# Adaptogenic Oat Beverages Lifeway MSHRM Oat is a New Line of Functional Mushroom Drinks By Laura McQuarrie | Published 2022-02-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/lifeway-mshrm-oat References: [prnewswire](https://www.prnewswire.com/news-releases/lifeway-foods-to-introduce-new-line-of-adaptogenic-functional-mushroom-beverages-at-the-2022-winter-fancy-food-show-301475813.html) & [lifewaykefir](http://lifewaykefir.com/investor-relations/)  [Lifeway Foods](https://www.trendhunter.com/trends/vegan-probiotic-beverage) is previewing Lifeway MSHRM Oat, its new line of [adaptogenic functional mushroom beverages](https://www.trendhunter.com/trends/oatmilk-adaptogens) at the Winter Fancy Food Show 2022. This new line joins the brand's range of cultured oat beverages and it shares the benefits of 10 live and active probiotic cultures plus heart-healthy beta-glucans. Fueled by adaptogens and functional mushrooms, the [ready-to-drink beverages](https://www.trendhunter.com/trends/yay-mushrooms) can be found in delicious flavors like reishi and vanilla for calm, the Support: Mushroom Immune Blend with Aronia and Focus: Lion's Mane Golden Milk with L-Theanine from Green Tea. Julie Smolyansky, CEO of Lifeway Foods, says "The release of our Lifeway MSHRM Oat comes at a time when consumers are seeking out innovative, functional beverages that taste great and include ingredients at the forefront of health research." ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 71% | Activity: 77% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Adaptogenic Beverages:** The rise of adaptogenic beverages presents an opportunity for companies to leverage functional mushrooms and adaptogens in their products. - **Functional Mushrooms:** The incorporation of functional mushrooms in food and beverage products is a trend that presents opportunities for innovative and health-focused brands. - **Probiotic Beverages:** The popularity of probiotic beverages creates a space for companies to include live and active cultures in their products to meet consumer demand for gut-health promoting options. ### Industries Being Reshaped - **Food and Beverage Industry:** The food and beverage industry has an opportunity to innovate by incorporating functional mushrooms and adaptogens in their product lines to meet the growing demand for functional and health-promoting food. - **Wellness Industry:** The wellness industry can further embrace the functional mushroom trend and offer mushroom supplements and beverages focusing on health and wellness. - **Natural and Organic Products Industry:** The natural and organic products industry can capitalize on the trend of probiotic and plant-based ingredients by offering beverages that meet the growing demand for health-promoting options. ## Related on Trend Hunter - [Adaptogenic Soft Drinks](https://www.trendhunter.com/trends/muush.md) - [Functional Mushroom-Powered Refreshments](https://www.trendhunter.com/trends/adapt-drinks.md) - [Adaptogenic Mushroom Beverages](https://www.trendhunter.com/trends/melting-forest.md) - [Adaptogenic Sparkling Waters](https://www.trendhunter.com/trends/sekwl.md) - [Functional Mushroom Drinks](https://www.trendhunter.com/trends/yay-mushrooms.md) - [Functional Mushroom Supplements](https://www.trendhunter.com/trends/mushroom-powders.md) - [Adaptogenic Mushroom-Powered Beverages](https://www.trendhunter.com/trends/trip-mindful-blend.md) - [Adaptogenic Iced Tea Lemonades](https://www.trendhunter.com/trends/space-tea.md) - [Adaptogenic Alt Milks](https://www.trendhunter.com/trends/oatmilk-adaptogens.md)