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CHARCUTERIE CURATION (CONT) ADD WHERE POSSIBLE


It's exciting to see many retailers invest and dedicate resources toward both building this category and educating their staff. Much like specialty cheese, there is a lot to know. That being said, curation can narrow the amount of information needed by staff and give customers the confidence to purchase.


Storytelling both in store as well as external marketing messages will continue to appeal to many consumer groups and charcuterie as a category is rife with opportunity to do so. Traditional methodology, producer spotlights and simple ideas around usage can all inspire sales.


IDDBA


The charcuterie category's diverse options in both form and packaging can meet any retailer where they are; for example, adding shelf-stable products where there isn't perishable space or adding pre- sliced to a summer-centric picnic set or a compelling addition to a grab-and-go snack case. Building slowly by adding where possible and expanding when sales numbers are reflecting traction in particular areas still constitute growth. This is another parallel with what we have seen in specialty cheese growth over the last decade.


Dry Cured Meats Drive PrePack Deli FIGURE 74


Pre-Packaged Deli Meats


Proscuitto


Genoa Salami Hard Salami Salami


Pepperoni Beef


Assorted Italian Sopressata


Summer Sausage


$ Share 6%


3% 3% 3% 2% 1% 1% 1% 1%


$ Chg vs YA (MM)


$14.0 $11.0 $8.0 $7.0 $7.0 $4.0 $3.0 $2.0 $1.0


Source: IRI Market Advantage, Total US MULO, 52 weeks ending 3/24/19


DOWNLOAD FIGURE


105 WHAT’S IN STORE | 2020


© 2019 International Dairy Deli Bakery Association


Charcuterie


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