Expanding Your Business: A Guide to Choosing the Right Mushroom Extract Product Line

August 31, 2023

Are you looking to choose the right mushroom extract product for your business? Whether you're a retailer new to the mushroom extract market or a brand seeking a fresh positioning, this article is here to guide you in standing out in this opportunity-rich market.

In an era where the 'natural and healthy' dietary concept has deeply penetrated consumers' minds, there is no denying that mushroom extracts have undeniably taken a significant place in the supplement industry. According to a report by the U.S. analytics company SPINS, the global mushroom extract market is projected to reach $28.3 billion in 2022, with an expected compound annual growth rate of 12.1% from 2023 to 2033. While the market is vast, not every product is suitable for your product line, and not every product presents a market opportunity. Therefore, how to choose mushroom extract products becomes the key to your business success or failure.

You can find recommended products that fit your business size and niche. For industry newcomers, we advise paying close attention to market demand. It's essential to delve into consumer perceptions of mushroom extracts: What do consumers think about mushroom extracts, and which types are the most popular? This will help you choose a mushroom extract category with a strong market foundation and growth potential. For those with some experience in the dietary supplement industry, we recommend considering the efficacy and quality of mushroom extracts when making your selection. Additionally, we will share a success story from a renowned brand to provide you with practical insights.

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1、How to Choose Mushroom Extracts Based on Market Demand

1.1 Consumer Awareness and Current Market Trends Analysis

1.1.1 Consumer Perception of Mushroom Extracts in the United States

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We have learned from the Chinese professional information portal Xinsijie that the global medicinal mushroom extract market reached a size of $41.532 million in 2021. Amongst this, the U.S. market performed particularly well, with a market size of $21.3 million. The booming market in the U.S. can not be separated from the high awareness level of consumers, who can deeply recognize the medicinal value and healthcare functions of mushroom extracts. For retailers and brands who are new to the mushroom extract industry, an in-depth understanding of consumer needs and preferences will help them capitalize on this market opportunity.

1.1.2 Currently Popular Types of Mushroom Extracts

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Since the mushroom extract market holds such promise, which types are most in line with consumer preferences and the most popular? According to data from NBJ (Nutrition Business Journal), certain mushroom extracts like Reishi, Lion's Mane, Chaga, and Turkey Tail have seen a robust 70% increase in sales in the United States. SPINS statistics also reveal that the overall mushroom sales in the US rose by 46% to $14.7 million in 2020. Within this, Reishi, Cordyceps, and Turkey Tail saw growth rates of 37.8%, 43.7%, and 11.9%, reaching $1.24 million, $0.9 million, and $0.823 million respectively. Overall, the currently most popular mushroom extracts in the US market are:

Lion's mane Extract

Reishi Mushroom Extract

Cordyceps Extract

Chaga Mushroom Extract

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1.2 Mushroom Extract Market Trend Predictions

When choosing mushroom extract products, it is essential not only to understand current market trends but also to predict future market trends. Understanding the current market situation helps you make immediate decisions, while predicting market trends can help you stay ahead of competitors and meet ever-changing consumer demands. Below, we will conduct a detailed examination of short-term and long-term market trends for mushroom extracts to help you successfully make your mark in the mushroom extract industry.

1.2.1 Short-Term Market Trends

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In the first half of 2020, the global health crisis triggered by the COVID-19 pandemic brought unprecedented stress and anxiety to consumers, leaving many struggling with issues such as attention, sleep, and digestion. More importantly, people began to realize that prolonged stress can weaken the immune system, increasing the risk of infections. In this context, the search for herbal remedies and nutritional supplements to enhance immunity became a choice for many consumers. Consequently, mushroom extracts known for their immune-boosting properties, such as Reishi, Lion's Mane, and Chaga, quickly gained popularity, with sales soaring by 70% in the first half of 2020. In addition, these mushroom extracts will continue to show sustained growth in the near future due to the global health crisis.

1.2.2 Long-Term Market Trends

1.  Sustained Market Demand

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Regardless of whether consumers are well-versed in mushroom research, their market demand for mushrooms is enough to catch anyone's attention. For instance, Reishi has consistently been a favorite in the market, while Lion's Mane remains widely popular due to its cognitive, mood, and immune benefits. Additionally, Reishi , Poria, Chaga, and Shiitake also continue to capture consumer interest. According to Google Trends data from 2020 to 2023, Lion's Mane maintains a search popularity score near 100, indicating its enduring appeal in the market.

2.  Emerging Stars in the Market

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According to the 2023 market report by SPINS, we have identified two mushroom extract products with immense potential: Lion's Mane Mushroom Extract and Turkey Tail Extract. These two extracts are quickly gaining prominence and sparking a market trend.

The report reveals that Lion's Mane Extract has been integrated into popular functional beverages, health bars, and gel products, resulting in a significant increase in sales. Notably, functional beverages like 'Kombucha' have experienced a year-over-year sales growth of 158.2%. This strongly indicates that consumers have a keen interest in and acceptance of products containing Lion's Mane mushroom components. Similarly, Turkey Tail Extract, rich in polysaccharides, has seen a substantial sales growth of 226.6% when combined with functional beverages.

If you are in the food and beverage industry, we recommend keeping a close eye on and leveraging the market trends of these two products.

2、How to select popular products from those already available?

Do you already have your own product line? Do you want to pick the most attractive products from it to match market trends? We specialize in finding mushroom extracts that resonate deeply with consumers based on your product and brand positioning. Then, using market research and trend analysis, help you identify the most appealing product options for the market.

2.1 Choosing Mushroom Extracts Based on Product Positioning

2.1.1 Identify Target Audience

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When you want to combine market trends with your own products to select the most suitable offerings, the first step is to identify who the core consumers of this product will be. According to data from the Chinese innovation technology consulting firm Herbridge, here are the top ten health categories:

Health Category2022 Sales ($)2021 Sales for the same period ($)Growth Rate (%)
Digestive Health148,287,872151,830,989-2.3%
Cold & Flu99,634,00394,525,7925.4%
Emotional Support66,025,02063,463,6324.0%
Bone Health61,881,20061,412,9750.8%
Energy Support56,897,71160,062,366-5.3%
Cardiovascular Health43,630,58242,572,4262.5%
Pain & Inflammation43,105,21044,549,251-3.2%
Hair, Skin & Nails41,937,66242,728,092-1.8%
Cognitive Health38,382,28236,631,9634.8%

Your consumer groups can be broadly categorized into health enthusiasts, senior citizens, and young adults. Based on their age and the top ten popular health categories, it's easy to understand what these groups are interested in.

Health EnthusiastsBone health, Energy support, Pain and inflammation
SeniorsDigestive Health, Bone health, Cardiovascular health, Pain and inflammation, Cognitive health, Sleep
TeensEmotional support, Cognitive health, Sleep

With these focal points in mind, you can more precisely select suitable mushroom extracts to meet the needs of different consumer groups.

2.1.2 Matching Mushroom Extracts with Product Positioning

Now that we've identified the preferences of different consumer groups, it's time to match it to the product.

1.  Health Enthusiasts

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● Key Health Categories

Bone health, Energy support, Pain & inflammation.

● Our Mushroom Extract Recommendations

(1)Cordyceps Extract
According to a study in the "Alternative and Complementary Medicine Journal," Cordyceps is considered a natural energy booster, similar to superfoods like maca or cocoa. It's commonly used to fight fatigue, relieve muscle soreness, and prevent weakness. So, it works great for health-conscious athletes dealing with muscle pain.
(2)Lion's Mane Mushroom Extract
A 2015 Japanese study found that Lion's Mane Mushroom can reduce inflammation in fat tissues. Additionally, the polysaccharides in mushrooms can enhance the immune system, providing strong support for health enthusiasts facing inflammation issues.
(3)Reishi Extract
Research indicates that after taking Reishi supplements for 8 weeks, fatigue is reduced, and overall health improves. Another study in 2012, focusing on breast cancer patients, discovered that after 4 weeks of using Reishi powder, fatigue, anxiety, and depressive symptoms decreased, improving their quality of life. Hence, it's a good choice for tackling fatigue and emotional issues.
(4)Chaga Extract
A 2022 study published in the "Molecules" journal showed that Chaga can regulate the production of harmful cytokines, helping control inflammation, autoimmune diseases, and other ailments. This makes it a powerful support for managing inflammation and immune issues.
(5)Turkey Tail Extract
An animal model study found that Turkey Tail Mushroom extract can enhance endurance and strength in mice. Therefore, it provides additional endurance and strength for athletes and helps with energy recovery, particularly beneficial for improving athletic performance.
(6)Shiitake Extract
Shiitake mushrooms offer various health benefits due to their rich content of B vitamins. Vitamin B3, also known as niacin, plays a crucial role in supporting energy production and overall health. This makes Shiitake Mushroom Extract an ideal choice for providing energy support and alleviating post-exercise pain.

2.  Elderly Individuals

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● Key Health Categories

Digestive health, Bone health, Cardiovascular health, Pain & inflammation, Cognitive Health, Sleep.

● Recommended Mushroom Extracts
(1)Lion's Mane Mushroom
According to research published in the "International Journal of Medicinal Mushrooms," supplementing with Lion's Mane Mushroom for 8 to 16 weeks can help improve mild cognitive impairment in the elderly. Additionally, Lion's Mane Mushroom can assist in preventing heart disease and improving gastrointestinal function, promoting digestive health.
(2)Reishi Mushroom
Scientific studies indicate that Reishi Mushroom can reduce inflammation in blood vessels and balance hormone levels, contributing to enhanced cardiovascular health and lowered blood pressure in the elderly, making it a valuable supporter of heart health.
(3)  Chaga Mushroom
As reported in the "Journal of Ethnopharmacology," Chaga Mushroom is rich in antioxidants. Furthermore, for elderly individuals dealing with insulin resistance, polycystic ovarian syndrome, or type 2 diabetes, the use of Chaga Mushroom may help lower blood sugar levels and improve insulin sensitivity.
(4) Cordyceps Extract
Based on animal model research published in the "Journal of Ethnopharmacology," taking Cordyceps extract can enhance the activity of antioxidants in the blood, such as superoxide dismutase and glutathione peroxidase, thus potentially slowing down the aging process and promoting cognitive health. Additionally, a report in the "Pharmacology" journal suggests that Cordyceps extract can help reduce heart and liver damage in elderly mice with kidney disease.
(5)Turkey Tail Extract
A study suggests that in research on a mouse model of Alzheimer's disease, combining Turkey Tail Mushroom extract with antioxidants found in Ginkgo biloba can improve memory and reduce brain damage in elderly individuals.
(6)Shiitake Extract
Medical research has found that Shiitake Mushroom contains a unique enzyme that helps prevent blood vessel constriction, thereby lowering blood pressure and providing support for cardiovascular health.

3.  Teenagers and Young Adults

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● Key Health Categories

Emotional support, Cognitive Health, Sleep.

● Recommended Mushroom Extracts
(1)Lion's Mane Mushroom
Research in mice has shown that effective polysaccharides extracted from lion's mane mushrooms can effectively combat fatigue. Lion's mane mushroom supplements help improve sleep quality and reduce the negative impact on mental health. Therefore, they have a significant role in addressing the high levels of stress faced by young people today.
(2)Reishi Mushroom
Scientific research indicates that reishi is a calming adaptogen that can improve adrenal function, helping the body cope with various sources of stress. Similar to other adaptogens, reishi also supports the nervous system, especially in reducing symptoms related to stress, such as anxiety and sleep issues. Therefore, it plays a significant role in alleviating stress issues faced by young people today.
(3) Shiitake Extract
Research conducted at the University of Florida, as published in the "Journal of the American College of Nutrition," has found that shiitake mushrooms are rich in various antioxidants that can significantly reduce overall oxidative stress, helping to alleviate the burden of stress. Shiitake mushroom extract is highly suitable for relieving the high-stress levels experienced by young people today.

These extracts can aid teenagers and young adults in enhancing learning efficiency, maintaining emotional stability, and ensuring good sleep quality during their growth and learning phases.

By choosing our premium-quality mushroom extracts, you're not just purchasing a product; you're investing in a solution. As a leading supplier, we're committed to providing extracts that not only cater to market needs but also stand out in quality, ensuring your brand's competitive edge.

2.2 Selecting Appropriate Mushroom Extracts Based on Brand Positioning

Your brand positioning is a crucial factor in determining your unique place in the market, and selecting the right mushroom extracts can enhance your brand. Now, let's delve into how to choose the most suitable mushroom extracts based on your brand positioning.

2.2.1 Defining Brand Positioning

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Firstly, the brand needs to clarify its target audience and its position in the market.

Brand PositioningSuitable Product CategoriesPrice Range
Premium or Luxury BrandLion's Mane Polysaccharides 30%1kg, $28-31
Mid-range BrandLion's Mane Powder 99%1kg, $13
Affordable and Value-oriented BrandLion's Mane Extract 10:11kg, $9.8

1.  High-end or Luxury Brands: They seek more than just product functionality; they desire the unique experience and symbol of identity that the brand brings. The products from these brands are relatively higher in price, but their purity and effectiveness are remarkable, catering to the needs of upscale consumers. For instance, Lion's Mane polysaccharide extract at 30%, priced at 1kg, $28-31, carries a higher cost compared to other types. However, its high purity and premium qualities make it a preferred choice for high-end or luxury brands.

2.  Mid-range Brands: These brands target consumers looking for a balance between quality and affordability. The desired products should possess certain qualities while maintaining reasonable pricing. Lion's Mane powder at 99% purity is priced at 1kg, $13, making it a good option for mid-range brands with its moderate purity and price.

3.  Affordable Quality Brands: These brands cater to the mass market, where the primary consumers prioritize price but still expect a certain level of quality. For instance, Lion's Mane extract at a ratio of 10:1, priced at 1kg, $9.8, offers a great value proposition, making it ideal for this type of brand positioning.

The examples above are based on common Lion's Mane extract variations in the market. If you would like to inquire about other popular products, please consult relevant personnel or contact us.

2.2.2 Defining Brand Image

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As consumer incomes continue to rise, the pursuit of healthy foods has become more defined. Particularly in the American market, consumers' focus on food safety, nutritional value, and medical benefits has become a prevalent trend. Since mushrooms are widely used in traditional Chinese medicine and are even referred to as "elixirs of longevity" and "mushrooms of immortality," the market under study is expected to have substantial demand for medicinal mushroom extracts in the Asia-Pacific region. In light of this, to meet consumers' demands, brands should emphasize the natural attributes of their products and pay attention to the sourcing of raw materials.

As a Chinese mushroom extracts supplier, we deeply understand the significance of the brand image, especially in the current consumer environment that values natural and healthy products. Therefore, we pledge to provide you with the purest, most natural, and medically effective mushroom extracts, aiding your brand in better communicating with your target consumers. We aim to fulfill their quest for natural health products, earn their trust, and foster loyalty.

2.2.3 Selection of product form

In the current wave of health-conscious consumption, mushroom extracts have gained increasing attention due to their natural properties and benefits. For businesses, choosing the most appropriate product form based on their brand and market positioning is crucial.

1.  Dietary Supplements

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In the realm of dietary supplements, capsules and powders dominate. For instance, Real Mushrooms has captivated many consumers with its organic lion's mane capsules. Each capsule contains 1000mg of lion's mane extract, making it a popular product in the market because of its ease of intake and efficient absorption. On the other hand, Gaia Herbs Immune Shine offers a unique blend of mushroom and herbal powder supplements, presenting consumers with a fresh alternative to traditional supplement forms.

2.  Beverages

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According to data released by SPINS for 2023, the food and beverage track is growing rapidly, up 19.5% year-on-year, with sales of related products reaching $642 million. Four Sigmatic has cleverly combined mushroom extracts with everyday beverages to provide nutritious and flavorful options for health-conscious people. Their mushroom extract beverages have become a new favorite in the health drink market. 

3.  Food

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For those passionate about cooking and gourmet experiences, Om Mushrooms' powdered extract enriches dishes with nutrition and a distinctive flavor. This versatile form of the extract easily blends into various recipes, adding a natural taste and health benefits.

4.  Beauty

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With the rise of natural beauty products, the use of mushroom extracts in the beauty industry is also gaining prominence. Dr. Andrew Weil for Origins™, with its reishi-infused toner, has tapped into this trend, offering consumers a skincare choice that harmonizes nature with science.

From these successful brand examples, one thing is clear: Choosing the right extract form, aligned with brand positioning, market goals, and consumer preferences, is key for a brand to stand out in the market.

3.  Success Story of a Renowned Brand

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Mud\Wtr, with its sharp market intuition, quickly recognized the rapid growth trend in the food and beverage industry, especially in the mushroom coffee sector. They clearly understood that the booming mushroom coffee market is closely linked to consumers' increasing awareness of the health benefits of mushrooms. As people's income levels rise, the demand for healthy foods becomes more intense.

To meet this market demand, Mud\Wtr introduced a unique beverage that blends tea, cocoa, spices, and four high-quality mushroom extracts (Lion's Mane, Chaga, Cordyceps, and Reishi). These mushroom choices not only reduce caffeine intake but also allow consumers to savor the pleasure of coffee.

Leveraging partnerships and ambassador programs, Mud\Wtr gathered a host of health bloggers and media experts on social platforms to promote their brand. With the enthusiastic reviews from these social media influencers, Mud\Wtr's brand image quickly rose to prominence, attracting a large consumer base. In just six months, their revenue surpassed six figures, and they successfully raised an investment of 1 million dollars.

To further strengthen its brand image and market share, Mud\Wtr adopted a series of innovative marketing strategies. Notably, their commitment to a natural and organic brand philosophy stands out. Their earth-toned packaging and unique hand-drawn design, loved by consumers, emphasize the brand's commitment to health and nature.

The remarkable success of Mud\Wtr can't be separated from the outstanding mushroom extract suppliers behind them. Just like our company, as a leading mushroom extracts supplier in the industry, we consistently provide top-quality mushroom extracts and offer OEM packaging services to clients. This ensures that brands maintain strong market competitiveness and uniqueness. If you're aiming for market leadership, we look forward to joining hands and creating brilliance together.

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In the dynamic world of business, understanding the market and positioning one's products aptly is paramount. As illustrated in this guide, it's essential to gauge consumer perceptions and market trends when considering mushroom extracts as a potential product line. By identifying target audiences, ensuring products match their positioning, and aligning them with a well-defined brand image, businesses can navigate the complex market terrain more effectively. As you move forward, let the insights from this guide be the foundation upon which you build a thriving and resonant brand in the mushroom extract industry.

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