The Grocer Dec '25: Health has become more than a fleeting fad
Rachael Hall, Director of Health & Beauty at Love Mushrooms, comments:
“The concept of healthy living has seen significant rise in the past few years, driven by the desire for feeling good overall and improving productivity. Social media has been the forefront of this gradual shift, with it being a database of millions of opinions on how to live a healthy lifestyle. Another driving factor toward healthy living is the continued focus on vitamins and supplements. Across the media you will see numerous articles on the best supplement to take and what mushroom supplement would work for you, and the ever-changing trend of mushroom supplements.
Mushrooms have been long used in Eastern medicines, they are widely known for having profound health benefits and are only now being truly celebrated in Western markets. Love Mushrooms has evolved over time to build a carefully curated mushroom-led range of products that support natural living with plant-based and sustainable well-being.
“Mushrooms are one of the most sustainable species on the planet, widely known for their environmental benefits. Mushrooms require minimal resources to grow, alongside emitting a low carbon footprint, and even helping store CO₂ in the soil. Moreover, Love Mushrooms capsules and tinctures are created using organic inputs at each stage of production, which is extended further at their warehouse partners maintaining our organic standards.
“At Love Mushrooms, what stands out is one of the only UK brands dedicated to creating premium mushroom-based vegan, sustainable products. We are approaching a future where mushrooms become essential elements in everyday clean food economies in a cruelty-free, chemical-free, harmonious approach.
“Our tinctures are developed over 90 days using organic substrate and grain spawn. After the inoculation stage, we begin the process, extracting the fruit bodies using a sweet date with warm alcohol, using pure reverse osmosis water. Once separated well, we mix and emulsify with natural organic vegetable glycerine, then cure for another seven days.
Across our range, we have created capsules and tinctures using different functional powers of mushrooms. We call it the Plus range because it’s Lion’s Mane plus the good stuff — ingredients like ashwagandha, magnesium, multivitamins, zinc, and vitamin D3 to support focus in everyday life. Our core range, which includes Lion’s Mane, also consists of Cordyceps for energy, and Reishi for calm.”
The brand’s new skincare range includes a collagen face cream and moisturising serum to create new products that are both effective and sustainable. Each item is created using cruelty-free, paraben-free, vegan ingredients, offering a more sustainable solution without compromise. The Love Mushrooms Skincare range will consist of a toner, cleanser, face serum, moisturising cream, and final wash. The face serum also has a pleasant gel feel to get the job done. The Love Mushrooms Empower collagen capsules complement the range, bringing an added boost of collagen for overall wellness.
“While many skincare ranges promise results, none deliver the way the basics really do. Non-superficial products deliver noticeable improvement in skin elasticity and appearance, and create a calm and enjoyable experience that aligns with everyday living. This industry is saturated with products and not many are impactful,” says Hall. Marketing Manager, Jess Hymer, adds, “In recent years, across all buyer insights, people want a more holistic life: feeling good on the inside means they also want to feel good on the outside. Wellness used to focus on food and supplements, however customers now want an all-round wellness routine that covers all key areas: everyday living, nutrition, snack bars (+31% in two years), Circana, which prioritise natural ingredients; and Lifestyle Energy Bars (+23.5% in two years), Circana, which focus on added protein. This represents a real shift towards holistic health. Consumers want products that create genuine benefits, and why it’s good for them, and they want to understand what they are doing and why. This means that the demand for honest, recognisable ingredient lists is higher than ever. This scrutiny has brought more conversation around over-processed foods and chemicals in simple beauty products, and what kind of transparency they offer to the consumer.”
Shoppers now knowingly check ingredient lists on everything they buy, making this trend you find in your store extremely important. If you remove artificial additives and sweeteners while continuing to innovate, you give buyers a chance to make clean, safe, and informed decisions.
“As a brand, our aim is to provide all our customers with a sustainable, good, and honest routine, that’s easy to follow. Our brand has a steadfast, reliable message: our earth is our number one superfood, making mushrooms one of the best ingredients available due to their powerful makeup. And by supporting our sustainable approach, you are part of making that change,” says Hall.
“We are really excited to see the range grow in the next few years.”