Sausage and ham sales hit by slump

SALES of France’s famed dried sausage and cured ham, the staple of the French apéro, have tumbled in the first months of this year, with market leader Justin Bridou revealing total sales down 5% and jambon cru down 16% in the past three months alone.

Despite Tour de France crowds fighting to get the free Cochonou sausages thrown out from the publicity caravan as it passed, shoppers have been turned off by the poor weather and have given the dried meat counter a wide berth.

Nathalie Poncet, marketing director of Aoste, which owns both Justin Bridou and Cochonou, told Le Figaro: “There has been a turning away from sausages and charcuterie due to the weather and the financial situation. It is affecting all brands.”

The dried sausage market fell 1.3% in volume in the first quarter compared to the same period in 2012 and fell another 3.6% in the second quarter. Sliced sausage was hit even harder: down 5.8%.

The 16% fall in cured ham sales in the second quarter came after a 12% at the start of the year and Ms Poncet said that dried meats were an “impulse buy” and the company was looking at boosting its marketing activities to get people thinking again.

• Last year the Cochonou van was voted the “caravan favourite” of Tour de France fans and the company spends the bulk of its marketing budget outfitting the van to get closer to the 15 million lining the roads. This year fans scuffled to get the free packs thrown out and staff had to close store cupboards when the caravan was at a halt.