
Diet-Related
| Name | Methods of Assessment |
|---|---|
| Product details (type/form, flavor, special labeling, brand, amount purchased) | Interview/questionnaire |
| Purchase Occasion (when decided to buy, day of week purchased, time of day, special offer/deal, wait time for deli counter items, intended eaters, typical purchase frequency by deli category, typical purchase frequency by items) | Interview/questionnaire |
| Store detail (Store name, Store type/channel) | Interview/questionnaire |
| Department/aisle | Interview/questionnaire |
| Attitudes (Motivations for purchase; Retailer deli experience ratings) | Interview/questionnaire |
Geocode/Linkage
| Name | Methods of Assessment |
|---|---|
| Census region | N/A |
Other
| Name | Methods of Assessment |
|---|---|
| Shopper’s responsibilities (Primary grocery shopper; Primary meal preparer) | Interview/questionnaire |
Data Access and Cost
Data Availability
Obtain data by contacting NPD Group:
Phone: 847-685-1051
mail: Laura.Jurek@npd.com
Cost
Fee-based
Geocode/Linkage
Geocode Variable(s)
Census region, Census division.
Existing Linkages
None noted.
Selected Publications
None noted.
Resources
None noted.
