The market for medicinal mushrooms in health ingredients continues to grow. Mushrooms have largely been positioned for condition-specific products for immune function and cancer support. Although nutrition industry influencers and natural product practitioners know the health benefits of mushrooms, these benefits have not been realized by mainstream consumers.
Instead, U.S. consumers associate mushrooms as something to use on pizza or as hallucinogenic drug.
In an article written for NutraIngredientsUSA.com, I write about the growth of the mushroom category and its impact on leading U.S. producer Aloha Medicinals.