Sales Review: Deli Counter

The deli department continues to drive fresh, and in many cases, total store growth with large sales gains in prepared foods and solid growth in deli beverages and traditional meats and cheeses. During the latest 52 weeks ended July 2, the deli department had sales of $26,411 per store per week, up 4.7 percent from the previous year. Volume per store per week increased 3.8 percent during this time. The five deli department super-categories (meat, cheese, beverages, deli prepared and deli “other”) increased or maintained dollar sales during this period, with the exception of “other,” which includes miscellaneous deli product.   

Deli prepared posted the most significant sales gains in the department, up six percent to a total of $15,434 per store per week. Each of the 15 deli-prepared varieties increased dollar sales compared to the previous year, with deli sushi increasing the most, up 14.1 percent compared to the previous year. Deli prepared chicken was the top-selling prepared category at 27.3 percent of sales and posting $4,218 per store per week, followed by deli salads ($2,501 per store per week) and deli entrées ($1,709 per store per week). Other big growth areas for deli prepared include deli snacks (up 9.6 percent in average dollar sales), deli soups (up 11.5 percent) and deli sides (up 7.2 percent).   

Though deli prepared receives a lot of buzz, deli meat still accounted for 20.2 percent of deli department sales in the U.S. and maintained steady dollar sales gains. During the tracked period deli meat posted sales of $5,347, an increase of 1.8 percent compared to the previous year. During this time, deli bulk meat increased average dollar sales 2.2 percent, while deli pre-sliced meat decreased 2.2 percent, and specialty meat, which accounts for just 4.2 percent of deli meat sales, increased 6.7 percent. 

Deli cheese, like deli meat, remains an important pillar of the department, accounting for 17.3 percent of deli sales during the latest 52 weeks. Specialty cheese accounted for 66 percent of deli cheese sales and increased average dollar sales 5.3 percent during this time, followed by service and pre-sliced, which increased average dollar sales 0.3 percent and 4.9 percent, respectively. 

Deli beverages, which accounted for 3.8 percent of department sales, posted sales gains of 8.9 percent, thanks to significant sales increases in deli coffee (up nine percent) “other” beverages (up 6.6 percent) and deli tea (up 11.3 percent).     

This sales review is provided by Nielsen Perishables Group. Based in Chicago, Nielsen Perishables Group specializes in retail measurement,
analytics, marketing communications, category development, promotional best practices and shopper insights. 

For more information, contact Nielsen Perishables Group:  Haley Hastings, (773) 929-7013; email: [email protected]