# Barley Enhancement Barley protein is becoming increasingly popular in food, beverage and beauty. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Jan 9, 2021 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/barley-enhancement ## Key Figures - Trend score: 4.8/10 - Evidence articles: 8 ## What is the Barley Enhancement trend? **Barley Enhancement:** Barley is mostly starch and fiber, however, 'spent' barley—which is a by-product of the brewing/fermentation process—is packed with protein. In light of this, companies are appealing to this new ingredient and expanding variety in the market for plant-based protein. ## The consumer insight behind the Barley Enhancement trend An increasing number of consumers—especially Millennials and Gen Z—have pivoted or are pivoting to plant-based product consumption. This demand extends across industries and is motivated by individuals' awareness of the growing threat of climate change and the influence of the wellness movement which stipulates that plant-based formulas are healthier. As a result, consumers are prioritizing ethics and cruelty-free processes, which allows them to gain peace of mind and be more fulfilled. ## At a Glance - Evidence: 8 featured examples - Articles from: Jun 12, 2020 to Oct 28, 2022 - Published: Jan 9, 2021 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Barley Enhancement trend ### Barley-Based Protein Companies across diverse industries are using barley-based protein as a sustainable, nutrient-rich alternative to traditional proteins and as a response to consumer demand for plant-based options. ### Circular Economy As companies seek to reduce waste and create more sustainable products, the circular economy presents an opportunity for innovation through the use of by-products, such as spent barley in the beer-brewing industry. ### Functional Beverages Functional beverages, such as Graasi Barley Water, are becoming increasingly popular as consumers look for drinks that not only provide refreshment and hydration, but also offer added vitamins and minerals to boost health. ## What the Barley Enhancement trend means for industry ### For Food and Beverage Companies like EverGrain are partnering with the food and beverage industry to provide nutrient-rich, sustainable plant-based protein options. ### For Beauty and Skincare With the increasing knowledge about the benefits of barley protein, companies like Bioeffect are using plant-based protein to cultivate ingredients specifically for beauty and skincare. ### For Wellness and Health Functional beverages, as well as other nutrient-rich products such as 8Greens Daily Greens Lollipops, offer consumers a tasty and convenient way to improve their overall health and wellness. ## Workshop question How can your brand utilize barley protein in your offering? ## Trend signals for Barley Enhancement Trend score 4.8 out of 10, from popularity 67%, activity 65%, freshness 13%. - Popularity: 67% - Activity: 65% - Freshness: 13% ## Examples of the Barley Enhancement trend 8 featured examples from Jun 12, 2020 to Oct 28, 2022. - [Vitamin-Packed Lollipops](https://www.trendhunter.com/trends/8greens-daily-greens-lollipops): 8Greens Daily Greens Lollipops are Great for Consumers Aged Four and Up (Category: Lifestyle) Implication: The use of lollipops as a daily supplement creates innovative opportunities for the vitamin and supplement industry. - [Upcycled Barley Milks](https://www.trendhunter.com/trends/barley-milk): Take Two Foods' Barleymilk is Made with Barley Leftover from Beer-Brewing (Category: Lifestyle) Implication: Businesses in this industry can explore upcycling waste ingredients to create new, innovative products, like Take Two Foods' Barleymilk. - [Beer-Filled Bath Spas](https://www.trendhunter.com/trends/bath-barley-spa): WeWantMore Designs the Bath & Barley Beer Spa in Brussels (Category: Art & Design) Implication: Hotels and resorts in the hospitality industry have the opportunity to differentiate their offerings by incorporating beer-inspired spas to attract guests seeking unique and welln… - [Functional Barley Beverages](https://www.trendhunter.com/trends/barley-water): Graasi Barley Water is Full of Immunity-Boosting Vitamins & Minerals (Category: Lifestyle) Implication: The beverage industry can leverage the demand for functional, healthy and heritage-inspired drinks to create improved and innovative offerings. - [Upcycled Beer Beauty Ingredients](https://www.trendhunter.com/trends/barley-toniq): Barley TONIQ is an Ingredient Made from Beer Brewing By-Product (Category: Eco) Implication: Utilizing sustainability practices in the beauty industry can lead to more eco-conscious and ethical products, such as products made from upcycled ingredients. - [Barley Protein Beauty Products](https://www.trendhunter.com/trends/bioeffect1): Bioeffect is Intending to Grow with New Formulas, Utilizing Barley (Category: Fashion) Implication: The skincare industry can take advantage of the rising popularity of barley protein to develop new and sustainably sourced products with naturally occurring proteins. - [Barley Protein Companies](https://www.trendhunter.com/trends/barley-protein): EverGrain is Working to Realize the Potential of Barley Protein (Category: Business) Implication: Food and Beverage industry offers a major disruptive innovation opportunity for companies to create new products using barley protein. - [Sustainable Plant-Based Protein](https://www.trendhunter.com/trends/sustainable-plantbased-protein): Montana Microbial Products Teams up with The Scoular Company (Category: Lifestyle) Implication: The use of sustainable plant-based proteins as an alternative to traditional animal-based proteins in aquaculture feeds presents opportunities for disruptive innovation in the aqu… ## 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)