Category Catalysts: Dough - DeIorio's

The dough category has been on a continuing upward trajectory since Covid driven by a variety of factors, including a rise in at-home cooking, consumer demands for healthier eating options and shoppers that are seeking an easier way to recreate their favorite restaurant and quick service restaurant items at home. This shopper tends to be willing to splurge on other items in their basket and focuses on an elevated eating experience at home. 

DeIorio’s VP Jim Viti noted that 2025 has been a successful year for the company.

“We have anticipated challenges from previous years such as supply availability and having secondary suppliers available on demand, to developing innovative products for new trends such as those rapidly evolving in the better-for-you segments,” he said. “By maintaining a clear vision and staying true to our values, we have been able to overcome challenges and capitalize on opportunities throughout the year.”

Dough provides a number of opportunities for shoppers to engage with better-for-you items, both in terms of dough itself, but also the finished product that consumers make at home. DeIorio’s sees opportunities for innovation in this area. Viti commented, “As consumers increasingly seek healthier alternatives, we have maintained focus around creating dough that aligns with diverse dietary needs—low-carb, gluten-free and alternative grains—without compromising on taste or performance. Examples of this may include first-to-market upcycled dough flats and red lentil crusts.” 

In addition to a successful 2025, 2026 is likely to continue the trend of shoppers seeking healthier alternatives that are easier to engage. DeIorio’s made this a priority in 2025, with Viti noting, “Our 2025 initiatives were designed to capitalize on these trends and drive growth in the dough/crust category. Some examples include our lower-carb cauliflower mozzarella crusts and Detroit-style gluten-free rectangles—they are perfectly positioned to meet consumer demand for better-for-you options without sacrificing taste or quality.”

As consumer preferences in the dough category continue to change, DeIorio’s is well positioned to continue to lead the category. 

“We recognize the importance of adapting to evolving consumer behaviors and preferences, particularly at the start of the year when trends like health-conscious eating and lifestyle changes take center stage,” said Viti. 

Dough presents a variety of options for shoppers and an opportunity for retail partners to attract many different types of shoppers. While the category can be challenging to merchandise, partners like DeIorio’s provide a simple way to ensure the category is well positioned to take advantage of evolving consumer preferences.