Successfully Selling Salads & Sides

Delis have an opportunity to increase sales and expand the customer base with these prepared food items.

With the supermarket deli department continuing to evolve, prepared foods have become more prevalent.

This includes the lucrative salads and sides categories, which have become more innovative and prominent.

In April 2025, data from the Madison, WI-based International Dairy Deli Bakery Association (IDDBA) revealed that salad sales are on the upswing. These totaled $5.1 billion, an increase of 4% in sales and 5.4% in units from the same period in 2024. By the same token, sales of side dishes are also increasing. This category totaled $2.2 billion in sales in April 2025, a rise of 4.6% in dollars and 3.9% in units sold compared to 2024.

In the Marietta, GA-based Refrigerated Foods Association’s (RFA), February 2026 Trends newsletter, Philadelphia, PA-based Dietz & Watson notes that the deli category is evolving to meet changing consumer priorities around health, value, convenience and transparency.

In addition, there is a shift toward clean, simple proteins made with recognizable ingredients and minimal processing.

APPROPRIATE OFFERINGS

In response to these trends, salad and side dish providers are raising the bar.

Beaverton, OR-based Reser’s Fine Foods offers deli salads and heat-and-serve side dishes, among other items.

“Consumers are always looking for convenience without compromising on flavor, and we’re offering just that with our staple deli salads — like Reser’s Macaroni Salad, Potato Salad and Cole Slaw,” says Megan Torres, the company’s brand strategy manager. “Over 14 million pounds of potato salad are purchased the week of the Fourth of July, and it’s consistently ranked one of the most popular side dishes for picnics, so we know people are counting on these favorites to be a part of their summer occasions.”

“Over 14 million pounds of potato salad are purchased the week of the Fourth of July, and it’s consistently ranked one of the most popular side dishes for picnics, so we know people are counting on these classic favorites to be a part of their summer occasions.”
— Megan Torres, Reser’s Fine Foods, Beaverton, OR

Rachel’s Table in Greenville, RI, offers marinated salads, like octopus, mussel and seafood, which is a surimi mayo-based salad.

“Consumers are always looking for good shelf life,” says Adam La Greca, co-owner. “While mayonnaise-based salads [have a shorter shelf life], ours are 28 to 48 days because they are marinated in red wine vinaigrette.”

The company’s offerings are different from the traditional tuna or chicken salads.

“People can pair these with a bed of lettuce or salad, putting it on top with a lemon wedge,” says La Greca.

He adds that healthier salads are popular but also unique from run-of-the-mill varieties.

According to Melanie Skloff, founder of Melanie’s Medleys and head of marketing at Don’s Prepared Foods, based in Schwenksville, PA, the deli staples continue to be tuna, chicken, egg and potato and macaroni salads, along with cole slaw.

Recently, the company has debuted three new salads that are globally inspired.

Giardiniera Pasta includes cavatappi pasta tossed with briny giardiniera, roasted red peppers, Kalamata olives, feta and artichokes, then topped with a lemon-garlic dressing and fresh herbs. Tuna Tapenade combines skipjack tuna, muffuletta salad and celery coated in a mayonnaise and Dijon mustard dressing with fresh basil and lemon juice. Herbed Artichoke White Meat Chicken blends white meat chicken, marinated artichokes and celery with a mayonnaise dressing infused with Herbs de Provence.

Founded in 2011, Wildbrine produces naturally fermented vegetables using traditional wild fermentation. The company began as a spinoff from the Ceres Community Project, a Santa Rosa, CA-based nonprofit that provides meals to those living with cancer, diabetes and other conditions.

The founders of Wildbrine began by producing small batches of sauerkraut for customers who were looking for “food as medicine,” to receive the health and wellness benefits that fermented foods can deliver. Eventually, the project became so successful that the business was rolled out as a separate entity, and Wildbrine was born.

Today, its lineup includes sauerkrauts, kimchis, bean salads, fermented condiments, and vinegar-pickled vegetables. All products are Non-GMO Project Verified, vegan, gluten-free and contain no added sugar.

According to the International Food Information Council (IFIC) 69% of Americans are actively trying to consume more fiber, and 71% are looking to increase protein intake. Meanwhile, sales of probiotic-rich fermented foods are growing 9% year-over-year.

To address this, Wildbrine launched fermented bean salad, creating a new category at the intersection of protein, fiber and probiotics. Wildbrine’s Fermented Chickpea Salads deliver protein, fiber and probiotic benefits. The 20-ounce jarred bean salads reflect a broader shift toward upgraded convenience; foods that require little effort, but deliver functionality.

“This is the kind of innovation that redefines an entire category,” says Jorge Azevedo, chief executive of Wildbrine. “Fermented foods have long been associated with gut health, and beans with plant-based protein and fiber, but never before have those benefits lived in one convenient, ready-to-eat product.”

Bubbies Fine Foods, based in Madison, WI, recently released a new sauerkraut in dill flavor with national distribution, as well as shelf-stable Pickled Beets.

“Bubbies has spent 40-plus years earning a reputation for real ingredients and the best-tasting pickles. Bubbies never compromises on flavor or health, so adding artificial ingredients was always out of the question,” says Mila North, chief marketing officer.

Bubbies also released a new Dill Sauerkraut, a take on sauerkraut made with garlic and fresh dill, available at retailers nationwide.

MARKETING & MERCHANDISING

Several marketing and merchandising tactics can take deli salads and sides to the next level. Departments that prioritize these products can see increased profit potential, as well as grow their demographic.

“Deli departments can strive to remind consumers, especially younger ones, that the deli is a great place to discover new, convenient foods that are a delicious, affordable alternative to take-out,” says Torres at Reser’s Fine Foods. “This year, we capitalized on a viral TikTok moment to introduce Reser’s to a new audience.”

The company recruited content creator Courtney Cook. “Through our partnership, we were able to boost Reser’s visibility in front of a wider audience and show how our products, like our Deviled Egg Potato Salad, can be creatively incorporated into lunches,” Torres notes.

She adds that the company continually strives to meet shoppers where they’re at, which is becoming increasingly online.

“While the tradition of taking potato salad to a picnic remains the same, how consumers shop and discover new products has evolved,” she says. “Ordering grocery delivery from services, like Instacart or DoorDash, continues to grow in popularity. We’re connecting with busy shoppers by advertising on these platforms and using the rich insights from online shopping to learn more about purchase habits and behaviors.”

As more consumers seek healthier options, along with vegan and gluten-free options, manufacturers are heeding the call.

Skloff at Don’s Prepared Foods says restaurant-quality clean sides give retail deli a point of difference.
“Over the next two to three years, it is projected that 40% of consumers will use AI to find healthier items, and shopping habits will shift,” she says.

Don’s Prepared Foods’ lines are popular additions to deli meal bundling programs, Skloff notes.
“This is how retail can bring more dollars into their stores,” she notes. “Consumers seek solutions at their local grocer. Clean sides from Don’s offer retailers the tools to showcase complete meal solutions. This impacts Gen-Z a great deal, as they are searching for healthier meals in-store.”

Retailers can also gain an edge in the market with meal solutions, via in-store and digital ads and coupons.

“Don’s provides retailers with unique, flavorful items, recipe ideas, and tools to stand out,” Skloff notes.

CREATING A DESTINATION

With prepared foods, like salads and sides, creating a deli department destination not only ensures these items remain front and center but also gives a store a competitive edge in a crowded marketplace.

Torres at Reser’s Fine Foods recommends deli departments make sure to reinforce core strengths with consistent messaging that emphasizes the promise of freshness, convenience and value.

“It’s also important to keep customers coming back by offering both the dependable favorites they love and introducing new, exciting, trend inspired choices that encourage repeat visits,” she says.

Salads and sides are best displayed in bulk in the deli or refrigerated case, with some items prepacked so customers can see how product looks in the case, Lagreca at Rachel’s Table recommends.

“We use domestic squid out of Rhode Island, so this way customers can see the red onions and other ingredients, which really pop when on display,” he explains. “We also recommend stores that have them taste it.”

To create a deli destination, Skloff at Don’s Prepared Foods says it’s imperative that retailers offer items unique to their stores and also salads and sides that are trending.

“At Don’s, we have unique and on-trend items,” she says. “Remember, it’s not the ’70s. Don’s offers true innovation, and we also are open to proprietary recipes for retailers.”