Keith Loria
The latest trends and transformations in the deli case.
Salami has always been a staple in the deli department, but it’s experiencing something of a renaissance in recent years.
Driven by the enduring popularity of charcuterie, evolving consumer preferences for both indulgence and health, and a wave of innovation in product development and packaging, the salami segment is going strong.
Today’s consumers are exploring bold, international flavor profiles, inspired by cuisines like Mediterranean, North African or Asian. Therefore, flavors like chile, smoked paprika, truffle and garlic are in high demand.
“Shoppers are opting for higher-quality, craft-style salami made using traditional methods,” says John Meyer, creative director and brand marketing specialist for Scottsdale, AZ-based Sigma USA, the parent company of Fiorucci. “There’s growing interest in products with unique spice blends and premium ingredients, such as Sopressata, Finocchiona (fennel salami) and hard salamis with cracked pepper or wine infusions.”
DEFINING ARTISAN
Artisan salami distinguishes itself through its commitment to quality and tradition. Sourcing often prioritizes free-range or grass-fed meats and avoids fillers, nitrates or synthetic preservatives commonly found in mass-market products. The production methods are slower, emphasizing natural fermentation and curing, which allows for complex flavor development and a superior texture.
“In terms of flavor, artisan salami tends to be richer and more nuanced, with distinct regional or experimental flavor combinations, compared to the standardized taste of mass-produced options,” says Meyer.
Evan Inada, charcuterie and partnership director for Hayward, CA-based Columbus Craft Meats, notes buying salami is like seeking out a favorite wine.
“It comes with a sense of craft and artisanship,” he says. “This has allowed for exploration into flavor profiles that include a bold and artisan texture. Salami is one of those specialty products that shoppers are happy paying a bit more on if they know the quality is superior.”
PRODUCTS IN DEMAND
Supermarket delis are increasingly becoming destinations for culinary exploration, offering both traditional and innovative options.
“Consumers also gravitate toward products that combine convenience with quality, while flavor innovation remains a key driver of new product success,” says Meyer.
Fiorucci offers a range of salami that reflects its commitment to craftsmanship and heritage, like its Sopressata and Genoa Salami, made using traditional Italian recipes.
“We’ve prioritized clean-label initiatives, offering nitrite-free and minimally processed salami, ensuring it meets the demand for wholesome, natural products while retaining our signature flavors,” says Meyer. “Our pre-sliced salami and snack packs, such as the Panino line (salami wrapped around cheese), cater to busy consumers and the growing charcuterie culture.”
Additionally, as snacking continues to rise, salami is becoming a popular choice in ready-to-eat formats.
Katie Milani, marketing manager of Brooklyn, NY-based Brooklyn Cured, notes convenience and snacking have really taken off not just with salami in supermarket delis, but throughout the supermarket as a whole.
“Rather than the average three meals, consumers are snacking throughout the day,” she says. “We’ve seen a boom in on-the-go and ready-to-eat snack packs in the charcuterie industry with cheeses, nuts, dried fruits, crackers, and much more accompanying cured meats.”
With this convenience trend in mind, Brooklyn Cured recently launched four new snack pack products featuring its Smoked Beef Salami, Tuscan Red Wine Beef Salami and Bresaola — all pork-free and accompanied by unique, flavored cheeses like Truffle Gouda and Rosemary Gouda.
The company also recently added a Dirty Martini Salami due to its resurgence in the past decade.
“With the rise of the craft cocktail movement and retro trends, we know this product will resonate with our customers,” says Milani.
Columbus Craft Meats recently reintroduced the Columbus Salame Secchi, which has been widely successful, as it represents everything special in the artisan salami space.
“With its high-quality raw materials, proprietary spices, and its natural casings that still has the fiore (natural mold bloom) encasing it, not only does the natural casing give the salami its ideal texture and bite, but aesthetically, it creates that picture perfect charcuterie board,” says Inada.
Matt Reilly, ambassador for Vernon Hills, IL-based Tempesta Artisan Salumi, has seen a rising interest in grab-and-go and pre-sliced salami offerings.
“Innovation is key to staying ahead of the game,” he says. “We’re constantly experimenting with new flavors, ingredients, and techniques to create unique and delicious products that our customers love.”
A HEALTHIER CHOICE
The latest analysis from the International Dairy Deli Bakery Association (IDDBA) reveals demand for cleaner labels, nitrite-free, and lower-fat salami options is growing, as consumers prioritize health while still enjoying indulgent foods.
“Companies are creating healthier versions of salami to appeal to health-conscious consumers,” says Heather Prach, the IDDBA’s vice president of education and industry relations. “Many of these products focus on using leaner meats and natural flavorings to reduce fat and sodium, making them more heart friendly.”
“Companies are creating healthier versions of salami to appeal to health-conscious consumers. Many of these products focus on using leaner meats and natural flavorings to reduce fat and sodium, making them more heart friendly.”
— Heather Prach, International Dairy Deli Bakery Association, Madison, WI
Other salami makers are incorporating plant-based proteins or blending them with traditional meat, offering lower cholesterol and higher fiber options. Plus, organic and nitrate-free varieties emphasize clean ingredients, using natural preservatives like celery powder.
“Some salamis are also enhanced with functional ingredients such as probiotics, omega-3s, or collagen to provide additional health benefits,” says Meyer. “These innovations are gaining popularity among consumers who value taste, quality, and transparency, with clear labeling and health-driven marketing enhancing their appeal.”
In addition to its traditionally cured offerings, Dietz and Watson offers a selection of uncured pepperoni and dry salamis made with no added nitrates or nitrites to better appeal to the health-minded shopper.
BOARDS ON THE RISE
Charcuterie boards are more popular than ever, according to industry insiders, especially for entertaining or gifting.
“This has driven demand for premium salami paired with other deli items like cheeses and crackers,” says Meyer. “The charcuterie board trend has significantly influenced sales by increasing demand for premium, diverse and convenient salami options.”
Inada says more consumers are falling in love with the world of charcuterie, as it’s a versatile solution for any eating occasion, whether a large social get-together, an on-the-go solution for snacking, or a great way to add some flavor-packed protein into one’s day.
Columbus offers two versions of charcuterie boards with salumi, cheese, crackers, olives and accoutrements to educate the consumers through eating on the ideal charcuterie schematic.
“Charcuterie is exciting, but it can be intimidating,” says Inada. “You can make your charcuterie board Instagram-worthy while keeping it simple. The focus is to create the most exciting food experiences possible by sharing our creative charcuterie combinations of meat, cheese, acid and crunch.”
Lauren Eni Canseco, CMO and executive vice president of brand strategy for Baltimore, MD-based Dietz and Watson, notes charcuterie boards are getting a major upgrade in 2025, and it’s all about cleaner ingredients, smarter choices and total customization.
“Consumers are ditching over-processed meats and artificial fillers in favor of minimally processed, clean-label deli meats and artisan cheeses with bold, innovative flavors,” she says. “Transparency is now a non-negotiable — shoppers want to know exactly what they’re eating and serving their guests and are seeking brands that prioritize quality and natural ingredients.”
PACKAGING MATTERS
Recent innovations in salami packaging include vacuum-sealed and modified atmosphere packaging (MAP), which significantly extend shelf life by reducing oxygen exposure and preserving freshness. Easy-peel films and resealable packaging enhance user convenience, allowing for portion control and maintaining product quality after opening. These advancements not only improve the customer experience, but also reduce food waste and support sustainability.
In recent years, Fiorucci has explored eco-friendly packaging options to reduce its environmental footprint.
SAVVY MARKETING
Canseco notes transparency, quality and choice are what resonate most with consumers, so from a marketing perspective, Dietz and Watson focuses on its transparent ingredient label and production from start to finish.
“In the economic climate that we are in, we see consumers looking for choices that fit their dietary choices and budget,” she says. “Comfort and nostalgia seem to be popular as well, with familiar flavors and formats with improved label claims.”
Meyer believes the most effective marketing messaging is rooted in Fiorucci’s authentic story and ability to balance tradition with innovation.
“Conveying quality and uniqueness through storytelling, sensory visuals and practical applications ensures we meet customer desires for both indulgence and everyday convenience,” he says.
To enhance sales and improve the shopping experience, Meyer notes to consider cross-merchandising salami with complementary products.
“Pairing salami with artisan cheeses like aged cheddar or gouda creates a perfect charcuterie board experience,” he says. “Including premium crackers, breadsticks, or small artisan baguettes makes it easy for customers to build a complete snack or appetizer. Adding marinated olives, pickles, or Mediterranean antipasti offers a flavorful Mediterranean touch.”
He also suggests pairings with red wine or craft beer to enhance the salami’s taste profile. Fresh fruits, like grapes, figs, or pears, provide a sweet and savory balance, while gourmet mustards and spreads make it effortless to craft sandwiches or platters.
Reilly notes Tempesta partners with other artisans, producers, and retailers to share knowledge, ideas and resources, to better understand the consumers’ mindset and improve growth in the category.
“We recommend cross-merchandising with specialty products, craft beverages and other artisanal items,” he says. “These partnerships offer a unique way to create a cohesive and engaging shopping experience for customers.”
As the salami market looks to the future, it’s clear that the trends of quality, health and convenience will continue to shape the industry. With consumers increasingly seeking out premium and artisanal products, salami makers must balance tradition with innovation to meet their needs.
By prioritizing transparency, quality, and customer experience, and embracing collaboration and innovation, the salami industry can continue to thrive and meet the evolving needs of consumers. Whether it’s through online marketing, in-store promotions, or strategic partnerships, the key to success will be finding new and creative ways to connect with consumers and showcase the unique qualities of salami.
