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Mushrooms are no longer confined to produce bins or culinary experiments. They’ve become the backbone of a growing wellness movement, showing up in powders, tinctures, coffees, and supplements. But while online buzz suggests endless demand, the real story unfolds on retail shelves.
Through Cohere Commerce’s Retailer Trust Index (RTI) and verified retailer feedback, we went beyond the hype to uncover which mushroom formats are selling, what retailers are asking for, and what characteristics separate a shelf-staple from a dust-collector in this fast-evolving category.
What Formats Are Selling Best?
- Powders & Blends Lead the Way: Across Malama Mushrooms, MUD\WTR, and Laird Superfood, powders are the format driving sales. Retailers highlight their versatility — they work for lattes, smoothies, or at-home mixes.
- Single-Serve Packets Drive Trial: Multiple retailers noted that high price points make large tins a tough sell, but single-serve packets or starter kits are flying off shelves. They’re affordable, easy to try, and help convert new customers.
- Ready-to-Drink Still Niche: While some mushroom RTD beverages exist, they’re less mainstream than powders and supplements. Retailers say trial and education remain barriers here.
- Capsules & Tinctures Work in Wellness Shops: Rainbo’s tinctures and Malama’s capsule offerings sell steadily in specialty wellness and natural food stores, though they’re less dominant than powders.
What Retailers Are Looking For
From hundreds of conversations, three priorities stand out:
- Approachable Pricing & Trial Sizes
- Large tins at $45–50 often stall, but trial-friendly formats help reduce sticker shock.
- In-Store Support
- Signage, demos, and samples consistently improve performance. Retailers say customers are curious but hesitant without education.
- Flavor & Function Balance
- Brands that taste good and clearly communicate functional benefits (energy, focus, relaxation) win over repeat buyers.
Characteristics of Mushroom Brands That Sell Well
- Accessible Formats → single-serve, trial kits, powders.
- Strong Education → clear messaging on function and benefits.
- Premium but Trustworthy Packaging → modern, clean, professional.
- Community Awareness → customers often walk in already having seen ads or influencers talking about the brand.
- Consistency in Supply → brands with smooth in-stock performance keep retailers loyal.
Brand Snapshots
Malama Mushrooms
- Known for Hawaiian-grown mushrooms and diverse blends. Strong in natural food stores. Capsule and powder blends perform well, but brand recognition is more regional.
Laird Superfood
- Positioned as a superfood lifestyle brand, not just mushrooms. Mushroom coffee creamers and functional blends are steady sellers. Packaging is well-received, with broad retail presence.
Rainbo
- Tincture-first brand with a sleek, modern aesthetic. Does well in wellness shops and boutiques. Retailers like the quality but note education is key to convert new shoppers.
Truvani
- Highest performer of the group. Supplements and powders move quickly thanks to strong online reputation, celebrity backing, and consumer trust. Retailers say customers often request it by name.
MUD\WTR
- Coffee alternative built around mushrooms and adaptogens. Original blend is the strongest seller, especially in cafés where it’s served as a latte. Price point is a challenge, but single-serve packets help.
Cohere Commerce Insight
Mushroom brands are thriving where education, trial, and trust intersect. The winning formula? Powder-based formats supported by trial packs, strong storytelling, and café integration. Brands like Truvani and MUD\WTR show how consumer awareness plus smart sampling can offset high price points.
For retailers, the message is clear: stock trial-friendly formats, merchandise with education in mind, and lean on brands that invest in awareness. For brands, those who balance functionality, flavor, and accessibility are set to keep growing in this category.