Category
Lifestyle
Assisted Choices
Trend cluster
Category
Immunity
Cocktail
Alcohol-based beverages are formulated with immune-boosting ingredients.
3.8
Trend score
Trend
What is the Immunity Cocktail trend?
Immunity Cocktail: Brands in the alcohol space are enhancing the benefits of their beverages by touting the immune-boosting benefits of their products with ingredients like vitamin C. These ingredients are incorporated in everything from spirits to cocktails.
Insight
The consumer insight behind the Immunity Cocktail trend
With Millennial and older Gen Z consumers consuming less alcohol than preceding generations, what's drawing these generations to certain alcohol brands is less about the process of getting drunk and more about the experience, flavor and benefits of the products being offered. Just as they search for multiple benefits in the food choices they make, they seek out health enhancements in their beverage choices as well.
Trend themes
Themes within the Immunity Cocktail trend
Three behaviours holding the trend together01
Health-Boosting Beverages
Consumers are seeking out health-enhancing benefits in their beverage choices, leading to a trend of alcohol and non-alcohol drinks formulated with immune-boosting and anti-inflammatory ingredients.
02
Better-for-You Cocktails
Consumers' desire for mindful indulgence is driving the introduction of better-for-you adult beverages, which offer functional benefits and balanced health profiles.
03
Organic and Nutrient-Enriched Libations
Organic and nutrient-enriched libations are becoming more prominent in the market, as health-conscious consumers seek out healthier alcohol products with superior quality ingredients and balanced health profiles.
Industry implications
What the Immunity Cocktail trend means for industry
Where the trend changes the playbookFor
Beverage Industry
The trend towards health-boosting beverages and better-for-you cocktails create opportunities for beverage companies to develop innovative products that meet the needs of health-conscious consumers.
For
Organic Food Industry
The emergence of organic and nutrient-enriched libations presents opportunities for organic food industry players to expand their product portfolios and gain a foothold in the beverage market.
For
Fitness and Wellness Industry
The trend towards better-for-you cocktails can facilitate partnerships between beverage companies and fitness and wellness industry players, as both look to create products that appeal to health-conscious consumers.
Workshop question
How is your brand prioritizing multiple benefits in its products/services?
Trend signals
Trend signals for Immunity Cocktail
Trend score 3.8 out of 10, from popularity 58%, activity 47%, freshness 9%.
Popularity58%
Activity47%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Immunity Cocktail trend
4 featured examples from May 22, 2019 to Mar 27, 2020CategoryLifestyle
Fermented Cold-Pressed Juices
Pulp Culture Creates Better-for-You Adult Beverages
Companies in the beverage industry can explore producing healthy and functional fermented cocktails for health-conscious customers.
CategoryMarketing
Mineral-Enriched Seltzer Cocktails
The Maha Organic Hard Seltzer Range is Flavorful and Balanced
The alcoholic beverage industry can explore the incorporation of mineral-enriched ingredients and organic elements to cater to health-conscious consumers.
CategoryArt & Design
Sea Buckthorn Berry Cocktails
Chef Anthony Strong from Prairie Boasts a Health-Focused Gin Drink
The food and beverage industry can explore the potential of incorporating sea buckthorn berries in various dishes and drinks to cater to health-conscious consumers.
CategoryLifestyle
Jicama-Based Cocktail Mixes
Xicama and Bar Lab Collaborated on a Trio of Superfood Cocktails
The food and beverage industry can explore incorporating superfoods, like jicama, into their product offerings to cater to health-conscious consumers looking for innovative option…
