2021 ON THE RISE FOR DELI MEATS IN SUPERMARKETS
Data for the first 9 months of 2021 show a good performance of deli meats growing more than the average for fresh products in the FMCG sector: + 4.1, for a total of 170,000 tons in the first 9 months of 2021 in the super and hypermarket channel (vs. 2.7% of the average). These are the figures presented at Tutto Food by ASSICA, the result of IRI-Tutto Food research.
A deeper analysis of the data shows that the cured meats market is positive, thanks also to the contribution made by Discount. After a negative 2020, the cut-counter shows a positive rebound of 5.8% (52.3% of total sales in Super and Hypermarkets), while free service grows by 4.2% (32.3% of the total) and Take Away is instead in sharp decline with -5.9% (15.5% of the total). In cured meats, the main categories grew in volume (+6.2 in total), including Crudo (+7.2%) and Bresaola (+8.3%), which had experienced the greatest difficulties in 2020. The record belongs to guanciale, with a positive variation of 37.2%, while only lard (-2.2%) and coppa (-1.6%) show a negative trend.
In addition to the numbers, three trends stand out. On the one hand, the leading role of denomination of origin products, with an increase of 9.6%, which hold a 6.5% share in value and account for almost a quarter of the sector’s turnover. Then there is the great confirmation of the 100% Italian and ‘free from’ trends, which cured meats follow and in some cases accelerate, with, for example, an +18.9% of totally made in Italy cured meat products and a +5.6 of ‘fat free’ products. Finally, the protection of the environment as a criterion for conscious consumption: here deli meats already represent a benchmark for sustainability in the FMCG sector. 11.9% use recycled packaging while 12.3% use a reduced or no amount of plastic.