Marketing 301 Isenberg School of Management, Sabra Hummus, new product recommendation, market analysis, industry trends, target market, current marketing mix, SWOT analysis

1. Group 24 Team Members: Karen Ly, Julia Lugten, Michael
Maldari, Patrick MacCormack, and Carolyn Malone

2. Industry Trends
The combined chips and dips categories continue to perform well, growing 7% from 2013-2015 to reach $16.4 billion in 2015. - MINTEL
Sales of international foods in the US are projected to grow moderately between 2015 and 2020, from $12.2 billion to $13.9 billion.
Immigration and the increasingly multicultural nature of American society are factors that are influencing growth. MINTEL
Chip and dip purchases tend to skew toward younger consumers, especially Millennials, or those aged 22-39. In general, Millennials are
most likely to snack and are snacking more frequently this year compared to last, according to Mintel’s Snacking Motivations and Attitudes –
US, April 2015 report. In a 2015 report 63% of millennials and 73% of all people said they had purchased hummus from a grocery store in
the past six months. MINTEL
Dips such as hummus and guacamole are experiencing growth. The dips category sales of $2.8 billion in 2015, representing growth of 16%
from 2010-2015. While sales of dips and salsa are quite similar in 2015, the majority of growth in the category is driven by sales of
dips, rather than salsa. MINTEL
According to Statista, within the fresh dip category of refrigerated dips and spreads, hummus was the best selling sub category. The sales
trend of the Mediterranean favorite was exceptional over the past decade as a growing number of consumers were looking for a healthy and
nutritious spread which is easy to make, as the ethnic dip provided $700 million in retail sales in 2014.
Also according to Statista the US hummus market was dominated by the top-selling Sabra Dipping Company which controlled roughly 63%
of the market in 2014.

3. Competitive Environment
Yogurt dips:
● Chobani:
○ 1.2m facebook/99.8k twitter
● Marzetti:
○ 74k facebook
● Hidden valley:
○ 963k facebook/ 45.3k twitter
Guacamole:
● Wholly Guacamole:
○ 1.1m facebook/ 24.8k twitter
● Yucatan:
○ 149k facebook/4k twitter
● Ortega:
○ 301k facebook/8k twitter
Hummus:
● Cedars:
○ 13k facebook/781 twitter
● Wild garden:
○ 22k facebook/1k twitter
● Tribe:
○ 100k facebook/6k twitter
Salsa:
● Tostitos:
○ 730k facebook/30.4K twitter
● Newman's Own:
○ 85k facebook/1,610 twitter
● On The Border:
○ 1,740 facebook/11.7k twitter
file:///C:/Users/mmaldari/Desktop/sabra

4. Target Market
*Millennials snack more than people of other age groups and frequently purchase
chips and dips. They typically search for a wide variety of bold flavors and seek more
options for their snacking habits. Mintel 2016
*One group that is particularly likely to appreciate innovative flavors is males aged
25-34 who earn over 75k a year. This is a potential opportunity for highly unique,
gourmet flavors or niche products. Mintel 2016
*Consumers of chips and dips are
motivated by taste and indulgence
than health related factors. Mintel
2016
Lightspeed GMI/Mintel
Lightspeed GMI/Mintel
Lightspeed GMI/Mintel
Lightspeed GMI/Mintel

5. Current Marketing Mix

6. SWOT ANALYSIS
Strengths:
•Positive brand image with commitment to CSR
•Country’s best-selling hummus
•Variety of Products
•Reputation as a healthy snack high in protein, fibers
•Sabra Goes Green with Packaging
•First-of-its-kind global R&D facility
Weaknesses
•More expensive than other dips
•Annual U.S. salsa sales are about $1.1 billion, more
than twice those of flavored spreads like hummus.
•Only 26% of households regularly eat hummus.
Opportunities:
•New product lines of healthy dips and spreads
•Growing demand for hummus
Threats:
•Competition
•Brand name ties to Israel

7. New Product Recommendation
Edamole is a dip made from edamame (green soybeans)
• very similar to guacamole, but edamame replaces avacado.
• edamame is considered a new super food, with incredible health benefits.
• makes a delicious dip and sandwich spread
• high in protein, but low in fat and calories.
• attractive to Sabra’s target market of women with families