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Nick Morgan
Founder and managing director
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https://www.nutritionintegrated.com/knowledge-hub/the-penetration-of-mushrooms
One data insight we were keen to answer when reviewing the amount of activity in mushroom based innovation was which product categories use mushrooms most frequently.
There are two charts shown; the first for Europe, the second for the US & Canada. Both emphasise that mushrooms are used extensively in all brain related categories. This is to be expected.
However, for both geographies, mushrooms has a high prevalence in superfood powders, whether added to a greens powder or being part of a superfood adaptogen blend.
There is also the emergence of mushrooms in women's health and pre-workout products.
Put simply, there is continued scope for mushrooms to penetrate any type of category or product.
Mushroom use across product categories: Europe
Mushroom use across product categories: US & Canada
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