Product developers, in particular those who are using honey combined with mushrooms to create superfood products, are leaning into consumer demands of clean label, versatile and plant-based products. The mushroom boom shows no signs of slowing down. In fact, the Mushroom Council found almost 50 articles from TIME to Instacart that named mushrooms an “it” ingredient for 2024.
Mushrooms, like other fruits and vegetables, can play a positive role in supporting a healthy immune system according to a study commissioned by the Mushroom Council. Further, mushrooms have zero grams of cholesterol, zero grams of fat, more than 12 vitamins and minerals and are an excellent source of three different B vitamins, which are said to provide energy and support metabolism, according to the U.S. Department of Agriculture.
Innovation is paying off in a number of ways:
- Market research firm SPINS in July found super mushroom food and beverage products saw $642 million in sales, a 19.5% year-over-year growth.
- VegNews said that armed with a meaty texture when cooked, the shroom doesn’t have to be excessively processed.
- Whole Foods Market Trendspotter Kantha Shelke said that consumers will discover mushrooms “in every food and beverage category.”
Honey-Mushroom Moment
The honey-mushroom combination in CPG products creates several key marketing opportunities:
- Honey and mushroom’s intriguing flavor combination offers a unique blend of sweet and umami flavors. Consumers looking for adventurous tastes get the best of both worlds — a familiar sweetener mixed with new mushroom.
- Combining mushrooms with honey creates products that offer functional benefits in a convenient and tasty format.
- As consumers become more health conscious, there's a growing interest in opting for all-natural sweeteners like honey. Products that blend mushrooms with honey offer a nutritional alternative.
- Honey-mushroom products cater to the increasing demand for plant-based and vegan options.
- Honey-mushroom energy bars, sauces, dressings, snacks and beverages, provide convenient and versatile options for eating occasions throughout the day.
- Honey and mushrooms are well-known around the world and used in various global cuisines. Consumers who appreciate culinary diversity or internationally-inspired products will benefit from this particular familiarity.
The following honey-mushroom products showcase nutritional benefits, versatility and innovation, setting the sweet stage for delectable fungi appeal.
