Grocery food innovation is not just about new products or recipes—it is about creating experiences that engage the senses and support the values of today’s consumers. By providing these experiences, grocery retailers can unlock growth opportunities in an increasingly competitive market. But what experiences are consumers looking for?

According to International Dairy Deli Bakery Association (IDDBA), in 2026, retailers will succeed by providing experiences that balance tradition and creativity, blend health and indulgence and support comfort and adventure. As Heather Prach, IDDBA Vice President of Industry Relations and Education, summed it up, “Consumers still crave comfort, but they now expect it to look fresh, feel elevated and fit their modern standards.”

Tradition and Creativity on the Perimeter

Bakery and deli departments are uniquely positioned within grocery retail to provide experiences that embrace both tradition and creativity, along with convenience. On a short visit to the grocery, shoppers on the perimeter have options: grab that time-tested apple pie or chicken salad, keep things fresh with seasonal offerings or get adventurous with items that blend new or seasonal flavors with traditional ones.

This ‘choose-your-own-adventure’ approach on the perimeter gives consumers the ability to be creative, while also providing the convenience that their busy lives need. And this convenience is especially important as Prach notes that “people are just getting fatigued by thinking every day, ‘what am I going to have for dinner?’” By offering fresh, ready-made options that span traditional and creative, retailers can ease consumer fatigue and increase sales.

Healthy Indulgence: Comfort Meets Functional Foods

It is not enough to simply have options on the perimeter. Retailers need to have the right options that meet consumer demands. When it comes to indulgence, modern consumers are redefining what that experience looks like.

Prach explained that 2026 will see a strong presence of health trends that include gut health, brain health and high protein, but that “people still want to go for that dessert.” Although this might seem like a conflict, innovative retailers are responding with new products that allow consumers to have their cake and eat it too.

Protein-enriched donuts, gut-friendly baked goods and nutrient-conscious ingredients are gaining traction. These offerings prove that indulgent comfort doesn’t need to be devoid of health benefits. And by combining comfort foods with functional ingredients, retailers can cater to both impulse buyers and health-conscious consumers who may be on the fence about indulging.

Taste the Discovery: Approachable Adventure

While offering products infused with functional ingredients will encourage the health-conscious consumers to indulge on the perimeter, a more bold approach is required to win over the adventurous consumer. That boldness can be found in comfort foods with modern twists and new flavor combinations.

Prach shared that “people want to be proud of what they are serving. They want to feel like they had a hand in the creation.” This supports a trend toward personalization, where consumers take a ready-made product and add accouterments to make it their own.  Take-and-bake items, DIY toppings or customizable sides allow shoppers to create a product that feels adventurous and comfortable all at once.

In introducing new flavors on the perimeter, it is effective to begin from a place of familiarity. Consumers are more inclined to explore when it feels safe to do so. For example, adding pear to an almond latte or pairing a new artisanal cheese with fruit, presents itself as a new experience without straying too far from the comfort zone.

Whether it is a new flavor or a twist on an original, the best way to encourage adventure is to provide a quick taste of it. Prach recommends that retailers embrace sampling as a way to introduce new products into the perimeter. Sampling in the perimeter departments can boost sales by 40%, in addition to providing an in-store experience that fosters customer loyalty.

Meeting Modern Consumer Expectations

Grocery food innovation is not just about new products or recipes—it is about creating experiences that engage the senses and support the values of today’s consumers.

By balancing tradition and creativity, blending health and indulgence and supporting comfort and adventure, grocery retailers can unlock growth opportunities in an increasingly competitive market.

More Insight from IDDBA

For grocery retailers and suppliers seeking deeper insight into evolving consumer attitudes, IDDBA offers comprehensive, data-driven resources.

What’s In Store covers data and trends from across the dairy, deli and bakery industries. In addition to an annual look ahead, the IDDBA releases monthly updates with exclusive point-of-sale data powered by Integrated Fresh, along with insightful articles from industry leaders.

To learn more about IDDBA membership or to access What’s In Store 2026, visit IDDBA.org.