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Shift to preventative health and wellness-oriented lifestyles
Consumers globally are increasingly focused on living a preventative lifestyle and actively maintaining health and wellness through nutrition and natural therapies. This shift reflects a desire to avoid chronic diseases and medical interventions by supporting the body’s inherent self-healing abilities. As such, demand has grown enormously for “functional foods” and evidence-based herbal and plant-based remedies that provide an array of health benefits. Medicinal mushrooms are appealing to this demographic as a nutritional powerhouse that can be easily consumed as food or supplements.
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