These funky, flavorful fungi continue to have a solid following. The likelihood of a specialty mushroom purchase inched up one percentage point from Fresh Trends 2012.
Affluence is a big factor when it comes to sales of specialty mushrooms. The likelihood of purchase increased according to income. In fact, shoppers earning more than $100,000 annually were more than twice as likely to buy specialty mushrooms as those in the lowest income bracket – a trend that continues for the third straight year.
The likelihood of a specialty mushroom purchase also increased according to age up to age 59, where numbers fell slightly.
The Northeast took back the title of region most likely to buy specialty mushrooms this year (last year Westerners claimed the top spot), a title they had last held in 2010.
Many shoppers seek out organic specialty mushrooms. The likelihood of a periodic purchase of the specialty varieties remained the same as last year – with 37% of shoppers saying they bought organic specialty fungi at least some of the time. The likelihood of an organic-only purchase climbed one percentage point from Fresh Trends 2012 to 10%, making specialty mushrooms the eighth most-popular item that consumers bought exclusively organic this year.