If you've never had this problem before on this specific bike, AND you have not dropped the frame or otherwise knocked it, then cable stretch and an adjustment to the limit screws might be the answer.
Also check whether you have the rear wheel centred correctly in the frame with the QR. DIdn't say whether you have changed wheels at all??
If you *have* dropped the frame, even lightly, it's possible the derailleur hanger has been bent in very slightly which maks the cage hit the spokes like this. If all else fails to fix it, ask the LBS to check that alignment - there is a special tool for it, which they might have.