# Immunity Menu Restaurants offer immunity-boosting beverages and dishes in their menu items. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published May 21, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/immunity-menu ## Key Figures - Trend score: 4.1/10 - Evidence articles: 6 ## What is the Immunity Menu trend? **Immunity Menu:** As restaurant menus become more creative in their offerings to satisfy "foodie" consumers, they're also offering enhanced benefits in the dishes and beverages they sell. These include immunity-boosting menu items, which give consumers more incentive to purchase for their nutritious qualities. ## The consumer insight behind the Immunity Menu trend Consumers who are very health conscious tend to eat at home more often than not, since they know exactly what they're consuming and don't have to wonder if there are unknown ingredients or additives in the dishes and beverages they make. This is changing as brands have made transparent, nutritious items more widely available in restaurants. Now, these individuals are able to eat out in a way that doesn't prevent them from maintaining their health and fitness goals. ## At a Glance - Evidence: 6 featured examples - Articles from: May 31, 2018 to Jan 6, 2021 - Published: May 21, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Immunity Menu trend ### Immunity-Boosting Foods and Beverages Food and beverages that enhance immune system is a trend as restaurants and cafes are offering dishes and drinks that highlight their nutritional and functional benefits. ### Use of Nutrient-Dense and Functional Ingredients The use of nutrient-dense and functional ingredients in food and beverages is a trend as brands seek to offer consumers with food options that promote optimal health. ### Holistic Approach to Health and Wellness There is a growing trend among health-minded consumers towards a holistic approach to health and wellness, which prioritizes natural and sustainable products that foster total wellbeing. ## What the Immunity Menu trend means for industry ### For Food and Beverage Industry Incorporating nutrient-dense and functional ingredients in meals and drinks can provide an opportunity for the food and beverage industry to innovate menus to cater to health-conscious consumers. ### For Wellness Industry The wellness industry can explore and capitalize on the trend towards a holistic approach to health and wellness by creating products that support total wellbeing from healing to mental clarity. ### For Pharmaceutical Industry The use of natural and immune-boosting ingredients in food and beverages is creating a demand for natural supplements, which presents a disruptive innovation opportunity for the pharmaceutical industry to explore the development of natural remedies. ## Workshop question How could your brand enhance its products/ingredients to offer additional benefits? ## Trend signals for Immunity Menu Trend score 4.1 out of 10, from popularity 63%, activity 51%, freshness 9%. - Popularity: 63% - Activity: 51% - Freshness: 9% ## Examples of the Immunity Menu trend 6 featured examples from May 31, 2018 to Jan 6, 2021. - [Natural Immunity-Boosting Products](https://www.trendhunter.com/trends/natural-immunityboosting-product): Juice It Up! Emphasized Its Nutritious Smoothie & Immunity Shot (Category: Lifestyle) Implication: Industry can innovate and offer a wide range of natural immunity-boosting products to cater to wellness-minded consumers. - [Immune-Boosting Seasonal Bowls](https://www.trendhunter.com/trends/immunity-bowl): True Food Kitchen's Winter Immunity Bowl Promotes Good Health (Category: Lifestyle) Implication: Restaurants can capitalize on the trend of immune-boosting bowls by incorporating functional ingredients into their menus and promoting health benefits. - [Immunity-Boosting Mushroom Products](https://www.trendhunter.com/trends/mushroom-products1): NeonMind Biosciences Will Boast Ayurvedic Mushroom Products (Category: Business) Implication: Innovation opportunity for food and beverage companies to incorporate medicinal mushrooms into their products. - [Immune Support Smoothies](https://www.trendhunter.com/trends/immune-support-smoothie): Juice It Up! is Introducing an Expanded Immunity-Boosting Menu (Category: Lifestyle) Implication: The beverage industry can tap into the trend by introducing a wide range of drinks that cater to the needs of health-conscious consumers looking for immunity-boosting products. - [Spiced Carrot Lattes](https://www.trendhunter.com/trends/carrot-spice-latte): Dilly Dally's Carrot Spice Latte is an Autumnal Treat Highlighting Veggies (Category: Lifestyle) Implication: As consumers look for new and unique beverage options, cafes and coffee shops can create demand by experimenting with vegetable lattes and unique spice infusions. - [Bone Broth Smoothies](https://www.trendhunter.com/trends/drink-bone-broth): Brodo's 'Brothie' Offers a New Way to Drink Bone Broth (Category: Lifestyle) Implication: The food and beverage industry can capitalize on the bone broth smoothie trend by developing and marketing innovative products that combine bone broth with other natural ingredien… ## 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)