--- title: Mushrooms’ Moment description: Mushroom products are set to soar. We identify ways to capitalize including functional mushrooms, ‘shroom experiences, and fungi fashion. image: https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/lion-mane-1024x599.png --- [ << Back to Blog ](https://www.nlopchantamang.com/trends/signals) [health and wellness](https://www.nlopchantamang.com/trends/signals/tag/health-and-wellness) [medical](https://www.nlopchantamang.com/trends/signals/tag/medical) # Mushrooms’ Moment ###### Shân Osborn ###### Share [mailto:?subject=Check%20out%20https://www.nlopchantamang.com/trends/signals/signal/mushrooms-moment%20&body=Check%20out%20https://www.nlopchantamang.com/trends/signals/signal/mushrooms-moment&media=https://f.hubspotusercontent20.net/hubfs/3430677/Imported_Blog_Media/lion-mane-1024x599.png](mailto:?subject=Check%20out%20https://www.nlopchantamang.com/trends/signals/signal/mushrooms-moment%20&body=Check%20out%20https://www.nlopchantamang.com/trends/signals/signal/mushrooms-moment&media=https://f.hubspotusercontent20.net/hubfs/3430677/Imported_Blog_Media/lion-mane-1024x599.png) ![](https://www.nlopchantamang.com/hs-fs/hubfs/Imported_Blog_Media/lion-mane-1024x599.png?height=420&name=lion-mane-1024x599.png) ***Source: Subreddit Stats*** **The Signal: **Maybe you are not one of the 201k (!) people who search for “mudwater” each month. We’ll break it down for you: an adaptogenic coffee alternative that promises the energy and focus without the crash, AKA mushroom coffee.  Soaring interest in mushroom coffee signals just the tip of a mushroom(ing) market, which will only be spurred as states ([the first of which was Oregon](https://thehustle.co/why-the-polls-were-wrong/)) begin to legalize the regulated use of psilocybin ’shrooms as a [treatment](https://www.oregonlive.com/politics/2020/11/oregon-becomes-first-state-to-legalize-psychedelic-mushrooms.html) for anxiety, addiction, and depression. The global fungi industry is forecast to exceed [$86B](https://www.businesswire.com/news/home/20200701005442/en/Global-Mushroom-Market-2020-2025---Global) by 2025, up from $53.7B in 2019. Growth will be powered in part by culinary demand, but an even larger driver will be rising adoption by the pharmaceutical industry. Varieties such as [Chaga](https://blog.freshcapmushrooms.com/learn/chaga-mushrooms-health/), not ever seen on a dinner plate, are now in the supplement spotlight. **The Functional Mushroom Market: **Until recently, products were limited to a handful of basic supplements. These are now being replaced by well-branded and innovative alternatives. ![](https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/lion-mane-1024x599.png) ***Source: JungleScout*** - **Mushroom Coffee: **Leading US brands are Four Sigmatic and MUD\WTR. Four Sigmatic’s website has 200k+ visits per month, according to Similar Web.  - **Powders and Elixirs: **[Rritual](https://wearerritual.com), a 2020 startup, has been [described](https://mushroomstocks.com/cannabis-article/rritual-mushrooms-is-here-to-enhance-you-daily-ritual/) as “working to bring the first premium brand of mushroom and adaptogenic elixirs to market.” Rritual’s online site has consistently sold out of all products for the last 8 weeks. The firm has just released a mushroom adaptogen [news app](https://wearerritual.com/press-1) and a brand new suite of [elixirs](https://rss.investorbrandnetwork.com/pnw/rritual-mushrooms-inc-launches-production-of-premium-suite-of-functional-elixirs/). The functional mushroom market is wide open, and the few well-branded products available are being met with high demand. Beyond a focus on powders, entrepreneurs could branch out into the ever-popular [functional drinks](https://www.technavio.com/report/functional-drinks-market-industry-analysis) market; the [RTD/coffee-in-a-can](https://www.beveragedaily.com/Article/2020/07/17/What-s-trending-in-RTD-coffee-innovation) trend is an attractive option.  There is opportunity to target specific demographics with high energy drink consumption, and provide them with healthier alternatives to taurine. Great places to start would be ever-tired parents (thank you to Trendster **Aaron Pottichen** for [putting this on our radar](https://www.facebook.com/groups/Trends.co/permalink/632267467452027/)), and coders and gamers (S/O [Melanie Balke](https://www.facebook.com/groups/Trends.co/permalink/470355286976580/).) Alcohol-free spirits are also seeing some [impressive growth](https://www.thespiritsbusiness.com/2020/09/lyres-raises-9-million-for-global-growth/), and their health-focused natural-buzz promise would pair perfectly with mushroom extracts. Trendster **Andreas Duess** has [already capitalized](https://www.facebook.com/groups/Trends.co/permalink/636374453707995/) on this opportunity by producing adaptogenic [mushroom tonics](https://www.borealbrewing.ca/).  ![](https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/Screenshot-2020-11-09-at-10_24_22.png) Like nutritional yeast, mushrooms add umami flavor (and nutrition) to a vegan diet. You could develop functional mushroom products in a similar line -- from [sprinkles](https://www.amazon.com/Parma-Vegan-Parmesan-Dairy-Free-Gluten-Free/dp/B071X9VNYL/ref=bmx_2/142-1973596-0549413?_encoding=UTF8&pd_rd_i=B071X9VNYL&pd_rd_r=49a329c3-8d8c-4fe7-9f74-b0e9ab3490fd&pd_rd_w=KjgkB&pd_rd_wg=X3Axx&pf_rd_p=04f8298a-a324-416e-a108-788274fceb3a&pf_rd_r=X4J6R557C7GDPVXH96MZ&psc=1&refRID=X4J6R557C7GDPVXH96MZ) to [jerky](https://www.amazon.com/Savory-Wild-Portabella-Mushroom-Variety/dp/B07M8PL8GT) -- to serve the [~9.7m](https://www.ipsos-retailperformance.com/en/vegan-trends/) Americans who are turning plant-based. While the [adaptogenic qualities](https://drwillcole.com/functional-medicine/the-power-of-adaptogens-from-a-functional-medicine-expert) of mushrooms are widely studied, products are not yet specifically marketed as such. Entrepreneurs could focus on natural supplements for stress, anxiety, and sleep issues.  Monthly search volumes, according to Keywords Everywhere: - “Relief for stress”: 110k - “Natural sleep aid”: 27.1k - “Anxiety remedy natural”: 27.1k There may also be an opportunity to replicate what [Hydrant](https://www.drinkhydrant.com/) did when it added [L-theanine](https://trends.co/signal/l-theanine/) to its existing hydration mixes to [create a new product](https://trends.co/articles/hydrant-2/), Hydrant Energy, for “calm, cool, and sustained energy & hydration.” **Homegrown ’Shrooms: **Mushrooms don’t need much to thrive, but their considerably short shelf life and fragility make them difficult to transport and store. Mushroom-growing kits can offer attractive, fresh solutions. The trend has already garnered 110k+ subreddit subscribers. ![](https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/mushroomgrowers-1024x610.png) Options for you include:  - Offering a range of widely available at-home mushroom grow kits: - Amazon stocks a number of [mushroom-growing supplies](https://www.amazon.com/s?k=mushroom+grow&ref=nb_sb_noss_1), but only one brand is offering full kits (from $12 to $44); they are currently the [#2 bestseller](https://www.amazon.com/gp/bestsellers/lawn-garden/3564020011/ref=zg_b_bs_3564020011_1) in the “vegetable, plant and seeds” category -- bringing in $132k+/month, according to Jungle Scout. - Most grow kits are a once-off harvest, or at best have limited reuse; you could offer mushroom kit subscription services, complete with recipes and spices tailored to that month’s variety. ![](https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/Screenshot-2020-11-09-at-10_28_59.png) ***Source: Keywords Everywhere*** - Creating an urban mushroom farm: - [Infarm](https://techcrunch.com/2020/09/16/infarm-raises-170m-in-equity-and-debt/) has recently enjoyed soaring success with its mini urban greens farms; why not do the same with mushrooms? You could provide retailers (and even restaurants) with a self-harvest option for customers. - You don’t need to invest in hydroponics: Mushrooms can also [be cultivated](https://blog.freshcapmushrooms.com/learn/understanding-mushrooms-substrates/) using soil, wood chips, coir, etc. **Fungi Experiences: **The global agritourism industry is forecast to reach [$117B+](https://www.globenewswire.com/news-release/2020/07/22/2066018/0/en/Agritourism-Market-Size-to-Reach-USD-117-37-Billion-by-2027-Government-Initiatives-to-Enhance-Agriculture-Economy-will-Favor-Growth-Says-Fortune-Business-Insights.html) by 2027, from ~$69B in 2019. Pick-your-own produce is becoming increasingly [popular](https://www.timeout.com/new-york-kids/things-to-do/pick-your-own-fruits-and-vegetables) with consumers and [attractive](https://www.ers.usda.gov/amber-waves/2019/november/agritourism-allows-farms-to-diversify-and-has-potential-benefits-for-rural-communities/) for small farmers. Apple-picking, a national favorite, is the [main source of income](https://www.travelandleisure.com/trip-ideas/fall-vacations/americas-best-apple-picking-farms) for many small family-owned orchards. #MushroomHunting has [457k+](https://www.instagram.com/explore/tags/mushroomhunting/?hl=en) Instagram tags; it’s only a matter of time before mushrooms are added to the list of “U-Pick” options.  Why not pair mushroom agritourism with the rising [rewilding and experience](https://trends.co/signal/the-modern-human-rewilding-movement/) trends and provide wild mushroom foraging excursions? You could branch out to include value-adds such as mushroom cooking, pickling, and preserving courses. **Mushroom Fashion: **Last month, status brands including Adidas, Stella McCartney, and Lululemon [partnered with](https://www.nytimes.com/2020/10/02/fashion/mylo-mushroom-leather-adidas-stella-mccartney.html) [Mylo](https://www.mylo-unleather.com/faq/#why-is-mylo-only-available-to-big-major-brands), a mycelium material produced by [Bolt Threads](https://boltthreads.com/) (total funding: [$213m](https://www.crunchbase.com/organization/bolt-threads)), for product releases set in 2021.  ![](https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/Screenshot-2020-11-09-at-10_30_53.png) ***Source: Mylo*** Demand for sustainable fashion is [on the rise](https://trends.google.com/trends/explore?date=today%205-y&q=sustainable%20clothing%20brands), with ⅔ of consumers believing it’s “even more important to limit climate change following COVID-19,” per a [McKinsey report](https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/fashion%20on%20climate/fashion-on-climate-full-report.pdf).  With mycelium textiles on their way to becoming more accessible, opportunities include creating brands that specialize in mycelium products (like [Allbirds](https://www.allbirds.com/pages/our-materials-wool) does with wool), ranging from “unleather” watches to couches to phone cases. Additionally, the mushroom material is only biodegradable [under certain conditions](https://www.nature.com/articles/s41893-020-00606-1), so there’s potential in optimizing the end-of-life and upcycling processes (like [Loop](https://www.loopindustries.com/en/) does with plastic). ### Leave a Comment #### Shân Osborn ###### Blog posts ## Related Articles. 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