By Brian Zapp
The next time you walk down the beverage aisle at your grocery store, watch out! You may be caught in awe as you pass by the functional drinks, which 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 sip. 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 beverage 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 body [i].
- Cognitive Support: Lion’s Mane has been clinically shown to enhance memory, focus, and mental clarity. This makes it an excellent addition to nootropic beverages 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 market [ii]. 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 2030 [iii]. Emerging ingredients, like lion’s mane, are in an ideal position to help functional beverages stand out from the pack. Why is lion’s mane ready to take the lead role in RTDs?
- Lion’s mane aligns with 42% of US consumers who say they want food and drinks that can help them stay focused [iv] – Lion’s mane for cognitive support ✔️
- Beyond focus, 36% of consumers globally say that mental and emotional well-being is their primary health goal [v] – Lion’s mane for emotional support ✔️
But get this! Consumer demand is outpacing 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. But there aren’t enough products readily available to meet this demand. Where do consumers go once they search Yelp for “mushroom drinks?” – a search term that was up 501% in 2024 over 2023 [vi]. Or what do consumers click on when they type the keywords “Lion’s Mane” on Google? – a search term that has grown 450% since last year [vii].
Clearly, the word is out. Now brands are challenged to craft the next wave of beverages to meet these consumers. So whether it’s sparkling lion’s mane-infused hydration, a calming adaptogenic tea, or a ready-to-drink coffee with a cognitive twist, lion’s mane offers beverage makers a unique opportunity.
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 as the 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 beverages 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 beverages 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 adults [viii]. The reasons beverage 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 beverage brand can be a daunting task. With over 20 years of experience in developing functional ingredients, Applied Food Sciences is proud to help beverages expand their products into functional fungi with its innovative line of MycoThrive™ mushroom extracts. Whether you are an established beverage 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:
i. 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]
ii. McKinsey Insights. Wellness survey finds that consumers are taking greater control over their health—and expect companies to provide effective, science-backed solutions. 2024
iii. Functional Drinks Market To Reach $353.4 Billion By 2030. Grand View Research. January 2023.
iv. Kantar Profiles/Mintel. March 2023. Base: 1,000 internet users aged 18+ in US.
v. Innova Database, Innova Lifestyle & Attitudes Survey 2024 (average of Brazil, Canada, China, France, Germany, India, Indonesia, Mexico, Spain, UK, US), Nutrition Insight, Cadence
vi. Food Business News, January 2025
vii. NutraIngredients, 2024
viii. 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.