In recent years we’ve seen a shift in the world of culinary trends and consumer behaviour, with a particular focus on the rising popularity of mushrooms, especially among the younger generation.
A staple for meat alternatives – mushrooms steak anyone? – these fungi are now pushing their way into the realm of beverages, including coffee. Referred to as functional beverages, their purpose is to provide essential vitamins and nutrients to our bodies.
The fungus phenomenon
As consumers are becoming increasingly aware of the effect that their diets have on their health, the market for functional beverages is booming. This niche accounts for 2.7% of the total soft drinks market, clocking in at £240.2 million, predicted for only continuous growth.
A poll by Xampla revealed some interesting insights. More than half of their respondents expressed a preference for getting their vitamins and nutrients through food and beverages rather than in supplement form.
This shift in mindset can reflect a bigger trend towards holistic well-being and mindful consumption, so it is no wonder that it is ascending in popularity and being seen more in our restaurants, cafés and bars.
Functional beverages galore
While mushroom-infused beverages are rising, they are the tip of the iceberg in functional beverages. The market is booming with innovative options, each providing its own health benefits:
- Enhanced water: Many water brands on the market are now being infused with vitamins, minerals and electrolytes for enhanced hydration.
- Dairy alternatives: Due to the rise in veganism and lactose intolerance, options including almond, oat, soy and coconut have spiked in popularity.
- Kefir and kombucha: These fermented drinks have become household names due to their probiotic-rich contents that are proven to support gut health.
- CBD: Cannabidiol, more widely known as CBD offer relaxation and stress relief and is now being infused into drinks too for a daily stress-free experience.
- The mighty mushroom: No discussion of functional beverages would be complete without a mention of mushrooms. These highly nutritious vegetables add an earthy taste to our beverages, as well as many health benefits.
The power of mushrooms
The rise in popularity of mushrooms is due to their versatile nutritional profile. There are over 10,000 species, with nearly 30% of these being edible. Due to their richness in fibre, potassium, zinc and vitamins B & D, they play a crucial role in our bone health, immune function, energy and metabolism. Additionally, their antioxidant properties such as selenium and L-ergothioneine help protect the body’s cells from oxidative stress and our overall well-being.
This mushroom craze doesn’t seem to be a passing trend, instead a reflection of the evolution of consumer behaviour and preferences, along with their goal for holistic health and living a sustainable lifestyle.
As these functional beverages grow in popularity and intrude their way into the market, we will likely see more options and more creative nutrient-packed beverages emerging. So, whether you’re sipping on a mushroom-infused coffee or the many other options in the functional beverage market, one thing is clear: mushrooms are here to stay and not just being added to our dinner anymore.
