# Umami Plant-Based Mayos The Kewpie Vegan Mayo Dressing and Spread Veganizes a Viral Product By Laura McQuarrie | Published 2023-05-12 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/kewpie-vegan-mayo-dressing-and-spread References: [vegconomist](https://vegconomist.com/products-launches/kewpie-introduces-vegan-mayo-dressing-and-spread-in-64-oz-container/) & [kewpieshop](https://www.kewpieshop.com/products/kewpie-vegan-mayonnaise-kosher-plant-based-gluten-free-64oz)  Kewpie mayo, known for its distinct [umami flavor](https://www.trendhunter.com/trends/miso-mayo), has garnered a significant following, and the brand's introduction of Kewpie Vegan Mayo Dressing and Spread solidifies its appeal to health-conscious consumers seeking a delicious and sustainable alternative. This plant-based version of the brand's popular mayonnaise is kosher, gluten-free and all-natural. This [creamy vegan mayo](https://www.trendhunter.com/trends/mayonnaise-style-sauces) makes the most of ingredients like canola oil, vinegar and mustard oil. Many consumer-favorite products are being offered in plant-based versions to meet the expanding demand for [plant-based alternatives](https://www.trendhunter.com/trends/plantbased-dairy). Many consumers today are more health-conscious and are actively seeking products that align with their dietary and lifestyle choices, and this new option also speaks to consumers who are looking for allergen-friendly and sustainable options. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 37% | Activity: 39% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Plant-based Mayo Alternatives:** The expanding demand for plant-based alternatives presents an opportunity for companies to innovate with vegan and allergen-friendly products. - **Umami-flavored Vegan Products:** Brands can differentiate themselves by creating plant-based versions of popular umami-flavored products, catering to the increasing number of health-conscious consumers seeking sustainable options. - **Natural and Sustainable Ingredients:** With consumers seeking products that are natural, sustainable, and align with their dietary choices, companies can innovate with ingredients like canola oil, vinegar, and mustard oil. ### Sectors Adopting This - **Food & Beverage:** Plant-based and allergen-friendly food products are becoming more popular, creating opportunities for brands to innovate in the health food industry. - **Health and Wellness:** As consumers become more health-conscious, the health and wellness industry continues to grow, presenting opportunities for companies to create innovative products that align with this trend. - **Sustainability:** With sustainable living becoming more important to consumers, industries that focus on eco-friendly and organic products can capitalize on this trend. ## Related on Trend Hunter - [Southern-Style Egg-Free Mayos](https://www.trendhunter.com/trends/plantbased-mayo.md) - [Allergy-Friendly Mayo Spreads](https://www.trendhunter.com/trends/soy-free-vegan-mayo.md) - [Vegan Condiment Rebrandings](https://www.trendhunter.com/trends/hellmanns-plantbased-mayo.md) - [Oat-Based Vegan Mayos](https://www.trendhunter.com/trends/organic-vegan-mayo.md) - [Creamy Chickpea-Based Spreads](https://www.trendhunter.com/trends/nike-vmayo.md) - [Plant-Based Egg Salads](https://www.trendhunter.com/trends/plant-based-egg-salad.md) - [Versatile Creamy Vegan Sauces](https://www.trendhunter.com/trends/notmayo-chipotle.md) - [Value-Focused Plant-Based Spreads](https://www.trendhunter.com/trends/notmayo.md) - [Plant-Based Chipotle Dressings](https://www.trendhunter.com/trends/notmayo-chipotle-squeeze.md)