Earlier this month, High & Dry partnered with KAM to produce a report examining the role functional mushrooms, adaptogens, nootropics and CBD products might play in the future of socialising.  

As many consumers take a step back from alcoholic drinks, the question of how this might transform social occasions is an important one, with a wave of new brands and products launching in an attempt to appeal to this growing demographic.  

The report notes that, from 2012 to 2023, the low & no category has grown from £2.1bn to £9.8bn, the CBD market has grown from £1.4bn to £16bn, and functional mushroom sector has grown from £2.6bn to £24bn. This growth arguably reflects changing dynamics in UK hospitality and retail, as well as changing global attitudes to cannabis and products derived from cannabis.  

High profile outings such as lion’s mane mushrooms being featured in the television programme Clarkson’s Farm have also contributed to the growing popularity and perceived health benefits of functional mushrooms, which also include reishi and chaga.  

While some of the products discussed in the report are currently illegal in the UK, such as THC and Cannabis, countries such as the United States, Germany and Switzerland are on a journey of legalisation which may well set a precedent for the UK.  

Over the past four years, data from KAM has suggested a consistent downward incline of alcohol drinkers among UK adults, with 2.6 million fewer consuming alcohol on a weekly basis in 2023 than in 2021, opening up the potential for a wide range of alternative products to gain popularity with consumers.  

The report includes an interview with Eoin Keenan, the Founder of UK CBD brand Good Rays, who comments: “I’ve experienced anxiety from a relatively young age. Like many others, those periods clouded my mind and stopped me from living my ‘best life’. 

“I knew that mental wellbeing was the key, but it had always seemed complicated and unattainable to me. I wanted to explore natural solutions, like exercise, mindfulness and a better diet. There seemed to be endless products, brands and self-help gurus offering pseudo-scientific solutions to one of life’s oldest problems.  

“This is when I found CBD. It almost seemed a bit too good to be true. How can the natural world be the solution to so many of life’s problems? But it turns out this is not just any plant. This is the world’s oldest and most misunderstood plant.  

“Extensive scientific research revealed properties within CBD have been found to offer relief from stress, increase mental focus & clarity, offering natural energy as well as improving sleep, easing physical pain, inflammation, and muscle fatigue.” 

Gen Z are arguably leading the charge when it comes to changing perceptions of psychedelic products and cannabis. The report indicates that 80% of this audience supports the legalisation of weed and many are drinking less than previous generations.  

As the landscape of socialising evolves, it is clear that alternative products such as functional mushrooms, adaptogens, nootropics, and CBD are poised to play a significant role. With a growing number of consumers seeking healthier and more natural options, the potential for these products to reshape social habits and preferences is immense. The shift away from alcohol, driven in part by younger generations, suggests a broader cultural change that embraces wellness and mental health. 

 As legal frameworks continue to evolve globally, the UK may soon follow suit, opening the door to even greater innovation and acceptance of these emerging trends. The future of socialising looks set to be more diverse, health-conscious, and inclusive than ever before.