Within the fresh dip category, hummus accounted for a 45.8 percent share of sales in 2017. The sales trend of the Mediterranean favorite was exceptional over the past decade as a growing number of consumers were looking for a healthy and nutritious spread which is easy to make. The chickpea-based spread comes in a large variety of flavors to cater the gourmet-minded consumers. The ethnic-inspired dip generated U.S. retail sales amounting to almost 700 million U.S. dollars in 2014. The U.S. hummus market is dominated by the top-selling Sabra Dipping Company which controlled about 60.7 percent of the market in 2015. In Canada, Sabra’s award-winning hummus captured about 24 percent of the hummus category.
Plant-based eating is projected to become more and more popular across the board and vegetarian and vegan consumers will be looking for a good source of protein in order to meet their nutritional needs. Industry experts see high potential in Muhammara - a Middle Eastern dip made with peppers, walnuts and pomegranate molasses -, and Greek yogurt-based dips and spreads.