Stagwell’s Harris Poll and Instacart are out with the results of a survey and report that found that mushroom intake is set to take off next year.  

I’ve always known them to be a super food. I guess the secret’s out. 

The report also predicts an increase in produce choices, greater protein intake and more drinking in moderation. 

The survey found that 40% of Americans are aware that consuming fresh mushrooms and mushroom supplements can improve cognitive function, and 58% express their likelihood to consume mushroom supplements and increase their mushroom intake to reap these health benefits. 

Also, look for people will put a premium on sleep health as 48% of Americans want to make changes to their sleep habits and quality in the new year. On Instacart’s platform, the share of carts containing magnesium supplements is up 19%, sleep masks increased 56%, and sleep and sound machines jumped 134%.  

And 33% said they would improve sleep habits by reducing caffeine intake and/or consuming milder types of caffeine, such as matcha.   

Of those who plan to make dietary changes in the new year, 39% want to eat a higher protein diet.   

Produce appears to be more popular than ever as the report says to expect a shift in people not just aiming to eat more produce but actively embracing a diverse and colorful array of fruits and vegetables. In 2024, 61% plan to increase their fresh produce intake.   

New to Instacart’s shopping list: red dragonfruit (+201% growth), yellow passionfruit (+201%), mangosteen (+158%), Mayan melons (+31%), microgreens (+50%), broccoli sprouts (+32%), purple broccoli (+32%) and purple asparagus (+18%).  

Alcohol moderation will become a movement, per the report.  The share of Instacarts containing non-alcoholic cocktails grew 666% this year. “In 2024, expect to see people embrace drinking in moderation by restricting alcohol consumption to weekends or one to two days a week.” And look for continued growth in liver support supplements (+ 114%) and electrolyte drink powder (+19%).  

See more in the full report here.