Category
Lifestyle
Assisted Choices
Trend cluster
Category
Crossover
Hummus
Expansive hummus experiences incorporate unexpected inspirations.
3.2
Trend score
Trend
What is the Crossover Hummus trend?
Crossover Hummus: As wellness enthusiasts continue to focus on chickpeas as a healthful alternative, consumers, in general, are beginning to embrace a variety of hybrid hummus-based dishes and spreads that challenge both the imagination and the palate.
Insight
The consumer insight behind the Crossover Hummus trend
Consumers today are used to a near-constant onslaught of new experiences, leading to a strong desire for novelty when it comes to food choices and beyond. When novelty is specifically applied to products consumers are already familiar with, it provides them with a best-of-both-worlds experience, bringing together both the need for comfort and newness.
Trend themes
Themes within the Crossover Hummus trend
Three behaviours holding the trend together01
Hybrid Foods
Consumers are embracing hybrid foods that provide familiarity with novelty such as crossover hummus and bagel-flavored hummus dips.
02
Health & Wellness
As wellness enthusiasts focus on healthy food alternatives, crossover hummus with chickpeas provides a healthful alternative.
03
Social Impact
Ithaca's Everyone Bagel Hummus product donated proceeds to support community-based nonprofits, tapping into consumers' preference for socially responsible products.
Industry implications
What the Crossover Hummus trend means for industry
Where the trend changes the playbookFor
Food & Beverage Industry
The food and beverage industry can leverage the trend towards hybrid foods to create innovative product combinations that cater to consumers' desire for novelty and familiar flavors.
For
Wellness Industry
The wellness industry can promote products such as chickpeas and crossover hummus as a healthy alternative to traditional snacks, catering to consumers' focus on health and wellness.
For
CSR (Corporate Social Responsibility) Industry
Corporations can leverage socially responsible initiatives, such as donating proceeds to community-based non-profits, to advance social causes while building customer loyalty.
Workshop question
What culinary staple is ripe for innovation when it comes to crossover dishes?
Trend signals
Trend signals for Crossover Hummus
Trend score 3.2 out of 10, from popularity 53%, activity 33%, freshness 10%.
Popularity53%
Activity33%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Crossover Hummus trend
4 featured examples from May 16 to Sep 28, 2021CategoryLifestyle
Mediterranean Chickpea Snacks
Trader Joe's Greek Chickpeas with Cumin and Parsley are Ready to Eat
Food manufacturers can develop chickpea snacks with various flavor profiles, as an alternative to traditional snack foods.
CategoryLifestyle
Bagel-Flavored Hummus Dips
Cedar's Topped Organic Everything Hommus is Topped with Sesame Seeds
The introduction of alternative flavors and the expansion of the hummus category presents opportunities for reinvention and differentiation within the food and beverage industry.
CategoryLifestyle
Pumpkin Spiced Hummus Dips
Trader Joe's Pumpkin Spice Hummus is the Perfect Fall Snack
Food manufacturers can take advantage of the seasonal flavors trend by incorporating new and unique flavors into their hummus products.
CategoryLifestyle
Bagel-Flavored Hummus Spreads
Ithaca's Everyone Bagel Hummus Supports Community-Based Nonprofits
Food and beverage companies can expand their product offerings by experimenting with unconventional flavors and community-driven initiatives to differentiate themselves from compe…
