Mushrooms are making the most of their time in the spotlight. What started off as just a few supplement offerings capturing mainstream attention has ballooned into an entire market segment generating tremendous sales. Mushroom ingredients are finding their way in almost everything as manufacturers innovate in the space. Brands are disrupting several store aisles with items like mushroom coffee, snacks, and mushroom-boosted skincare to address the accelerating demand for mushrooms’ wellness benefits.
While the more known varieties like reishi, lion’s mane, and cordyceps lead the popularity race, consumers’ growing awareness of the benefits of mushrooms has led to demand for more specialized products and steered brands to prioritize mushroom-infused innovations.
Dominating sales
The global functional mushroom market was valued at $31.71 billion in 2023, Grand View Research reports. Growing at a CAGR of 11.2% from 2024-2030, it is expected to reach $65.83 billion in the next five years. High sales volume year-over-year, combined with understanding of wellness perks like mental performance, have led to lion’s mane supplements being ranked among the top supplement trends to watch for 2026.
Data from SPINS has also shown the popularity of “super mushrooms” jumping from the supplement aisles to food and bev, which saw $642 million in sales, a 19.5% year-over-year growth.
In terms of health benefits drawing consumers’ attention, in addition to the mental performance benefits, immune support ranks high. In the The Botanical & Shroom Boom, experts share key insights into this space, including the demand for multi-ingredient formulas using studied mushroom mycelium with vitamins and minerals, probiotics and supportive herbs to create unique formulas that appeal to shoppers looking for advanced, personalized solutions.
The 7 best-known super mushrooms, according to SPINS:
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Lion’s mane: A double-blind, placebo-controlled, parallel groups pilot study examined acute and chronic effects of lion’s mane on cognitive function, stress, and mood in healthy adults. The finding: SO-DSX1, (a proprietary organic lion’s mane blend from Sempera Organics) reduced stress significantly after 4 weeks, while cognitive reaction time significantly improved within an hour of one dose.
- Cordyceps: The American Botanical Council says cordyceps dietary supplements support kidney, immune, cardiovascular health, and athletic performance. In 2023, ABC reports, cordyceps was the 26th top-selling herbal supplement ingredient ($5,225,915 in sales). With that popularity comes the risk of bad actors trying to capitalize. ABC-AHP-NCNPR Botanical Adulterants Prevention Program (BAPP) published the Botanical Adulteration Prevention Bulletin on cordyceps (Ophiocordyceps sinensis), documenting the many ways in which the fruiting body and mycelium of the fungus are mislabeled and/or adulterated.
- Reishi: Supports immune health and mental wellness. A double-blind, randomized placebo study evaluated its ability to improve happiness, lift satisfaction, and health-related quality of life in women with fibromyalgia.
- Chaga: Helps maintain cell integrity.
- Turkey tail: Offers immune and digestive support.
- Maitake: Supports immunity.
- Shiitake: Supports immunity, heart health, energy, and skin health.
Budding future
As long as consumers continue to prioritize focus, immunity, and well-being, mushroom supps will play a starring role in the aisles. Developments in extraction science will fuel brands’ ability to create innovative products, and with companies reporting developments in using mushrooms to create alt meats and skincare products using mushrooms to offer hydration and anti-aging solutions, its clear mushrooms are stretching their fame well beyond 15 minutes.
Next-Gen Shoppers Fuel the Shroom Boom
Which consumer segment is fueling sales? It’s predominantly younger (especially female) shoppers who are familiar with mushrooms and their benefits. This is driving food makers to prioritize fungal ingredients in plant-based launches.
Source: Industry Transparency Center
