Wasabi Taking Root in New Applications – Innova Market Insights

The Innova Database records that wasabi flavored launches have more than quadrupled over the past five years to over 220 in the 12 months to the end of September 2010, with the US and Europe, accounting for nearly 90% of the total.

30 Nov 2010 --- While wasabi has been used in Asia for many years, particularly in Japan, interest in its use as a flavoring elsewhere is clearly growing, with the number of product launches outside Asia that feature wasabi rising strongly in recent years. The Innova Database records that these launches have more than quadrupled over the past five years to over 220 in the 12 months to the end of September 2010, with the US and Europe, accounting for nearly 90% of the total. European markets accounted for a leading 48%, ahead of the US with over 40%.

According to Lu Ann Williams, Innova Market Insight’s Head of Research, increasing levels of interest in the use of wasabi flavorings in Western markets are likely to continue, further developing the trend towards its incorporation not only in Japanese menus, but also in fusion cuisine and as a flavoring in prepared food and drinks products of all kinds. “As it becomes more commonplace as a distinctive, strong flavoring in its own right, we are likely to see ongoing product activity in existing markets, as well as appearances in a growing range of new areas,” she predicts.

Wasabi, also known as Japanese horseradish, is a root of the Brassicaceae family used as a spice for its characteristic hot, pungent flavor. Its use outside its home market of Japan has been facilitated by rising awareness through its use in Japanese restaurants, where it is often served with sushi or sashimi, as well as by the growing demand for more unusual and ever stronger flavors, particularly hot and spicy products other than the well-established chilli.

A review of the use of wasabi in new product launches via the Innova Database shows that the key application areas are in sauces, seasonings and snacks, although this varies from region to region, with sauces and seasonings accounting for over 40% of US launches in the year to the end of September 2010, with snacks taking another 30%. In Europe, on the other hand, snacks accounted for over 55% of launches, with sauces and seasonings on less than 17%.

www.innovadatabase.com