Category Analysis: Dough

Leaders in the dough category don’t back down from adversity. Faced with challenges that are industry-wide and some that are specific to the dough category, suppliers are unfazed by barriers. Instead, they are focusing on the lessons obstacles can teach and are uncovering opportunities to bring excitement and fresh ideas to the dough category. 

Dough manufacturers are tasked with offsetting costs without hindering the quality of their products. Even when finances are tight, shoppers are choosing which grocery items to be frugal with and which items they can splurge on. 

“One of the biggest challenges across the industry continues to be balancing value with quality,” said Jim Viti, VP of Sales and Marketing, DeIorio’s. “We see consumers willing to trade down on daily essentials in order to afford premium items for special occasions.”

Another hurdle that manufacturers are turning into an opportunity is helping shoppers change their perception of dough as a mere ingredient. Instead, suppliers are showing consumers that this seemingly underestimated category presents an opportunity for households to bond and connect while cooking meals together at home. “Our biggest challenge is educating consumers and retailers that pizza dough can be more than a commodity,” said Feel Good Dough CEO, Terry Thomsen. “We are most excited by the fact that Feel Good Dough is uniquely positioned to meet those needs while bringing innovation to a traditionally overlooked category.” 

For JusRol, the company is gaining traction in a category that is dominated by brands that have longevity in the dough space. The company is focusing on its strengths and becoming more competitive by expanding into more stores and engaging with consumers who are looking for creative ways to prepare dough. “The most significant challenge is breaking through the focus on legacy brands and getting consumers to look beyond the ‘classic’ names,” said Senior Brand Manager Hilary Weinstein. “On the flip side, we’re really excited about opportunities we have at JusRol on the horizon—new innovations and expanding our retail footprint, which allows us for many different growth opportunities with new and existing consumers!” 

Once perceived as a comfort food for consumers to indulge in, dough is being incorporated back into mealtime. Consumers are becoming more knowledgeable about nutrition, including portion control and how to pair carbohydrates and starches with proteins and fats. Consumers are enjoying dough—and other carbohydrates—through intentional meal planning and portion control. Dough is no longer a guilty indulgence. Rather, it’s a part of a balanced diet when coupled with lean proteins and produce. “While dough products at large remain comfort foods, we believe they also play an important role in balanced meals,” Viti said. “We encourage merchandising that highlights complete meal solutions—pairing dough products with lean proteins, vegetables, and fresh ingredients—to reinforce versatility and meal planning.”

Consumers are expecting more from their food, such as feeling full for longer, sustained energy and versatility. Feel Good Dough has recognized an opportunity to connect with consumers seeking out high-protein, clean-label options that Feel Good Dough can offer them. “Health trends are creating a strong shift toward foods that offer more nutritional value per serving,” Thomsen said. “Consumers using GLP-1 medications are often seeking foods with higher protein content, better ingredient transparency, and greater satiety. Feel Good Dough aligns naturally with these trends by providing a clean-label pizza dough solution with significant protein content and no added sugars. At retail, we focus on communicating simple benefits such as protein, clean ingredients, and ease of preparation. We believe consumers want straightforward solutions that help them make healthier choices without feeling restricted.”

JusRol engages with and attracts consumers who want to adopt mindful eating habits by offering an option that emphasizes simplicity and addresses shoppers’ demands for transparency. “Health trends continue to be an important consideration, but we’re seeing consumers define it more holistically—balancing indulgence with quality ingredients,” Weinstein said. “Our approach at JusRol 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.”

One major strategy dough suppliers are using to maximize dough in retail is cross-merchandising dough near toppings and seasonal displays. From there, consumers are inspired by meal ideas and are never bored with dough thanks to its versatility when it comes to meal planning. “We see cross-merchandising as a powerful strategy—placing dough products near pizza toppings, deli meats, cheeses, or seasonal entertaining displays can inspire meal ideas and increase basket size,” Viti said. “Ultimately, we want consumers to see frozen dough as more than a single product—it serves as a versatile foundation for countless meal occasions.”

Another strategy, which Feel Good Dough employs, is to position the brand as a practical and useful kitchen staple. Feel Good Dough is also intent on helping consumers look past pizza when they are coming up with meal ideas where dough is the main ingredient. “Clear Differentiation—Positioning Feel Good Dough as a premium, functional dough solution with nutritional advantages over traditional options,” Thomsen said. “By helping consumers visualize multiple uses beyond traditional pizza, we can increase trial and repeat purchases.”

“Maximizing performance in-store comes down to visibility, education, and inspiration,” Weinstein said. “At JusRol, 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 through recipe inspiration, helping shoppers see beyond a single use case through social media and influencer efforts. As we expand into new retailers, we’re prioritizing a cohesive in-store experience that drives both discovery and repeat purchase.”