# Adapted Lassi North American brands take inspiration from the Asian beverage lassi. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Aug 7, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/adapted-lassi ## Key Figures - Trend score: 3.2/10 - Evidence articles: 4 ## What is the Adapted Lassi trend? **Adapted Lassi:** 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. ## The consumer insight behind the Adapted Lassi trend 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 8, 2017 to Mar 1, 2021 - Published: Aug 7, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Adapted Lassi trend ### Global Flavors Food and beverage brands should adapt traditional heritage dishes into new serving formats to cater to increasingly diverse, foodie-minded consumers. ### 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. ### 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. ## What the Adapted Lassi trend means for industry ### For 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. ### For 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. ### For 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. ## Workshop question How could your brand take inspiration from regions outside of its own? ## Trend signals for Adapted Lassi Trend score 3.2 out of 10, from popularity 43%, activity 43%, freshness 10%. - Popularity: 43% - Activity: 43% - Freshness: 10% ## Examples of the Adapted Lassi trend 4 featured examples from Feb 8, 2017 to Mar 1, 2021. - [Cashew-Based Lassi Beverages](https://www.trendhunter.com/trends/lassi-beverage): Plant Veda Puts a Probiotic, Plant-Based Twist on Traditional Drinks (Category: Lifestyle) Implication: Food and beverage companies can explore the growing market of plant-based and probiotic drinks to cater to the increasing demand for healthier alternatives. - [Frozen Lassi Desserts](https://www.trendhunter.com/trends/fruit-lassi): Monsieur Singh Reimagines Fruit Lassi Drinks in a Frozen Format (Category: Lifestyle) Implication: As frozen lassi drinks continue to grow in popularity, the frozen desserts industry can capitalize on the trend by expanding their product offerings to include more ethnic-inspire… - [Ready-to-Drink Lassi Beverages](https://www.trendhunter.com/trends/mango-lassi): The Quik Shake Mango Lassi in a Can Supports Gut Health (Category: Lifestyle) Implication: The beverage industry can capitalize on the growing trend of ready-to-drink lassi beverages by innovating new flavors and packaging options. - [Lassi-Flavored Gin Spirits](https://www.trendhunter.com/trends/crazy-gin): Crazy Gin Fuses a Traditional Yogurt-Based Drink with British Gin (Category: Lifestyle) Implication: Craft distilleries can explore innovative flavor combinations, such as lassi-flavored gin, to stand out in the competitive spirits market. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)