Tom Gresham
Amid rising popularity, the charcuterie market evolves and expands to meet growing consumer appetites.
The charcuterie category has been one of the most prominent categories to benefit from changes in customers’ eating preferences in recent years. An emphasis on authentic experiences; a profound desire to entertain, made stronger by the limitations of the pandemic; the widespread embrace of foodie culture; and the powerful twin influences of travel and social media have all benefited charcuterie.
Jesse Denes, vice president, Schaller & Weber, New York, NY, says the charcuterie category formerly was a niche offering, but has grown into a mainstream staple.
“People want to re-create the gourmet experiences they see online, which has increased demand for unique and high-end products,” says Denes. “Additionally, the rise of at-home entertaining, especially post-pandemic, has led consumers to seek out quality charcuterie items that they can easily serve to guests.”
Maha Freij, president of Three Little Pigs, New York, NY, sees the charcuterie market growing because of the strengthening interest in gourmet, artisanal foods, along with a popular desire to re-create travel experiences. “For example, people traveling more to places like France, trying out the local food culture and seeking to bring a taste back home,” says Freij.
Freij also notes how brands — including Three Little Pigs — have played a critical part in the evolution of charcuterie’s place in the supermarket deli environment, “making it easier for consumers to access and enjoy authentic, high-quality, pre-packaged charcuterie conveniently.”
Here’s a look at how the charcuterie marketplace is continuing to grow and adapt to the marketplace and customer preferences.
A VARIETY OF COMPONENTS
Douglas Baldwin, brand manager for Margherita at Smithfield Foods, Smithfield, VA, points to some core products playing a central role in charcuterie’s growth.
“We are seeing a continued craze in the charcuterie category, with pork-based salami and pepperoni continuing to drive category growth,” says Baldwin. “Pepperoni and peppered salami are gaining traction, with Genoa salami continuing to grow in line with historical trends. Italian dry salami is also a mainstay and continues to be a strong performer.”
Baldwin says charcuterie contains a wide variety of potential featured items.
“All types of dry sausage — salami, pepperoni, calabrese, soppressata, capicola — along with various gourmet cheeses, nuts, fruits, compotes and relishes fall under the charcuterie umbrella in retailers, to fully build out unique and flavorful boards,” he says.
Of particular interest, Baldwin noted that “dry sausage has been very resilient to inflationary pricing and is seeing strong item velocities amidst higher retail prices.”
Freij agrees that a rich mix of products inhabit the charcuterie category.
“This includes pâtés and mousses, which are both spreadable, but pâtés are typically coarser, while mousses are smoother and lighter,” says Freij. “You can also find an assortment of cured meats, such as prosciutto, salami and chorizo — either refrigerated or shelf-stable. Additionally, you may find supermarket delis offering rillettes, and even specialty sausages, contributing to a well-rounded charcuterie selection.”
Supermarkets, in particular, today feature more variety for charcuterie as the category grows and becomes more widely sophisticated.
“Supermarket delis are increasingly expanding their charcuterie offerings to include items that were once only found in specialty shops,” says Denes. “This includes a broader selection of dry-cured meats such as speck, bresaola (or bündnerfleisch in our case), and smoked coppa. The offerings have expanded to include more niche products, such as truffle-infused sausages or salami with unique additions like whiskey or honey.”
AN EVOLVING CATEGORY
The intricacies of the charcuterie market have shifted in some notable ways in recent years. For instance, Baldwin says, “since the pandemic, the premium sector has grown, as consumers continue to desire easy and fun ways to entertain friends and family.”
On a related note, Baldwin says “all-natural products on shelf are a clear winner in the category.”
“As consumers consider more premium options, they understand that the product is worth paying more for, and items with no artificial ingredients meet that need,” he says.
Changes in customers’ approaches to food have influenced how they view charcuterie — and how providers must adapt to serve them.
“Customers are more knowledgeable and adventurous when it comes to food, which has fueled interest in high-quality, authentic charcuterie products,” says Denes. “This shift in consumer preference has driven growth in the premium segment of the market.”
Similarly, Katie Milani, marketing manager at Brooklyn Cured, says many of those shopping for charcuterie are discerning about the health value of what they are purchasing.
“More than ever, consumers have placed an emphasis on health and wellness and are more conscious of what they’re putting into their bodies,” says Milani. “As a result, the category has evolved with more specialty and artisanal products.”
Denes agrees that a growing consumer demand for premium, specialty products is one of the more prominent trends in charcuterie.
“People are more interested in high-quality, authentic meats and sausages that offer a taste of tradition, often with a modern twist,” says Denes. “There’s also the obvious shift toward smaller, pre-packaged products, which makes it easier for consumers to enjoy a gourmet experience at home without extensive preparation.”
The booming popularity of snacking plays a central role in charcuterie’s recent rise.
“Convenience and snacking have really taken off, not just with charcuterie in supermarket delis, but throughout the supermarket as a whole,” says Milani. “Rather than the average three meals, consumers are snacking throughout the day. We’ve seen a boom in on-the-go and ready-to-eat snack packs in the charcuterie industry with cheeses, nuts, dried fruits, crackers, and much more accompanying cured meats.”
Freij says customers’ relationship with charcuterie has changed as the category has grown.
“Consumers are not only becoming more interested in charcuterie but are also prioritizing convenience,” says Freij. “Instead of opting for large, traditional loaves, many now prefer the grab-and-go ease of pre-packaged slices.”
MARKETING AND MERCHANDISING
In charcuterie, Milani says successful marketing efforts stem from “telling your brand story.”
“Catching the consumer’s eye at store level with packaging and health-conscious callouts, clearly identifies how your product stands out from the rest,” she says.
In that same vein, Denes says the successful marketing and merchandising of charcuterie products hinges on “telling a compelling story that connects with consumers.” At Schaller & Weber, he says, that means emphasizing its “heritage and dedication to traditional German butchery.”
Since the nature of cured meat lends itself to a longer shelf life, innovations such as resealable packaging help with consumer convenience, says Baldwin. “Clear packaging that shows the actual product also serves to increase appetite appeal, especially for consumers buying a premium brand.”
Baldwin says charcuterie’s success at attracting customers inside a supermarket deli can depend on some key tactics.
“As consumers are looking for product variety and convenience, merchandising opportunities such as in-store displays or display cases that can showcase the variety help to successfully market items in the deli area,” says Baldwin.
Denes pointed to some tested approaches that have yielded good results.
“In-store, we’ve seen that visually appealing displays that evoke the look of a traditional European deli, combined with informative signage about the history and quality of our products, make a significant impact,” says Denes. “Offering samples and pairing suggestions helps to demystify these products for customers, inviting them to experience the authentic flavors we’re known for. Packaging that reflects our brand’s artisanal roots — featuring classic designs and transparent materials that showcase the quality of our meats — also plays a crucial role.”
Cross-merchandising opportunities are a natural fit for the category.
“Grab-and-go sets at delis, featuring complementary charcuterie products, are the most successful opportunities for cross-merchandising,” says Baldwin.
As Denes says, “cross-merchandising is most effective when charcuterie products are paired with items that complete the experience.”
“For example, placing smoked meats or sausages near specialty cheeses, artisan breads, or gourmet condiments can encourage customers to build their own charcuterie boards,” says Denes. “In addition, positioning these products near the wine section can enhance the idea of a complete dining or entertaining experience.”
