CHICAGO — The NPD Group is now tracking consumer shopping habits, purchases and perceptions of the supermarket deli department through its new research service, DeliTrack. Geared to manufacturers and retailers, DeliTrack delivers consumer insight on key purchase measures, attitudes and needs related to deli and prepackaged lunch meat, cheese, and prepared food purchases from retailers, according to the company.

DeliTrack information is collected from members of NPD’s online consumer panel and was developed thanks to NPD’s 30 years of monitoring critical trends in consumer behavior, attitudes, and purchase motivators, and measuring what consumers actually eat and drink. The NPD panel consists of more than 3 million registered individuals. Panelists selected to participate in the DeliTrack study are balanced demographically selected and weighted to provide a nationally representative view.

When deli shoppers try a deli item for the first time, nearly six in 10 adult shoppers say they would likely buy that item again, according to one sampling of DeliTrack insight.

"DeliTrack will aid both manufacturers and retailers in developing more effective and profitable deli programs," said Ann Hanson, NPD’s director of product development. "The consumer insights delivered by DeliTrack will benefit manufacturers in product development, marketing, and sales, and will provide retailers with a better understanding of deli customers’ needs and the means to gain a competitive advantage."