Plant-Based Takes Root in the Deli

Naturally sourced products can grow deli sales.

Plant-based foods have moved from niche to necessity at New Seasons Market, a 22-store Portland, OR-based retailer known for blending innovation with community appeal. Once considered a fringe offering, plant-based options are now a cornerstone of the deli, where products, such as meatless “ham” and “salami” and vegan mac and cheese, share space with traditional favorites.

“The rise of flexitarianism, where customers reduce meat intake without fully eliminating it, is fueling demand for hybrid products and versatile plant-based options,” says Bill Hussey, New Seasons’ research and development chef for prepared foods.

To meet this demand, New Seasons has diversified its deli with a broad lineup of plant-based options that blur the line between indulgence and wellness. The mix includes meat-free deli meats, soy curls and tofu, and house-made comfort foods like plant-based barbecued brisket pizza. Popular cold selections include an Italian Grinder sandwich made with mushroom protein-based meats, a Thai Veggie Wrap, and an array of vibrant salads, from Coastal Kale and Apple Curry Couscous to Beet and Tangerine Salad with Orange Miso Vinaigrette.

“Offering these items is no longer optional,” says Hussey. “It’s essential for staying relevant and meeting evolving customer expectations around health, sustainability and convenience.”

PLANT-FORWARD TRENDS

Plant-based foods — made from fruits, vegetables, grains, nuts, seeds and legumes — range from whole foods, like beans and tofu, to alternatives, such as plant-based meats and cheeses.

According to the Plant Based Foods Association (PBFA), U.S. retail sales of plant-based foods, which span over 20 segments, held steady at around $8.1 billion annually from 2022 to 2024. Some areas like deli proteins and tofu are growing, even as sales of plant-based meats have softened due to price gaps and inflation.

“The market is stabilizing after its pandemic boom years, driven more by repeat shoppers and steady product improvements than rapid expansion,” says Hannah Lopez, head of marketplace development for the San Francisco, CA-based PBFA.

A plant-based diet doesn’t mean going vegan; it simply emphasizes plant-forward eating while reducing, not eliminating, animal products. Interestingly, soups and chilis (up 8.1%), appetizers (up 7.9%), and salads (up 6.8%) led all deli prepared categories in dollar growth for the 52 weeks ending September 2025, according to Circana, Integrated Fresh, Total U.S. data, as shared by the Chicago, IL-based market research and technology company. Notably, these are all traditionally plant-forward segments.

“Flexitarianism has become the norm,” says Jenny Goldfarb, founder and chief executive officer of Unreal Deli, a Los Angeles, CA-based manufacturer of premium, plant-based deli meats, such as Corn’d Beef and Roasted Turk’y, available as sliced packages or in bulk for slice-to-order. “About one in three Americans now identify as flexitarian.”

Health remains the top reason people buy plant-based products, followed closely by taste.

“Consumers want clean-label, nutrient-dense foods that don’t compromise flavor,” says Minh Tsai, founder of Hodo Foods, in Oakland, CA, which sells a variety of organic, plant-based products made from organic, non-GMO soybeans. “Tofu and tempeh fit well for today’s flexitarian diets and even appeal to GLP-1 users looking for balanced protein sources.”

Plant-based deli bowls are among the top sellers at Don’s Prepared Foods, in Schwenksville, PA. “Consumers are choosing options, like our Korean BBQ Chick’n and Unwrapped Burrito Bowls, because they offer complete protein, global flavor and convenience,” says Carl Cappelli, senior vice president of sales and business development. “With dining out costs up, shoppers want ready-to-eat meals that feel both healthy and satisfying.”

Producers like Prime Roots, which makes its plant-based deli meats primarily from koji, a type of edible fungus (like mushroom roots), see the deli as the next growth area.

“Produce has organics, and snack and beverage categories have already gone through a clean-label shift; now the deli is catching up.”
— Kimberlie Le, Prime Roots, Berkeley, CA

“Produce has organics, and snack and beverage categories have already gone through a clean-label shift; now the deli is catching up,” says Kimberlie Le, co-founder and chief executive officer of the Berkeley, CA-based company. “The average age of the deli shopper is around 55. Offering plant-based foods attracts Gen Z and Millennials, thus future-proofing the department.”

DELI OFFERINGS TAKE ROOT & GROW

Once centered on burgers, the plant-based foods category now spans realistic deli meats, artisanal cheeses, seasoned tofu, and globally inspired salads, each designed to fit modern eating habits and flexitarian lifestyles.

In plant-based meats, the strongest gains come from realistic deli-style forms. PBFA data show shreds, strips, and chunks up 8%, and fillets, steaks, and cutlets up 16%, reflecting a move toward formats that work naturally in sandwiches and wraps.

“The big shift now is toward real deli functionality,” says Unreal Deli’s Goldfarb, whose company’s top sellers include Unreal Bacon, crispy and smoky for BLTs, and Unreal Corn’d Beef, a beet-colored slice perfect for Reubens. “We continue to focus on culinary-driven textures and cooking behavior — thin-sliced stackability, pan crisping, and hot-hold performance.”

Black Forest Ham-Inspired and Italian Turkey-Inspired clean plant proteins are neck-and-neck as Prime Roots’ best sellers, followed by roast beef- and salami-like varieties. Regional flavor lines, including Middle Eastern and Canadian-inspired profiles, are planned for 2026.

“Our pepperoni and bacon are gaining traction in pizza programs,” says Le.

Fish analogs are hot right now, according to Jennifer Gabel, president and owner of Encompasssales.com, which represents BeanStalk Foods, an Oxford, NJ, producer of plant-based meat alternatives and snacks. “Our Seafood Rings taste better than conventional calamari, and the pastrami texture and flavor are on point.”

Plant-based cheeses are experiencing a renaissance, with sales of Mexican blends up 20% and feta, blue, and Italian styles also climbing. UMYUM, located in Vancouver, British Columbia, is leading this artisanal turn by combining cashews with traditional cheesemaking methods. Its Monroe, a Camembert-style cheese, is most popular.

“Monroe is a semi-soft cheese with a bloomy rind and creamy, velvet-smooth texture,” says Katherine Corden, co-founder and chief executive officer. “Aroma, flavor, and texture are the most important factors for experience, above price or convenience.”

Building on Monroe’s success, UMYUM released soft cheeses in flavors like, Mango Chutney & Saffron, Za’atar & Spices, and Coffee & Black Pepper, showcasing how flavor adventure and craftsmanship are driving sales.

Farmer Foodie is finding its niche with pantry-stable innovation. Its Cashew Parmesan, a sprinkle-on or mix-in, fills what Alison Elliott, founder and chief executive officer of the Boston, MA-based company, calls “a gap for long-shelf-life, clean, dairy-free toppers.” The company’s turmeric Golden Chedda and Italian Herb varieties come in 3.5-ounce plastic shaker-top containers. More recently, these products are also available in bulk bags for foodservice-type applications.

Tofu, a long-standing deli staple, is enjoying renewed momentum. PBFA reports unseasoned tofu sales up 10%, and seasoned refrigerated tofu skyrocketing 128.5%, reflecting the appeal of both simplicity and convenience.

“Ask anyone who’s tried our tofu, and they’ll tell you it’s outrageously delicious,” says Hodo Foods’ Tsai. “Tofu belongs at the center of the table.”

The company has helped redefine the category with its handmade, high-protein soymilk products. A 12-ounce package of Organic Extra Firm Tofu, for example, packs in 48 grams of protein. Hodo’s Lightly Fried Tofu line, featuring Chili Crisp, Golden Turmeric, and Gochujang flavors, caters to the growing interest in spicy, fermented global foods among Millennials and Gen Z shoppers, who associate these flavors with health and wellness.

Beyond proteins, deli innovation is thriving in salads, dips and ready meals. Don’s Prepared Foods’ reports growth in three areas: Grain Salads, Clean Dips and Clean Deli Salads. The company’s Artisan Deli Salad Cups, including Roasted Corn, Mango Lime Quinoa, and Seven Grain Salad, have become grab-and-go staples. New offerings, like Mediterranean Quinoa and Edamame with Corn and Sun-Dried Tomato, says Cappelli, “tap into fresh, globally inspired flavor trends.”

Overall, PBFA-sourced data shows that prepared plant-based chili and soup rose 9.6% and 7.3% in 2023, and clean-label dips and spreads increased 2.6%, indicating that comfort, nutrition, and convenience are converging.

Plant-Based Dollars

Selling more plant-based foods in the supermarket deli depends on visibility, integration, and inspiration. PBFA data shows that 20% of shoppers still cite difficulty finding plant-based options, underscoring the importance of clear signage and placement.

“Ease of findability is critical to capturing shopper attention and driving purchases,” says Lopez.

The most effective strategy is integrated merchandising or placing plant-based items directly alongside animal-based counterparts, according to PBFA case-study results. In one instance, when a retailer moved plant-based cheese from the produce section to the conventional cheese set, sales increased nearly sevenfold.

At New Seasons Market, success starts with exposure and inspiration, says Hussey. “We feature plant-based products in both the deli case and grab-and-go sections to capture different shopper missions.”

The store also cross-utilizes ingredients, like soy curls and vegan deli slices, across recipes to showcase versatility and inspire meal ideas.

“Strategic pairings, such as vegan cheeses with breads and sauces, encourage shoppers to build full meals,” adds Hussey.

UMYUM’s Corden agrees that integration is essential. “Plant-based items should be merchandised right alongside traditional proteins and dairy, so shoppers view them as everyday choices, not outliers.”

She adds that sampling remains one of the strongest conversion tools. “In-store tastings or winery pairings let customers experience the flavor and build trust in the category.”

Interestingly, of the 59% of U.S. households that purchased plant-based foods in 2024, nearly 80% returned for repeat buys, according to the Good Food Institute, a Washington, D.C.-headquartered nonprofit think tank advancing alternative proteins.

“Cross-merchandising, like pairing plant-based cheese with crackers or fruit, positions these products as entertaining-ready and mainstream,” adds Corden.

Unreal Deli’s Goldfarb recommends a similar approach. “Merchandise plant-based within the main deli set, not an isolated ‘special diet’ section. Bundling with breads, condiments, and slaws, such as a Reuben kit with rye, kraut, dressing, and our Corn’d Beef has proven effective. Where permitted, quick griddle demos, such as BLT bites and mini Reubens, outperform static displays.”

“Merchandise plant-based within the main deli set, not an isolated ‘special diet’ section.”
— Jenny Goldfarb, Unreal Deli, Los Angeles, CA

Sixty-three percent of households that increased plant-based purchasing in 2024 say promotions or coupons were the top factor encouraging trial, according to PBFA data, underscoring the importance of promotional pricing.

For traditional plant proteins, Hodo Foods recommends deli-prepared applications. “Tofu is no longer just a niche ingredient; it’s a versatile canvas to showcase global cuisine. Deli operators can offer tofu-based salads, wraps, or stir-fries to drive trial,” says Tsai.

BeanStalk Foods’ Gabel echoes the importance of visibility. “Operators should carve out a defined section for plant-based meats, so they don’t get lost in the shuffle. Clear labeling and sampling are the largest ways to drive traffic for this category.”

Additionally, Don’s Prepared Foods’ Cappelli highlights the importance of complete meal merchandising. “Consumers seek meal solutions in the retail deli. They want healthy, flavorful sides more than meat alternatives. Retailers should group all meal components together and leverage digital channels, such as coupons and retail media platforms, to reach shoppers online.”

In the end, plant-based is no longer a specialty; it’s standard deli business. The main message and outstanding opportunity for deli operators is clear: Plant-based belongs in the main case, not the margins. Done right, it doesn’t just complement the deli; it can grow sales.