Page 50 - Deli Business June/July 2020

FEATURE
packages and smaller format for individ- ual use and grab-and-go applications,” says Bocchini. “With the inclusion of not only salami but other components like dried fruit and nuts, a deli can get a lot out of it.”
Depke notes for years, there’s been a growing popularity of charcuterie items like Volpi’s artisan salami and prosciutto, which are often introduced to the cat- egory through transitional products like Roltini (Mozzarella and prosciutto sticks). This leads consumers to try the compa- ny’s sliced retail packs of Prosciutto, Genoa Salami, Bresaola, Chorizo and Pepperoni.
“The Shelter At Home orders for COVID-19 sparked a cooking-at-home revolution in the U.S.,” says Depke. “People are experimenting more, playing with new flavor combinations, baking more. We’ve seen our fans submit photos of their salami-studded breads, elevated pasta car- bonaras and the like.”
Packaging Perks
Many of the companies supplying deli meat have started to consider different packaging materials and options.
“If you’re not concerned about the
amount of plastic being dumped on the earth, you’re not listening to your consum- ers,” says Depke.” While simultaneously moving to pre-packaged, small portioned convenience items, we’re also fighting the inherent amount of packaging waste that coincides with that. At Volpi, we’re proud to be the first solution to this issue. We’ve introduced a new packaging material on our line of pre-sliced products that is paper based. This new material uses 70 percent less plastic than traditional deli packs with- out affecting product integrity or shelf life.”
Last year, Beretta introduced a full set of portable snack options including its salami, prosciutto and several combinations of nuts, dried fruit, crackers, etc. This was done to appease those looking for more of a grab-and-go option.
“We believe it is this form of packag- ing that will bring some new consumers to the category,” says Bocchini. “We also focus a lot on the protein aspect of these packages.”
This new format was popular both in the supermarket deli and around different locations of the store, where impulse buy- ing regularly occurs.
“We have seen interesting packaging, especially those that are quick grab-and-go meals,” says Horta. “Cibao Meat hopes to follow that trend.”
Richard says pre-packaged deli meats have been rising in popularity for a while now, and even more so since COVID-19.
“It’s a great option for consumers who don’t want to interact with an in-store deli, or whose deli cases are closed in their store,” he says. “It comes down to conve- nience, and that was something that was driving the category even before all this happened.”
Marketing Matters
Convenience has become the focus of deli marketing and merchandising, due to recent trends in consumer preferences.
According to Rodriguez, prepared meals and meal kits have increased as a share of revenue for delis, in recent years.
“Many consumers, seeking a healthy alternative to frozen prepared meals have turned to freshly-made meals in delis, and deli meat is a portion of that,” says Rodriguez. “Additionally, revenue gen- erated from meal kit sales is estimated to increase at an annualized 17.7 percent.”
Depke notes charcuterie is ripe for cross merchandising, and a savvy in-store deli department will match up its meats with a wide variety of items for the home or out- door gathering.
“Really, there’s no better way to add value for the consumer and increase basket ring than to merchandise prosciutto next to fresh produce, specialty cheeses and arti- san breads,” she says. “Suggested pairings are on the back of each of our packages, making it easy for consumers and deli asso- ciates alike to find the perfect matches.”
Bocchini notes consumers are looking to elevate their experience, and this goes for gathering with other people or just for their daily sandwich.
“We have partnered up with several retailers in developing special combinations of salami, coppa and prosciutto ready to be served in their store-made sandwiches, and it has been a success,” says Bocchini. “The full-serve program is still very traditional in terms of assortment, and few items have found their permanent location inside the full-serve area due to space versus regular mainstream items.”
Dorsch says sandwich programs are where the company has seen the most growth with its deli products but service
50 DELI BUSINESS JUN/JUL 2020