What’s really on the
minds of Deli customers?
The supermarket Deli is a broad category, covering everything from service counter small goods to dips and fresh pre-packed ready meals. Whether customers are looking for sliced meats for this week’s school lunches, entertaining bites for a weekend get together or a healthy snack to beat the afternoon slump, consumption occasions and convenience are key for this category.
The category is well established and trusted amongst Woolworths’ customers and as shopping preferences change the category has seen new sub-categories emerge, with growing demand for fresh ready-made meals.
Our Category Collection Deli research sought to understand why and how customers are shopping in the category. These insights will help inform strategic retail media solutions, which help your brand reach, engage and convert category customers.
See what else we discovered about Deli customers below.
We spoke to 2,800
Deli customers
Cartology conducted a national survey via the Woolworths Group Gather Panel, to go deeper with Deli category customers across 4 key sub categories.
The study looked at purchase drivers, shopping behaviours, retail media interactions and expectations of brands.
customers
survey
We researched;
Deli service counter smallgoods, pre-packed deli smallgoods, dips and fresh pre-packed ready meals.
Deli service counter smallgoods, pre-packed deli smallgoods, dips and fresh pre-packed ready meals.
So, what did Deli customers tell us?
Convenience is king
Convenience and loyalty programs are the most important purchase drivers.
A category of planned purchases
3 in 4 deli purchases are planned.
Retail media guides customers
7 in 10 notice or engage with retail media whilst shopping for Deli products.
Sub-Category Spotlight - The rise of Ready-made Meals
Ready meals is a high frequency purchase category with
86%
buying at least monthly.
Impulse and convenience is evident with
74%
of ready meals purchases made in store.
Brand loyalty is hard earned with
71%
of customers regularly switching between brands.
Book in your Deli category deep dive session today!
Get in touch with the Cartology team to book in your Category Collection deep dive.
Source: Woolworths Gather Panel, Cartology, Category Collection customer research series; Baby, Drinks, Health & Beauty, Pet Care and Snacks 2023, Produce and Deli 2024.