British consumers are showing a heightened interest in charcuterie boards, with a notable surge in demand for French meats and cheeses, according to recent figures from supermarket Waitrose.
The supermarket has reported that sales of its Unearthed French Torchon Ham have increased by 13 percent. Additionally, sales of its No.1 French Blue D'Affinois Cheese Strength 2 have seen a spike of 26 percent, while sales of No.1 French Petit Lucques Olives are up by 60 percent compared to the previous week.
Waitrose attributes this rise in popularity, in part, to the ongoing Tour de France cycling race. Hayley Bland, World Deli Buyer at Waitrose, noted that French Lucques Olives are a specialty of the Languedoc region, which is along the race's route. "These buttery green olives pair wonderfully with rich and creamy French cheeses, and are a gorgeous, green addition to any charcuterie board," Bland stated.
Further data from Waitrose.com indicates a 12 percent increase in sales for the Unearthed French Selection. Sales of Waitrose French Ripe Brie Cheese Strength 5 have risen by seven percent, and sales of No. 1 Berthaut's Epoisses AOP French Soft Cheese Strength 6 are up by five percent.
Sarah Miness, Prepacked and Speciality Cheese Buyer at Waitrose, described creamy French cheeses like brie and soft cheeses from Burgundy as ideal additions to charcuterie boards. She suggested they pair well with fruits such as sliced pear or grapes, and can be enhanced with honey or balsamic glaze. Miness also highlighted French blue cheeses as offering a complex flavor that complements other items on a board without overpowering them.
Social media platforms reflect this trend, with users sharing their charcuterie board creations. On TikTok, consumers have expressed enthusiasm for "picky bits," with some noting the appeal of cold cuts and cheese during British summer.
This surge in charcuterie sales follows a previous increase in demand for unhomogenised milk, which Waitrose noted was driven by health-conscious shoppers seeking whole foods and a greater awareness of ultra-processed foods. Dan Robinson, Food Processing Manager at the Leckford Estate, suggested that customers are embracing simpler, more natural food choices.