The Future of Deli Snacking
Grab-and-go options continue to be the go-to for consumers—driving rapid growth in the deli snacking category. Market research from Circana shows that 64 percent of consumers now actively look for snacks perceived as good for them.
Industry leaders like Anouck Gotlib, CEO of Belgian Boys, are optimistic. “Even with economic pressure, we continue to see resilience in products that deliver strong value and experience beyond price,” said Gotlib. “Consumers are asking: Does this save me time? Will my kids actually eat it? Does it make a moment feel easier or more special? We believe value today is emotional as much as financial. Families are doing more with less time. The brands winning right now are those solving real life while still bringing a little joy to the table. Convenience gets you in the cart. Delight gets you invited back.”
Aimee Tsakirellis, EVP of Marketing at Cedar’s Foods, confirmed that growth and deli snacking go hand in hand.
She reported, “The deli snacking category continues to see strong momentum as consumers increasingly look for convenient, better-for-you foods that fit seamlessly into busy lifestyles. We see some of the greatest growth opportunities in products that deliver on both health and flavor, especially those made with clean, recognizable ingredients and rooted in authentic culinary traditions. Mediterranean-inspired snacking continues to resonate strongly with consumers because it naturally aligns with these preferences.”
She continued, “Even amid ongoing economic pressures, consumers are still prioritizing products that offer strong perceived value, whether that’s nutritional benefits, premium quality, or versatility across multiple eating occasions. We are seeing products that can serve as both snacks and meal components, helping shoppers stretch value while still enjoying elevated flavors and quality ingredients. Hommus and Mediterranean dips continue to perform well because they are versatile, shareable, and can be paired across a wide range of affordable foods including vegetables, pita, sandwiches, wraps, and grain bowls.”
Tara Murray, Vice President of Marketing for Fresh Innovations/¡Yo Quiero! Brands, noted that opportunity lies in creating fresh, convenient solutions that fit into consumers’ everyday routines.
She relayed, “The greatest growth opportunity in deli snacking right now is creating fresh, convenient solutions that fit into consumers’ everyday routines, including households that increasingly view pets as part of the family. Today’s shoppers are balancing value with convenience, and they want products that help them put together quick snacks, easy meals and entertaining options without sacrificing flavor or freshness.”
Murray continued, “Even with economic pressures, consumers are still willing to spend on products that feel versatile and deliver strong value. That is where refrigerated dips continue to perform well. Guacamole, salsa, queso and bean dips can stretch across multiple occasions, from after-school snacks to game day gatherings, while helping retailers drive incremental purchases throughout the deli and produce departments.”
Convenience and value are trending, but category leaders point to additional trends.
Gotlib of Belgian Boys shared, “From our own consumer feedback, retail conversations and shopper insights, there are several trends that continue to stand out. First, families are increasingly looking for products that reduce friction in their daily routines. Easy-to-prepare refrigerated items with strong taste and visual appeal continue to outperform because they simplify mornings and snack time.”
She continued, “Second, we are seeing consumers gravitate toward brands that feel authentic, optimistic and emotionally engaging. Especially with Millennial and Gen Z parents, there is a desire for brands that feel human and relatable, not overly corporate. We are also seeing strong momentum around snackable and shareable formats. Bite-sized products, lunchbox-friendly options and products that work both hot and cold continue to resonate strongly with families. Another important trend is discovery through social and digital commerce.”
Leaders are noticing consumers’ desire for approachable and trustworthy ingredients. Cedar’s Foods revealed this from consumer insights.
“We are seeing continued demand for clean-label, better-for-you snacking products that prioritize both taste and ingredient transparency. Today’s consumers are reading labels more closely than ever before and actively seeking foods made with simple, recognizable ingredients they can trust. Another major trend shaping the category is premiumization. Consumers are increasingly willing to invest in products that deliver elevated quality, authentic flavors, and restaurant-inspired experiences at home,” said Tsakirellis.
“Functional nutrition continues to be a major driver in the category, with consumers increasingly seeking products that offer added nutritional benefits such as high protein, high fiber, and other wellness-focused attributes,” said Tsakirellis. “Shoppers are looking for foods that not only taste great, but also support their overall health and lifestyle goals, making nutrient-dense snacking options more important than ever before.”
Fluctuating trends have Kestenbaum of 7 Mile Brands taking notice.
“Between GLP-1, functional nutrition, and social movements like the anti-seed oil trend, consumer behavior is shifting faster than ever. At PRETZELIZED, we don’t spend our time chasing trends—we focus on creating craveable, evergreen products that deliver excitement and value regardless of the trend of the moment. Oven-baked, never fried, non-GMO, and no artificial ingredients aren’t trends to us—they’re modern expectations and ways of living. The deli and perimeter are uniquely positioned to capitalize on this shift because consumers increasingly associate those departments with freshness, quality, and discovery.”
“From what we are seeing, consumers continue gravitating toward bold flavors, authentic global-inspired products, cleaner ingredient labels and convenient refrigerated options that feel fresh and premium. There is also strong momentum around snacking throughout the day rather than traditional meal occasions, which creates more opportunity for deli snacking solutions,” said Murray of Fresh Innovations/¡Yo Quiero! Brands.
“These trends will continue shaping the category over the next five years by pushing retailers and brands to think more holistically about merchandising. Dips are no longer just paired with chips. They are being used with fresh vegetables, sandwiches, wraps, proteins and meal-prep solutions. The retailers that inspire usage and create cross-department connections will help grow both basket size and category engagement.”
“We also believe there is a bigger opportunity for refrigerated dips to become true meal enhancers rather than just snack companions,” continued Murray. “Consumers are increasingly using dips as spreads, sauces, toppings and shortcuts for quick meals at home, and that opens the door for more creative merchandising throughout the store.”
The deli snacking category is well-positioned for the future.
“We see Belgian Boys continuing to blur the lines between breakfast, snacking, and occasion-based eating over the next five years. Consumers increasingly eat across moments rather than traditional day parts. A snack can become breakfast. Breakfast can become lunchbox fuel. Products need to flex with real life,” noted Gotlib of Belgian Boys.
She continued, “We also expect refrigerated innovation to continue expanding. Freshness cues matter, and consumers increasingly associate refrigerated products with quality and elevated experiences. We believe the future of snacking is more experiential and more emotionally connected.”
Tsakirellis of Cedar’s Foods said, “Over the next five years, we hope to continue growing as the largest hommus producer in the world while continuing to introduce new and unique offerings for consumers to enjoy. As the category evolves, we see tremendous opportunity to further expand Mediterranean-inspired snacking beyond traditional hommus and into a broader assortment of premium dips, spreads, and snackable formats.”
“We believe the biggest shifts in the category will center around clean-label innovation, ingredient transparency, and elevated flavor experiences,” said Tsakirellis. “Consumers are becoming increasingly intentional about what they eat and are actively seeking foods with simple, recognizable ingredients and fewer additives. We also expect demand for seed oil-free products and minimally processed foods to continue accelerating as consumers become more educated around ingredient sourcing and quality.”
For newer brands, that future includes using deli as a launchpad for snacking innovation.
“PRETZELIZED launched just two years ago and rapidly gained distribution across nearly every major grocery and natural retailer in the country. The next phase is about building the brand, deepening household penetration, and helping lead deli into the next era of the modern consumer,” replied Kestenbaum of 7 Mile Brands.
“We started by reinventing pita chips,” continued Kestenbaum. “Then we brought pretzels into the cracker aisle. Going forward, our strategy is to continue transforming familiar categories through the PRETZELIZED lens—creating cross-category innovation that makes everyday foods more exciting, flavorful, and snackable. Over the next five years, I believe the biggest shifts in deli snacking will come from brands that blur traditional category lines, deliver premium experiences, and create products consumers genuinely want to discover and talk about.”
Fresh dip brands are thinking more broadly for the future.
“Over the next five years, we see ¡Yo Quiero! continuing to evolve into a broader fresh snacking and flavor destination brand. Consumers are looking for more than just a single-use dip; they want products that work across meals, snacking, entertaining and grab-and-go lifestyles,” commented Murray. “We expect the biggest changes in the category to come from flavor innovation, convenience-focused packaging, cross-merchandising and the blending of deli, produce and prepared foods.”
As shoppers blur the lines between meals and snacks, the deli snacking category is ready to meet evolving consumer eating habits.
