First Take: Dough
Throughout the years, the dough category has seen trends focused on convenience, such as frozen and ready-to-bake options, as well as health and dietary needs, including gluten-free, high-protein, and plant-based products. Additionally, there has been a shift towards premiumization with artisanal ingredients and unique flavors. What will 2026 bring? The combination of busy lifestyles and health-conscious consumers presents numerous opportunities for the home baking experience.
DeIorio’s Foods knows what the new year brings in terms of consumers. Jim Viti, VP of Sales and Marketing, shared in an earlier interview, “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. 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.”
For Cérélia USA Baking, that meant rolling out a new look for their JusRol brand. The brand refreshed its packaging, visual identity, and part of its product range to strengthen its presence in stores and attract more shoppers to the refrigerated dough category.
“Our new design approach was created to better engage Millennial shoppers and support the ramp-up of our marketing investments, especially as we head into the holiday season—a key moment for this category,” explained Hilary Weinstein, Sr. Brand Manager at JusRol in a press release from late 2025.
For consumers looking for wheat dough that is chemical-free, Feel Good Dough touts that their dough is good for gut health. Terry Thomsen, Founder of Feel Good Dough, shared on their website, “It was suggested I go off of wheat and see how I feel. Eating gluten-free ingredients is not what I wanted for my health. What I found was I was not wheat sensitive; I was sensitive to the pesticides in the wheat. As a baker by trade, I wanted to make a dough that would help me and others. I wanted dough that could be used every day so you would feel good every day.”
Guttenplan’s is a leading producer and supplier of frozen dough products. Guttenplan says its frozen dough features less labor, shorter production timeline, and more eco-friendly packaging. The convenience of frozen dough meets today’s consumer demand for ready-to-bake, pre-shaped dough balls to save on prep time.
Consumers’ focus on health and wellness doesn’t just affect the month of January. It affects the dough category throughout the year as well. It has led to innovation with alternative flours for gluten, nut, or dairy-free options. There has been an increase in plant-based and vegan doughs. According to Bakery Trends 2025: Global Market Overview, “21 percent of new bakery launches had a plant-based claim over the last year.” And the protein trend that has affected snacks, beverages, pastas, coffee and more has hit the dough category with a surge in high-protein doughs.
“As consumers increasingly seek healthier alternatives, we have maintained focus on 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,” reported Viti of DeIorio’s Foods previously.
He continued, “We have a long history of crafting high-quality, traditional doughs and bread products that reflect our Italian heritage.”
Consumers’ desire for new taste experiences is impacting many food categories, and dough is not excluded. There has been an increase in focus on flavor premiumization. Consumers want high-quality premium ingredients or exotic flavors such as ube, yuzu, and black sesame. One food trend affects another, as seen with the viral popularity of Dubai chocolate and the increasing desire for pistachio in all things, including dough. As well as increasing the desire for dessert-inspired dough.
But for all its innovation, there is one traditional flavor that continues to remain on trend for years—sourdough. Consumers choose sourdough for its tangy flavor and digestive benefits. Fermentation breaks down starches and gluten, making it easier to digest and potentially better for gut health. According to market research, sourdough bread sales are booming globally, with the market valued at around $3-4 billion in 2024 and projected to reach $5-7 billion by 2030-2034. This growth is due to consumer demand for healthy, natural, clean-label, fermented foods, driving both home baking and industrial production of convenient forms like pre-sliced loaves.
When previously asked about innovative flavor profiles and ingredients on the horizon, Viti of DeIorio’s Foods, relayed, “As our customers continue to seek elevated culinary experiences and adventurous flavors, the dough category is ripe for innovation. As an example, we recently launched jalapeno-infused dough balls. Some other flavor profiles of interest this year include alternative flours such as ancient grains, sweet and savory combinations such as cinnamon and cardamom, and functional ingredients such as probiotic dough incorporating yogurt or kefir into the formula.”
With health and wellness, flavor exploration, and convenience trends all affecting consumer behavior, the dough category is one that’s uniquely ready to rise to the occasion.
