February 18, 2025 – In the US and Canada, deli meat is often opted for its convenience, variety of flavors, and the ability to quickly assemble in sandwiches or snacks, making it a popular choice for busy lifestyles. Innova’s 360 research highlights that consumers in the US and Canada have increased their consumption of meat and poultry. It also reveals innovation, positioning, and flavor trends in the deli meat market and what may develop in the future.
Deli Meat Product Launch Trends
There has been a 2% rise in deli meat launches in the US and Canada over the past three years. Nearly 1 in 3 consumers choose meat and poultry for their high protein content, reflected in 22% of product launches with protein claims. A variety of protein levels, ranging from 10g to 23g per serving, enables consumers who incorporate deli meat into their diet to effectively manage their protein intake and meet their nutritional requirements.
In the US and Canada, deli meat is the fourth leading subcategory in the deli meat market. 18% of consumers indicate that they select premium/luxury foods to treat themselves. This is reflected in deli meat launches with indulgent and premium claims in the past year. Premium, high-quality meats crafted into cuts like pepperoni, salami, chorizo, bologna, and charcuterie, roasted with sauces such as honey and caramel, and enhanced with cheese inclusions offer a refined and indulgent culinary experience.
Leading Regions in Deli Meat Market
The US is the leading region with 66% of deli meat subcategory launches in the past year. Authenticity drives meat and poultry purchases, with 42% of consumers seeking authentic and traditional products. This preference is facilitated with the growth of deli meats with traditional claims, reinforcing the appeal of preparation methods.
Traditional deli meat offerings, including authentic selections inspired by various countries such as Italian dry-cured salami, Korean sausages, Polish kielbasa, and Italian prosciutto, cater to the growing consumer interest in global culinary experiences within the US. This aligns with Innova’s top trend of 2024, ‘Local Goes Global,’ where consumers are progressively looking for products influenced by a variety of regional cuisines.
Top Companies in Deli Meat Market
In the US and Canada, Hormel Foods is the key player for deli meat launches in the deli meat market. This is followed by Rovagnati, Maple Leaf Foods, Sobeys, and Kraft Heinz.
Deli meat trends show that 44% of consumers in the region prefer to eat meals more at home rather than dining out. Addressing this preference, Hormel Foods’ brand, Hormel Natural Choice, offers deli meats that can be easily incorporated into family-favorite casseroles, pasta, and pizza. This convenient product is customized to meet the needs of families, making them prepare convenient meals at home together, which enhances the overall dining experience with ease and quality. This reflects another Innova’s top trend of 2024, ‘Home Kitchen Heroes,’ highlighting that brands are emphasizing home-cooking claims to appeal to consumers seeking convenience without the effort of cooking from scratch.
Deli Meat Positionings Trends
Gluten free is the top positioning in the US and Canada for deli meat subcategory launches in the deli meat market. This is followed by no additives or preservatives, source of protein, natural, and traditional.
Apart from the top 5 positionings, other positionings growing across the US are low/no/reduced fat, organic, and low/no/reduced sodium. Meanwhile in Canada, consumers prefer lactose free, indulgent and premium claims.
Deli Meat Product Base and Flavor Trends
Salami, ham, turkey, pepperoni, and prosciutto are the top 5 product bases for deli meat subcategory launches in the US and Canada.
Deli meat trends indicate that taste and flavor are important factors when purchasing meat and poultry for consumers. This preference is reflected in 49% of deli meat with flavored launches in the past year.
Smoked, applewood smoked, chili, Italian, and honey are top flavors in the deli meat market. Products featuring a wide range of flavors, such as smoked, spices and seeds, cheese, and brown flavors, also remain attractive in the US and Canada.
What Is Next in Deli Meat Market Trends in the US?
In the US and Canada, 40% of consumers choose meat and poultry for its health benefits. To meet this demand, deli meats with low/no/reduced fat and sodium options cater to health-conscious consumers seeking balanced dietary choices. The rise of ‘no added nitrates or nitrites’ claims and trans fat-free options also strengthens deli meat’s positioning as a healthier alternative.
Deli meat trends reveal that more than 1 in 5 consumers have increased their meat and poultry consumption due to expanding variety and novelty. Brands can innovate with diverse base ingredients, unique preparation methods like curing, slow cooking, and smoking, and a range of textures to offer a versatile selection to suit their preferences. As consumer expectations evolve, innovations are likely to focus on clean-label formulations and functional benefits that align with wellness trends.
This article is based on Innova’s Overview in Deli Meat in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
