The consumer goods landscape moves quick, food & bev is the next fast fashion. But some waves hit harder than others, and this is one you can’t afford to ignore: mushroom-infused snacks and beverages.

I’m not talking your average mushrooms sautéed on toast—this is about functional mushrooms like reishi, lion’s mane, and cordyceps and other words I’ve never said before. They’re all aimed at cognitive boosts, immune support, and stress reduction (apparently).

If you keep hearing people talk about mushrooms and you feel outta the loop, then this is for you. An episode I’m appropriately calling…

Why Are Mushrooms Everywhere? The Consumer Insights You Can't Ignore

Wellness

I keep saying this word on calls with clients. “Wellness”. Sounds vague but I can’t really explain it any other way than a proactive approach to taking control of health. And this isn’t like the 2010’s wellness kick that was all about fitness, kale smoothies and six-pack abs.

Today, consumers want more than aesthetics, it’s about feeling good - mental clarity, emotional balance and longevity. They want to live longer, sharper and generally more balanced.

And that’s where mushrooms come in. Ancient adaptogens with modern benefits. Mushrooms are being touted as the solution to this holistic wellness obsession.

Adaptogens

This is the second time I’ve said that word and I still don’t really know what it means. So here’s a quick definition: adaptogens are plant-based compounds that help the body adapt to stress by supporting the adrenal system.

Brands are cashing in on consumer’s desire for calm, productivity and resilience with natural solutions like mushrooms. It’s the anti-energy drink - you can boost your focus and energy, without the inevitable caffeine crash. Sign me up.

Sustainability

We still can’t overlook the eco element. Functional fungi grow fast, require minimal resources, and can thrive in some pretty unconventional spaces—sometimes even using waste as a growth medium.

With climate-consciousness reaching fever pitch, mushrooms are also the eco-friendly choice, making them a no-brainer for consumers who value the planet as much as their health. Brands selling these products aren't just promoting physical well-being—they're selling sustainability by the spoonful.

Brands that believe the hype

There are plenty of fringe products that use mushrooms in the supplement/powder space for people truly in the know. But I’m less interested in that. I want to see how the CPG industry is responding to the craze with stuff designed for the mainstream market. Let’s go.

Pop & Bottle

“Your daily latte boosted with functional mushrooms”. I like this example because it’s a nice integration into a familiar product. They aren’t trying to get consumers to adopt an entirely new behaviour and taste profile, but they are infusing the benefits of the fringe products into something accessible for mainstream.

Shroomcicles by Santa Cruz Fungi

With names like Cordy Creamsicle and Porcini Pumpkin Pie, these frozen treats nail the balance of outright odd but somewhat acceptable. They claim to blend the superfood mushroom impact into the flavours without any mushroom taste.

It’s the face that does it for me.

Ceybon AF

They’re calling this “your wellness buzz at the bar”. It’s an alcohol free, mushroom-infused apertif. Nails the apertif trend but the tagline and pack design leans a little too “mushroom trip” than wellness IMO.

But this is an obvious next step - from alcohol free cocktails to functional-benefit led cocktails. Are bars going to become health clubs?

Four Sigmatic

A nice mid-way point - it’s real “normal” coffee with the addition of mushrooms. I think people will be unlikely to fully replace their usual morning coffee ritual with some kind of mushroom, caffeine-free alternative. But integrating the benefits of mushrooms into high quality, organic coffee beans is a clever play.

Floww Gummies

This is an obvious one and sorta borderlines supplement rather than snack - but functional-mushroom infused gummies make total sense. It’s an easy, approachable way for the mushcurious to dip their toe into becoming a fungi.

Why this matters for your brand

Don’t miss this. We’re not just talking about fringe products, this is a slow shift in consumer priorities toward products that offer holistic wellness, functional benefits, and eco-conscious values. If your brand isn’t innovating in this space, you’re missing out on a massive, growing market.

Here's what you should be doing:

• Educate consumers: Right now, there's still a knowledge gap. Most people don’t know why they should care about cordyceps or lion's mane. Be the brand that bridges that gap, and you’ll win loyal, informed customers.

• Think outside the ‘shroom: Don’t limit your product innovation to powders and bars. Take the adaptogenic benefits of mushrooms and combine them with other trending ingredients like CBD, plant-based proteins, or even skincare.

• Watch the price: Right now, mushroom-infused products are often priced at a premium, but that will change as the trend goes mainstream. Get ahead of the curve by creating accessible products that appeal to more than just biohackers and wellness junkies.

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