All Mushrooms Can Be Magic: Why the Shroom Boom Goes Beyond Psychedelics
You’re not imagining things — mushrooms are everywhere.
Target currently has more than 100 mushroom-themed books for sale. Joe Rogan frequently waxes poetic about them on his podcast. Gwyneth Paltrow is selling them in the GOOP store. Wiz Khalifa recently announced the launch of a new mushroom wellness brand. Fungi are showing up in our burgers, our skincare and our coffee. They are even enjoying a star turn as the fictional zombie-making villain of HBO’s hit show The Last of Us. As Ivy Elrod wrote in Departures, “Mushrooms [are] flourishing in the collective consciousness.”
Why have we gone so mad for mushrooms?
Certainly, the renaissance of psychedelic research has fueled our fascination—but sales of non-psychedelic mushrooms (a.k.a. functional mushrooms or medicinal mushrooms) have exploded as well. Common mushrooms like button, shiitake, oyster and chanterelles have experienced a major upsurge in demand. Valued at nearly $2.3 billion in 2020, experts project the compound annual growth rate of mushrooms to be 9.3% from now until 2030.
Many factors are driving this global surge in fungi consumption, but they can all be boiled down to one basic concern: health. Many consumers believe in positive correlations between mental and physical well-being and mushrooms.
Functional Mushrooms May Not Be Mind-Altering — But They’re Still Considered Medicinal
The idea of mushrooms as health-positive isn’t new. Humans have used fungi as food and natural remedies since prehistory. Mushrooms form a foundational pillar of the nearly 3,000-year-old traditional Chinese medicine pharmacopeia. Ancient herbalists “prescribed” mushrooms like chaga, reishi, cordyceps, and lion’s mane for a host of ailments, ranging from colds and infections to chronic pain and exhaustion. Today, scientific research confirms that many of the compounds found in these mushrooms can support energy, brain health, digestion, immune function, recovery and longevity. Mushrooms have been dubbed “the ultimate superfood” because they are so rich in vitamins, minerals, and fiber, plus bioactive compounds like beta-glucans and polysaccharides that improve immunity, digestion, stamina and even neurological health.
Consumers may be seeking health, among other goals, but what is the advantage for businesses that want to serve mushroom consumers? One advantage is that mushrooms typically require fewer resources and less cultivation space than most crops. They are even considered to be eco-friendly in many respects and can require less investment upfront compared to other crops.
How the Pandemic Stoked our Fascination with Fungi
Aside from consumer preferences and potential incentives for businesses, the fascination with fungi is also explained, in part, by a recent wave of interest in personal health. In 2020, health was top of mind for pretty much everyone. The supplements market exploded — and though some snake oil was undoubtedly bought and sold, we have hard science showing that certain varieties of mushrooms support healthy immune function:
- A report published in Integrative Medicine states that it is “well-established that mushrooms are adept at immune modulation” and concludes that “mushrooms should be considered as an adjunct therapy” for cancer patients
- Reishi mushrooms have been found to increase the activity of certain immune cells like natural killer cells and T-cells
- UCLA medical doctors state that “They [turkey tail mushrooms] act as nonspecific immune modulators….the effect is to bolster immune function”
- Cordyceps are also known to boost immune function, as does lion’s mane
Data shows that the millions of people who began taking immune supplements during the height of the crisis have continued to do so. “Mushrooms were the biggest winners of the pandemic,” announced Fresh Plaza, a global trade media platform for the produce industry.
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How Mental Health Concerns Fueled Mushroom Supplement Sales
One aspect of 2020 that also impacts consumer preference for mushrooms is the isolation and uncertainty of 2020 and beyond. This period was detrimental to our collective mental health. Isolation, mass job losses, and more than a million deaths fed a national mental health crisis, one that is still ongoing. Pew Research reports that “three years later, Americans have largely returned to normal activities, but challenges with mental health remain.”
- In 2021, two in five American adults surveyed reported experiencing symptoms of anxiety and depression
- In 2022, 90% of U.S. adults surveyed said the United States was experiencing a mental health crisis
- Fifty percent of young adults ages 18-24 reported anxiety and depression symptoms in 2023
These sobering statistics have Americans, researchers and health organizations thinking differently about our approach to mental health. While the conversation around mushrooms and mental health has largely centered on psychedelic varieties, mind-altering substances are not for everyone (indeed, certain populations should steer clear of any psychedelics).
With a desire for non-mind-altering substances, some consumers are looking toward non-psychoactive fungi that can impact their brain and mood.
- A survey of more than 24,000 American adults over 11 years found that people who ate mushrooms had lower odds of depression
- A six-year study of 663 seniors published in the Journal of Alzheimer’s Disease showed that people who ate two or more portions of mushrooms twice a week had a 50% lower risk of developing mild cognitive impairment (MCI), a common precursor of Alzheimer’s
- A study published in The International Journal of Molecular Science concluded that “pre-clinical and clinical studies have demonstrated that H. erinaceus [lion’s mane] significantly ameliorates depressive disorder”
Mushrooms, in particular varieties like lion’s mane, have the potential to impact the brain. It’s no wonder that Americans are seeking out post-pandemic remedies for stress, anxiety and depression that don’t require a prescription.
Surprisingly, Consumers Already See Mushrooms as Effective Natural Remedies
Business owners should note a sea change in the public’s approach to health. Post-pandemic, many consumers see health and fitness spending as “essential,” similar to groceries and household goods. In a 2022 survey of more than 11,000 people, respondents said they will continue to spend on health and well-being, even when money is tight. I predict that preventative health spending will only increase and that the functional mushroom market will continue to expand.
As someone who’s been in the supplement space for many years, I can tell you that consumers still need education on exactly what functional mushroom products can actually do for them. Trends can only take you so far (as we’ve seen with CBD). If you want to get into this space, be prepared to do your homework and share science-based, consumer-friendly information. The good news: 57% of global consumers believe mushrooms can positively impact their health.