North American brands take inspiration from the Asian beverage lassi
Trend - A traditional beverage in Pakistan, India and Bangladesh, lassi is being adapted by North American brands in packaged or new formats. This shift comes as dairy brands look to cuisines in regions outside of their own regions in order to better cater to changing demographics and consumer preferences.
Insight - Foodie-minded consumers are establishing an expectation for access as it pertains to global flavors. The continued diversification of North America has made it so that global cuisines are increasingly in-demand in the region. Consumers expect access to convenient consumption formats and are simultaneously developing an appetite for experimentation in their diet.
Insight - Foodie-minded consumers are establishing an expectation for access as it pertains to global flavors. The continued diversification of North America has made it so that global cuisines are increasingly in-demand in the region. Consumers expect access to convenient consumption formats and are simultaneously developing an appetite for experimentation in their diet.
Workshop Question - How could your brand take inspiration from regions outside of its own?
Trend Themes
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Global Flavors — Food and beverage brands should adapt traditional heritage dishes into new serving formats to cater to increasingly diverse, foodie-minded consumers.
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Plant-based Alternatives — Brands should consider introducing fully vegan alternatives to traditional dairy-based foods, such as lassi, which taps into current trends, particularly those related to environmental sustainability and health.
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Convenient Formats — Due to changing consumer lifestyles, brands should explore new serving formats for traditional drinks and dishes, such as lassi, including ready-to-drink, frozen, and canned options.
Industry Implications
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Food and Beverage — The food and beverage industry should be aware of the need to cater to increasingly diverse, foodie-minded consumers, and offer global flavors adaptations in new and convenient formats.
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Dairy — The dairy industry should be looking to alternative products such as plant-based yogurt, which can tap into current market trends and offer a solution for environmentally-conscious consumers.
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Probiotics and Gut Health — The supplements and nutraceuticals industries can leverage the increasing awareness of probiotics and gut health and introduce new plant-based, vegan-compatible, or non-dairy probiotic products, such as lassi beverages.
