Why Health Retailers Are Adding Medicinal Mushrooms to Their Shelves in 2025

Andis Kaverskis
Oct 2
3 min read

The global demand for medicinal mushrooms is skyrocketing in 2025. Once a niche superfood, mushrooms like chaga, reishi, lion’s mane, and cordyceps are now being embraced by mainstream retailers, supplement brands, and distributors worldwide.

With the medicinal mushroom market projected to reach over $12 billion by 2025, forward-looking health retailers are adding these products to their shelves to meet rising consumer demand. But what’s driving this growth, and how can retailers benefit? Let’s explore.

Market Growth Driving Retail Demand

The global functional mushroom market is expected to hit USD 12.09 billion in 2025, with a CAGR of ~9%. (Mordor Intelligence)
U.S. sales of mushroom-based foods and drinks have surged 450% since 2021.(Axios / Guardian)
Europe is seeing strong demand for natural adaptogens and immune-boosting ingredients, with mushrooms leading the charge. (Nutraceuticals World / Innova Market Insights)

Key takeaway: Medicinal mushrooms are no longer niche - they’re a growth category with proven demand in both North America and Europe.

Glass jars with dried medicinal mushrooms and mushroom powder for wholesale distribution — Raw Era offers premium medicinal mushrooms - sustainably sourced, 100% natural, available as dried pieces or powder for wholesale buyers.

Why Retailers Are Stocking Medicinal Mushrooms

Product Differentiation

Retailers can stand out by offering innovative mushroom-based products, from powders and capsules to coffee blends.

Clean Label, Plant-Based Appeal

With 61% of supplement consumers prioritizing natural and plant-based ingredients, mushrooms perfectly align with current consumer preferences.

Benefits Beyond Basics

Medicinal mushrooms target trending wellness needs:

Immunity (Chaga, Reishi)
Stress & Adaptogen support (Reishi, Cordyceps)
Cognitive performance (Lion’s Mane)

Cross-Category Growth

Mushrooms are showing up in teas, coffees, nutrition bars, and even skincare. Retailers can benefit by tying mushrooms into multiple categories.

Premium Pricing

High-quality mushroom products command premium prices and margins — attractive for both retailers and distributors.

Medicinal mushroom gummies for wholesale and retail wellness markets — Functional mushroom gummies are part of the fast-growing supplement market, offering retailers new opportunities for consumer-friendly products.

Key Considerations for Retailers

Quality Assurance: Work with suppliers who provide Certificates of Analysis (COAs) and transparent sourcing.
Product Mix: Offer multiple formats (powder, capsules, extracts) to appeal to different buyer preferences.
Education: Provide shelf talkers, blog content, and QR codes to educate customers on mushroom benefits.
Regulations: Avoid unapproved medical claims - focus on wellness benefits like supporting immunity or promoting focus.
Sustainability: Consumers care about how mushrooms are harvested and produced.

Close-up of natural mushroom supplement capsules with green herbs in background — Mushroom capsules remain one of the most popular supplement formats, offering retailers a trusted, convenient way to deliver medicinal mushrooms.

What Retailers Should Consider When Adding This Line

Factor	Why It Matters	Tip / Recommendation
Quality & Transparency	Consumers are skeptical. Claims must be backed by lab tests.	Ask your supplier for Certificates of Analysis (COAs), third-party testing, and transparent sourcing.
Form & Format	Powders, capsules, extracts, blends — different customers prefer different formats.	Offer a mix: powders for DIY, capsules for convenience, and blends for ready use.
Education & Marketing	Mushrooms are still “novel” for many customers.	Provide shelf tags, QR links to articles, or mini info cards on key species (like chaga, reishi).
Regulations & Claims	Health claims are tightly regulated.	Avoid disease treatment claims. Use symptom support language where legal.
Packaging & Branding	Attractive, clean design with storytelling helps customers trust and explore.	Emphasize natural, wild-harvested, sustainable practices, and source story.
Inventory & Shelf Life	Some mushroom products oxidize or lose potency over time.	Work with your supplier to ensure fresh inventory and review expiration cycles carefully.

Open book with mushroom illustration, red candle, cinnamon stick, fruit, and mug on dark wood. Red blanket drapes from the side. Cozy setting. — Medicinal mushrooms have been studied and documented for centuries, with modern science now validating their traditional wellness uses.

Market Signals in 2025

UK retailers like Holland & Barrett are expanding mushroom ranges.
Mainstream supermarkets are adding functional mushroom drinks and snacks.
European supplement launches increasingly feature adaptogens and mushrooms.

Conclusion: The Future of Functional Mushrooms in Retail

By 2025, medicinal mushrooms are becoming essential for health retailers. They offer strong consumer demand, premium pricing, and cross-category growth opportunities.

Action Steps for Retail Partners:

Start small with a curated set (e.g. chaga, reishi, lion’s mane).
Use clear benefit-focused positioning (immunity, cognition).
Support the launch with in-store education, tasting/sample programs, and shelf talkers.
Prioritize trusted suppliers with lab-tested, transparent sourcing.
Expand into blends or cross-category pairings as demand grows.

👉 At Raw Era, we provide 100% natural chaga mushrooms and a growing range of medicinal mushroom products, available in wholesale and white-label solutions.