Supermarket Perimeter - March 2020 - 29

Deli & prepared foods

TRENDING DELI SUPERSTARS
PRODUCT

(Nielsen Deli info (52 weeks ending 1/216 - 12/28/19) Dollar Sale change)

52 WEEKS ENDING 1/2/16

52 WEEKS ENDING 12/28/19

DOLLAR SALES CHANGE

Cheese

$4,944,800,013

$5,161,766,544

+ $216,966,531

Specialty Cheese

$3,282,774,078

$3,376,831,131

+ $94,057,053

Meal Kits

$55,536,939

$106,473,281

+ $50,936,342

Deli Combo Packs

$235,934,755

$305,329,717

+ $69,394,962

Snack Combos

$69,657,321

$147,867,648

+ $78,210,327

Prepared Food

$9,451,905,816

$12,685,601,105

+ $3,233,695,289

Complete Meal

$353,126,486

$628,484,310

+ $275,357,824

Handheld Entrees

$153,506,038

$206,858,088

+ $53,352,050

Sushi

$921,138,846

$1,382,754,839

+ $461,615,933

Salads

$3,278,266,645

$4,301,747,390

+ $1,023,480,745

Dips

$1,309,456,901

$1,745,718,001

+ $436,261,100

$3,751,314

$14,742,830

+ $10,991,516

RTD Coffee

$31,140,402

$650,605,768

+ $619,465,366

RTD Tea

$1,606,730

$99,384,525

+ $97,777,795

Olives

contemplating what their next meal might be," says Andrew Quinn,
senior brand manager, Hormel Deli Solutions, Hormel Foods, Austin,
Minnesota.

Differing goals

Prepared foods for the 52 weeks
ending 1/2/16 dollar sales were
$9,451,905,816. From the 52
weeks ending 12/28/19 dollar sales
were $12,685,601,105, creating
an increase $3,233,695,289
between 2016 and the end of
2019, according to Nielsen.

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MARCH 2020 - 29

EMPHASIZING PREPARED FOODS

Knowing the potential for each deli customer to be searching for
something different, delis must drill down to provide the best service
for each customer. When it comes to buying prepared foods, IDDBA's
What's in Store report found a diversiﬁed consumer base: U.S. Hispanic
(76%), Asian American (70%), African American (69%) and White/
Caucasian (59%).
The commonality of a prepared foods purchase might be where the
similarity ends. Another potential might be health-conscious consumers who are on the lookout throughout the store for ways to balance
their overall health and wellbeing, according to Stephanie Carlson,
global marketing manager, meat industry, Corbion, Lenexa, Kansas. As
evidence, Carlson cites the continuing rise in packaging claims.
"Compared to ﬁve years ago, for example, deli meat product launches
with "no added nitrites/nitrates" claims on the label have increased by
145%," she says. "Reﬂecting consumer concerns, product launches with
claims stating an item has "no antibiotics" are up 118% during that same
period."

In response, deli employees must be aware that one-size-ﬁts-all
customer service approach will no longer work. Employees will need
product education in order to ﬁeld questions about everything from
allergens and claims to origin of product. While not all deli customers want or need this level of attention, employees should be able to
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Supermarket Perimeter - March 2020

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