January 15, 2026 – In the US and Canadian food market, the spreads and dips category is experiencing growth. In particular, meat pastes and pâté, syrups, honey, nut spreads, and chocolate spreads are the fasting growing subcategories, and brands are looking into innovation that boosts market appeal across these and more. Plant-based, texture, global flavor, and transparency innovations are a few trends that are important to the category, tailoring to consumers’ evolving preferences and needs. Innova’s report “Spreads & Dips in the US & Canada” report examines these trends and how brands can leverage them as key elements of innovation.
Textures That Pamper the Palate and Provide a Rich Sensory Experience
According to Innova’s trends research in the US and Canadian food markets, texture serves as an opportunity for innovation. Creamy or smooth textures remain consumer favorites for daily indulgence. However, brands are also expanding their formulation focus, such as whipped products for lighter, aerated textures. Crisped grains, seeds, or nuts and baked or smoked options are another avenue that brands can explore to deliver rich sensory experiences.
Convenient and Snackable Formats for the North American Market
In the US and Canadian snacks and dips market, brands can also adapt to modern lifestyle needs by offering snackable formats. Mini-packs or single-serve tubs can expand usage occasions for consumers, positioning products as versatile, convenient solutions. This is especially relevant, as around 40% of consumers in the US and Canada report consuming savory and sweet spreads when snacking.
Functional Benefits: Improving the Nutritional Value of Dips and Spreads
US and Canadian food market trends indicate that consumers are actively incorporating more protein and fiber into their diets, highlighting an opportunity for brands to cater to these nutritional preferences. For example, ingredients like seeds, nuts, or protein isolates can enhance products as both indulgent and functional, supporting satiety, energy, and overall wellness. Low sugar, fat, and cholesterol-free formulations are additional functional benefits that brands are increasingly incorporating to support areas like heart and metabolic health.
Innovations for Foodies: Layered and Spicy Flavor Profiles
Flavor innovation is another key area for innovation, demonstrated by spreads and dips market trends. Brands have the opportunity to elevate indulgence and transform spreads into gourmet experiences. For example, crumbly or buttery textures and meaty or nutty flavors add sophistication to consumption moments. Brands are also turning up the heat, according to spreads and dips market trends, leveraging spice in diverse ways. Sweet-spicy hybrids or fusions with lime or chutneys provide layered heat profiles that appeal to both casual snackers and adventure seekers.
Additionally, engaging with global flavors, from Latin American to Middle Eastern also deliver authentic flavors to consumers. Fusions between different culinary traditions, such as Asian herbs in hummus dips, can encourage trial and tell a culinary story rooted in regional flavors. This appeals to consumers seeking novel combinations in the US and Canadian markets.
Global Flavors: Authentic Narratives in the United States and Canada
Engaging with global flavors, from Latin American to Middle Eastern tastes, captures the attention of the adventurous consumer, while also delivering authentic flavor profiles for US and Canadian consumers. Fusions between different culinary traditions can encourage trial and tell a culinary story rooted in regional flavors. This appeals to consumers seeking novel combinations.
US and Canadian consumers also value heritage-driven narratives, with local ingredients ranking in the top three preferences for traditional food and beverages. As a result, beyond authentic flavor exploration, brands are also weaving craftsmanship and provenance into their narratives. Locally sourced or processed ingredients reinforce local pride, and traditional practices also help augment authenticity.
Developing Plant-Based Spreads and Clean-Label Ingredients
Across the US and Canadian snacks and dips market, nearly a quarter of consumers say non-GMO and organic are the top three clean label aspects that are important to them. Innova’s snacks and dips trends research demonstrates that brands are embracing the clean label trend with organic, plant-based formats. By leaning on recognizable ingredients, brands can resonate with health-conscious consumers who seek guilt-free enjoyment.
Sustainable Packaging and User-Friendly Formats
Spreads and dips market trends indicate that formats like pouches, bottles, and multi-packs stand out compared to traditional jars, helping brands promote user friendliness and portion control. Shareable packs are another opportunity, as these formats enhance portability and hygiene, while simultaneously boosting shareability for social occasions. Furthermore, side handles in large or value packs also signal practicality and convenience. Beyond function, packaging in the US and Canadian dips and spreads market can also be used a vehicle for supporting key values, with recycled or paper-based packs reinforcing eco-consciousness. By offering sustainable alternatives to plastic, manufacturers can reduce their environmental impact and align with consumers’ preferences.
Outlook for the Future: What’s Next for the Spreads and Dips Market?
When looking to the future of spreads and dips in the US and Canada, brands who introduce honey alternatives like fruit concentrates to natural sweetness will resonate, as this offers consumers healthy and more sustainable options. Probiotic-infused spreads with added live cultures or kefir-based products align with rising demand for digestive health solutions.
This article is based on Innova’s Overview in Spreads & Dips in the US & Canada. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.