Mushrooms Market Report

• Key highlights and takeaways from the report.

FOOD FOR THOUGHT: Mushroom supplements are poised to grow steadily over the next three years, but functional food and beverages is where the interest appears to be. In NBJ’s 2024 survey, 37% of consumers said they eat or drink functional mushroom food and beverages compared with 27% of consumers who take functional mushroom supplements.

• Mushroom supplement sales and growth, 2019-2027e
• $396.3 million mushroom supplement market share by channel, 2023
• Mushroom supplement sales and growth vs. total Herb and Botanical sales and growth, 2019-2027e
• Mushroom supplement sales by channel, 2019-2027e
• Mushroom supplement growth by channel, 2019-2027e
• Mushroom supplement market share by channel, 2019-2027e
• Level of consumer awareness about functional mushroom products
• Product categories that respondents currently purchase, by generation
• Longitudinal survey data: Likelihood of consumers purchasing functional mushroom products within 6 months
• Longitudinal survey data: Likelihood of consumers purchasing functional mushroom products within 6 months, by generation

• $396.3 million mushroom supplement market share by condition, 2023
• Mushroom supplement sales by condition, 2019-2027e
• Mushroom supplement growth by condition, 2019-2027e
• Mushroom supplement market share by condition, 2019-2027e

• Royal Mushroom Functional Gummies for Kids
• Melting Forest D-Stress Beverage
• Youtheory Mushroom Immune Complex
• Plant People WonderSleep Mushroom Gummies
• Naked Nutrition Recovery Mushroom Powder
• New Chapter Healthy Aging Reishi Mushroom Blend

• Respondents’ business types
• Categories respondents sell or sell into
• Supplement categories respondents sell or sell into
• Industry survey: Respondents that sell functional mushroom products
• Industry survey: Functional mushroom species respondents are selling, innovating in or investing in

• Key highlights and takeaways from the report.

GET WITH THE FORMULA: Consumers overwhelmingly prefer to take their mushrooms in combination formulas with other mushrooms and botanicals. These formulas are projected to bring in nearly $70 million in sales in 2024 compared with $25 million each for cordyceps and lion’s mane, the most popular single species. Combination formulas are projected to grow by about 16% annually through 2027.

• $396.3 million mushroom supplement market share by subcategory, 2023
• Mushroom supplement sales by subcategory, 2019-2027e
• Mushroom supplement growth by subcategory, 2019-2027e
• Mushroom supplement market share by subcategory, 2019-2027e
• Chaga supplement sales and growth, 2020-2027e
• Cordyceps supplement sales and growth, 2020-2027e
• Reishi supplement sales and growth, 2020-2027e
• Lion’s mane supplement sales and growth, 2020-2027e
• Turkey tail supplement sales and growth, 2020-2027e
• Maitake supplement sales and growth, 2020-2027e
• Shiitake supplement sales and growth, 2020-2027e
• Combination formulas supplement sales and growth, 2020-2027e

• Health concerns consumers use functional mushroom supplements to address
• Health concerns consumers use functional mushroom supplements to address, by generation
• Health concerns consumers use functional mushroom supplements to address, by gender
• How often consumers take functional mushroom supplements
• Need states consumers use functional mushroom supplements to address
• Need states consumers use functional mushroom supplements to address, by generation
• Need states consumers use functional mushroom supplements to address, by gender
• How long it takes for consumers to notice an effect when taking functional mushroom supplements
• Single species vs. combination formula consumption
• Where consumers first learned about functional mushroom supplements
• Consumers who took functional mushroom supplements before other types of supplements
• Consumers who took functional mushroom supplements before other types, by generation
• Functional mushroom species consumers take in supplements
• Delivery formats functional mushroom supplement users prefer
• Delivery formats functional mushroom supplement users prefer, by generation

• Vita Hustle Mood + Mind Gummies
• Mycolove Farm Turkey Tail Tincture
• Freshcap Ultimate Mushroom Complex Capsules

• Key highlights and takeaways from the report.

DRINK UP: As consumer interest in energy-boosting mushroom drinks and coffee alternatives continues to soar, consumers overwhelmingly prefer to drink their mushrooms. Protein shakes are their top choice, followed by coffee and tea, then RTD beverages.

• Types of functional mushroom food and beverage products consumers purchase
• Most popular functional mushroom species in food and beverages
• Most popular functional mushroom species in food and beverages, by generation
• Health concerns consumers use functional mushroom food and beverages to address
• Health concerns consumers use functional mushroom food and beverages to address, by generation
• Health concerns consumers use functional mushroom food and beverages to address, by gender
• How often consumers take or purchase functional mushroom food and beverage products
• Need states consumers use functional food and beverages to address
• Need states consumers use functional mushroom food and beverages to address, by generation
• Need states consumers use functional mushroom food and beverages to address, by gender
• How long it takes for consumers to notice an effect after taking functional mushroom food and beverages
• How long it takes for consumers to notice an effect after taking functional mushroom food and beverages, by generation
• Where consumers first learned about functional mushroom food and beverage products

• Host Defense Mycobrew Cocoa
• Ryze Mushroom Matcha
• Umbo Honey Walnut Pecan All-Natural Energy Bar

• Key highlights and takeaways from the report.

SPORE-CAST: Functional mushrooms are benefiting from popular interest in psilocybin’s medicinal powers, which are being studied by prestigious research institutions. Though still considered a Schedule 1 drug, psilocybin constitutes a multibillion-dollar industry. Some psilocybin companies are producing and selling functional mushrooms as an additional source of revenue, and functional mushrooms like lion’s mane are often used alongside psilocybin in a process known as “stacking.”

• Longitudinal survey data: Consumer use of psychedelic mushrooms

• Consumer use of psychedelic mushrooms
• How often consumers take psychedelic mushrooms

• Longitudinal survey data: Psychedelic mushroom dosage
• Longitudinal survey data: How consumers consume psychedelic mushrooms
• Longitudinal survey data: Why consumers consume psychedelic mushrooms
• Longitudinal survey data: Consumer knowledge of psychedelic mushrooms, by generation
• Longitudinal survey data: Consumer interest in learning more about psychedelic mushrooms, by generation
• Longitudinal survey data: Of consumers who don’t currently use psychedelic mushrooms, their likelihood of using them if legal, by generation

• Opening Americans’ minds to mushrooms
• Shrooms still booming