‘Supplier Cautioning About Mushroom Hype Cycle’

Robin Gurney, the founder of Musheez (formerly Natural Chaga) based in Estonia, has been supplying a variety of mushrooms in various formats since 2020, observing the increasing demand for these supplements across Europe.
The growth in demand for these supplements​ across European territories.

Currently distributing to about 50 brands in 20 countries, Gurney is happy to see the products generating consumer demand​, but he is concerned that the market may crash if flooded with low-quality imitations and exaggerated marketing claims.

“I am concerned about the ‘hype cycle’ where things peak and then decline and plateau,” he said. “We are currently at that peak, and my worry is the abundance of poor-quality products on the market lacking health-benefiting compounds like beta glucans and polysaccharides.

“We see many people jumping on the bandwagon, purchasing the cheapest form of the active ingredient available, and then executing high-quality marketing campaigns. Consumers buy these subpar products, which end up having no benefits, leading them to blame the mushrooms.”

Gurney emphasized that poor consumer education and marketing hype pose significant risks in the mushroom industry due to the varying effects of the active ingredients on different individuals.

“For some, a product may provide excellent sleep benefits, while for others, it may boost energy. Mushrooms are complex and affect individuals differently,” he said. “However, brands tend to focus on one aspect of a mushroom or a specific research finding.”

He highlighted that most consumers lack the knowledge to assess the quality of mushroom supplements. Therefore, they need education on how to read labels and identify compounds of interest to ensure they choose the best product.

Gurney explained that the cognitive health benefits of lion’s mane come from beta glucans, hericenones, and erinacines.

“Without these components, a supplement is unlikely to have any effect,” he added, noting that consumers may not realize that the fruiting body of the mushroom is where most scientific research is conducted, while the roots or mycelium have less evidence. Another indicator of quality is the extraction ratio, indicating the amount of raw material used to produce a gram of powder.

The big sellers​

Musheez offers a wide range of organic mushroom supplements from the Estonian forest, with lion’s mane, cordyceps, reishi, and chaga being the top sellers appealing to different needs.

Talking about popular formats, Gurney mentioned that brands are seeking innovative formats to differentiate themselves and offer consumers a unique experience. Musheez recently introduced shots, mouth sprays, and lion’s mane and raspberry gummies.

“Consumers want a twist on the product to stand out, whether through a new format, flavor, or additional ingredient like ashwagandha,” he said.

The company’s top product is a unique dual-extract alcohol-free tincture made through alcohol extraction. This product provides the benefits of alcohol-based compound extraction with the alcohol removed for consumers.

“Especially popular among the younger demographic in France, Holland, and the UK, this product meets the demand for an alcohol-free option with the benefits of alcohol extraction, making it our bestseller due to its unique offering.”

In terms of consumer territories, Gurney noted that Eastern Europeans show more interest than Western Europeans due to the traditional foraging culture and inherent understanding of the health benefits of these ingredients.