The move by consumers to cut meal expenses by dining more at home is triggering added supermarket perishables activity.

The Nielsen Co., a New York-based market research firm, notes that reported household deli spending for the year ending September 2009 averaged $200, up 5 percent from the year-earlier period.

Within the deli, cold cuts and cheese sales increased 7 percent, and prepared foods grew almost 5 percent.

Among the most popular prepared items are turkey entrées, pot pies, and chicken salad, while pre-sliced cheeses are generating double-digit unit and dollar sales increases, Nielsen reports.

“Retailers exploring ways to differentiate their brand should turn to the deli department, where service counts, personality shines and the area is generally underdeveloped as a driver of retail brand equity,” Nielsen notes.

Household spending on meat and seafood, meanwhile, averaged $437 per year, a 4 percent increase. Key factors spurring supermarket meat and seafood sales include promotions—51 percent of the items are purchased on sale—and prominent circular placements, Nielsen notes.

More consumers, Nielsen adds, are seeking non-red meat options, including turkey, chicken and pork. “Retailers should offer shoppers ideas to enhance the dinner menu with add-ons such as marinades, sauces and seasonings, which are posting double-digit increase on both a dollar and unit basis,” Nielsen states.