# Dairy-Based Immunity Dairy beverages are enhanced with immune system-boosting benefits. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Apr 21, 2022 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/dairybased-immunity ## Key Figures - Trend score: 4.4/10 - Evidence articles: 4 ## What is the Dairy-Based Immunity trend? **Dairy-Based Immunity:** Beverages that have a dairy base are now being incorporated with ingredients that are known to help boost immunity, including vitamins, antioxidants, and probiotics. Products in this space include everything from milkshakes to botanical drinks. ## The consumer insight behind the Dairy-Based Immunity trend With the large number of choices that exist in the dairy (and alternatives) industry, it can be overwhelming for consumers who are making purchase decisions in this space. The vast competition within the industry means that brands are having to elevate their products with additional flavors and functions in order to stand out. ## At a Glance - Evidence: 4 featured examples - Articles from: May 18, 2021 to Mar 9, 2023 - Published: Apr 21, 2022 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Dairy-Based Immunity trend ### Dairy-Based Immunity Companies are incorporating immune-boosting ingredients such as vitamins, antioxidants, and probiotics into dairy-based drinks. ### Plant-Based Kefir Alternatives Brands are innovating with plant-based alternatives to traditional kefir to cater to health-conscious and vegan consumers. ### Botanically-Infused Beverages Beverages are being infused with botanicals as part of a trend towards wellness-focused drinks. ## What the Dairy-Based Immunity trend means for industry ### For Dairy Alternatives Plant-based milks and kefir alternatives are on the rise as consumers seek healthier and more sustainable options. ### For Functional Beverages As consumers become more health-conscious, drinks infused with functional ingredients like probiotics, adaptogens, and vitamins are gaining popularity. ### For Wellness Foods and Beverages Consumers increasingly seek products that offer wellness benefits beyond basic nutrition, leading to the development of drinks infused with botanical ingredients. ## Workshop question How is your brand standing out in an increasingly competitive market? ## Trend signals for Dairy-Based Immunity Trend score 4.4 out of 10, from popularity 66%, activity 51%, freshness 15%. - Popularity: 66% - Activity: 51% - Freshness: 15% ## Examples of the Dairy-Based Immunity trend 4 featured examples from May 18, 2021 to Mar 9, 2023. - [Botanically Infused Milks](https://www.trendhunter.com/trends/moon-milk): Clover Sonoma's Organic Moon Milk Contains Herbs & Spices (Category: Lifestyle) Implication: Dairy companies can leverage this trend by offering botanically infused milk products that cater to health-conscious consumers. - [Fortified Breakfast Milkshakes](https://www.trendhunter.com/trends/lil-goodness): Lil' Goodness Launches The Nutrient-Dense Prebiotic Break Shake (Category: Lifestyle) Implication: The food and beverage industry can capitalize on the trend towards nutritious and convenient breakfast options by developing innovative and functional beverages like Lil' Goodness… - [Probiotic Lactose-Free Milks](https://www.trendhunter.com/trends/good-culture-probiotic-milk): Good Culture Probiotic Milk Comes in Two Options (Category: Lifestyle) Implication: The development of Good Culture's Probiotic Milk highlights the growing trend towards healthier, more innovative dairy products. - [Caffeinated Kefir Drinks](https://www.trendhunter.com/trends/kefir-coffee): Biotiful's Kefir + Coffee Combines Gut-Friendly Kefir with Arabica Beans (Category: Lifestyle) Implication: The food and beverage industry can take advantage of the rise of Kefir + Coffee Beverages by developing and marketing products that offer both energy boosting properties and gut-h… ## Recent trend clusters - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) - [Habitual Protein](https://www.trendhunter.com/protrends/habitual-protein) (Lifestyle) - [Spirit Immersion](https://www.trendhunter.com/protrends/spirit-immersion) (Lifestyle) - [Whisky Divergence](https://www.trendhunter.com/protrends/whisky-divergence) (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) - [Commemorative Tennis Sneakers](https://www.trendhunter.com/trends/the-roger-centre-court) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)