The latest “it” beverage ingredient: mushrooms
Functional beverages, that is, beverages with added benefits, whether nutritional/healthy or energy boosting, stress-relieving, etc, have been on the rise well before the Covid-19 outbreak, and the demand has only intensified. Of course, coffee and tea are two of the most popular functional beverage choices. One subcategory in the functional beverage arena, mushroom coffee, appears particularly poised for growth according to new research from global market intelligence firm, Fact.MR.
The mushroom coffee market, however, is still in its infancy due to low awareness of the product among consumers. Furthermore, the number of players operating within the mushroom coffee market are a few, which has resulted in limited supply and demand.
The trend towards mushroom coffee centers around the addition of several vitamins that are incorporated with the addition of mushroom extracts. “Mushrooms have been used in medicine for a long time and recent research has shown that mushrooms contain the highest dietary source of antioxidants, glutathione and ergothioneine, which help protect the body from the kind of harm that can eventually lead to age-related diseases such as cancer,” writes Fact.MR analyst, Divakar Kolhe in the report.
While mushroom coffee can provide a boost to everyone, apparently it is particularly beneficial to individuals struggling with chronic diseases, the research reveals. Moreover, Kolhe notes that adding to the appeal of mushroom coffee, current marketers are sourcing coffee that is “grown under strict conditions and without the use of inorganic pesticides and fertilizers. The mushroom coffee end product is being labelled as exclusively non-GMO and the entire production cycle is being structured by various regulatory bodies such as the USDA (United States Department of Agriculture).”
North America holds the largest share within the global mushroom coffee market. The research finds that the potential reach of mushroom coffee in North America will continue to grow with the “approval” of mushroom-infused beverages from health-conscious consumers. Per Fact.MR, Europe ranks second in the consumption of mushroom coffee but lags behind due to lack of awareness, which is much lower than in North America. “Once consumers become conscious about mushroom coffee, the market could prosper tremendously in Europe,” Kolhe ascertains.
While the global mushroom coffee market is fragmented in nature with several regional and international market players including Four Sigmatic, Sollo Foods, Fujian Xianzhilou Nutra-Industry CO., Ltd, Super Organics and Ganoherb International, Fact.MR reports this is likely to change as brands like Starbucks, Tim Hortons and Lavazza are anticipated to enter the mushroom coffee market in the future, which can only improve its global growth potential.
- Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
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