Category
Fashion
Scaled Restraint
Trend cluster
Category
Adapted
Amazake
Brands embrace ancient Japanese traditions in new product formulations.
3.2
Trend score
Trend
What is the Adapted Amazake trend?
Adapted Amazake: 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
The consumer insight behind the Adapted Amazake trend
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.
Trend themes
Themes within the Adapted Amazake trend
Three behaviours holding the trend together01
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.
02
Holistic Wellness Emphasis
Interest in amazake-based products is driven by contemporary consumers' focus on holistic wellness.
03
K-Beauty and Cross-Cultural Inspiration
K-Beauty and other cross-cultural inspirations are driving advancements in skincare, beauty, and food products.
Industry implications
What the Adapted Amazake trend means for industry
Where the trend changes the playbookFor
Consumer Packaged Goods
Amazake influence can be found in food and beverage products, and can be used as a nutritious ingredient.
For
Beauty and Skincare
Amazake's potential for skin and hair health makes it a popular ingredient in skincare products.
For
Fast Food and Restaurant Chains
Collaborations featuring amazake and other traditional Japanese ingredients are driving innovation in fast food and restaurant menus.
Workshop question
How might your brand incorporate historic traditions in its product offering to add value?
Trend signals
Trend signals for Adapted Amazake
Trend score 3.2 out of 10, from popularity 46%, activity 39%, freshness 10%.
Popularity46%
Activity39%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Adapted Amazake trend
6 featured examples from Feb 4, 2019 to Sep 28, 2021CategoryFashion
Amazake-Inspired Beauty Smart Waters
The Waso Beauty Smart Water Boasts a Three-in-One Function
The skincare industry can capitalize on the trend towards multi-functionality and traditional ingredients by incorporating fermented ingredients and other unique cultural practice…
CategoryLifestyle
Fermented Rice Shakes
The Dassai Mazeru Shake is Served with the Mos Burger Vanilla Shake
Opportunities for collaboration and innovation in the food and beverage industry to create unique and flavorful products.
CategoryLifestyle
Tasty Sake-Inspired Japanese Snacks
This Pocky Flavor is Developed in Partnership with Tokyo Port
Opportunity for snack companies to tap into the trend of sake-inspired flavors and develop new offerings.
CategoryLifestyle
Collaborative Rice Burgers
Mos Burger x Dassai Introduces Four Exclusive Rice Burgers
Fast food chains can leverage the trending popularity of rice burgers and collaborations to create novelty items that cater to the demands of changing consumer preferences.
CategoryLifestyle
Versatile Fermented Rice Beverages
Kyubi Fermentory's Product is Becoming Popular in Australia
Innovation in developing, packaging, and selling rice-based fermented beverage products to diverse markets and consumers.
CategoryLifestyle
Traditional Japanese Sweets Cafes
Häagen-Dazs Partners with Sukibayashi Sabo for This Activation
The food and beverage industry can leverage cultural fusion and seasonal pop-ups to create buzz, drive foot traffic, and appeal to changing consumer tastes.
