The ‘Shroom Boom Will Trendy Medicinal Mushrooms Go Mainstream In 2018? https://t.co/nXboeWR141
The sleek, minimalist storefront boasts a Goop-itized version of a Starbucks menu: coffees and blended iced drinks concocted with almond milk, organic mocha chips, and mysterious-sounding fungi. Featured beverages include blended tonics, elixirs, and shakes made with extracts from medicinal mushrooms that grow on trees, mushrooms with names like lion’s mane, chaga, reishi, and cordyceps.
On any given day, you’ll find impeccably dressed hipsters asking the staff just which mushroom ingredients might best serve their needs: Does this establishment, for example, have a mushroom that promotes energy? Maybe something that will help them focus better? And can it taste like a Frappuccino? The answer is always a cheerful, drawn-out yes.
Lifehouse Tonics Chaga Chip Cookie Dough Blended Tonic [Photo: courtesy of Liffehouse Tonics]Lifehouse Tonics is one of several new brands popularizing medicinal mushrooms–introducing the public to fungi that have long been treasured in some Asian cultures for their health-promoting and anti-inflammatory properties. The mushroom market is expected to exceed $50 billion in the next six years, reports Grand View Research. As consumers increasingly look to incorporate “functional foods” in their diets, the medicinal mushroom extract market is poised to grow 6.3%. Food Navigator found that year-on-year sales for food products incorporating medicinal mushrooms rose have risen between 200-800%, depending on the variety.
Meanwhile, Whole Foods listed medicinal mushrooms–including chaga and reishi–as a top food trend for 2018. The retailer sees significant uptick in mushroom broths, coffee, and chocolate powders, even body-care products like soaps and shampoo.