Mushroom coffee is gaining popularity in the UK as a trendy alternative to traditional morning beverages, with health food retailers reporting a surge in demand for 'functional mushrooms' such as reishi, lion's mane and chaga. Holland & Barrett noted a 50% increase in online searches for these products compared to last year, reflecting growing consumer interest in fungi-based drinks and supplements.
However, a recent investigation by consumer watchdog Which? has cast doubt on the health benefits touted by manufacturers. The report categorised many mushroom products as 'health products you don't need', citing insufficient evidence to support their efficacy. Researchers found that authorised health claims on packaging often stemmed from added ingredients like omega-3 and vitamins B12 and D, rather than the mushrooms themselves.
Despite the scepticism from scientists, brands such as Dirtea, Spacegoods and Reformed are thriving, with Spacegoods expecting to turn over £10m this year. The products appeal to consumers seeking to reduce caffeine intake or embrace 'ancient wisdom' trends like Ayurveda and Chinese medicine, according to Kiti Soininen of Mintel. Neil Marrakchi, co-founder of Reformed, explained that his blend, which costs £40 per packet, aims to create 'the healthiest coffee in the world'.
Critics argue that any perceived benefits may stem from lower caffeine content rather than the mushrooms themselves. Professor Nicholas Money, a mycologist at Miami University, has previously dismissed some claims as lacking scientific backing. Nonetheless, Spacegoods founder Matthew Kelly defended his product, noting that 15,000 monthly subscribers attest to its effectiveness, though the company has yet to conduct its own clinical trials.
