Houston hops on the mushroom food and drinks trend
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Mushrooms are sprouting up all over the place: in coffee, soda, chocolate and meat blends.
Why it matters: Centuries after they were considered medicinal, mushrooms are today's go-to "functional" food — with a brain-boosting, sustainable aura.
- No, not those mushrooms. We're not talking about so-called "functional" mushrooms, like lion's mane, chaga, reishi and cordyceps.
State of play: Mushrooms contain brain-supporting nutrients like ergothioneine and B vitamins, but their mood-boosting effects remain largely unstudied.
By the numbers: Sales of food and beverages with functional mushrooms are up over 450% in the U.S. since 2021 — and are similarly booming in Houston, where they're up more than 580%, according to NielsenIQ.
- Mushroom coffee is one driver of that growth. Sales are up 74% nationally so far this year (through mid-July) compared to the same time last year, according to Circana industry adviser Darren Seifer.
Zoom in: You can find mushroom powder at the Urban Harvest Farmers Market, and mushroom-infused coffee and tea mixes at H-E-B.
Reality check: Mushroom coffee makes up less than 1% of sales in the coffee market.