Category Analysis: Deli Meats
Deli meats have evolved beyond the sandwich. Snacking, convenient packaging, and charcuterie all have protein-focused consumers reaching for more. The global deli meat and cold cuts market is projected to grow steadily, with estimates putting the compound annual growth rate (CAGR) between 5.5 percent and 8.4 percent, according to online media reports.
True Story Foods, a family-run producer of all-natural, humanely raised meats known for its simple ingredient labels, is expanding its presence at Sprouts Farmers Market with the launch of a new line of Organic Grab & Go Deli Meats. Rolling out to 130 locations throughout California, the premium, pre-sliced deli meats offer a new format that preserves freshness, quality and consistency while eliminating the wait at the deli counter.
“Innovation is about making everyday meals easier without compromising on quality,” said Phil Gatto, CEO and Co-Founder. “We’re proud to be the first brand to introduce this fresh deli format at Sprouts, giving shoppers another way to enjoy our organic deli meats with the quality and convenience they expect from True Story.”
Boar’s Head Brand also has new launches and new formats ahead. “One of our most talked-about launches—and a standout for shopper excitement at the deli—has been Boar’s Head The Fryer’s Deep Fried Turkey Breast. It resonates because it delivers the indulgent, craveable flavor people love from deep-fried turkey, but in a format that’s convenient at the deli and designed for everyday eating. Shoppers also respond to the balance of bold taste and better-for-you credentials—it’s made with extra lean turkey breast, provides 13 g of protein per 2-oz. serving, and has 44% lower sodium than USDA data for deli cut white rotisserie turkey,” reported Elizabeth Ward, Vice President of Marketing at Boar’s Head Brand.
The launch aims to meet consumers’ growing expectations from the deli department.
Ward explained, “Shoppers increasingly expect health, convenience, and value at the same time—without giving up flavor. Our strategy is to deliver premium, high-flavor options that also align with modern priorities like protein-forward nutrition and lower sodium where possible, while keeping preparation simple through the deli.”
“The biggest surprise has been how strongly consumers now view the deli as a destination for restaurant-inspired meals at home, not just sandwich staples,” Ward added.
Getting deli shoppers’ attention requires collaboration with retailers. “We work with retail partners to make the deli more inspiring through strong product storytelling, associate-friendly slicing guidance, and meal-solution merchandising that helps shoppers quickly answer, ‘What’s for lunch or dinner?’” said Ward.
For Dietz & Watson, a return to classic flavors has consumers taking notice.
“Two of our top-performing products this year have been London Broil Roast Beef and Oven Classic Turkey Breast. Year-to-date, London Broil Roast Beef volume sales have increased by 3.2%, while Oven Classic Turkey Breast volume sales have grown by 4.1% versus the prior year,” shared Taylor Grissinger, Marketing Director at Dietz & Watson.
“We believe their success reflects a broader consumer shift toward classic, familiar flavors. As shoppers navigate economic uncertainty, many are gravitating toward trusted, nostalgic products that deliver both comfort and quality. These core deli staples continue to resonate with consumers looking for versatile, premium options they can rely on for everyday meals,” said Grissinger.
As a family-owned company with more than 85 years of experience, Dietz & Watson has a wide portfolio to meet shoppers’ changing needs.
“Our offerings span traditional deli favorites, No Antibiotics Ever choices and specialty options such as halal-certified meats, allowing us to serve a wide range of consumer preferences while maintaining a consistent commitment to quality and taste,” explained Grissinger.
To keep consumers coming back for more, Dietz & Watson utilizes a variety of strategies.
“We strategically use promotions to expand trial and attract value-conscious shoppers. Approximately 40% of our volume is sold on promotion, helping us drive household penetration while strengthening brand loyalty,” noted Grissinger.
“Data-driven decision-making is central to our approach. Dietz & Watson has a dedicated analytics team that leverages retail performance data, shopper insights and category trends to inform everything from pricing and promotion to assortment and merchandising decisions,” Grissinger added. “By closely monitoring shopper behaviors and market dynamics, we can work closely with our retail partners to identify growth opportunities, optimize promotional effectiveness and ultimately drive stronger sales performance across the category.”
Applegate, a leading natural and organic meat brand, announced the expansion of its portfolio over the summer with seven new products designed to bring greater convenience, flavor, and versatility to everyday meals. The innovations range from ready-to-heat proteins and flavor-forward lunchmeats to new additions to the brand’s bacon portfolio. The company is also introducing larger pack sizes of select products to better meet evolving household needs.
“For us, innovation and new product development start with our standards,” said Joseph O’Connor, President of Applegate. “We’re always asking how we can make it easier for people to enjoy food that aligns with their values—from ingredient transparency to how that food is sourced and produced. By combining the benefits of taste and convenience with those longstanding standards, we aim to continue to redefine what consumers can expect from Applegate.”
Across the category, deli brands are finding new ways to bring convenience, nutrition and versatility to today’s protein-loving shoppers.
