Tahini, one of the best-known staples of Middle Eastern cuisine, has become much more than a tasty salad topping. This versatile ingredient has transitioned from a local Israeli favorite to a highly sought-after global product.
Tahini is now consumed in various ways, not just as a sauce for hummus or falafel. Today, it’s included in baked goods, desserts, unique spreads, and even drinks. This simple product has become a symbol of health and quality for millions.
Raw tahini was once a typical Middle Eastern topping for falafel and shawarma, popular street foods across the region. In Israel, it gained particular popularity, but the real shift occurred in the 2000s with rising health awareness and the vegan food revolution. Tahini quickly moved from a basic food stall item to a staple in every household pantry.
Tahini has transformed from a basic ingredient to a prized product in health and nutrition circles. Its impressive nutritional profile has made it especially popular with consumers seeking high-quality food with numerous health benefits. Today, it complements salads, stews, and various dishes in Israeli and international kitchens.
In Israel, the tahini market is valued at over NIS 200 million annually, including complementary and premium products. More than 13 million packages are sold each year, with leading brands like Achva (29.3% market share), Al Arz (18.7%), Baraka, and Tahina Yerushalayim dominating the market. These brands have succeeded in elevating tahini from a common staple to a premium product that consumers are willing to pay for.
Achva leads the local market, offering a wide range of products for all consumers. The brand not only provides a basic product but also offers premium items under the name "Turquoise." Consumer feedback indicates strong openness to innovation in tahini, with customers willing to invest in products that offer a richer culinary experience. Har Bracha Tahina, produced at a traditional Samaritan factory on Mount Gerizim, exemplifies the trend of consumers valuing quality and tradition. This brand has captured market share due to its unique story, and Israeli consumers are willing to pay over 50% more for the superior sesame quality and traditional production methods it offers.
One of the primary reasons tahini has become so popular is its high nutritional value. It’s rich in calcium—three times that of dairy products—and provides an excellent source of iron, magnesium, and unsaturated fatty acids. Tahini has become an ideal food for vegetarians and vegans seeking alternative sources of protein and healthy fats.
In addition, tahini contains a high amount of dietary fiber, aiding digestion and reducing the risk of heart disease. It also has antioxidant properties, which help protect the body from oxidative damage caused by free radicals.
In Israel, as mentioned, consumer loyalty to leading brands is clear and evident. Major brands like Achva, Al Arz, and Baraka maintain significant market shares, with consumers appreciating the quality, reputation, and consistency these brands offer.
In recent years, however, grocery chains have begun launching private-label tahini at lower prices. Despite the impact of these private labels on pricing, leading brands have maintained their status thanks to the trust they have built with consumers.
Loyalty to brands is not limited to the big manufacturers. As noted, smaller brands like Har Bracha Tahina have also cultivated a loyal following that values the added benefits of high-quality sesame, traditional production methods, and a unique brand story.
The tahini market is not confined to Israel; it’s projected to grow at an annual rate of about 4.9% in the coming years. The global demand for tahini stems from two main factors: the rise in health awareness and the growing use of sesame as a raw material for oil production.
Israeli companies like Achva and Al Arz export their products internationally, with Israeli tahini praised for its unique flavor and high sesame quality. Tahini has become an integral part of healthy eating trends worldwide, with sales growing in Europe and North America as consumers seek healthy, delicious food options.
New trends in tahini are expanding beyond traditional products. Many companies are investing in developing innovative tahini-based products, from sweet spreads, like chocolate and date tahini, to vegan items, including yogurts, ice creams, and health bars. The integration of tahini into diverse products highlights its vast potential in the global food market.
One standout innovation is tahini with unique added flavors, providing consumers with a distinctive taste experience. For example, fruit-flavored tahini or chocolate tahini has gained popularity, especially among consumers looking for healthy yet unique products. We investigated how much we’re paying for tahini outside the home, and the main finding is the significant price differences among retailers and brands. The most popular product is a 500-gram jar of raw tahini, with prices varying by as much as 89% across different stores. Price differences also exist between brands, such as the gap between Achva’s premium “Turquoise” brand and Har Bracha’s product, amounting to nearly 100%.
A ready-to-eat 500-gram container of tahini salad from the Achla brand is sold for NIS 12.50–18.50, similar to the price of raw tahini. However, it’s worth noting that raw tahini allows for more flexibility in flavoring and can make a larger quantity without unwanted additives.
In restaurants and hummus shops, a serving of prepared tahini costs around NIS 30. The choice is ours: ready-made tahini, raw tahini, or a treat at a restaurant?