Supermarket Perimeter - May 2022 - 38

Deli: Italian specialty meats
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When it comes to charcuterie,
educating consumers via traditional
and digital channels is crucial.
Where to find it
With such incredible growth in the category, one might also assume
related expansion in the deli service counter. Instead, sales are down 3.7%
versus a year ago and 4.2% versus two years ago. There are also similar
declines in the service area for non-Italian specialty meats. Those still
combating lingering pandemic-related fears are choosing to visit the
grab-and-go areas of the deli and standalone floor displays instead.
Grab-and-go, a segment up 7.9% versus one year ago and up 58.9%
versus two years ago, provides consumers both convenience and a way
to streamline the process of choosing complementary specialty meats.
With variety packs, consumers never need to second guess if they've
chosen a tasty pairing. The ability to partake of a range of options also
allows consumers an opportunity to learn how subtle differences in
curing and grinding can create a distinct product.
" Consumers want a simple solution for the charcuterie board and
variety packs help to easily determine what meats complement each
other, rather than having to try and select 2-4 types of meat that pair
well together, " said Amanda Evans, consultant, client insights, IRI.
Because of this growth, retailers are making space around
entertainment sets, she continued. These are often areas adjacent to
specialty cheeses and other items that are instrumental in creating
the ever-popular charcuterie board. This is expected to continue to
be a high growth area as consumers seek out a one-stop destination
that includes complementary items such as specialty meats, cheeses,
pickles, olives, honey, specialty crackers, dried fruits, chocolate, dips
and wine.
" Consumers want to get it all in one place, she continued. " They
are seeking an elevation from a basic meat and cheese board - an
38 - MAY 2022
restaurants and sharing their experiences on social media, " said Sean
McNeil, senior brand manager at Columbus Craft Meats. " We continue
to educate and inspire our consumers through our website, instore
signage, product packaging and on social media. "
COLUMBUS
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Supermarket Perimeter - May 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - May 2022

Supermarket Perimeter - May 2022 - Intro
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