2026 Category Catalysts: Hummus and Soups

2026 Category Catalysts: Hummus

The hummus market size is expected to grow to $4.43 billion in 2026. It’s projected to reach $6.02 billion by 2031 at a compound annual growth rate (CAGR) of 6.33 percent from 2026 to 2031, according to a market analysis from Mordor Intelligence. 

A 2024 report from the Good Food Institute found that 60 percent of US households purchased some type of plant-based food. As more consumers adopt plant-forward diets, demand is growing for convenient, wholesome, versatile foods like hummus, which can be enjoyed as a snack, spread or dip. Manufacturers are responding by expanding their product lines, introducing novel flavors and highlighting natural ingredients. 

It’s no surprise that Dietz & Watson has added hummus to its portfolio, building on its established lineup of dips and spreads that complement its handcrafted deli meats and cheeses. 

“Our growth has been driven by consumers’ increasing demand for convenient, better-for-you snack and meal solutions,” shared Director of Marketing Taylor Grissinger. “As eating occasions continue to evolve, we’ve expanded our portfolio across hummus, refrigerated and shelf-stable grab-and-go snacks to meet consumers wherever and whenever they’re eating. By delivering products that combine great taste, convenience, versatility, and freshness, we’ve helped drive category growth, create new consumption occasions, and strengthen our position as a trusted partner and category leader.”

Launched just last year, Dietz & Watson’s hummus line features three varieties: classic hummus, roasted red pepper and chocolate hummus. The savory varieties feature clean ingredients such as chickpeas, sunflower oil, olive oil, sesame tahini, sea salt, garlic and cumin. The chocolate hummus combines chickpeas with cocoa powder, cane sugar and vanilla extract for a rich, chocolatey flavor that pairs well with fruit.

“We are focused on expanding category consumption by showcasing hummus and snack solutions as everyday staples rather than occasional or impulse purchases,” Grissinger explained. “With retailers, we’re discussing opportunities around solution-based merchandising, secondary placements and fresh perimeter growth. With consumers, we want to highlight the versatility, convenience and nutritional benefits these products can bring to snacks, lunches, meal prep and various other entertaining occasions.”

2026 Category Catalysts: Soups

Convenience meets comfort in the US soup category. It’s expected to reach $18 billion this year, according to Maximize Market Research. Ready-to-serve meals like soup are especially popular among Gen Z and Millennials. 

Reser’s Fine Foods introduced a new line of refrigerated chowders this year, expanding the brand into this high-growth segment. Reser’s lineup of potato-forward chowders is designed to combine flavor with value. The new line features three varieties: Loaded Baked Potato Chowder, New England Style Clam Chowder and Corn & Green Chile Chowder. The chowders are offered at an accessible price point to drive repeat purchases and give shoppers a delicious and comforting meal experience. The soups are available in 16-ounce microwave-safe containers that can be heated and served in under five minutes.

“We’re seeing strong demand for solutions that deliver both convenience and value, without compromising on quality or flavor,” explained Megan Torres, Brand Strategy Manager at Reser’s. “From high-protein options to ready-to-heat meals, these new product lines reflect where the category is headed and are designed to help our retail partners drive growth in the deli department.”

When it comes to category growth for its products, Anne Nelson, Director of Brand Strategy for Reser’s Fine Foods, previously stated, “At Reser’s, we believe category growth starts with understanding what consumers want next. We closely track shopper insights, flavor trends, and evolving meal occasions to develop products that bring fresh excitement to the category. From globally inspired flavors and distinctive ingredient combinations to packaging innovations that fit today’s lifestyles, we are constantly looking for ways to deliver something new and relevant.”

She continued, “Our strong partnerships with customers further differentiate our product sets. We carefully track what’s working well and where adjustments are needed. By collaborating closely, we frequently help create or adjust sets tailored to their shoppers and markets, driving category growth. Equally important is our commitment to the qualities that retailers and shoppers expect: exceptional quality, fresh taste, value, and variety.” 

Reser’s has been providing affordable family meals since 1950. The company combines its strong heritage with fresh thinking to keep the brand current. Nelson explained previously, “Whether it’s a new flavor profile, a packaging improvement, a more efficient process, or an entirely new product concept, we strive to create an environment where employees feel empowered to share ideas and challenge the status quo. That mindset of continuous improvement helps us stay responsive to changing consumer needs and emerging market opportunities.”

“Everything we do is about continually finding new ways to create value,” Nelson added. “It’s really the core of our business: we take a raw ingredient such as a potato and make it into something unique and delicious.”

With a continued focus on convenience, value and flavor, Reser’s Fine Foods meets evolving consumer needs while helping retailers drive growth in the soup category.