In 2025, taste alone isn’t enough to win shelf space — or shopper loyalty. A new wave of consumer packaged goods (CPG) brands is shifting the conversation from indulgence to intention, putting functionality front and center.
Whether it's a sparkling drink that boosts focus, a chip that aids digestion, or a bar that doubles as a beauty supplement, functional products are redefining what it means to snack, sip, and shop smart.
Brands to Watch:
OM Mushroom
A functional mushroom brand offering powders, capsules, gummies, and drinks made with organic, USA-grown mushrooms. Their products support immunity, focus, stress relief, and gut health.
_(1).jpg%3Ftable%3Dblock%26id%3D20af839f-f90e-80e3-b6c5-dd623bb1c01b%26cache%3Dv2)
Retail Performance Overview:
OM Mushroom Superfood continues to show strong retail movement across Whole Foods Market locations, particularly with products like Lion’s Mane and Master Blend powders, which are consistently top sellers. The brand is praised for its high-quality offerings and innovation, holding its own against competitors like Host Defense and Gaia. However, areas for improvement include the need for increased marketing support, with some stores noting a lack of demos, samples, and brand representation. Additionally, gummy clumping and a higher price point compared to other mushroom products are recurring concerns.
Bloom Nutrition
A wellness supplement brand focused on women’s health, offering tasty, high-quality products like greens powders, collagen, and pre-workout. Founded by Mari Llewellyn, Bloom was born from her personal health journey to make nutrition more accessible and enjoyable.
Retail Performance Overview:
Bloom Nutrition is performing well across both GNC and Sprouts locations, consistently praised for its taste, packaging, and value. It stands out particularly among female consumers and those influenced by social media trends like TikTok. Strawberry Kiwi and berry flavors are top sellers, and the greens, collagen, and colostrum lines are moving steadily. While some stores note a need for better marketing, samples, or in-store visibility, most agree Bloom offers a competitive price point and holds its own against brands like Amazing Grass, Ghost, and Huel.
Plant People
A wellness brand making advanced health support accessible through doctor-formulated supplements featuring USDA-Organic mushrooms, hemp, adaptogens, and vitamins. Their non-GMO products are made under cGMP standards, with a mission to make wellness for everyone.
.jpg%3Ftable%3Dblock%26id%3D20af839f-f90e-8013-a7ea-cfdfe76aac1a%26cache%3Dv2)
Retail Performance Overview:
Plant People mushroom gummies are performing well at multiple Whole Foods locations, with top sellers like Wonder Sleep and Wonder Focus. The brand's small sample packs are particularly popular, though larger bags sometimes struggle due to pricing. Overall, customers appreciate the product's quality and the taste, and regular promotions or demos help boost sales. While competition exists from brands like OM and Mary Ruth, Plant People stands out for its unique mushroom blends, though its packaging could be more eye-catching in some stores.
Magic Molecule
Offers "The Solution," an FDA-cleared hypochlorous acid (HOCl) spray with antimicrobial and anti-inflammatory properties. Designed to cleanse, repair, and maintain skin, it provides relief for conditions like eczema, acne, and cuts.
.jpg%3Ftable%3Dblock%26id%3D20af839f-f90e-80b6-b4f7-d89a49879817%26cache%3Dv2)
Retail Performance Overview:
Magic Molecule has garnered positive feedback across multiple businesses, with many customers returning for the product due to its effectiveness, especially for issues like mask-related acne. While the packaging has recently improved, some still feel it could be more eye-catching. The pricing is generally considered reasonable, and the product's quality is consistently praised. While some businesses mention it blends in with other cleansers, the consistent positive performance and customer satisfaction help maintain its popularity across various spas and salons.
Geez Louise
A women-owned beverage brand specializing in gut-friendly sparkling water with prebiotic plant fiber, zero sugar, and no artificial sweeteners. They also support clean drinking water initiatives, donating a portion of profits to Indigenous-led organizations.
.jpg%3Ftable%3Dblock%26id%3D20af839f-f90e-802b-99ce-e2bb890b4955%26cache%3Dv2)
Retail Performance Overview:
Geez Louise drink shows steady but slow sales across various stores. While locations like Farm Boy - College & Bay and Farm Boy Barrie - Mapleview report consistent movement and positive feedback, others like Whole Foods - Cornwall and Whole Foods - Burnaby face slower sales, partly due to price sensitivity and seasonal factors. Overall, it’s well-received for its unique flavors and packaging, but more marketing and better placement could help increase sales.
Why It’s Trending:
- Wellness is mainstream: Consumers treat food as self-care.
- Gen Z & Millennials read labels and want ingredients with purpose.
- “Empty calories” are out, functional benefits are in.
- Social media fuels discovery of niche ingredients like ashwagandha, lion’s mane, and electrolytes.
What It Means for Retailers:
- Shoppers are asking more questions — education and signage matter.
- Functional products often mean higher repeat purchases.
- The category invites product discovery and loyalty like no other.
Taste still matters — but function seals the deal. To browse a ton of functional products you can carry in your shop, head over to Cohere Commerce.
_c1f89a_.png)
