Better-for-you and functional nutrition.
Functional mushroom beverages — once a Whole Foods-only category — are hitting Target, Kroger, and 7-Eleven endcaps as the 'better-for-you energy' category fragments.
May 21, 2026
The category that lost its tech-bro identity has found a second life with the 12 million Americans on GLP-1s.
May 20, 2026
Cottage cheese has gone from grandmothers fridge to the fastest-growing dairy SKU in the high-protein set.
May 20, 2026
Grass-fed is no longer a sub-segment of organic — its the new top of the dairy category.
May 20, 2026
The most studied sports supplement of the last 30 years is breaking out of the gym-bro aisle into RTD beverages, gummies, and even cereal.
May 13, 2026
Four Sigmatic blazed the trail. Now Folgers, Maxwell House, and major private labels are launching mushroom-blended coffee for the mainstream aisle.
May 13, 2026
Lactalis, Chobani, and a wave of upstart brands are racing to reposition yogurt as a daily functional food — and consumers are paying $1.50–$2.00 more per cup for it.
May 12, 2026
Mushroom coffee blends and adaptogenic lattes are crossing into mainstream coffee and grocery channels.
May 5, 2026