Brands embrace ancient Japanese traditions in new product formulations
Trend - Amazake is an ancient Japanese fermented rice drink that's known to promote skin and hair strength, as well as gut health. In recent years, Amazake has been adopted in various product formulations in beauty and food industries, following a revival of the ingredient in Japan and interest from North American markets.
Insight - North Americans are intrigued by the diverse flavor and ingredient profiles of other cultures as they seek to update and diversify their consumption habits. Brought on by globalization and travel, interest is tied to a general curiosity about the traditions of other countries, as well as an inquiry about any possible benefits tied to them. The latter is motivated by an emphasis that contemporary consumers place on holistic wellness.
Insight - North Americans are intrigued by the diverse flavor and ingredient profiles of other cultures as they seek to update and diversify their consumption habits. Brought on by globalization and travel, interest is tied to a general curiosity about the traditions of other countries, as well as an inquiry about any possible benefits tied to them. The latter is motivated by an emphasis that contemporary consumers place on holistic wellness.
Workshop Question - How might your brand incorporate historic traditions in its product offering to add value?
Trend Themes
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Globalization and Cultural Curiosity — Interest in diverse flavors and ingredients of other cultures is driven by curiosity about the traditions and potential benefits they offer.
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Holistic Wellness Emphasis — Interest in amazake-based products is driven by contemporary consumers' focus on holistic wellness.
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K-beauty and Cross-cultural Inspiration — K-Beauty and other cross-cultural inspirations are driving advancements in skincare, beauty, and food products.
Industry Implications
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Consumer Packaged Goods — Amazake influence can be found in food and beverage products, and can be used as a nutritious ingredient.
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Beauty and Skincare — Amazake's potential for skin and hair health makes it a popular ingredient in skincare products.
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Fast Food and Restaurant Chains — Collaborations featuring amazake and other traditional Japanese ingredients are driving innovation in fast food and restaurant menus.
