Category
Fashion
Scaled Restraint
Trend cluster
Category
Unlikely
Wasabi
Wasabi is incorporated into unlikely foods and cosmetics.
5.1
Trend score
Trend
What is the Unlikely Wasabi trend?
Unlikely Wasabi: The adaptation of the spicy condiment wasabi in unlikely items can be observed in both cosmetic and food industries–with everything from topical shampoos to edible caviar-like pearls incorporating the popular Japanese paste.
Insight
The consumer insight behind the Unlikely Wasabi trend
With the diversity of North America has come an increased consumer desire to experience global cultures within this region. Often, one of the easiest ways to do this is through food–and so the growth of diversified and hybrid items that consumers appreciate for their unfamiliar influences can be observed. Past novelty, these products speak to consumers' growing appreciation for cross-cultural experiences.
Trend themes
Themes within the Unlikely Wasabi trend
Three behaviours holding the trend together01
Cross-Cultural Cuisine
Consumers are increasingly looking for global influences in their food, which has led to innovative combinations of unconventional flavors and ingredients.
02
Experimental Flavor Combinations
Consumers are embracing new and bold flavor combinations, including those that mix sweet and savory and those that incorporate spicy and tangy ingredients.
03
Functional Foods
Products that offer health benefits, such as promoting hair growth or providing protein and fiber, are becoming increasingly popular among health-conscious consumers.
Industry implications
What the Unlikely Wasabi trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Innovations in flavor combinations and functional ingredients are driving growth in the food and beverage industry.
For
Beauty and Personal Care
The incorporation of unique and functional ingredients such as wasabi into personal care products offers opportunities for disruption in the beauty industry.
For
Snack Foods
Nutritionally-conscious snack foods that are free from allergens and high in protein and fiber are gaining popularity among consumers as a healthy alternative to traditional snacks.
Workshop question
How could your brand incorporate global influences into its product/service?
Trend signals
Trend signals for Unlikely Wasabi
Trend score 5.1 out of 10, from popularity 76%, activity 68%, freshness 9%.
Popularity76%
Activity68%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Unlikely Wasabi trend
7 featured examples from Aug 22, 2018 to Aug 8, 2020CategoryWorld
Daring Unconventional Cookie Flavors
Oreo Cookie Flavors Extend to Spice with Wasabi and Hot Wings
The confectionery industry has room for innovation by creating unconventional and daring flavor combinations, such as savory desserts and heavily spiced dishes.
CategoryFashion
Stimulating Wasabi Shampoos
Lush Cosmetics' Stimulating Shampoo Promotes Hair Growth
Natural hair care products companies can disrupt the market by creating natural hair growth boosting shampoos with soothing aromas.
CategoryLifestyle
Experimental Pink Chocolates
'Chocolate Passion' Pairs Pink Ruby Chocolate with Wasabi & More
The confectionery industry can capitalize on the trend of experimental pink chocolates by creating unique and exotic flavors that appeal to adventurous consumers.
CategoryLifestyle
Spicy Wasabi Pearls
Tamaruya's 'Wasa Beads' Add Heat and Texture to a Variety of Meals
The food and beverage industry can explore creating new products or adding unique toppings to dishes to enhance flavor and texture.
CategoryLifestyle
Free-From Fava Bean Snacks
Nuttee Bean Co.'s Snacks are Allergy-Friendly, Vegan & Gluten-Free
Innovative food manufacturers can capitalize on the growing demand for free-from snacks by developing unique, allergy-friendly products that cater to a variety of dietary preferen…
CategoryLifestyle
Tarot-Inspired Cocktail Menus
The Bloomsbury Club Bar's Cocktail Concept Taps Into Emotions
Restaurants, bars, and other hospitality establishments can create immersive experiences by incorporating unique concepts such as tarot-inspired menus and personalized cocktails.
CategoryLifestyle
Flavored Walnut Snacks
These Ready-to-Eat Snack Walnuts Were Inspired by Kitchen Pantry Items
The snack food industry can explore new ideas by creating pantry-inspired ready-to-eat snacks and introducing flavor-enhanced nuts.
