# Mycelium-Powered Beverages Host Defense Mushrooms' MycoBrew Beverages Share Functional Benefits By Laura McQuarrie | Published 2021-09-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/mycobrew-beverages References: [newhope](https://www.newhope.com/products-and-trends/nfm-new-product-showcase-septemberoctober-2021/gallery?slide=18) & [hostdefense](https://hostdefense.ca/products/) Host Defense Mushrooms' MycoBrew Beverages can be found in convenient grab-and-go pouches that are full of superfoods and [functional benefits](https://www.trendhunter.com/trends/mushroom-powders). Available in four flavors, the products include varieties like Matcha, Coffee, Cocoa and Mocha, each of which supports a different state. While the Matcha variety is best for energizing and uplifting, the Coffee is activating and awakening. Thanks to the power of USA-grown [lion's mane mushroom](https://www.trendhunter.com/trends/tenzing-natural-energy-lions-mane), the beverages put a twist on their conventional counterparts without adaptogens. Lion's mane mushroom is known as the "smart mushroom" thanks to the way it supports brain and neurological health. Used to enhance [cognitive function and mood](https://www.trendhunter.com/trends/brainpower-stack), the ingredient is useful for supporting mental clarity, focus and memory. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 42% | Activity: 51% | Freshness: 10% - 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 ### Key Themes Behind This Trend - **Functional Beverages:** Opportunity for brands to create beverages with functional health benefits beyond traditional options. - **Mushroom-based Ingredients:** Opportunity for ingredient suppliers and food manufacturers to integrate unique and functional mushroom-based ingredients into products. - **Adaptogen Alternatives:** Opportunity for brands to develop functional beverages without adaptogens by using alternative ingredients like mushrooms. ### Where This Applies - **Functional Foods and Beverages:** Opportunity for companies in the functional foods and beverages industry to expand their product offerings with mushroom-based ingredients. - **Ingredient Suppliers:** Opportunity for ingredient suppliers to develop and supply unique mushroom-based ingredients for use in functional food and beverage products. - **Natural Supplements:** Opportunity for natural supplement companies to expand their product offerings with mushroom-based supplements that support brain and neurological health. ## Related on Trend Hunter - [Adaptogenic Soft Drinks](https://www.trendhunter.com/trends/muush.md) - [Adaptogenic Mushroom Beverages](https://www.trendhunter.com/trends/melting-forest.md) - [Mushroom-Enhanced Nitro Cold Brews](https://www.trendhunter.com/trends/mushroom-nitro-cold-brew.md) - [Mushroom-Based Coffee Products](https://www.trendhunter.com/trends/four-sigmatic.md) - [Functional Mushroom Beverages](https://www.trendhunter.com/trends/high-ground-elixirs.md) - [Functional Mushroom Energy Drinks](https://www.trendhunter.com/trends/milonga-yerba-mate.md) - [Mushroom-Enhanced Coffee Collections](https://www.trendhunter.com/trends/mushroom-coffees1.md) - [Functional Mushroom Drinks](https://www.trendhunter.com/trends/yay-mushrooms.md) - [Clarity-Promoting Mushroom Coffees](https://www.trendhunter.com/trends/mushroom-coffee2.md)