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When you stroll through the aisles of your local grocery store, be prepared to be amazed by the array of functional drinks, bars, and snacks that are bursting with innovation. From promoting gut health to enhancing skin health and cognitive function, consumers are eager for products that offer tangible benefits to help them navigate their busy lives. Dive deeper into this thriving category, and you’ll discover a world of exciting ingredient innovations that can truly elevate your everyday meals. Among these innovations, one standout ingredient is lion’s mane, a functional mushroom known for its wide range of cognitive and emotional health benefits. Functional mushrooms like lion’s mane provide CPG manufacturers with a unique opportunity to set themselves apart in a fiercely competitive market. In the realm of functional ingredients, lion’s mane reigns supreme.
What Makes Lion’s Mane Popular Among Consumers
Referred to as the “smart mushroom,” lion’s mane [Hericium Erinaceus] has a rich history in traditional Eastern medicine. Its reputation for supporting cognitive health and emotional well-being has captured the attention of many. Lion’s mane contains bioactive compounds such as β-glucan polysaccharides, proteins, hericenones, and erinacines, which play a key role in its beneficial effects on the body¹.
- Cognitive Enhancement: Studies have shown that lion’s mane can improve memory, focus, and mental clarity, making it a valuable addition to products aimed at boosting mental performance.
- Emotional Support: Recent research indicates that lion’s mane can elevate mood and promote feelings of happiness shortly after consumption, appealing to individuals seeking emotional balance.
- Natural Solutions: Mushrooms have been used for centuries to address various health concerns. These potent adaptogens are trusted allies in meeting modern health needs.
The Mushroom Market and Consumer Demand
From Gen Z to Baby Boomers, nearly every consumer group has a stake in the $1.8 trillion global wellness market². Within the beverage sector, which offers a fun and experiential product range, functional ready-to-drink beverages are experiencing a +7.1% CAGR, projected to reach $353.4 billion by 2030³. Emerging ingredients like lion’s mane present a prime opportunity for functional brands to differentiate themselves.
- Lion’s mane resonates with 42% of US consumers looking for food and beverages that enhance focus⁴ – Lion’s mane for cognitive support ✔️
- Additionally, 36% of global consumers prioritize mental and emotional well-being⁵ – Lion’s mane for emotional support ✔️
Consumer interest in lion’s mane is surging, outpacing its availability in the market. Platforms like Reddit, TikTok, and Instagram are driving consumer influence in trying lion’s mane. Conversations about focus related to lion’s mane have increased by 228% in the past two years according to Brightfield Group⁶. Searches for “mushroom drinks” on Yelp surged by 501% in 2024 compared to 2023⁷. Similarly, searches for “Lion’s Mane” on Google have grown by 450% since the previous year⁸. The momentum is building, and brands face the challenge of developing innovative functional food and beverage products to meet consumer demands.
A Word of Caution
(Key Takeaway)
Consumers have placed their trust in mushrooms for supporting their health and well-being. As an industry, we bear the responsibility to fulfill that trust by delivering products that truly deliver on their promises. While the world of fungi is intriguing, we must ensure that these beneficial ingredients are not merely seen as “magical dust.” Let’s commit to creating brands that incorporate functional mushrooms thoughtfully, avoiding superficial usage of lion’s mane for label appeal. Instead, let’s focus on crafting products with verified ingredients that offer proven benefits. By taking a genuine approach, we can empower functional fungi to play a meaningful role in products that positively impact consumers’ lives.
(End of Soapbox Moment)
Introducing MycoThrive™ Lion’s Mane: A Soluble Ingredient with Real Benefits
Exploring the latest developments in functional mushrooms, you may come across Applied Food Sciences (AFS), a Texas-based company making waves with their investments in mycology research and technologies. In collaboration with leading mycology experts, AFS recently introduced their premium line of functional mushroom extracts, MycoThrive™. The launch of MycoThrive™ Lion’s Mane coincided with the release of a clinical study demonstrating the ingredient’s ability to enhance focus and mood in daily use. This groundbreaking study showcased the acute effects of lion’s mane on healthy adults⁹. The reasons for manufacturers to consider MycoThrive™ Lion’s Mane include:
- Clinically Proven Benefits: MycoThrive™ Lion’s Mane has demonstrated significant improvements in focus, memory, and mood within an hour of consumption.
- Water Solubility: Designed for beverages, this ingredient boasts complete solubility and stability in liquids without any sedimentation.
- Enhanced Flavor Profile: Formulators praise the neutral flavor profile of MycoThrive™, making it versatile for various flavor combinations.
- Standardized Potency: AFS utilizes ultrasonic-hydro extraction to ensure optimal potency of lion’s mane extract, enhancing bioavailability by extracting more bioactive compounds than water alone.
- Purity Assurance: To maintain ingredient purity and transparency, AFS exclusively uses the fungi fruiting body in their extracts. Third-party testing guarantees the quality and safety of MycoThrive™ ingredients.
Getting Started with Functional Mushrooms
Embarking on the journey of incorporating functional mushrooms into your products can be overwhelming. With over two decades of experience in developing functional ingredients, Applied Food Sciences is dedicated to helping brands venture into the world of functional fungi with their innovative MycoThrive™ mushroom extracts. Whether you’re an established manufacturer or a budding entrepreneur, reach out to AFS for guidance on bringing your mushroom-related projects to fruition by visiting appliedfoods.com.
Sources:
¹ Zhang, C.-C.; Cao, C.-Y.; Kubo, M.; Harada, K.; Yan, X.-T.; Fukuyama, Y.; Gao, J.-M. Chemical Constituents from Hericium Erinaceus Promote Neuronal Survival and Potentiate Neurite Outgrowth via the TrkA/Erk1/2 Pathway. Int. J. Mol. Sci. 2017, 18, 1659. [Google Scholar] [CrossRef]
² McKinsey Insights. Wellness survey finds that consumers are taking greater control over their health—and expect companies to provide effective, science-backed solutions. 2024
³ Functional Drinks Market To Reach $353.4 Billion By 2030. Grand View Research. January 2023.
⁴ Kantar Profiles/Mintel. March 2023. Base: 1,000 internet users aged 18+ in US.
⁵ Innova Database, Innova Lifestyle & Attitudes Survey 2024 (average of Brazil, Canada, China, France, Germany, India, Indonesia, Mexico, Spain, UK, US), Nutrition Insight, Cadence
⁶ Source: Brightfield Group Quarterly Consumer Survey, 2025
⁷ Food Business News, January 2025
⁸ NutraIngredients, 2024
⁹ La Monica MB, Raub B, Ziegenfuss EJ, Hartshorn S, Grdic J, Gustat A, Sandrock J, Ziegenfuss TN. Acute Effects of Naturally Occurring Guayusa Tea and Nordic Lion’s Mane Extracts on Cognitive Performance. Nutrients. 2023 Dec 6;15(24):5018. doi: 10.3390/nu15245018. PMID: 38140277; PMCID: PMC10745489.