Mushroom Everything

Mushroom-based products—from lion's mane coffee to mushroom jerky—dominated wellness and flexitarian markets in 2025, a category 30% larger than #7's nostalgic comfort food segment in total retail value. Mycoprotein brands Quorn and Meati grew combined revenue by 55% to $890 million, while mushroom powders became a $1.5 billion supplement subcategory, up from $0.9 billion in 2023. Research on psilocybin therapy increased cultural interest, with 72% of consumers now viewing fungi as beneficial. This trend outperforms the average functional food growth rate of 20%, driven by a lower environmental footprint than traditional protein sources.