Madison, WI — The International Dairy-Deli-Bakery Association™ (IDDBA) has released a new deli benchmark study, Consumers in the Deli: Attitudes, Buying Behavior, & Purchase Drivers. The new report updates the last study published in 2004.
This benchmark study determines how much is actually a change in eating behavior or taste and how much is influenced by economic factors. Additionally, to validate how the economy continues to affect consumer attitudes, a series of questions from last year’s New Value Shopper study was asked again.
Three distinct shopper clusters based on attitudes and buying behavior were identified. There are “Quality-Driven” customers, those who are more “Convenience-Driven”, and “Health-Conscious.” Each customer cluster visits the deli for different reasons and the study helps identify the unique purchase drivers for each group. Here are just a few areas covered in the full report:
- Consumers and their pocketbooks: price/value and price perceptions
- Communication channels consumers use for meal planning, shopping, etc.
- Saving money preparing food at home, entertaining at home
- Dietary concerns and how they influence food purchases
- Fad or trend: retailers speak out on 12 food issues
- Primary reasons for shopping in-store service and self-service delis
- Importance of 18 deli services and characteristics
- Buying more or less from supermarket delis than two years ago
- Where prepared food is bought that is eaten at home but not prepared at home
The consumer survey assessed demographic and economic data for 4,000 respondents and specific deli shopping behavior and preference information from 2,000 respondents. The 2010 responses were compared with studies done five, ten, and fifteen years ago. Purchase behavior data are broken out by eating occasion and purchase and consumption locations. The Deli report analyzes consumption and purchasing data for 39 products and includes 143 tables.
Consumers in the Deli: Attitudes, Buying Behavior, & Purchase Drivers and other IDDBA research projects are available for purchase. The cost is $395 each for members and $795 each for non-members, plus shipping and handling. For more information, or to order, call the IDDBA Education Department at 608.310.5000 or visit the Web site, www.iddba.org
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Information on IDDBA’s research, education, and other industry activities is also available on its Web site, www.iddba.org, or by calling 608.310.5000. Now in its 47th year, IDDBA specializes in promoting the dairy, deli, cheese, and bakery industries. Member companies enjoy many benefits and services including the annual seminar and expo, leading-edge research, video and computer-based training programs, management tools, an annual trends report, and a member directory of key industry contacts.
Source: The International Dairy•Deli•Bakery Association
