Hummus: A Versatile Middle Eastern Dip Gaining Popularity in Asia

Introduction

Hummus, a creamy dip prepared with chickpeas, tahini, olive oil, lemon juice, and garlic, has long been a Middle Eastern culinary staple. Its full, nutty flavor and velvety texture make it an ideal accompaniment to various recipes. Hummus has recently grown in popularity worldwide, notably in Asia, as part of a more significant trend of embracing ethnic foods. This trend reflects the increased demand in different culinary experiences and the health benefits of traditional cuisine.

Hummus Flavor and Versatility

Hummus has a distinct flavor profile mixing chickpeas's earthiness, lemon's acidity, and tahini's richness. This flavor profile makes it versatile in traditional and modern cuisines. In Asia, chefs add hummus to various cuisines, from traditional Middle Eastern recipes to new fusion versions. For example, hummus is utilized as a base for Asian-inspired dips, such as the Spicy White Bean Dip and the Asian Bean Dip, sandwich spreads, and even as a component in sushi rolls, demonstrating its versatility and appeal. Hummus is also used in popular recipes like hummus bowls with fresh veggies, cereals, and proteins. Furthermore, fusion meals such as hummus-stuffed dumplings and hummus-topped pizzas are becoming popular. These developments demonstrate hummus's creative potential and capacity to enrich various gastronomic experiences.

Retail Trends and Price Data

Hummus sales have surged in the retail sector across Asia, reflecting growing consumer interest and demand. The hummus market in Asia was valued at approximately USD 100 million in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 10% over the next five years, according to the MarkNtel Advisors.

Retail prices for hummus vary significantly across different Asian markets. In Japan, a typical 200-gram tub of hummus is priced around USD 4.50. In South Korea, the price is slightly higher at about USD 5.00 for the same quantity. Conversely, in China, the price is significantly lower, with a 200-gram tub selling for approximately USD 3.80. This variation in pricing highlights different market dynamics and consumer preferences across these countries.

Several factors contribute to these price differences, including local production costs, import tariffs, and the availability of premium or organic product lines. Consumers in urban areas tend to be more willing to pay a premium for high-quality and organic hummus, leading to higher price points in metropolitan markets. This willingness to pay more for premium products is particularly evident in cities with affluent populations and a strong interest in health and wellness.

Figure 1: One of the Top Rated Hummus Products on SSG Online Store-Mezzet Hummus 300G

Source: SSG

Health Benefits and Nutritional Value

Hummus is known for its nutritional qualities, making it a popular choice among health-conscious consumers. It is high in protein, fiber, and good fats, which add to its popularity as a nutritious and filling food. Hummus also contains vitamins and minerals like iron, folate, and B vitamins. Its plant-based composition makes it an excellent alternative for vegetarians and vegans, which adds to its growing appeal.

Impact on the Global Food Culture

Hummus' increased popularity mirrors broader trends in global food culture, such as a growing appreciation for ethnic dishes and a focus on healthy eating.

The rise of hummus in Asia is more than a culinary trend; it signifies a broader shift towards embracing diverse food cultures and healthier eating habits. As hummus continues to find its place in Asian kitchens, its versatility and health benefits will likely ensure its place as a staple in traditional and modern dishes. The retail sector is responding to this demand, with growth projections indicating steady growth for hummus in the Asian market.