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    food Marketing & Technology is the international magazine for executives and specialists in the food industry.

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    Why Hummus? The Convenient Snack for Health and Indulgence

    Demand for healthy snacks is increasing – not just in between meals, but also on the go, with health benefits playing an important role. So, consumers are looking for convenient products that can bridge the gap between health and indulgence.

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    One of the healthy snacks seeing a surge as a result of these developments is hummus. Loved for its versatility, for its convenience, and for being a plant-based option with less climate impact, hummus has achieved a position as a fridge staple in many markets. The interesting thing about hummus – or more accurately the humble chickpea – is that it sits at the intersection of several key consumer trends. As a result, sales of hummus are predicted to grow at a rate of almost 13% per year until 2027, according to Market Research Future.

    What are those trends? First, you have the growth of veganism, which has moved from the periphery to become a mainstream lifestyle choice. The growth of the vegan consumer has driven people to the delights of hummus. High in protein, iron, dietary fiber, vitamins and minerals, hummus ticks the box as a plant-based food for the evergrowing number of vegetarians and vegans. In the US alone, the share of consumers identifying as vegan grew from 1% in 2014 to 6% in 2017 (Global Data), a 600% increase in just a three-year period.

    Secondly, millennials love hummus. According to research from marketing firm The Halo Group, millennials are the most health-conscious generation ever. Chickpeas, the main ingredient in hummus, are packed with protein and fiber and are also high in iron, folate, phosphorus, and B vitamins. This makes them the perfect staple food for savvy millennials seeking to maximize the health benefits of the products they consume.

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