The next time you’re in the grocery store, watch out! You may be caught in awe as you pass by the functional drinks, bars, and snacks that are teeming with innovation as of late. From gut health to skin health to cognitive boosts, consumers are thirsty for anything that can deliver tangible benefits and help them power through their complicated lives. Look closer and you will see behind this thriving category are some exciting ingredient innovations that can bring real benefits to every bite. One of the most captivating examples is lion’s mane, a functional mushroom that offers a growing list of cognitive and emotional health benefits. Functional mushrooms are an ideal way for CPG manufacturers to differentiate themselves in a wildly competitive market. Fortunately, in the jungle of functional ingredients, Lion’s Mane is king of the fungi.
Why Consumers Love Lion’s Mane
Known as the “smart mushroom,” lion’s mane [Hericium Erinaceus] has a long history of traditional use in Eastern medicine. It has garnered attention for its ability to support cognitive health and mental well-being. Bioactive compounds in lion’s mane include β-glucan polysaccharides, proteins, hericenones, and erinacines, which contribute to how this ingredient functions in the body¹.
Image courtesy of Applied Food Sciences
Cognitive Support: Lion’s Mane has been clinically shown to enhance memory, focus, and mental clarity. This makes it an excellent addition to nootropic products aimed at improving mental performance.
Emotional Well-Being: Recent studies show how lion’s mane can acutely elevate mood and feelings of happiness in as little as an hour after ingestion, making it appealing to consumers seeking contentment and emotional balance.
Natural Remedies: Mushrooms have been aiding human beings for thousands of years. These trusted, powerful adaptogens are well established to help consumers with their modern health needs.
A Market for Mushrooms
From Gen Z to Boomers, nearly every consumer group has a stake in the $1.8 trillion global wellness market². Narrow that down to beverages–the most fun and experiential category– and you will find functional RTDs growing at a CAGR of +7.1%, projected to reach $353.4 billion by 2030³. Emerging ingredients, like lion’s mane, are in an ideal position to help functional brands stand out from the pack.
Lion’s mane aligns with 42% of US consumers who say they want food and drinks that can help them stay focused⁴ – Lion’s mane for cognitive support ✔️
Beyond focus, 36% of consumers globally say that mental and emotional well-being is their primary health goal⁵ – Lion’s mane for emotional support ✔️
But here’s the kicker. Consumer demand for lion’s mane is outpacing availability in the market, leaving a lot of white space on the shelf. We see platforms like Reddit, TikTok, and Instagram helping consumers influence each other to try lion’s mane. According to Brightfield Group, lion’s mane has seen a 228% increase in conversations about focus in the past 2 years. Out of all the functional mushrooms, lion’s mane has seen the greatest increase in conversations about focus⁶. On Yelp, the search term “mushroom drinks” was up 501% in 2024 over 2023⁷. Similarly, on Google, the keyword “Lion’s Mane” has grown 450% since last year⁸. Clearly, the word is out. Now, brands are challenged to craft the next wave of functional food and beverages to meet these consumers.
A Cautionary Tale
(If you remember only one part of this article, let it be this)
Consumers believe in the power of mushrooms to support their health and wellness. Therefore, we have an inherent responsibility in the food and beverage industry to deliver on that promise. The fungi kingdom is as magical as it is mysterious, but if these highly beneficial ingredients are perceived as “pixie dust,” we all fail. So, as we set forth, inspired to create brands with functional mushrooms, let’s avoid “sprinkling in some lion’s mane” for the label recognition. Instead, let’s work to deliver quality products with vetted ingredients that have proven efficacy. With a genuine approach, we can help functional fungi play a powerful role in products that can make a real impact on consumers’ lives.
(Okay, time to step off the soap box)
Cue the R&D Team! We Found a Soluble Ingredient With Tangible Benefits
Skim through the industry wire on functional mushrooms, and you may notice Texas-based Applied Food Sciences (AFS) has been making a lot of headlines through its various investments in mycology research and technologies. In partnership with some of the world’s most accomplished myco-experts, the company recently launched its line of premium functional mushroom extracts, MycoThrive™. The debut of MycoThrive™ Lion’s Mane was featured in tandem with the publication of a clinical study demonstrating the ingredient’s ability to improve daily focus and mood. This was a first-of-its-kind study to show the acute effects of lion’s mane on healthy adults⁹. The reasons manufacturers should be using MycoThrive™ Lion’s Mane include:
Clinical Validation: MycoThrive™ Lion’s Mane shows significant acute results for improved focus, memory, and mood within an hour of consumption.
Water Solubility: The ingredient is made with beverages in mind, showing off its complete solubility and stability in liquids without sedimentation.
Improved Flavor Profile: Formulators are pleased to report that MycoThrive™ has a more neutral flavor profile, helping it accompany a wider range of flavor pairings.
Standardized Potency: How do we know we are getting the optimal potency of lion’s mane? AFS has you covered thanks to their expertise in ultrasonic-hydro extraction. Water alone can extract only certain bioactive compounds, but by adding a proprietary ultrasonic treatment, AFS is able to draw out more compounds and enhance bioavailability.
Purity: To avoid ambiguity and ensure ingredient purity, AFS develops its extracts only using the fungi fruiting body. In their commitment to transparency against adulteration, MycoThrive™ ingredients are third-party tested to guarantee quality and safety.
How to Get Started
Finding trusted partners to help build a product brand can be a daunting task. With over 20 years of experience in developing functional ingredients, Applied Food Sciences is proud to help brands expand their products into functional fungi with its innovative line of MycoThrive™ mushroom extracts. Whether you are an established manufacturer or a start-up entrepreneur, contact AFS for more information on how to bring your mushroom-related projects to life by going to appliedfoods.com.
Citations:
¹ Zhang, C.-C.; Cao, C.-Y.; Kubo, M.; Harada, K.; Yan, X.-T.; Fukuyama, Y.; Gao, J.-M. Chemical Constituents from Hericium Erinaceus Promote Neuronal Survival and Potentiate Neurite Outgrowth via the TrkA/Erk1/2 Pathway. Int. J. Mol. Sci. 2017, 18, 1659. [Google Scholar] [CrossRef]
² McKinsey Insights. Wellness survey finds that consumers are taking greater control over their health—and expect companies to provide effective, science-backed solutions. 2024
³ Functional Drinks Market To Reach $353.4 Billion By 2030. Grand View Research. January 2023.
⁴ Kantar Profiles/Mintel. March 2023. Base: 1,000 internet users aged 18+ in US.
⁵ Innova Database, Innova Lifestyle & Attitudes Survey 2024 (average of Brazil, Canada, China, France, Germany, India, Indonesia, Mexico, Spain, UK, US), Nutrition Insight, Cadence
⁶ Source: Brightfield Group Quarterly Consumer Survey, 2025
⁷ Food Business News, January 2025
⁸ NutraIngredients, 2024
⁹ La Monica MB, Raub B, Ziegenfuss EJ, Hartshorn S, Grdic J, Gustat A, Sandrock J, Ziegenfuss TN. Acute Effects of Naturally Occurring Guayusa Tea and Nordic Lion’s Mane Extracts on Cognitive Performance. Nutrients. 2023 Dec 6;15(24):5018. doi: 10.3390/nu15245018. PMID: 38140277; PMCID: PMC10745489.
