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Shroom Wellness

Trend description:

The magic of mushrooms has been around for thousands of years and has been used in Chinese medicine. It has been classified in the superior category of Herps. Mushroom has been used to prevent illness, increase life span and improve cognitive functions. The wellness sectors is starting to open their eyes for innovative ways to use this indgredient.


Trend drivers:

According to trend analysis company Spate, the popularity of mushroom supplements is rising, with google searches for reishi mushrooms and turkey tail mushrooms increasing by 50%. Furthermore, the mushroom movement is predicted to exceed $50 billion in 2022.

Globally, 46% of Gen Z say they feel stressed or anxious most of the time, according to a Deloitte survey. COVID has increased anxiety, and 56% of Gen Z reported symptoms of anxiety or depressive disorders during the pandemic. Therefore, a big focus has been on mental health, shaping the future of fast-moving consumer goods. 


In developed and affluent economies, self-improvement is inextricably linked to self-actualization, with individuals constantly improving themselves through better health, new skills or expanded knowledge.  A fast-paced world creates a complex array of worries and fears. From global threats to local issues, natural disasters to man-made terrors – occurring once-in-a-lifetime or everyday – there’s a lot for consumers to worry about and it’s time to release the pressure, and find stress-reducing solutions.

Mushrooms are known to reduce stress and anxiety from the adaptogens improving the body's response to stress. The health benefits of mushrooms have been around for thousands of years and have been used in Chinese medicine. "Finnish people have been using Chaga mushrooms as a coffee substitute since World War II. Functional mushrooms have been a staple in many cultures for thousands of years." the founder and CEO of Four Stigmatic, Tero Isokauppila, tells. 


The increasing number of consumers searching for vegan-friendly supplements and plant-based ingredients also drive the demand for mushrooms in wellness. Tremella fuciformis, also known as snow mushroom, is expected to continue to become a trending beauty and wellness ingredient into 2025. Besides the health benefits of the mushroom, it also have great benefits when incorporated into skincare products because they are rich in vitamins A, C, and D and have an anti-inflammatory effect. The softness of the extract can also be used as a natural alternative to silicones. 


Google searches for "snow mushrooms" and "snow mushroom serum" has grown 100% in the US within the last 12 month. There are 1000 average weekly searches for snow mushrooms, which is expected to rise. Cult Beauty, has seen a 480% rise in the search for "mushrooms" in the past year and has seen many skincare brands incorporate it into their products. The benefit of snow mushrooms is that they act similarly to hyaluronic acid by keeping the skin moisturized. However, hyaluronic acid holds up to 1000 times its weight in water, but Tremella has an extra edge because its particles are smaller than hyaluronic acid, penetrating the skin more efficiently.

Mushroom Coffee

While many coffee drinkers rely on the energy-boosting effects of caffeine, consumers struggle with caffeine jitters. The caffeine's impact on consumers nervous system produces jitters. If consumers have anxiety, the jitters can make them feel more anxious. Apoptogenic mushrooms counteract caffeine jitters by regulating stress and cortisol in the body.


The coffee consumption market has seen moderate growth, while the recent introduction of mushroom coffee is witnessing lucrative opportunities. Several new players have introduced mushroom coffee as a part of their portfolio. Alfred Coffee in Los Angeles offers consumers a Chagaccino" blend of wild-harvested Siberian Chaga mushrooms, cacao, cinnamon, vanilla, and monk fruit. Furthermore, the company Four Stigmatic has created a mushroom mix, which has become the best-selling instant coffee on Amazon. Starbucks is anticipated to capitalize on mushroom coffee in the future, exponentially improving the market and broadening its portfolio. 


The Hong Kong-based company Beams coffee is an early player in the mushroom coffee market. Beam has launched five different biodegradable coffee pods with various health benefits: Beauty, Energy, Immunity, Sage & Mind. The beauty coffee pod contains Tremella, often called the beauty mushroom. Tremella is high in Vitamin D and contains polysaccharides, which are beneficial for the skin and support the effect of anti-aging. The immunity coffee pod contains Reishi extract. The adaptogen in this extract help with reducing stress and anxiety. The mind capsule contains Lions Mane, which boosts the brain's cognitive function. Furthermore, it has nutritional components that stimulate the immune system and can act as a defense against viruses & bacteria. Moreover, the ingredient's found in Lions Mane containing antioxidants help create a barrier to prevent stress and inflammation in the body.

Mushroom Drinks:


Consumers are looking to support their immune systems through food, beverage, and supplement choices, driving the demand for mushroom-infused drinks and food. Innovative functional beverage have started discovering the advantage of mushrooms' immunity-supporting, stress-reducing, and calming benefits. The beverage brand Rowdy Mermaid has introduced a line of sparkling immunity beverages consisting of the immunity-supporting reishi mushroom extract. Other ingredients like ashwagandha, holy basil, and matcha can also be found in the drink, which comes in different flavors like Chamomile Lime and Matcha Yuzy. The apoptogenic beverage claim to have all the great benefits and properties of the medical mushroom without tasting like a mushroom.


The functional beverage brand Kin Euphorics founded by Bella-Hadid has launched its Lightwave non-alcoholic and non-caffeinated drink that claims to support inner peace. The lightwave drink is infused with reishi mushroom and adaptogens and botanicals, such as L-theanine, and L-tryptophan, to help stress reduction and conjure inner peace.

Mushroom Bites


Food brands are starting to tap into the mushroom trend. The chocolate company Nude chocolate unveiled three chocolate bar blends, each infused with reishi mushrooms.  The company seeks to appeal to the indulgence and health trend by combining luxury dark chocolate with functional mushrooms. Each bar is made from 70% dark chocolate and includes health benefits, such as balancing hormones, reducing inflammation, and boosting immunity from the functional mushrooms.


The company Popadelics have launched better-for-you vegan crunchy mushroom snacks made with shiitake mushrooms. The mushroom snacks are made with an innovative method called vacuum frying, which makes it possible to cook the snacks at a lower temperature, absorbing less oil. These snacks are available in three colors: rippin' Truffle Parm, Twisted Thai Chili, and Rad Rosemary and Salt, and they come in colorful and bright packaging.

Shroom beauty & Personal Care:


Consumers today, especially Gen Z, buy skincare products based on the ingredients. Plant-based products are quickly becoming a favorite amongst all consumers. Consumers' desire to make conscious and ethical choices has supplied the demand for snow mushrooms. According to a recent survey in the United States published by Statista, around 32 percent of surveyed participants belonging to Generation Z were interested in trying beauty and personal care products that are vegan. This rate was slightly lower for millennials at 28 percent.


The company WLDKAT Skin has introduced its Shrooms Hydrating Duo. The Mushroom + Moss gel cream is a lightweight everyday moisturizer that helps skin adapt to environmental change, hold moisture, and control oil production for a supple glow. On the other hand, the Starflower + SnowMushroom hydrating sleep mask works to bring intense water and glow to your skin. Both products are now available to purchase online from WLDKAT's website.


Herbivore Botanicals has launched a new skin hydration set called the mushroom magic plumping hydration. The kit contains the PINK CLOUD cleanser and the PINK CLOUD moisture, formulated with mushrooms' beautifying benefits. 


Furthermore, the INKEY list has come out with its snow mushroom moisturizer, which is completely sold out. The brand's all-new Snow Mushroom Moisturiser praises this year's most-wanted ingredient, tremella.


Runi's Play Primer is a next-gen intimate serum to enhance pleasure and arousal, thanks to mindfully included ingredients. The serums contain Aloe vera gel, followed by other potent inclusions like CBD, hyaluronic acid, Vitamin C, and Mushroom extracts. Specifically, the formula includes a mix of adaptogenic cordyceps and shiitake mushroom extracts, which boost blood flow where the product is applied. While there are many plant-powered arousal serums on the market today, this one harnesses the power of plant extracts with a stimulating and soothing formula. And unlike other comparable intimate products that are packaged by the bottle, this one comes packaged in a discrete red container with a smooth, stone-like shape.

Action Steps


Consider adding mushrooms to drinks, food, and beauty to benefit from their beautifying, stress, and anxiety-reducing effects.





Consider how mushrooms could be beneficial in personal care products.

Consider switching out hyaluronic acid with tremella mushrooms in beauty products.

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