What natural and organic products are driving sales from coast to coast? Take a look at retailers' top sellers. And if your store is interested in being featured in What’s Selling, e-mail editor@wfcinc.com


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Trending Spotlight: Functional Mushrooms

GettyImages-2159631563 (1).jpg“Functional mushrooms have gained significant attention for their dual benefits in supporting both immune health and stress resilience,” Lauren Clardy, Senior Director Branded Ingredients, Maypro, reported in The New Line of Defense: Immune-Plus in 2026. “Strains like reishi, turkey tail, and cordyceps are renowned for their immune-modulating properties, often attributed to bioactive compounds such as beta-glucans and polysaccharides. These compounds can stimulate immune responses, enhance T-cell and natural killer (NK) cell activity, and support mucosal immunity, particularly in the gut. Beyond immune support, these mushrooms exhibit adaptogenic qualities.”

A few top movers this month: Host Defense MycoShield Throat Spray, Melting Forest Mushroom D-Stress, and Terry Naturally PleuraMax with bioactive pleuran from oyster mushrooms.