Table 3.

Means and differences for Virtual Supermarket and real supermarket purchases for the 18 food categories (complete and valid cases, n=52).

Food category	% Total expenditures				% Total number of items
	Means		Difference estimate	P	Means		Difference estimate	P
	Virtual estimatea	Real estimate			Virtual estimate	Real estimate
Alcoholic beverages	5.15	3.47	1.68	.13	1.96	1.46	0.50	.43
Baby care	0.83	0.53	0.30	.43	1.21	0.96	0.26	.54
Bread and bakery	10.0	8.15	1.89	.02	11.7	10.3	1.44	.08
Baking and cooking	1.10	0.56	0.54	.16	0.98	0.85	0.39	.17
Beverages	5.03	5.92	–0.89	.30	4.63	5.32	–0.69	.21
Cereal and cereal products	5.64	7.14	–1.50	.06	5.46	7.58	–2.13	.01
Convenience foods	1.70	3.07	–1.38	.10	1.68	3.35	–1.70	.02
Dairy	19.1	12.6	6.49	<.001	13.6	11.4	2.21	.04
Deli and chilled foods	0.31	0.07	0.25	.15	0.28	0.07	0.21	.29
Edible oils and emulsions	3.28	3.16	0.12	.84	2.46	2.35	0.11	.81
Eggs	3.78	2.15	1.63	.01	2.94	1.50	1.44	.003
Fish and fish products	2.82	2.44	0.38	.42	2.88	2.65	0.23	.69
Fruit and vegetables fresh	14.3	17.4	–3.12	.04	28.9	22.9	5.94	.002
Fruit and vegetables other	5.46	7.36	–1.90	.009	6.57	8.64	–2.07	.02
Fresh meat, meat products, fresh fish	16.5	16.8	–0.31	.85	9.64	9.77	–0.13	.89
Other miscellaneous	0.05	0.42	–0.36	.07	0.07	0.35	–0.28	.12
Sauces, spreads, and seasonings	3.38	4.56	–1.18	.05	3.29	4.79	–1.50	.01
Snack foods	1.58	4.17	–2.59	<.001	1.83	5.88	–4.05	<.001

^a Results from repeated measures mixed models fitted to evaluate the percentage of price (outcome 1) and percentage of items (outcome 2), respectively, with supermarket type (virtual or real) and shop (1, 2, or 3) as fixed effects, registration number as random effect, and shop as repeated effect.