Mushroom report reveals shifting consumer purchasing patterns
“A new report from the Mushroom Council® reveals long-term shifts in consumer preferences for fresh mushrooms, providing insights to growers, retailers and menu developers.
Compiled by retail analyst Anne-Marie Roerink, 210 Analytics, LLC, Ten-Year Trends in Fresh Mushroom Sales explores trends in dollar and volume retail sales, types sold and regional differences.
Among the findings:
Shift to Brown: While white mushrooms remain the largest seller in retail, the 10-year comparison shows a long-term shift from white buttons to crimini/baby bellas and portabellas.
In 2013, white button mushrooms made up 66 percent of total mushroom retail dollars. Ten years later, this share is 52 percent. Brown mushrooms increased from 30 percent of fresh mushroom dollar sales in 2013 to 42 percent in 2023.
Sliced sees steady growth: “Whether it’s from consumers’ growing interest in stir-fry meals, adding veggies to sauces, or simply a desire for convenience, sliced mushrooms sales have steadily risen in share compared to whole mushrooms,” Roerink noted.
In white mushrooms, the share of sliced has increased from 44 percent in 2013 to 48 percent in 2023. In browns, the growth of sliced is even more pronounced with the share moving from 45.3 percent in 2013 to 51.4 percent today. The same patterns can be observed in sliced versus whole mushroom pound sales.
Specialties on the rise: Specialty mushrooms are still a small part of total mushroom sales, but have more than doubled to 5.8 percent in 2023, predominantly driven by shiitake mushrooms.
“Grocers can harness this upward curve by boldly displaying and educating shoppers on varieties beyond whites and browns,” said Roerink. “Restaurants can be confident in calling out specialty varieties on menus.”
Regional shifts: “While the Northeast remains the biggest seller of mushrooms, the region has experienced the largest drop in share in the past 10 years,” said Roerink.
Areas gaining share are the West and Mid-South. The West increased its share by 2.6 percentage points and the Mid-South increased by 1.4 points. The Northeast declined by 2.8 percentage points.
“Look east, southeast and west with the exception of California for the greatest opportunities in sales growth,” Roerink said.
Inflationary levels also look very different regionally, added Roerink.
Roerink’s advice
“Because mushrooms are grown year-round and don’t have a strong seasonal supply spike like many other produce items, it can be easy for grocers and even restaurants to become routine in merchandising mushrooms,” Roerink said. “Even though mushroom sales at retail have increased 20 percent in 10 years, there are still tremendous growth opportunities.”
“Lean into promoting both brown and white; lean into the tremendous cross-merchandising opportunities sliced provides; lean into specialties; lean into the growth regions and channels,” said Roerink. “Harness these fall and winter months when consumers are thinking about hearty, flavorful comfort meals.”
Click here for the full report.”
*This article is excerpted from freshplaza.com website, published 9th November 2023