Hummus Market

Market Overview

The global hummus market size was valued at USD $2.44 billion in 2022. It is estimated to reach USD $5.77 billion by 2031, growing at a CAGR of 10.01% during the forecast period (2023–2031).

Hummus is a Middle Eastern and Mediterranean cuisine dip or spread made with cooked, mashed chickpeas or other beans, tahini, olive oil, lemon juice, salt, and garlic. The hummus market offers the classic chickpea hummus and variations like lentil hummus, black bean hummus, and white bean hummus. Hummus is typically served with bread because the proteins in both the bread and the hummus complement each other nicely and produce a pleasant flavor. The hummus and bread's proteins work together to create a delicious flavor. The global expansion of customers' snacking habits has led to a sharp rise in the popularity of numerous dips, sauces, and spreads over the past ten years.

Market Dynamics

Market Drivers

• Rising Demand for Plant-Based Protein

The popularity of veganism has increased, as has the demand for plant-based protein. The trend of adopting a healthy lifestyle is rapidly increasing among consumers as an unhealthy lifestyle is contributing to obesity, diabetes, and cardiovascular diseases. A plant-based diet, typically described as a plan that promotes whole, plant-based foods and avoids meats, dairy, and eggs, as well as all refined and processed foods, is the most significant way to accomplish healthy eating. More consumers are switching to plant-based diets for many reasons, including protecting animals, preserving the environment, general health concerns, or changing taste preferences. 

Furthermore, consumers worldwide demand plant-based proteins over animal sources, driving the growth of the hummus market. The prevalence of social media and the explosion of vegan celebrities has played a significant role in influencing people and proved as the main driving force behind the vegan movement. Hummus ingredients contain high nutritional value due to the high-protein preparation. Chickpea, widely used as a base for hummus, is high in protein and gives satiety after consumption. Moreover, hummus is usually eaten with pita bread or whole-grain bread, which is a protein source and contains essential amino acids. Thus, due to its high-protein ingredients, hummus is emerging as a highly nutritional plant-based protein source for the increasing vegan population globally.

• Growing Availability of Packaged Hummus Products

Hummus has become the most popular Middle Eastern food in various European nations, including Germany, the UK, and Italy, thanks to the acceptance of cross-cultural cuisines. In the current market scenario, increasing demand for Mediterranean food in the region is driving the growth of the global market. This demand has led to the increased sales and launch of hummus products over the past few years. Supermarket shelf space for packaged hummus has been increasing, attracting health-conscious consumers. 

Additionally, the growing number of immigrants from the Middle East in North America, Europe, and Asian countries is boosting the growth of the market. The number of hummus-producing companies has also increased, supporting the development of the market with various initiatives and product launches. For instance, Pepsico and Strauss Group launched five hummus products in Europe, in 2017, through their joint venture Obela—classic hummus, sun-dried tomatoes, roasted pine nuts, hummus with garlic, and Mediterranean hummus. Therefore, a significant factor in expanding the global market is the availability of packaged hummus.

Market Restraint

• Fluctuating Raw Material Prices

Hummus is made from the puree of chickpeas, beans, lentils, or other legumes, along with lemon juice, garlic, olive oil, and tahini. The prices of the raw materials, especially chickpeas used in the preparation of hummus, constantly fluctuate. The demand for chickpeas is high, primarily consumed as part of the Indian, Mediterranean, and Middle Eastern diets. The key chickpea-producing countries are India, Australia, Myanmar, Ethiopia, Turkey, and Russia. 

Furthermore, the limited production of chickpeas and globally increasing consumption have created a wide demand and supply gap. This demand and supply gap has resulted in limited availability and high fluctuations in raw materials prices. These fluctuations are expected to affect the cost of the final product as chickpea is a widely used legume in traditional hummus. The prices of hummus sold in supermarkets hiked by more than 30% due to the low supply and high demand for chickpeas, a primary ingredient used to make hummus. Thus, fluctuating raw material prices hinder the growth of the global market.

Market Opportunities

• Growth of the Organized Retail Sector in Emerging Economies

Economic growth, the rising middle class, and high migration rates from rural to urban areas have led to the influx of international retailers in emerging economies. This has encouraged the expansion of existing retail outlets in countries such as India, China, Malaysia, and South Africa, driving the growth of plant-based food in the market. There has been a wave of new market entrants in Hong Kong, Beijing, and Shanghai, due to the economic growth in China. Further, the packaged food and beverage sector is expanding since Singapore is a hotspot for retailers who desire one-stop shopping in South-East Asia.

Additionally, the India Brand Equity Foundation (IBEF) predicted that the country's retail industry would increase by 60% and reach USD 1.1 trillion by the end of 2020 due to rising per capita incomes, improved digital connectivity, and changes in middle-class consumers' lifestyles. Online retailing is emerging as a popular marketing and distribution channel for groceries in emerging economies, enabling manufacturers to increase their customer base by making the product readily available. Hence, the growth of the organized retail sector in emerging economies will result in an increased sale of hummus.

Regional Analysis

North America Dominates the Global Market

Based on Region, the global hummus market is divided into North America, Europe, Asia-Pacific, and the Rest of the World (RoW). 

North America is the most significant shareholder in the global hummus market and is anticipated to grow at a CAGR of 8.56% during the forecast period. The market has been experiencing rapid growth over the last few years in the region. With the rise in the vegan population in the US, the demand for plant-based protein has been boosted continuously. American farmers are also concentrating on increasing the production of chickpeas used to produce hummus. The need for hummus is due to its high nutritional value and the use of high-protein ingredients in the preparation.

Furthermore, the US market for hummus is expanding due to the region's rising interest in Middle Eastern and Mediterranean food. It is anticipated that the US will continue to dominate during the forecast period. However, it is projected that the Canadian market will expand at the quickest rate during the projection period. Consumers in the US are opting for a healthy lifestyle. The increasing number of hummus-producing companies in North America further supports the market growth in North America.

The Rest of the World is anticipated to grow at a CAGR of 7.79% over the forecast period. The rest of the world's market consists of South America and the Middle East and Africa. South America accounted for the most negligible share of the global hummus market. The Middle East market accounted for the largest share during the forecast period as chickpea is very popular in the Middle Eastern region. The popularity of hummus in this region supports the growth of the Middle East market. The demand for chickpeas is high, primarily consumed as part of the Middle Eastern diet. Growing health consciousness among consumers mainly drives the need for healthy food products such as hummus. Awareness of the products in the underdeveloped economies in Africa creates a significant obstacle to the growth of the market.

Europe accounted for a significant share of the global hummus market. Increasing demand for healthy and high-protein food is the primary factor driving the popularity of hummus in Europe. The increased adoption of veganism also contributes to the market's growth. The UK and Germany are the major country-level markets in the region. The UK is the largest country-level market with the highest number of hummus consumers. Germany is another significant market for hummus; however, hummus is still considered an exotic food. Also, the increasing demand for dips and dressings is boosting the sale of hummus in the country. The demand for hummus in the European market is rising as consumers become more aware of the advantages of hummus over other dips and sauces.

The growing availability of packaged hummus products in Asia-Pacific supports the growth of the Asia-Pacific market. Australia and New Zealand is the leading country-level market in the region, accounting for the largest market share during the review period. However, China is expected to be the fastest-growing country. The significant factor supporting the market's growth in the region is the various health benefits of hummus. It is projected that the growing per capita disposable income of the populace in developing economies will benefit from the expanding market in Asia-Pacific. All these factors are expected to create substantial growth opportunities for the hummus market in the coming years.

Segmental Analysis

The global hummus market is segmented into type, packaging type, and distribution channel.

Based on Type

The global hummus market is divided into classic hummus, lentil hummus, edamame hummus, white bean hummus, black bean hummus, and others. 

The classic hummus segment is the highest contributor to the market and is expected to grow at a CAGR of 9.96% during the forecast period. The growing popularity of Middle Eastern food in Europe during the forecast period is expected to help the segment maintain its dominance. Major players such as Strauss, Sabra Dipping Co., LLC, and Moorish offer classic hummus as part of their product portfolios. Due to its flavor and health benefits, classic hummus is extremely popular among consumers.

Lentil hummus is gaining popularity as a substitute for conventional chickpea hummus. The increasing demand for healthy food is boosting the demand for lentil hummus. Lentils are a protein source and help lower cholesterol and stabilize blood pressure; they also have low-fat content. The increasing awareness regarding these benefits has resulted in the high demand for lentil hummus across the globe.

Based on packaging type, the global hummus market is divided into tubs and cups, jars and bottles, and others. 
The tubs and cups segment dominates the market share and is estimated to grow at a CAGR of 10.10% over the forecast period. Tubs and cups are the most popular packaging type for hummus due to their ease and convenience. Polystyrene or polyethylene are widely used to manufacture hummus tubs.
The jars and bottles segment accounted for considerable growth. The expansion of jars and bottles can be attributed to their reusability, reducing environmental impact. Focusing on sustainability and increased ecological consciousness are driving the segment's growth.

Based on the Distribution Channel

The global hummus market is divided into store-based and non-store-based. 

The store-based segment owns the highest market share and is expected to grow at a CAGR of 8.23% during the forecast period. The store-based segment has been further divided into convenience stores, hypermarkets and supermarkets, and others. Strong vendor networks, great product appeal due to attractive packaging, and accessibility contribute to the segment's growth. In addition, the convenience of shopping in one place drives consumers to supermarkets and hypermarkets. These stores offer limited space dedicated solely to a specific food product, with a wide range of products from which to choose. Furthermore, customers are often guided by the price above other considerations, and supermarkets and hypermarkets provide discounts to attract buyers. With a variety of products, shelf space comes at a premium, which helps retailers understand the demand and consumption of each product.

The convenience and time saved by online stores are the significant reasons consumers shop for groceries online. Online shopping eliminates the need to physically visit the store, doing away with queues at billing counters; it also offers distance selling, i.e., consumers can place orders at any time and from any place. They are independent of store timings and receive assistance before and after delivery. Hence, the convenience and ease provided by online platforms are driving the growth of the non-store-based distribution channel segment.

Recent Developments

• November 2022- Lancaster Colony Corporation revealed that its Board of Directors had issued a quarterly cash dividend of 85 cents per common share, marking 60 consecutive years of increasing regular cash dividends. The company is one of only 13 U.S. companies with 60 straight years of regular cash dividend increases.
• April 2022- Obela Australia announced a sweet new addition to its hummus range, an indulgent Chocolate Dessert Dip, available in Woolworths stores. Satisfyingly rich and creamy, the recent chocolate dip made from chickpeas has all the sweet chocolatey goodness you know and love.