# Yam Confection Japanese desserts adopt unexpected flavors inspired by the regional sweet potato. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published Oct 17, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/yam-confection ## Key Figures - Trend score: 2.9/10 - Evidence articles: 5 ## What is the Yam Confection trend? **Yam Confection:** Drawing inspiration from the Japanese Annou Imo, a luxurious sweet potato known for its delectable taste, beverage and dessert brands from the region are adapting the flavor and aroma of the sought-after spud. Celebrating the local bounty, consumers are enjoying the enticing flavor of this yam in new ways, through unexpected formats including sweets and drinks that demonstrate the innovative flavor reversal of Japanese culture. This emerging ingredient draws out the importance of healthy indulgences influencing modern consumers and the next generation of flavor seekers. ## At a Glance - Evidence: 5 featured examples - Articles from: Oct 26, 2016 to Oct 18, 2018 - Published: Oct 17, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Themes within the Yam Confection trend ### Vegetable Desserts Vegetables are being introduced as a savory-sweet flavor variation, creating disruptive innovation opportunities for desserts. ### Regional Flavor Inspiration Beverage brands are adapting the flavor and aroma of sought-after local ingredients, such as Japanese sweet potato, to create innovative flavors and products for the modern consumer. ### Healthy Indulgences The emergence of healthy indulgences is influencing modern consumers and creating disruptive innovation opportunities in the food and beverage industry. ## What the Yam Confection trend means for industry ### For Food and Beverage The food and beverage industry can explore innovative flavor combinations using vegetables and introduce regional flavors to create new products. ### For Convenience Stores Convenience stores can tap into the trend of healthy indulgences by offering desserts made with vegetables and other healthy ingredients. ### For Coffee Shops Coffee shops can explore new flavors and ingredients such as sweet potato to create unique drinks and attract customers looking for something different. ## Workshop question How can your next innovation also serve to celebrate the identity of your consumers? ## Trend signals for Yam Confection Trend score 2.9 out of 10, from popularity 40%, activity 39%, freshness 8%. - Popularity: 40% - Activity: 39% - Freshness: 8% ## Examples of the Yam Confection trend 5 featured examples from Oct 26, 2016 to Oct 18, 2018. - [Sweet Potato Lattes](https://www.trendhunter.com/trends/sweet-potato-lattes): This Korean Specialty is Becoming Popular in Other Asian Countries (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introduce innovative and exotic flavors, such as sweet potato latte, to expand the beverage market and capture the attention of adventurous cons… - [Potato-Inspired Ice Cream Cones](https://www.trendhunter.com/trends/japanese-sweet-potato): This Ice Cream Cone Looks and Tastes Like a Japanese Sweet Potato (Category: Lifestyle) Implication: The trend towards incorporating vegetables into dessert presents opportunities for innovation in the dessert and snack sectors. - [Roasted Potato Drinks](https://www.trendhunter.com/trends/sweet-potato-drink): JR East Train Stations' Vending Machines Dispense Sweet Potato in a Bottle (Category: Lifestyle) Implication: The Roasted Potato drink trend has the potential to shake up the beverage industry, with opportunities to introduce new and unique flavors. - [Chewy Potato-Flavored Candies](https://www.trendhunter.com/trends/kabaya-gummy-candy): Kabaya's Gummy Candy Looks and Tastes Like a Japanese Sweet Potato (Category: World) Implication: Confectionery companies can capitalize on the trend of vegetable-inspired candy by developing innovative and flavorful products that appeal to consumers looking for unique taste e… - [Yam-Flavored Dessert Cups](https://www.trendhunter.com/trends/potato-ice-cream): Häagen-Dazs' Newest Flavor is Orange Sweet Potato Ice Cream (Category: Lifestyle) Implication: The food and beverage industry can adapt to the trend of using regional ingredients and unconventional flavor combinations to offer innovative dessert options. ## 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)