We are a German company so no surprise we sell the most of our mushrooms at home. Otherwise the top 5 country list experienced some rather big changes compared to 2023.

As you can see from the graph, medicinal mushrooms are booming in Great Britain and in France. We increased our sales so much to those countries that they shot up to the top 5 in one year alone.

To some countries we sold less mushrooms than we did in 2023. But of the 34 countries that we sold to, we were able to increase sales in 24 of those countries. And we also sold to four new countries that we did not sell to in 2023.

Next, let’s dig a bit deeper into the countries in which we increased our sales the most.

Top 5 countries with the biggest revenue growth and placement in terms of revenue in 2024

All the countries in the chart above experienced triple-digit growth.

United Kingdom and France were unsurprisingly also the two countries with the biggest revenue growth. Also, although we might have sold less to some other countries, Belgium, Lithuania and Slovenia experienced a lot of growth.

As mentioned before, medicinal mushrooms have experienced a huge rise in popularity in the UK. According to a YouGov survey from 2024, 44% of Britons are interested in functional mushrooms. They also most likely will choose them for their potential to give more energy and help to sleep better.

The UK market has seen a surge of mushroom coffee types of products that have the potential to do exactly that. We’ve also seen these products marketed also here in Germany. Just recently the popular retailer Marks & Spencer added a new range of medicinal mushroom enhanced juices to their selection. Let’s see how the masses in the UK will embrace these drinks.

But it’s not just the big countries that are driving growth. Mushrooms are also booming in smaller Western and Eastern European countries. Of course, people in Eastern Europe have been using mushrooms not only for food but also for health purposes for centuries. But it’s great to see them embracing our mushrooms from the West, which is not always the case.

New countries in 2024

Last year we also sold to Israel, Monaco, Turkey, United States and Cyprus, what we didn’t do in 2023. Although the revenue numbers were small, it’s great to see potential for (our) medicinal mushrooms outside of Europe as well.

Top 5 most popular mushroom species in terms of revenue

Reishi is our most popular mushroom species, which is not surprising since it is basically the most famous medicinal mushroom in the world. Its potential benefits range from anti-aging to immune system boosting and detoxification. There’s almost nothing that reishi can’t alleviate.

However, let’s see how long its rein will continue because lion’s mane, cordyceps sinensis and turkey tail had far more impressive revenue growth.

The popularity of lion’s mane has skyrocketed, and of course we’ve seen that in our sales. And it is no wonder as the mushroom can potentially help reduce stress and improve concentration and sleep, which is something that many of us are looking to improve right now.

Cordyceps on the other hand was already known thanks to the popular game and TV series “Last of us”. But luckily its real potential is a lot better than what the TV series depict. Also it help us to fight stress, anxiety and tiredness, and even alleviate menopause symptoms.

Chaga is also one of the most well-known medicinal mushrooms, especially in Eastern and Northeastern Europe. Its potential lies in supporting stomach or gut issues and with skin troubles. Turkey tail is also being heavily studied for its potential to support patients going through traditional chemotherapy, so this at least partially explains the mushrooms growing popularity.

There is a great variety of medicinal mushrooms beyond the capabilities of the “big three.” This has been noticed by our customers, as only one of the big three has made it into the top 5 mushroom species with the greatest sales growth.

Top 5 mushroom species with the most revenue growth

The list of the top 5 fastest growing mushroom species shows that not everyone buys reishi and lion’s mane, but a few mushrooms are “bubbling under.”

Polyporus could be a very interesting ingredient for the hair care industry as it might be able to reduce and prevent hair loss. Auricularia on the other hand could be helpful in the case of high blood pressure.

It should be noted that despite the almost tenfold growth, the revenue from Agaricus bisporus is less than 1% of the total revenue in 2024. But, it’s still great to see other not-so-well-known medicinal mushrooms slowly booming.

All our mushroom species, except for tremella, experienced a double-digit revenue growth in 2024. However, little tremella shouldn’t be overlooked, although it’s now very well known here in the Western world. In Asia it is often used in cosmetics because of its moisturizing capabilities and potential to help with skin issues. So, next to the tinder fungus mushroom, tremella could be the next big thing in the cosmetics industry as a natural moisturizing ingredient.

There are so many species of medicinal mushrooms with potential benefits that even reishi can’t offer. The potential for a wide range of medicinal mushroom product types is far greater than one might think.

Top 5 products in terms of revenue

The top 5 most popular products are again no surprise when you look at what our most popular mushrooms are. While in 2023 four out of five products in the top 5 list were reishi products, last year lion’s mane made it to the top with two products.

Extract is the most potent dosage form in comparison to powder, which explains its popularity. It can be used in basically any type of products from dietary supplements in capsule form to functional foods and beverages like mushroom coffee and snack bars.

However, in certain cases powder is a better choice than extract, and coincidentally two examples are also our 4^th and 5^th most popular product types.

Reishi powder is better suited when one is trying to relax, whereas the extract usually has a more energizing impact. Lion’s mane extract has the potential to reduce stress and improve concentration and overall mood, whereas the powder can help with digestion issues.

The difference in potential effect is that the extract, when taken as a capsule for example, takes longer to digest and thus “travel” all the way to the intestines. Powder is often digested by the body already in the stomach and can therefore act right where the problem lies.

It goes to show it’s important to pay attention about not only the mushrooms’ different properties but those of the different dosage forms as well.

There was, however, another notable change that happened in 2024 in comparison to 2023: The rise of organic products.

In 2023 we had a lot more conventional products among the top 5 products. The growing interest in organic products has changed the preferences of our customers, as most likely their customers are more interested in buying organic products.

Last words

What a year 2024 was! And just by looking at the sales figures from January 2025, it doesn’t look like it’s going to slow down.

We expect the interest in medicinal mushrooms to grow even more, as more and more people will become aware of them. Medicinal mushrooms’ potential health benefits fit exactly those of current consumer health and wellness trends: more energy, better sleep, more focus, healthy aging, among others.

People also want to reach those health goals conveniently, which increases the interest towards functional food and beverages.

There are also a lot of medicinal mushroom species beyond reishi, lion’s mane and cordyceps, offering other potential health benefits from hair growth to skin health. Another big consumer trend is “beauty from within,” which calls for not only using lotions and serums on the outside but also focusing on what we eat to look our best.

We are excited to be a part of offering people potential help with their health issues and helping them live healthier lives in 2025 and beyond. If that’s also part of your company’s mission, then get in touch.