U.S. Hummus Market to Reach $1,728.4 Mn by 2031, Driven by Plant-Based Protein Demand

The U.S. hummus market is witnessing a remarkable upward trajectory, fueled by shifting consumer dietary preferences and a surging inclination toward plant-based protein alternatives. Valued at US$ 982.9 million in 2024, the market is projected to expand at a robust compound annual growth rate (CAGR) of 8.4% during the forecast period from 2024 to 2031. By the end of 2031, the U.S. hummus market is estimated to reach US$ 1,728.4 million, reflecting the growing penetration of hummus as both a healthy snack and a versatile culinary ingredient.

One of the primary drivers of this growth is the rising adoption of plant-based protein sources among millennials and Gen Z consumers. As individuals increasingly pursue healthier eating habits, the demand for nutrient-dense, high-protein, and fiber-rich foods has strengthened significantly. Hummus, derived primarily from chickpeas, offers a combination of nutrition, flavor, and convenience that makes it a staple in American households. Additionally, growing awareness of the Mediterranean diet and its health benefits is amplifying hummus consumption across different demographics.

Why is the demand for hummus increasing in the U.S.?

Answer: The demand for hummus is rising due to the growing adoption of plant-based diets, particularly among millennials and health-conscious consumers. Rich in protein, fiber, and essential minerals, hummus provides a nutritious and versatile option for consumers seeking healthier alternatives to traditional spreads and dips. The trend is further supported by the popularity of the Mediterranean diet and the increasing availability of innovative hummus varieties in retail stores across the country.

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Segmentation Analysis

The U.S. hummus market is segmented by type, product format, and distribution channel, with each category shaping the competitive dynamics of the industry.

By Type, classic hummus continues to dominate market share due to its wide acceptance and versatility. However, flavored hummus varieties such as roasted red pepper, garlic, spicy chili, and avocado hummus are gaining momentum, particularly among younger consumers who are experimenting with global flavors. The flavored hummus segment is expected to witness the fastest growth during the forecast period as brands innovate with new recipes and cater to evolving taste preferences.

By Product Type, hummus is available in packaged tubs, single-serve packs, and spreads used in ready-to-eat meals and sandwiches. Packaged tubs account for the majority of sales, given their convenience for family consumption. Meanwhile, single-serve packs are emerging as a preferred option for on-the-go snacking, reflecting broader consumer demand for portion-controlled and portable food solutions.

By Distribution Channel, supermarkets and hypermarkets dominate the sales landscape as they provide a wide range of hummus options across multiple brands. However, online retail is growing at an accelerated pace, driven by the rise of e-commerce platforms and subscription-based grocery delivery services. Online sales are likely to remain a key growth channel due to their ability to offer niche and artisanal hummus products that may not be available in traditional retail stores.

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Regional Insights

Although hummus has gained nationwide popularity, consumption patterns vary across regions in the United States. The Northeast and West Coast regions currently lead the market, driven by high health awareness, multicultural influences, and strong penetration of plant-based diets. Cities such as New York, Los Angeles, and San Francisco are particularly active markets, with consumers showing a high affinity for ethnic foods and healthy snacking alternatives.

The fastest-growing region is expected to be the South, where rising health awareness and an expanding retail infrastructure are encouraging broader hummus adoption. Additionally, the influence of diverse culinary trends and increasing population of young consumers in southern states is contributing to the accelerated uptake of hummus products.

Unique Features and Innovations in the Market

The modern U.S. hummus market is being shaped by continuous product innovation and differentiation. Beyond traditional chickpea-based recipes, brands are experimenting with alternative legumes such as black beans, lentils, and edamame to create unique textures and nutritional profiles. Furthermore, clean-label claims-such as non-GMO, organic, gluten-free, and preservative-free-are gaining prominence as consumers prioritize transparency and natural ingredients.

Technological advancements are also playing a vital role in extending the shelf life of hummus products without compromising taste or nutrition. Packaging innovations, such as resealable containers and single-serve pouches, are addressing consumer demands for convenience. While AI and IoT are not yet central to product development, they are increasingly being used in supply chain optimization and demand forecasting, helping manufacturers streamline production and distribution while reducing food waste.

Market Highlights

Several factors are driving the widespread adoption of hummus across the United States. The rising focus on health and wellness, combined with the need for protein-rich alternatives to dairy and meat-based snacks, is positioning hummus as a mainstream household product. Its alignment with the principles of sustainability and environmental consciousness-given that plant-based proteins have a lower environmental footprint compared to animal proteins-is further enhancing its appeal.

Additionally, regulatory support for plant-based and clean-label foods is indirectly boosting the hummus industry. Cost reduction strategies by major players, coupled with investments in domestic chickpea farming, are expected to make hummus more affordable and accessible in the coming years. The growing availability of hummus in restaurants, quick-service outlets, and school cafeterias underscores its role as both a retail and foodservice product.

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Key Players and Competitive Landscape

The competitive landscape of the U.S. hummus market is defined by a mix of multinational corporations, regional brands, and artisanal producers. Leading players are focusing on product innovation, flavor expansion, and distribution partnerships to strengthen their market position.

Sabra Dipping Company, a joint venture between PepsiCo and Strauss Group, continues to dominate the market with its wide product portfolio and nationwide distribution network. The company has invested heavily in advertising campaigns that highlight hummus as a fun, nutritious, and versatile snack option.

Tribe Mediterranean Foods, another key player, has carved a niche with its flavored hummus offerings and commitment to clean-label products. Its focus on bold flavors and packaging innovations has resonated strongly with younger consumers.

Hope Foods has gained attention for its organic and non-GMO certified hummus products, catering to consumers who prioritize natural and sustainable food choices. The brand's emphasis on unique flavor combinations is expanding its footprint in premium retail channels.

Other notable competitors include Cedar's Mediterranean Foods, Lantana Foods, and Ithaca Hummus, each bringing unique innovations and localized strategies to capture specific consumer segments. These companies are increasingly leveraging e-commerce platforms to enhance their reach and improve customer engagement.

Outlook

The outlook for the U.S. hummus market remains highly optimistic, underpinned by strong consumer demand for plant-based protein sources and continuous innovation from manufacturers. As millennials and Gen Z continue to shape food trends, the demand for versatile, nutritious, and sustainable products like hummus will only accelerate. The integration of digital supply chain technologies and the expansion of online retail channels will further enhance accessibility and affordability, ensuring steady growth over the forecast period.

Looking ahead, the market is expected to witness heightened competition as both established players and new entrants vie for consumer attention. The role of evolving regulations supporting plant-based diets, coupled with a greater focus on sustainability, will be critical in shaping the industry's trajectory. With robust growth prospects and a clear alignment with consumer health trends, the U.S. hummus market is poised to secure a central place in the nation's evolving food culture.

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