Why are we drinking mushrooms?
The Cabinet
The Cabinet is an ideas company. Our work spans insight, innovation, strategy, branding and design.
From TikTok coffee trends to non-alcoholic beers, and better-for-you colas, mushroom drinks are ‘having a moment’. We ask, why is the fungi making its way into more and more drinks?
Ladies and gentleman, we’re living in the age of function over form. Yes, that’s right. Mushrooms may not look like the drinks ingredient we all need. However, functionally, apparently they are.
Said to have medicinal and healing properties, mushrooms are in some ways just the latest iteration of a wellness trend that has been chugging along merrily for the past few years. However, it has to be said, they’ve been a slow burn until now.
What is the cause in mushroom’s sudden rise to mainstream awareness? The culprit is TikTok. Collectively, mushroom coffee posts have garnered over 30 million views on the social media platform prompting numerous recent think pieces on exactly why the drink is trending.
When wellness meets social media
Specifically for mushroom coffee – which are made from a combination of coffee beans and powdered mushrooms, and can be drunk hot or cold – the ‘why’ lies in its similarity in taste to a regular coffee, minus the detrimental effects of caffeine, but plus a purported number of wellness benefits. Adaptogenic, therefore able to help the body better manage stress, the ingredient is also said to help reduce inflammation, improve immune function, cardiovascular health, gut health, and help alleviate fatigue. And, helpfully for mushrooms, flexing your discovery of this magical elixir to your wellness friends, has become a must for those that consume it.
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