Trending Spotlight: Mushrooms

Lion’s mane supplements and mushroom coffees in the Southeast, mushroom extracts in the Northeast, GT’s Alive Mushroom Elixir Cola in the Midwest…the ‘shroom boom continues. Functional mushrooms ranked as one of the top trends coming out of Natural Products Expo West 2025. On the show floor, Missy Reigle, Head of Sales for Charlotte’s Web, highlighted the opportunity for retailers: “Functional mushrooms are one of the fastest-growing trends in wellness, offering retailers an opportunity to meet consumer demand for natural solutions while boosting foot traffic. By curating high-quality, science-backed products, retailers can position themselves as trusted wellness innovators and drive cross-category sales with complementary offerings like CBD, nootropics, biotics, and adaptogens.”

For more on mushroom benefits and other trending ingredients, read Flavor + Function = A Sales Win! and The Botanical & Shroom Boom.