Mushroom coffee, a blend of coffee beans and medicinal mushrooms, is gaining traction in the beverage industry for its potential health benefits, including reduced inflammation, stress relief, and immune system enhancement. The global mushroom market is expected to reach $4.12 billion by 2030, driven by the perceived health advantages of mushrooms. Consumers are also showing interest in ready-to-drink beverages, ethical and sustainable sourcing, and unique flavour experiences. Post-pandemic, people are seeking ingredients like functional mushrooms to support their physical and mental health. However, the mushroom coffee industry faces challenges sourcing specific mushroom types and ensuring quality control. Some companies are exploring alternatives to coffee beans, such as lower-caffeine options. To succeed in this growing market, brands must carefully consider their target consumers and find the right balance between taste and health benefits.