Brits are swapping flat whiles for mushroom coffees – but what’s really in the fungi brew, experts warn the wellness buzz may be more about the ‘clean’ branding than proven health benefits.
Mushroom coffee has become the latest trend, packaged in pastel tins and praised by people for its supposed “clean energy.”
Behind the buzz, mushroom coffee has become a booming industry, now worth over £2.5 billion globally, according to Power Brands and it’s not just wellness girls jumping on the fungi wave – UK cafés, legacy supermarkets and big-name online brands are all cashing in.
But while people are ditching their flat whites, many customers don’t understand what they’re sipping and mushroom coffee makes its way from niche wellness trend to supermarket shelves, we’ve put together all you need to know. It comes after a man claimed ‘I lost 10st in a year without jabs, surgery or going to the gym’.
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Mushroom coffee blends are typically made from ground coffee mixed with powdered medicinal mushrooms like lion’s mane, chaga, reishi or cordyceps and are classed as ‘functional mushrooms.’ – “It’s important to remember that functional mushrooms aren’t regulated like medicine. Some brands include such small amounts of active ingredients that the effects are negligible.” says Branding Expert, Darin Ezra from Power Brands.
They promise smoother energy, sharper focus, and less of that caffeine crash; we all dread. Some blends are totally caffeine-free, while others include espresso or instant coffee and people are calling it the wellness world’s answer to overstimulation.
What people often get wrong
It’s not psychedelic
Despite the name, mushroom coffee contains no hallucinogenic compounds. It’s made with functional mushrooms long used in traditional medicine. That said, the branding can confuse consumers, especially younger ones looking for a mind-altering twist.
It’s not always caffeine-free
While some blends are promoted as alternatives to coffee, many mushroom drinks still contain caffeine. Always check the label. Otherwise, that promised “calm focus” might still come with the jitters.
It’s expensive
Premium mushroom coffees often cost twice as much as regular coffee, with price tags reflecting perceived wellness value rather than proven results. Packaging plays a huge role here, especially in Instagrammable tins and TikTok-ready sachets.
It’s not a magic bullet
Studies suggest that lion’s mane may improve cognitive function and reishi may support immunity, but the evidence is still emerging. Many products use buzzwords that overpromise benefits not yet backed by robust clinical trials.
Why is it trending now?
Between burnout culture, sober-curious living, and the rise of self-care routines there is a shift in how we drink, shop, and manage stress and mushroom coffee seems to be the answer.
Curious meets wellness culture
With more Gen Z consumers avoiding alcohol and looking to wellness for daily rituals, mushroom coffee is positioned as a health-positive substitute. It’s marketed like a modern tea ceremony: spiritual, sleek, and self-optimising.
Aesthetically “clean”
TikTok-friendly packaging, pastel powders, and buzzwords like nootropic, clean energy, and biohack appeal to younger audiences. This demographic values transparency, minimalism, and mental health, and brands are tailoring their messaging accordingly.
Eco and ethical positioning
Many mushroom brands position themselves as sustainable and cruelty-free, aligning with Gen Z values around ethical consumption and plant-based alternatives.
Is it actually worth it?
According to Branding Expert Darin Ezra from Power Brands, mushroom coffee isn’t just a drink – it’s a lifestyle brand in disguise.
“Mushroom coffee isn’t harmful, and in some cases, it may offer benefits. But it’s also a masterclass in branding: selling calm, focus, and “clean energy” to a generation overwhelmed by modern life. As always, consumers should read the fine print before buying into the buzz,” says Darin Ezra
“Consumers today, especially Gen Z, are buying more than just ingredients; they’re buying identity. Functional coffee blends play into self-improvement narratives while offering the illusion of control over stress, energy, and productivity.” she adds
“This category thrives on the language of biohacking, and many mushroom coffee brands market themselves as science-backed, even if the research is preliminary. What makes them successful is the packaging and social proof: wellness influencers, TikTok reviews, and sleek visual branding.”