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The global hummus market size was USD 2.62 billion in 2020. The impact of COVID-19 globally has been unprecedented and staggering, with hummus witnessing a positive demand shock across all regions amid the pandemic. Based on our analysis, the global market exhibited a stellar growth of 13.06% in 2020 as compared to the average year-on-year growth during 2017-2019. The market is predicted to grow from USD 2.95 billion in 2021 to USD 6.60 billion in 2028 at a CAGR of 12.17% in the 2021-2028 period. The gradual decline in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.
In the past decade, various dips, sauces, and spreads have grown significantly due to the rising snacking trends among consumers worldwide. The consumers’ increasing demand for the product as a healthy and enjoyable dip or spread has supported the market growth. It is a well-known dip from the Middle East, made using chickpea, tahini, garlic, and olive oil. However, various other pulses and vegetables are also widely used to produce different variants, such as sweet potato or beetroot hummus, and others.
One of the prominent factors increasing its consumption is the growing health consciousness among consumers. It is rich in vitamins, proteins, and minerals, and its consumption aids in improving bone, muscle, and skin strength, as well as lowers cholesterol, thus emerging as a nutritious dip. Furthermore, the wide availability of the product in different ranges and its ability to improve the taste of food products aids in driving the market growth.
Rising Consumption of Protein-rich Food amidst COVID-19 to Propel Market Growth
The outbreak of the COVID-19 pandemic has negatively impacted the global economy, as well as the food industry. This is due to governments implementing social distancing norms and lockdowns to curb the spread of the virus. People staying at home increased their preferences towards home-cooked food and stockpiling of essential food items in bulk, such as hummus and other ready-to-cook/eat products. Along with this, consumers gravitated towards healthy foods that provide comfort to support their immune system and overall health.
As some of the large food manufacturers could not cope with the increasing demand, it provided an opportunity for small brands to gain shelf space. As the product is considered a healthy dip, its sales across various countries have witnessed a spike and have boosted the quarterly results almost by 100%. For instance, Sabra and Obela brands of Strauss Group Ltd., manufacturing chilled dips and spreads, in its first-quarter sales (Q1 2020-21), reported 8.8% sales growth than the corresponding period of the year to reach USD 101.23 million.
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Increasing Adoption of Vegan Diet and High Organic Hummus Demand are Vital Trends
The widespread trend of veganism has grown rapidly in the last few years, especially in developed economies of North America and Europe. The vegan trend is gaining mainstream popularity due to the increasing awareness among consumers regarding animal welfare and environmental sustainability. This has considerably boosted sales across the world as it is one of the most liked and popular plant-based dips. Along with this, the demand for organic hummus is growing due to the increased health-conscious consumers and their pro-environmental purchasing behavior, which would drive the industry’s growth.
Furthermore, manufacturers are introducing new and improved organic variants of the product to suffice the increasing demand. For instance, in January 2020, Blue Moose of Boulder announced the launch of organic on-the-go hummus snack packs and single-serve cups in original, roasted red pepper, and lemon turmeric flavors to offer consumers convenient and healthy snacks.
Rising Popularity of Various Flavor Combinations to Fuel Market Growth
The growing popularity of various unique and novel flavors in dips across the consumer base worldwide has played a crucial role in propelling market growth. Manufacturers are continuously conducting product innovation to meet the consumer’s preferences and tastes. For instance, in June 2020, O'Dang Foods launched two new flavors of classic Mediterranean and balsamic feta hummus in the U.S. to expand its flavor offerings and address the growing consumers' interest in Mediterranean cuisine. Functional ingredients with immunity attributes are at the forefront of consumers’ preferences in the wake of the global pandemic. Functional flavors inspired by herbs and spices, such as turmeric, lavender, lime, and blueberry, are growing widely popular due to the increased emphasis on health. Furthermore, the higher shelf-life and affordability of the product have augmented the market growth.
Surging Inclination Towards Premium and Healthy Dips to Drive Market Growth
The potential health-beneficial attributes of hummus due to the presence of various proteins, fiber, antioxidants, vitamins, and other nutritional constituents have significantly driven its demand. The demand for healthy snacks is growing – between the meals, as well as on the go, with health indulgence playing a crucial role. In addition, the product has grown increasingly popular among millennials as they are among the most health-conscious consumers group. Further, hummus is widely consumed for its unique taste, convenience and for being a plant-based dip option, thereby significantly drawing consumers’ attention to achieve a position as a fridge staple. Further, the increasingly hectic and fast-paced lifestyles of consumers have surged the need for healthy bite-sized snacks, which has aided in boosting its sales performance.
Increasing Product Adulteration to Impede the Growth of Market
In recent years, hummus recalls have surfaced as one of the major problems in the industry, which has negatively impacted market growth. For instance, in March 2021, Sabra Dipping Company, LLC, in partnership with the Food and Department of Agriculture (FDA), voluntarily recalled 2,100 cases of classic hummus with potential Salmonella contamination. Similarly, in June 2017, House of Thaller recalled its pine nut flavored product after learning from the ingredient supplier about the pine nuts being contaminated with listeria. Such product recalls can lead to consumers losing confidence in the product, which can cause a negative effect on the product demand, thus resulting in revenue losses. Along with this, the presence of other plant-based dips, such as tahini, salsa, and others in the market and their equally growing adoption by consumers is expected to further hamper growth.
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Classic Hummus Segment to Hold the Major Share Due to its Wide Availability
Classic type is the most widely available and consumed variant in the world. The segment accounted for approx. 41% share in the global market in 2020. The demand for this variant is high owing to its versatility as it can be consumed as an appetizer, spread, or a dip, along with being naturally gluten-free and highly nutritious.
Roasted garlic and white bean variants are the other two prominent types witnessing significant demand across the globe. These variants are used to prepare cuisines, as well as for direct consumption due to their distinct taste and consumers' preferences to try new flavors and products. Furthermore, the introduction of various flavors, such as chocolate, pumpkin pie, banana, red velvet, and others, coupled with consumers' interest in innovative dips, are expected to offer growth opportunities for the market.
Numerous Product Availability and Attractive Discounts to Promote Sales Growth through Mass Merchandisers
On the basis of distribution channels, the market is segmented into supermarkets/hypermarkets, convenience stores, grocery stores, and online retails. The mass merchandisers segment is expected to hold the largest hummus market share as they provide an exceptional in-store shopping experience and numerous discounts on bulk purchasing. Another factor driving the segmental growth is the food quality and freshness offered by these mass merchandisers, thereby allowing shoppers the freedom of selection. According to a survey sponsored by Vixxo, a facilities management company, in 2019, nearly 84% of Americans preferred purchasing products from stores as they can inspect and pick according to their will.
However, the growing digitization and rising internet penetration have increased the consumers’ interest in online shopping. Along with this, the wide product availability, high convenience, and door-step delivery option are also the factors expected to boost the segment’s growth.
North America Hummus Market Size, 2020 (USD Billion)
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North America is the leading region contributing to the highest revenue share in the global market, which stood at USD 1.33 billion in 2020. The increasing production and consumption of dips & spreads in the U.S. is the main factor driving regional sales. According to the USA Dry Pea & Lentil Council, an estimated 25% of Americans now store the product in their fridge. Along with this, the rising acceptance of veganism in the region is another factor influencing the consumers' demand for such plant-based dips. Moreover, manufacturers are introducing new and attractive products to draw consumers’ attention. For instance, in December 2019, Argania Foods launched a new vegan cauliflower keto hummus dip in four flavors in the U.S.
Europe is expected to hold the next highest share in terms of revenue. The growing popularity of this product in various European countries, especially in the U.K., has contributed to driving regional sales. The country approximately accounts for 40% of the regional sales and is also known as Europe’s hummus capital.
Asia Pacific is likely to emerge as the fastest-growing region in the market. The rapid urbanization, acceptance of cross-culture foods, and rising disposable income are some of the factors escalating product sales. Countries such as India, Australia, and China are among the major economies offering market growth in the region.
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In the ME&A, retail sales of the product in the Middle East is comparatively low as it’s a regional cuisine, and consumers prefer them freshly prepared than it being store-bought. In contrast, South Africa and the other countries are proliferating on account of the growing vegan trend, escalating population, and increasing per capita income.
Key Players Focus on New Product Launches for Portfolio Expansion and Maintaining Prominence
The global market is fragmented, with numerous industry players operating within the market. The increasing demand across several countries due to improved digitalization and urbanization provides ample opportunities for the market players to innovate and expand their global presence. Companies, such as Nestlé S.A., Strauss Group, Ltd., Cedar’s Mediterranean Foods, Inc., The Kraft Heinz Company, and others, are focusing on various strategies, such as new product launches, partnerships, base expansion, and others to increase their prominence. For instance, in October 2020, Nestlé S.A. launched a new brand Mezeast in the Netherlands, that comprises the Middle Eastern food product range, namely, hummus, falafel, and tahini.
An Infographic Representation of Hummus Market
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The market research report provides a detailed global hummus industry analysis and focuses on key aspects such as leading companies, market segmentation, product types, and leading distribution channels of the product. Besides this, it offers insights into the market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several factors that have contributed to the growth prospects of the market over recent years.
Value (USD Billion)
By Distribution Channel
Fortune Business Insights says that the global market stood at USD 2.62 billion in 2020.
The market is projected to grow at a CAGR of 12.17% in the upcoming years.
The classic variant is expected to be the leading type in the market during the forecast years.
The growing consumer inclination towards flavorful dips is set to drive the market.
Nestle S.A., Strauss Group, Ltd., Cedars Mediterranean Foods, Inc., and The Kraft Heinz Company are the prominent players.
North America is anticipated to hold the highest share in the global market.
The mass merchandisers sales channel is expected to hold the dominant market share.
The increasing demand for vegan and organic dips and spreads is the major market trend.
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