Category Analysis: Dough
The global market for refrigerated and frozen dough products exceeded $25.6 billion in 2025 and is expected to grow to $26.9 billion in 2026 and reach $44.2 billion by 2036, according to data compiled by Future Market Insights. This growth indicates consumers are shifting towards ready-to-bake products in both commercial and retail baking. This presents an opportunity for sales to reach $17.3 billion from 2026 to 2036, as industrial baking, cold-chain logistics and retail bakery operations shift and evolve. As more households are opting to cook and dine at home, dough suppliers are experiencing a surge of demand for uncomplicated, straightforward products made with ingredients consumers can trust.
Feel Good Dough started the year with a sharper focus on intentional growth. “After the initial push of new product innovation, we’re prioritizing operational efficiency, strengthening retail partnerships, and deepening our connection with our core consumer,” CEO Terry Thomsen explained. “We’re also placing more emphasis on education—helping shoppers understand the versatility and benefits of our dough—while ensuring we scale sustainably without compromising quality.”
“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,” said DeIorio’s Vice President Jim Viti.
“As we’ve progressed into 2026, we’ve focused on two key priorities: expanding distribution and driving product innovation that meets evolving consumer needs,” said Hilary Weinstein, Senior Brand Manager for JusRol. “We’re scaling our retail footprint with two new placements this spring, and additional retailers in the pipeline. At the same time, we’re continuing to invest in innovation: bringing new formats to attract new shoppers to the refrigerated dough category like our convenient Puff Pastry Turnover Kits—launching this summer!”
Feel Good Dough is intent on providing choices for consumers that are meaningful and significant to them. “Organic resonates because it represents trust, transparency, and a commitment to cleaner ingredients,” Thomsen said. “Today’s consumers are more mindful than ever about what goes into their food and how it’s sourced. To stay connected and relevant, we’re focusing on three key areas: Transparency: Clearly communicating our ingredient sourcing and product benefits. Engagement: Meeting consumers where they are—through social content, recipes, and real-life use cases. Innovation with purpose: Launching products that align with evolving lifestyles, without chasing trends that don’t fit our brand.”
Health trends are reinforcing Feel Good Dough’s core values rather than changing its direction. “Consumers are prioritizing simple ingredients, digestive wellness, and balanced indulgence—areas where our products naturally fit,” Thomsen explained. “We’re leaning into this by continuing to explore functional benefits where appropriate, and position our dough as both approachable and better-for-you without sacrificing taste.”
“Health trends continue to be an important consideration, but we’re seeing consumers define it more holistically—balancing indulgence with quality ingredients,” JusRol’s Weinstein said. “Our approach is to focus on simplicity and transparency, offering products that enable consumers to create fresh, homemade meals and treats with ingredients they feel good about.”
With the swell of consumers adopting specific diets, Feel Good Dough has done its due diligence to prevent the category from being exclusive to select consumers. “Inclusivity starts with accessibility and representation,” Thomsen explained. “We aim to create products that appeal to a wide range of dietary preferences and lifestyles, while keeping price, usability, and flavor top of mind.”
“Inclusivity, for us, means meeting consumers wherever they’re at,” Weinstein with JusRol said. “Not everyone has the time to bake from scratch, and our products are designed to remove barriers while still delivering a high-quality, homemade experience. By offering a wide range of refrigerated dough products, we’re giving consumers accessible entry points into cooking and baking, for every skill level.”
In order to maximize its dough products, Feel Good Dough leans on adaptability and awareness. “Our strategy centers on versatility and education,” Thomsen said. “Dough is an incredibly flexible product, and we want consumers to see it as more than a single-use item. We’re investing in recipe development that highlights multiple use cases (sweet, savory, quick meals, entertaining).”
“Maximizing performance in-store comes down to visibility, education, and inspiration,” Weinstein said. “We work closely with retail partners to ensure strong placement within the refrigerated dough set. We also focus on showcasing the versatility of our products, like showing how our Puff Pastry Dough can be made into something sweet or savory through recipe inspiration, helping shoppers see beyond a single use case.”
