An Extrospection on Hummus

What the Popularization of the Sand-Colored Goo Tells Us About Marketing

It is lunch hour and I am trying to decide whether or not to break up with my hummus, whether it’s me and the fact I don’t really care for it unless it’s masked by some other flavor or if it doesn’t care about my needs as it has gone bad quickly. After a quick discussion, it is agreed it should head to the trash can and suggested that I eat from one of the many other containers of the paste that nest in our refrigerator. There are five packages in there which prompted me to ask, “Was hummus always this popular?”

“I don’t recall seeing it in stores, my mother always just made it” Holly said.

“It’s really taken off in the past few years,” Kelly agreed. “Probably because hipsters are all about it.”

After much debate, we mutually conclude that grocery stores are more than likely selling more hummus then ever and a quick Google search confirmed our hypothesis. But why? If you think about it, it’s just mashed-up chickpeas, nothing too special. And yet, I believe that the popularization of hummus can provide us with a rhetorical analysis of what consumers are wanting and how marketers can intersect current societal tides with what they offer.

It’s Customizable

You can either buy or make hummus in a variety of flavors from garlic to red pepper or even opt for similar substances such as baba ghanoush. The flavor you choose is unique to the individual and as the United States is host to the most individualized culture in the world, we love our customizable options. Consider the popularity of the iPod or the popularity of monogrammed towels. What is interesting about customization and options is that we like it, but within reason. Consider your mall stores. Sometimes it’s nice to go to Forever 21 and have every option of white skirts in front of you but many times I opt for the tranquility of Banana Republic for variety without feeling overwhelmed.

It’s Global

By origin, hummus is a Levantine Arab food product that is popular in the Middle East and can be found in restaurants of the same descent in the U.S. While I imagine that for all of time man has been fascinated with food and goods of different origins, I do believe that the tendency to embrace different cultures is the direct effect of postmodernism, globalization and to some degree our educational curriculum (I recall in second-grade an assignment to do a report on Italy as my family’s country of origin, mother’s maiden name Cella).Travel Channel notes that since the film Sex and the City 2 and the show The Real Housewives of New York, women have forsaken shopping trips to Fifth Avenue and Rodeo Drive in lieu of excursions to browse bazaars in destination getaways. We’ve come a long way from my Italian grandfather who is reluctant to try any cuisine not American or Italian to myself who was happily raised on Chinese take-out and enchiladas. In the future it will be interesting to see what Americans adopt (such as the Middle East’s hummus) and what we dismiss (such as some Middle Eastern nations’ views of women’s roles). I’ll leave that to the ethnographers and sociologists out there to predict.

It’s Vegetarian

Simply stated, there are more vegetarians out there today than in generations past and hummus is a terrific nutrient supplement for those who choose this lifestyle. As someone with several vegetarian friends, many have selected this dietary path after self-education on the way livestock is raised and produced. For some, it has simply been a matter of personal preference. Regardless, one could argue that the ideals of postmodernism, defying conventional standards and the Millennial theme of “question everything”, even when it comes to what is an acceptable lunchtime platter, have likely influenced and perpetuated this trend. Tied to the first theme of this post, a USA Today article also supports that vegetarianism has become popular simply because there are now more vegetarian options available.

It’s Green

The article also notes that some choose a vegetarian lifestyle because of environmental concerns. Now, I do not know too much about the way hummus is produced, but I’m willing to bet it is a reasonably “green” product (especially if it’s made from edamame, but I digress). With few by-products, preservatives, dyes and chemicals, it’s not only environmentally green but also healthy as my personal trainer cautioned against “foods where the ingredient list was bigger than the product itself.” The environmental factor is furthered by the fact that some of my favorite hummus comes from farmer’s markets.

The fact that I’ve thought so thoroughly about my lunchtime choices leads me to believe I need a hobby. Nonetheless, hope you enjoyed and happy Friday!