5 PREPARED MENU CALLOUTS TO KNOW
5 Deli, Bakery and Prepared Food Menu Callouts to Know for 2025
Samantha Des Jardins, Content Marketing Manager at Datassential
For more information on the below trends, reach out here.
Keeping up with the latest trends is essential in the ever-evolving world of deli, bakery, and prepared foods. But it's not just about introducing new ingredients or techniques; sometimes, it’s the language—the adjectives and descriptors—that resonate most with customers.
The right callouts signal quality, align with specialty diets, and tap into specific consumer cravings. Words like “hand-battered” or “miso-glazed” do more than describe a dish; they paint a picture of craftsmanship, freshness, or global influence, and help shape a diner’s perception before they even take a bite.
Here are five key callouts, (plus a bonus trend!), to watch for in 2025 to help keep your menus fresh, descriptive, and resonating with customers.
Appealing to Specialty Diets
Today’s diners are increasingly health-conscious and seeking foods that fit their dietary needs. But how they define health can be all over the map. Here’s a breakdown of key specialty diet callouts gaining traction:
Keto: Keto diets remain a popular choice for those seeking low-carb options, with a steady 94% growth over the last four years.
Plant-Based: Plant-based remains a must-have callout for reaching flexitarians and environmentally conscious consumers. The phrase is up 73% over the last four years.
Vegan: Vegan callouts have also seen consistent growth, gaining +34% over four years, appealing to both specialty diet followers and consumers associating these items with quality. Also, “Meatless” (Do you spot the theme here?) is up 14% in that same period, even though only about 1 in 10 consumers are actually vegetarian.
Dairy-Free: Dairy-free remains important for lactose- intolerant diners and those looking for cleaner-label options. Its growth has slowed slightly recently but has still seen steady growth in recent years.
Halal: An arabic word that translates to the word “premissable” in English, it has not only become a growing signifier of quality, it also assures consumers that an animal was slaughtered humanely. The term is up 69% over the last four years.
WHAT’S IN STORE | 2025 Encrusting, Rubs, and Glazes
Exciting textures and flavors are set to be at the forefront in 2025. These techniques bring depth to familiar dishes and attract diners interested in creative preparations:
Miso-glazed: A fusion-inspired option, miso glaze is resonating with adventurous eaters, with 15% menu growth over the last year, adding umami-rich depth to a range of dishes.
Dredged: (Penetration: 0.4%, +18% 12-Mo Growth): With a surge in popularity, this technique satisfies those craving crispy textures.
Hand-Battered (Penetration: 4.0%, +8% 12-Mo Growth): Delivering sensory appeal and hinting at a thoughtful preparation, hand-battered items are drawing customers looking for indulgent textures.
Gluten-Free: Far From Over
Gluten-free has solidified its position on menus, catering to a wide range of dietary needs:
Gluten-Free Pizza (Penetration: 1.5%, +129% 12- Mo Growth): The demand for gluten-free pizza is accelerating, indicating a lasting market for gluten-free comfort foods.
Almond Flour: Almond flour is a growing standout among other Celiac-friendly alternatives, making it a popular alternative for gluten-free and low-carb baking.
Pick Your Protein
Customization around protein choices continues to expand, as consumers seek variety: Bone-In (Penetration: 10.6%): Bone-in items signal premium quality, which diners associate with flavorful and hearty meals.
“Pounded” or “paillard” are also emerging preparations to know that indicate a preparation that makes for a thin and juicy protein.
High Protein (Penetration: 0.5%): While growth has slowed, high-protein callouts cater to the fitness- focused consumer, maintaining a place on menus as people seek more nutritionally dense foods.
© 2025 International Dairy Deli Bakery Association
5 Prepared Menu Callouts to Know
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