The 2026 International Hummus Day Trends Report
Hummus is moving well beyond the bowl. Consumer demand is shifting toward bold flavor pairings, functional protein formats, and sharing occasions, and the data shows exactly where the growth is heading for May 13, 2026. This report gives CPG teams, R&D leads, and foodservice operators the signals they need to move first.
- +43% hot honey
- 8 in 10 hummus consumers describe it as healthy
- +30% mezze menu share growth
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What's in the International Hummus Day report?
Exclusive Tastewise data translated into clear direction for R&D, marketing, and menu development teams.
The infusion wave
Regional and global pairings
The powerhouse protein renaissance
Precision LTO strategy
Download the 2026 International Hummus Day trends report
Get exclusive Tastewise data on the flavor pairings, format shifts, and LTO windows driving hummus innovation this season.
Frequently asked questions about the 2026 International Hummus Day trends report
Sharing formats are leading. Mezze reached 8% menu share and is growing fast, with consumers ordering hummus as part of a spread rather than a side. Tastewise tracks 66K+ restaurants carrying hummus on the US menu, and the data points to significant whitespace in premium and functional applications that major chains have not yet filled.
Hot honey is the standout, up 43% in the hummus context and sitting firmly in the emerging lifecycle stage with no mainstream brand owning it yet. Muhammara is up 28.9%, whipped feta up 17.7%, and pickled onion up 16.1%. Meanwhile, roasted garlic, red pepper, jalapeño, and sweet potato variants are all declining, signaling a clear shift away from legacy SKUs.
Consumer velocity data points to a concentrated surge in the lead-up to May 13. The strongest activations align early-May drops with sharing-occasion narratives rather than single-serve positioning. The report identifies the exact timing window and the creative hooks, including powerhouse protein and food heritage angles, driving the highest seasonal engagement.
Hot honey plus chickpea plus tahini is the R&D brief the data supports today. It sits in the emerging stage, growing 43%, with zero mainstream owners. Beyond hot honey, muhammara, whipped feta, and pickled onion are all gaining ground. On the format side, the mezze and sharing occasion space is growing fast and remains underdeveloped at the major chain level.
