First Take: Deli Meats
As with other grocery categories, consumers are moving fast and want on-the-go convenience. At the deli counter, that equates to less traditional counter service for fresh-sliced deli meat. Instead, consumers are opting for more pre-packaged and grab-and-go deli meats. According to various media sources, the deli meat category has been showing declines recently due to factors like inflation and safety issues, with trends shifting towards those packaged for ease as well as healthier options such as clean labels, low/no additives and organic.
Claire Donohue, Volpi Foods Marketing Manager, corroborates these trends. “In 2025, we’ve seen a steady rise in demand for high-protein deli meats made with cleaner ingredients as consumers prioritize health, wellness, and transparency. This trend is expected to remain strong into 2026, and to succeed, brands need to meet consumers where they are.”
She continued, “Volpi Foods has responded to this shift by expanding its portfolio of ready-to-eat, on-the-go snacks that align with these high-protein, better-for-you priorities, including snack trays, snack cups and Roltini singles that combine bold flavor with high-quality, protein-rich ingredients. Looking ahead, the brand will continue to expand retail distribution and continue to innovate products that align with health-conscious consumers.”
Just as other food categories are seeing an explosion in consumers wanting clean and healthy eating as well as exploring bolder global flavors, deli meats are trending the same. With customers looking for real ingredients and minimal processing, as well as global tastes that fit their budgets. There has also been a rise in artisanal and premium products, with social media trends boosting the popularity of charcuterie boards and “elevated convenience.”
That’s good news for companies like Abraham of North America, which specializes in importing European specialty foods, with a focus on chilled meat and dairy products. According to their website, “We bring a wide range of high-quality, unique and authentic products to customers in North America, which would otherwise not be available in the market. It is a great way to experience the cultural diversity of Europe through their food.”
The charcuterie trend is also favorable for brands like Brooklyn Cured, whose flavor profiles are inspired by the cultural diversity and culinary history of Brooklyn neighborhoods. “I started making salami in a wine cellar in the basement of a Michelin-starred restaurant and fell in love with the craft of charcuterie,” shared Scott Bridi, CEO and Founder, on the Brooklyn Cured website.
Charcuterie is also the key to staying relevant for Volpi Foods. “It is essential that deli brands position charcuterie not just as an occasional treat but as an everyday snacking option,” relayed Donohue of Volpi Foods. “Opportunities lie in expanding retail distribution, introducing new flavor offerings, and emphasizing high-quality, nutrient-rich ingredients and protein-forward products. By making charcuterie approachable, convenient, and better-for-you, brands like Volpi can reach more consumers and strengthen their presence in the evolving snacking landscape.”
She continued, “Volpi is leveraging cross-merchandising, creative recipes, and ingredient pairings—such as almonds and cranberries in its charcuterie board—to help shoppers build convenient, balanced, nutrient-rich snacks. In 2026, the brand will continue expanding its protein-forward, quality ingredient offerings while aligning with broader nutrition trends. Volpi has already launched its charcuterie board at retailers across the US, such as Publix, Schnucks, and Raley’s.”
Even large companies like Dietz & Watson, a brand that’s been around since 1939, featured charcuterie Christmas tree boards and holiday wreaths made out of prosciutto, pepperoni, and truffled salami on their blog—showing customers how to easily blend deli with holiday.
Safety concerns still keep some deli meat customers wary, primarily due to the risk of Listeria contamination and recent high-profile outbreaks. These concerns are being met head-on by brands like Vincent Giordano. In an article from an industry publication, Guy Giordano said, “The company has put its money where its mouth is in regards to state-of-the-art facilities and has a history of going well beyond what is mandated in the arena of food safety and quality assurance. “We have a long-term commitment to food safety and we are way ahead of the curve in that area.” Giordano handles all of Wegmans’ sandwich shop business and is the primary supplier of such fast-food operators like Jersey Mike’s, Slack’s Hoagie Shack and Subway’s roast beef and meatballs.
With protein-rich foods trending across many food categories, there’s a lot to be optimistic about in the year ahead for deli meats.
“Volpi Foods is most optimistic that in-person work will continue to rise in the year ahead, driving the demand for convenient, on-the-go snacking,” explained Donohue of Volpi Foods. “This presents a real opportunity for Volpi Foods to deliver protein-rich, better-for-you options that meet consumers’ needs while supporting growth in the deli meats category. Snacks like Volpi’s Roltini Singles with prosciutto and mozzarella already resonate with consumers, seeing a large increase in distribution across grocery and convenience in 2025.”
Volpi’s top priority as they take on 2026?
“Broadening national retail availability to connect more consumers with its four-generation family recipes, from traditional prosciutto to pre-chopped meats and snack selections,” stated Donohue. “These products highlight artisanal quality, high protein nutrients, and responsibly sourced ingredients, demonstrating the growing importance of sustainability and transparency in consumer choices.”
While the deli meat counter service may be experiencing a slowdown due to consumers shifting towards convenient, healthier pre-packaged options, trends like easy elevated and protein-rich charcuterie boards are keeping deli meats relevant to consumers’ fast-paced lifestyles.
