# Unlikely Wasabi Wasabi is incorporated into unlikely foods and cosmetics. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 13, 2019 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/unlikely-wasabi ## Key Figures - Trend score: 5.1/10 - Evidence articles: 7 ## 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. ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Aug 22, 2018 to Aug 8, 2020 - Published: Nov 13, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Unlikely Wasabi trend ### Cross-Cultural Cuisine Consumers are increasingly looking for global influences in their food, which has led to innovative combinations of unconventional flavors and ingredients. ### 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. ### 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. ## What the Unlikely Wasabi trend means for industry ### For 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 for Unlikely Wasabi Trend score 5.1 out of 10, from popularity 76%, activity 68%, freshness 9%. - Popularity: 76% - Activity: 68% - Freshness: 9% ## Examples of the Unlikely Wasabi trend 7 featured examples from Aug 22, 2018 to Aug 8, 2020. - [Daring Unconventional Cookie Flavors](https://www.trendhunter.com/trends/oreo-cookie-flavors1): Oreo Cookie Flavors Extend to Spice with Wasabi and Hot Wings (Category: World) Implication: The confectionery industry has room for innovation by creating unconventional and daring flavor combinations, such as savory desserts and heavily spiced dishes. - [Stimulating Wasabi Shampoos](https://www.trendhunter.com/trends/stimulating-shampoo): Lush Cosmetics' Stimulating Shampoo Promotes Hair Growth (Category: Fashion) Implication: Natural hair care products companies can disrupt the market by creating natural hair growth boosting shampoos with soothing aromas. - [Experimental Pink Chocolates](https://www.trendhunter.com/trends/pink-ruby-chocolate): 'Chocolate Passion' Pairs Pink Ruby Chocolate with Wasabi & More (Category: Lifestyle) Implication: The confectionery industry can capitalize on the trend of experimental pink chocolates by creating unique and exotic flavors that appeal to adventurous consumers. - [Spicy Wasabi Pearls](https://www.trendhunter.com/trends/wasa-beads): Tamaruya's 'Wasa Beads' Add Heat and Texture to a Variety of Meals (Category: Lifestyle) Implication: The food and beverage industry can explore creating new products or adding unique toppings to dishes to enhance flavor and texture. - [Free-From Fava Bean Snacks](https://www.trendhunter.com/trends/fava-bean-snack): Nuttee Bean Co.'s Snacks are Allergy-Friendly, Vegan & Gluten-Free (Category: Lifestyle) Implication: 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… - [Tarot-Inspired Cocktail Menus](https://www.trendhunter.com/trends/cocktail-concept): The Bloomsbury Club Bar's Cocktail Concept Taps Into Emotions (Category: Lifestyle) Implication: Restaurants, bars, and other hospitality establishments can create immersive experiences by incorporating unique concepts such as tarot-inspired menus and personalized cocktails. - [Flavored Walnut Snacks](https://www.trendhunter.com/trends/snack-walnuts): These Ready-to-Eat Snack Walnuts Were Inspired by Kitchen Pantry Items (Category: Lifestyle) Implication: The snack food industry can explore new ideas by creating pantry-inspired ready-to-eat snacks and introducing flavor-enhanced nuts. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)