# Drinkable Mayonnaise Beverages Lawson's New Nomu Mayo Drink is Essentially a Sippable Mayo By Katherine Pendrill | Published 2024-11-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nomu-mayo References: [soranews24](https://soranews24.com/2024/11/27/drinkable-mayo-on-sale-at-japanese-convenience-stores-for-mayonnaise-fanatics/)  Mayo is a staple of Japanese cuisine, but now you can incorporate it into even more of your daily dining with [Lawson's](https://www.trendhunter.com/trends/iyoshi-cola-sour) new Nomu Mayo drink. Nomu Mayo, or 'Drinkable Mayonnaise,' is essentially a [sippable mayo-based drink](https://www.trendhunter.com/trends/mayonnaise-style-sauces). The beverage comes in a paper convenience store cup decorated with an illustration of a classic Japanese squeeze bottle of mayo. While the drink is described as the "item that mayo fanatics have long been waiting for," the drink does not actually contain mayonnaise. Rather, it's "a chilled drink that recreates the rich and sour flavors of mayo.” The new Nomu Mayo drink officially launched at Lawson convenience stores in Japan on November 26, but it remains to be seen if consumers take to the new [mayo-flavored drink](https://www.trendhunter.com/trends/olipop-and-hidden-valley). Image Credit: Lawson ## Trend Insights (Trend Hunter) - Score: 7.5/10 - Popularity: 95% | Activity: 98% | Freshness: 32% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Sippable Condiments:** The emergence of sippable condiments like Nomu Mayo reflects innovative ways of repurposing traditional food items into beverage formats. - **Flavor Innovation in Beverages:** Beverages that recreate the flavors of well-loved condiments highlight a trend in exploring non-traditional palate experiences. - **Convenience Store Novelty Drinks:** Convenience stores are increasingly becoming hotspots for launching unique and experimental beverage products. ### Industries Being Reshaped - **Food and Beverage:** The food and beverage industry can explore cross-category innovations where traditional food condiments are turned into new drinkable products. - **Convenience Retail:** Convenience retail chains serve as ideal platforms for introducing unconventional products that can attract niche consumer segments. - **Flavorings and Condiments:** Industry players in flavorings and condiments can expand their market by creating derivative products that appeal to adventurous consumers. ## Related on Trend Hunter - [Mayonnaise-Infused Eggnogs](https://www.trendhunter.com/trends/mayonog.md) - [Cold Ramen Drinks](https://www.trendhunter.com/trends/drinkable-ramen.md) - [Umami Mayonnaise Condiments](https://www.trendhunter.com/trends/miso-mayo.md) - [Wine-Shaped Mayo Bottles](https://www.trendhunter.com/trends/hellmanns-mayonnaise-blanc.md) - [Umami Plant-Based Mayos](https://www.trendhunter.com/trends/kewpie-vegan-mayo-dressing-and-spread.md) - [Mayo-Infused Coffees](https://www.trendhunter.com/trends/mayo-infused-coffee.md) - [Versatile Creamy Vegan Sauces](https://www.trendhunter.com/trends/notmayo-chipotle.md) - [Flavor-Packed Mayos](https://www.trendhunter.com/trends/ayoh.md) - [Pickle-Infused Mayo Sauces](https://www.trendhunter.com/trends/branston-branstonnaise.md)