# Immunity Fibers Brands are infusing beta-glucan into products to boost consumers' immune systems. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Jun 3, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/immunity-fibres ## Key Figures - Trend score: 4.7/10 - Evidence articles: 8 ## What is the Immunity Fibers trend? **Immunity Fibers:** Brands in the food and beverage industry are incorporating beta-glucans into their offerings in order to increase their health benefits. Beta-glucan is a fiber found in nature shown to improving immunity systems, cholesterol levels, and heart health and has become increasingly popular as a nutritional boost in food items. ## The consumer insight behind the Immunity Fibers trend As more information comes to light about the importance of preventative health, many consumers are questioning their immunity and vulnerability to disease and are seeking to reevaluate their diets and take a proactive approach to maximizing their health. As a result, they are turning to brands to offer convenient solutions to incorporate immunity-boosting supplements into their daily routines. ## At a Glance - Evidence: 8 featured examples - Articles from: Feb 12, 2019 to Dec 4, 2022 - Published: Jun 3, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Immunity Fibers trend ### Incorporating Beta-Glucans Brands in the food and beverage industry incorporate beta-glucans into their products to increase consumer health benefits. ### Proactive Health Consumers are seeking convenient solutions to incorporate immunity-boosting supplements into their daily routines and actively pursue better health. ### Functional Sweets and Snacks Brands are incorporating functional ingredients into sweets and snacks to provide nutritional benefits while satisfying consumer cravings. ## What the Immunity Fibers trend means for industry ### For Food and Beverage The food and beverage industry is incorporating functional ingredients to provide health benefits to consumers, and meet their demand for healthier options. ### For Health and Wellness The health and wellness industry is offering immunity-boosting supplements and products, as well as functional foods and beverages to help consumers maintain their health. ### For Traditional Medicine Traditional medicine industries rely on natural ingredients, such as mushroom and chaga, to provide holistic health benefits based on age-old practices. ## Workshop question How could your brand appeal to consumers looking to increase immunity? ## Trend signals for Immunity Fibers Trend score 4.7 out of 10, from popularity 74%, activity 54%, freshness 13%. - Popularity: 74% - Activity: 54% - Freshness: 13% ## Examples of the Immunity Fibers trend 8 featured examples from Feb 12, 2019 to Dec 4, 2022. - [Nutritious Canned Lattes](https://www.trendhunter.com/trends/canned-latte): Pop & Bottle's Variety Pack Gives One a Taste of the Full Beverage Range (Category: Marketing) Implication: The food and beverage industry can take advantage of the trend of canned lattes and create their own versions with unique flavors and healthier, more nourishing ingredients. - [Umami Mushroom Snacks](https://www.trendhunter.com/trends/umamis-crunchy-snack): Umamis Crunchy Snacks Combine King Oyster Mushrooms with Corn (Category: Lifestyle) Implication: Disruptive innovation opportunity: Incorporate unique and all-natural ingredients in snack food products to cater to the growing demand for healthier snacks. - [Nutritious Powdered Oat Milks](https://www.trendhunter.com/trends/organic-oat-milk-powder): Z Natural Foods Organic Oat Milk Powder is Easy to Keep Stored (Category: Marketing) Implication: Plant-based milk companies could benefit from exploring powdered variations of their products as a potential solution for storage challenges. - [Immunity-Boosting Chocolates](https://www.trendhunter.com/trends/avida-health): Avida Health's Chocolate Balls to Strengthen Immune Health Amid COVID (Category: Lifestyle) Implication: The food and beverage industry can leverage consumer demand for immune-boosting products by developing innovative formulations that offer health benefits while still being enjoyab… - [Cholesterol-Lowering Oat Products](https://www.trendhunter.com/trends/oat-product): OatWell's New Range Spotlights the Oat Beta-Glucan Ingredient (Category: Lifestyle) Implication: The food and beverage industry can explore the potential of natural oat products to offer functional and healthy choices to consumers. - [Drinkable Oat-Based Yogurts](https://www.trendhunter.com/trends/alternative-to-yogurt): Oatly's 'Oatgurt' is a Nourishing, Plant-Based Alternative to Yogurt (Category: Lifestyle) Implication: Rapidly expanding industry that presents opportunities for plant-based companies to create healthier and more sustainable alternatives to traditional dairy products. - [Immunity-Supporting Daily Blends](https://www.trendhunter.com/trends/allinone-immune): Niyama Launches the Powerful, All-in-One Immune Warrior Formula (Category: Lifestyle) Implication: Health supplement companies can capitalize on the demand for all-in-one immune blends by offering their own in the market. - [Health-Focused Chaga Tea Ranges](https://www.trendhunter.com/trends/chaga-teas): Tao Tao Leaf Offers Chunks, Nuggets & Powder of Chaga Mushroom Tea (Category: Lifestyle) Implication: The herbal tea industry can embrace the health-focused Chaga tea trend and capitalize on its potential anti-cancerous properties. ## 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)