# Mung Feign Mung bean is used as a protein replacement in food items. By [Mary Van Puymbroeck](https://www.trendhunter.com/Mary.Puymbroeck), Research Advisor at Trend Hunter | Published Jun 21, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/mung-feign ## Key Figures - Trend score: 3.5/10 - Evidence articles: 7 ## What is the Mung Feign trend? **Mung Feign:** For what has long served as a staple in the Ayurvedic diet, the use of mung beans in a variety of food items has become an increasingly popular protein replacement in North America. Being higher in nutritional value than chickpeas and black beans, mung beans serve health-conscious consumers seeking a satisfying protein alternative to round out their diet. ## The consumer insight behind the Mung Feign trend Now that more North American consumers' are focusing on diets that prioritize all-encompassing health rather than calorie-restriction, individuals in this space are constantly seeking out unfamiliar ingredients that accommodate their dietary choices. The growth of choice in the "alternative" food category has resulted in consumers researching what's best for them rather than simply accepting limited options as they once had to in the past. ## At a Glance - Evidence: 7 featured examples - Articles from: Mar 8, 2016 to Jun 13, 2019 - Published: Jun 21, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Mung Feign trend ### Alternative Protein Sources Consumers are seeking out unfamiliar ingredients that accommodate their dietary choices. ### Bean-Based Products Mung beans are being used more frequently for their high nutritional value. ### Plant-Based Egg Alternatives There is a rise in sustainable alternatives to conventional eggs, such as mung beans, that appeal to health-conscious consumers. ## What the Mung Feign trend means for industry ### For Food Manufacturing Food manufacturers can explore alternative protein sources like mung beans in order to introduce healthier options for conscious consumers. ### For Plant-Based Foods The production of plant-based food items will continue to grow with the rising demand for sustainable and healthy food choices. ### For Packaged Snacks The introduction of bean-based and plant-based egg products presents opportunities for on-the-go, health-conscious snacks. ## Workshop question How does your brand attempt to satisfy the needs of consumers looking to step outside their comfort zone? ## Trend signals for Mung Feign Trend score 3.5 out of 10, from popularity 47%, activity 49%, freshness 8%. - Popularity: 47% - Activity: 49% - Freshness: 8% ## Examples of the Mung Feign trend 7 featured examples from Mar 8, 2016 to Jun 13, 2019. - [Bean-Based Egg Alternatives](https://www.trendhunter.com/trends/vegan-scrambled-eggs): Hampton Creek's Vegan Scrambled Eggs are Made with Mung Beans (Category: Lifestyle) Implication: Hampton Creek's Just Scramble and other plant-based protein alternatives are shaking up the food industry by offering healthier, more sustainable, and ethical options for consumer… - [Mung Bean Beverages](https://www.trendhunter.com/trends/superfood-beverage): The 'Karuna Heal' Superfood Beverage is Made with Bean Sprouts and Berries (Category: Lifestyle) Implication: Opportunities to innovate and differentiate within the already competitive beverage industry. - [Plant-Based Breakfast Burgers](https://www.trendhunter.com/trends/brekky-burger): The 'Brekky Burger' is Made with the Plant-Based JUST Egg Patty (Category: Lifestyle) Implication: The food and beverage industry can innovate by incorporating plant-based options in their menu. - [Nutritious Legume Pastas](https://www.trendhunter.com/trends/legume-pastas): These Single-Ingredient Pastas Offer an Alternative to Wheat-Based Pasta (Category: Lifestyle) Implication: The food and beverage industry can capitalize on the growing demand for healthier pasta alternatives by offering legume-based options. - [Plant-Based Egg Pizzas](https://www.trendhunter.com/trends/egg-pizza): Pizza Express Hong Kong Launched a Vegan Pizza with JUST's Egg Alternative (Category: Lifestyle) Implication: The food industry can invest in research and development to create and market innovative plant-based egg products, catering to the growing demand for sustainable and vegan-friendl… - [Mung Bean Snack Packs](https://www.trendhunter.com/trends/crunchsters): Crunchsters Makes Protein-Rich Sprouted Snacks for On-the-Go Eating (Category: Lifestyle) Implication: The snack food industry has the opportunity to develop innovative organic snack options that cater to health-conscious consumers. - [Mung Bean Pasta Noodles](https://www.trendhunter.com/trends/bean-based-pasta): Explore Cuisine's Bean-Based Pasta is Made from Just Mung Bean Flour (Category: Lifestyle) Implication: Food manufacturers can capitalize on the growing popularity of bean-based pasta products by expanding their product lines with innovative options. ## 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)