How to Market Hummus?

How to market Hummus?

Hummus is a middle-eastern food composed of chickpeas, or garbanzo beans, and tahini, a paste similar in texture to peanut butter that is made from sesame seeds. Hummus is typically eaten with pita or other flat bread. Because both chickpeas and sesame seeds are wonderfully healthful, hummus is a nutritionist's delight. Chickpeas are a good source of protein, potassium and fiber. Sesame seeds are also a source of protein, along with vitamin E and a powerful antioxidant. The market for these

The marketing director is right on whom to target for marketing the hummus. You will always have the people who buy the product for cultural reasons such as Middle Eastern descent—Turkish, Greek, Arabic, and Israeli. They will buy it no matter what the label says. We need to focus on groups that don't but our product such as families. Introducing these foods into stores will provide the avenue but the advertising will bring the business. Families are trying to be healthier and this is a great snack food which a lot of people seem to like. Americans are becoming more familiar with what hummus is. "The packaged hummus products now sell 30 times what they did a decade ago. 10 year ago, most Americans didn't know what Hummus was. Currently, there are about 80 American hummus manufacturers, and according to an ACNielsen study, sales has increased 25% last year. Common predictions talk about up to 50% growth by the end of this decade" (The emerging 2011). The brand manager has points that would be useful in targeting the usual market for this product. Middle Eastern families make up such a small portion of the population. We are looking to increase business with people who don't understand or know how great hummus is. We can provide incentives for our product in stores to attract extra business. To increase sales we could provide coupons attached to our packages and if they buy