WELLNESS TRENDS RESHAPING DAIRY, DELI, & BAKERY (CONT.)
The industry is responding to consumer demand for clean label. Over the last year, we’ve seen dollar sales of clean label dairy up 8%, clean label deli up 6% and clean label bakery up 18%. When looking at specific attributes, like “free from artificial flavors” in dairy is up 5%, deli up 6% and bakery up 9% in sales versus the previous year.
Every Bite Counts
Consumers continue to expect more from their food, looking for benefits that heal, restore and nourish. We see this playing out in increased priority around macro nutrients as well as improved nutrition profiles. Over-arching health needs like digestive health are up 23% in bakery, 5% in dairy and 10% in deli. Dairy continues to meet consumer demand, with growth of products with health claims around bone health, muscle health, immune health, microbiome, hydration and even performance.
One driver of this prioritization is the GLP-1 medications The surge in GLP-1 medications (e.g., Ozempic, Wegovy and even GLP-1s from compounded pharmacies) is creating a new class of intentional wellness consumers. These shoppers are redefining their diets around satiety, protein, fiber, and nutrient density—key attributes that are influencing dairy, deli and bakery innovation. Dairy is benefiting from increased interest in high-protein, low-fat items like yogurt and cheese. Deli is seeing growth in convenient, protein-rich options such as meat snacks and rotisserie chicken and the in-store Bakery is being challenged to innovate with lower-carb, higher-fiber, and portion-controlled offerings that align with GLP-1 users’ dietary needs. Beyond categories, we see a consumer focus on nutrition – what is in and not in products. For instance, protein-rich is up 13% in dairy, 4% in deli and 8% in bakery. Sugar conscious is up 13% in dairy, 6% in deli and 8% in bakery. Carb conscious sales are up 7% in dairy, 3% in deli and 18% in bakery. Fiber is increasingly being prioritized by consumers with over 10 grams of fiber products in dairy up 27% and 83% in bakery. Looking forward to 2026, wellness will be defined less on what’s in/out and more on the health impacts of foods and overall nutrition, with focus on attributes like nutrient density.
Conclusion: Wellness key for Dairy, Deli,
and Bakery Growth The convergence of health, technology, and consumer empowerment is ushering in a new era for the dairy, deli and bakery departments. Brands and retailers that embrace transparency, prioritize wellness attributes important to consumers, and adapt to the evolving needs health-conscious shoppers will be best positioned to thrive in 2026 and beyond.
About the Author
Sherry Frey brings more than three decades of industry experience to her role as Vice President, Total Wellness at NielsenIQ. With a background in market research, innovation and consulting, she has elevated clients across the fresh, CPG and wellness industries, providing forward-thinking insights, combined with practical strategies. Sherry has been a featured speaker at many national and international industry events and is often sought as a media and analyst resource on topics related to consumer health, wellness and environmental issues. Sherry’s view of health and wellness spans beyond personal health and wellness, encompassing how we collectively think about the health of the planet.
WHAT’S IN STORE | 2026 © 2026 International Dairy Deli Bakery Association
Industry Landscape
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