# Immunity Cocktail Alcohol-based beverages are formulated with immune-boosting ingredients. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 29, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/immunity-cocktail ## Key Figures - Trend score: 3.8/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 22, 2019 to Mar 27, 2020 - Published: Jul 29, 2020 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Immunity Cocktail trend ### 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. ### 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. ### 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. ## What the Immunity Cocktail trend means for industry ### For 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 for Immunity Cocktail Trend score 3.8 out of 10, from popularity 58%, activity 47%, freshness 9%. - Popularity: 58% - Activity: 47% - Freshness: 9% ## Examples of the Immunity Cocktail trend 4 featured examples from May 22, 2019 to Mar 27, 2020. - [Fermented Cold-Pressed Juices](https://www.trendhunter.com/trends/better-for-you-adult-beverages): Pulp Culture Creates Better-for-You Adult Beverages (Category: Lifestyle) Implication: Companies in the beverage industry can explore producing healthy and functional fermented cocktails for health-conscious customers. - [Mineral-Enriched Seltzer Cocktails](https://www.trendhunter.com/trends/maha-organic-hard-seltzer): The Maha Organic Hard Seltzer Range is Flavorful and Balanced (Category: Marketing) Implication: The alcoholic beverage industry can explore the incorporation of mineral-enriched ingredients and organic elements to cater to health-conscious consumers. - [Sea Buckthorn Berry Cocktails](https://www.trendhunter.com/trends/berry-cocktail1): Chef Anthony Strong from Prairie Boasts a Health-Focused Gin Drink (Category: Art & Design) Implication: 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. - [Jicama-Based Cocktail Mixes](https://www.trendhunter.com/trends/superfood-cocktails): Xicama and Bar Lab Collaborated on a Trio of Superfood Cocktails (Category: Lifestyle) Implication: 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… ## 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)