Report cites rising preference for fresh, sliced and brown mushrooms
A new report from the Mushroom Council reveals long-term shifts in consumer preferences for fresh mushrooms.
The report gives insights to growers, retailers and menu developers as they seek to seize consumers’ passion and interest for mushrooms, according to a news release.
Compiled by retail analyst Anne-Marie Roerink of 210 Analytics, “Ten-Year Trends in Fresh Mushroom Sales” evaluates trends in dollar and volume retail sales, types sold, regional differences, thereby “offering decision-makers at grocers and restaurants a much cleaner look at consumption habits beyond the disruptions at retail and foodservice we began realizing in March 2020,” Roerink said in the release.
Among the key findings, the report noted a shift to brown mushrooms. 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, the release said.
In 2013, the report said white button mushrooms made up 66% of total mushroom retail dollars. Ten years later, the white button mushroom share is 52%, the report said.
Brown mushrooms (i.e., criminis and portabellas), increased from 30% of fresh mushroom dollar sales in 2013 to 42% in 2023, according to the report.
Brown mushrooms gained nearly $213 million in sales, reflecting a 67.4% increase, the report said.
“Browns have earned substantial momentum, likely driven by myriad factors including consumers generally seeking richer flavors in their favorite dishes,” Roerink said.
Sliced mushrooms also are gaining in popularity the report said.
“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 said in the release. “Producers and retailers should take note of this, particularly with browns.”
For white mushrooms, the share of sliced has increased from 44% in 2013 to 48% in 2023, the report said.
In browns, the growth of sliced is even more pronounced with the share moving from 45.3% in 2013 to 51.4% this year, the report said. Brown mushroom dollars have achieved 90% growth over the past decade, the report said.
Sliced white mushrooms represent 47.4% of pound sales, up from 41.7% ten years ago, the report said. In browns, the sliced share has increased to 47.2% of pound sales in 2023.
Specialty mushrooms are still a small part of total mushroom sales, but have more than doubled to 5.8% in 2023, predominantly driven by shiitake mushrooms, the report said.
“With increased mushroom popularity comes increased foodie interest in exploring new varieties with shitake as the gateway,” Roerink said. “Grocers can harness this upward curve by boldly displaying and educating shoppers on varieties beyond whites and browns. Restaurants can be confident in calling out specialty varieties on their menus.”
While the Northeast represents the biggest region for mushroom sales, more rapid growth is coming from other regions, according to the report.
“Regional differences are substantial,” Roerink said. “While the Northeast remains the biggest seller of mushrooms, the region has experienced the largest drop in share in the past 10 years.”
Areas that are gaining share are the West and mid-South, the report said. The West increased its share by 2.6 percentage points, and the mid-South increased by 1.4 percentage points. The Northeast declined by 2.8 percentage points, the report said.
“Look east, southeast and west with the exception of California for the greatest opportunities in sales growth,” Roerink said. “Mushrooms’ regional sales patterns are clearly following the nation’s overall shift in population migration.”
Inflationary levels also look very different regionally, Roerink said, ranging from more than 29% for California to a decline of 4% for the Southeast when comparing 2013 with 2023 prices.
“Nevertheless, mushrooms have seen far less inflation nationwide,” Roerink said. “The Consumer Price Index has increased 32.1% between 2013 and 2023, according to the Bureau of Labor Statistics. The price per pound for mushrooms increased by 18.2% over the past 10 years.”
Leaning into the shifts
Roerink advises to “lean into” shifts in demand for mushrooms.
“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. “But even though mushroom sales at retail have increased 20% in 10 years, there are still tremendous growth opportunities.”
Roerink and retailers and menu developers can promote both brown and white mushrooms. In addition, retailers can lean into the tremendous cross-merchandising opportunities sliced provides, she said.
“Lean into specialties; lean into the growth regions and channels,” Roerink said. “Harness these fall and winter months when consumers are thinking about hearty, flavorful comfort meals. Mushrooms are a movement just waiting to be seized.”
