# Durian Flavoring North American brands adopt durian as a flavor. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jun 24, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/durian-flavoring ## Key Figures - Trend score: 3.5/10 - Evidence articles: 5 ## What is the Durian Flavoring trend? **Durian Flavoring:** Popular in Southeast Asia and known for its distinct smell, durian is becoming an increasingly popular flavor in North America. Experimentation with this fruit's flavor is being facilitated by North American brands that specialize in various Asian cuisines. ## The consumer insight behind the Durian Flavoring trend Immigration in North America has resulted in consumers' in the region having an expanded understanding of global trends–particularly in areas like the food and beverage industry. Whether catering to people looking to access products and ingredients that they have cultural connections to, or those who have an appreciation for food trends outside of North America, globalization has brought on diversity of choice in a range of industries. ## At a Glance - Evidence: 5 featured examples - Articles from: Jun 3, 2016 to Apr 10, 2019 - Published: Jun 24, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Asia ## Themes within the Durian Flavoring trend ### Globalization of Food Trends Immigration in North America has resulted in consumers' in the region having an expanded understanding of global trends, particularly in areas like the food and beverage industry. ### Healthy Snacking The rise of healthy snacking has driven many brands to compete to make the next kale chip from alternative fruits and vegetables. ### Craft Beer Experimentation Craft beer often takes on obscure flavors in an effort to stand out, resulting in unique and surprising brews like the Durian Durian beer from Melbourne-based Foreigner Brewing. ## What the Durian Flavoring trend means for industry ### For Food and Beverage Industry The globalization of food trends has opened up opportunities for integrating new and diverse flavors in various cuisines. ### For Snack Foods Industry The rise of healthy snacking has created opportunities for brands to innovate with alternative exotic fruits and vegetables as a healthy potato chip alternative like Danielle's Crispy Chips. ### For Craft Beer Industry Craft beer experimentation allows for unique and innovative flavor profiles to be explored using non-traditional ingredients like the controversial durian fruit found in Melbourne-based Foreigner Brewing's Durian Durian Beer. ## Workshop question Consider a popular regional product or item that your brand could take inspiration from? ## Trend signals for Durian Flavoring Trend score 3.5 out of 10, from popularity 47%, activity 50%, freshness 8%. - Popularity: 47% - Activity: 50% - Freshness: 8% ## Examples of the Durian Flavoring trend 5 featured examples from Jun 3, 2016 to Apr 10, 2019. - [Creatively Whimsical Cake Designs](https://www.trendhunter.com/trends/whimsical-cake-design): DaanGo's Desserts are Handcrafted with Imagination and Passion (Category: Art & Design) Implication: Bakeries can expand their offerings by incorporating more imaginative and customized cake designs, as well as experimenting with unique flavors. - [Lab-Style Tea Shops](https://www.trendhunter.com/trends/labothery): Toronto's Labothéry Invites People to Play Chemist and Make Their Own Drinks (Category: Lifestyle) Implication: The beverage industry can embrace the Lab-Style Tea Shop trend by incorporating customization options and lab-themed packaging to attract customers and provide a unique experience. - [Pungent Fruit-Inspired Beers](https://www.trendhunter.com/trends/durian-beer): The Foreign Brewing Company Produced a Unique Durian Beer (Category: Lifestyle) Implication: Craft breweries embracing experimentation and innovation. - [Asian Fruit-Infused QSR Desserts](https://www.trendhunter.com/trends/durian-dessert): These Durian Desserts at McDonald's Malaysia are Limited-Edition (Category: Lifestyle) Implication: Quick-service restaurants can innovate their dessert offerings by infusing popular regional fruits to cater to local preferences. - [Exotic Plant Chips](https://www.trendhunter.com/trends/crispy-chips): Danielle's Crispy Chips are Made with Okra, Taro, Durian and More (Category: Lifestyle) Implication: The trend of exotic produce chips creates disruptive innovation opportunities for brands in the healthy snacks industry to explore unique and natural flavors that appeal to health… ## 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)