Plenty of room to grow mushroom sales

Giving consumers more options is a good way to promote mushroom sales, marketers say.

“Retailers that rotate promotions to attract shoppers to try a pack style or variety that they haven’t in the past are seeing measurable growth in the category,” said Devon Kennedy, national marketing manager for the Leamington, Ontario-based Highline Mushrooms. “Foodservice operators are actively educating their customers to create creative menu options utilizing the white mushrooms, creminis and exotics.”

Anne-Marie Roerink, principal at 210 Analytics LLC, said she saw “absolutely amazing” examples of mushroom merchandising in 2023. For instance, she said Central Market in Austin, Texas, featured in-store growing as well as a large mushroom booth with education about the different flavors and properties of specialty mushrooms.

“Catering to foodies who love to explore with specialty mushrooms — this is just the kind of merchandising that will drive trial and future purchases,” Roerink said.

Jungle Jim’s in the Cincinnati area has a mushroom island complete with a giant mushroom that can be seen from across the produce department, she said. The display includes whites, browns and specialty mushrooms along with several items that contain mushroom powders, such as cookies, Roerink said.

“Several retailers leaned into the popularity of mushrooms for the Thanksgiving and winter holidays, creating secondary displays that included fresh mushrooms along with green beans, Brussels sprouts, potatoes, sweet potatoes, etc. for all the classic holiday dishes,” she said. “Having mushrooms in the holiday set is a great reminder for shoppers, leading to planned and unplanned purchases.”

Throughout the year, Roerink said she has seen some great best practices too with popular co-locations.

“Last year, the Mushroom Council conducted a fresh mushroom co- and cross-purchase study, finding important overlap between fresh herbs and mushrooms as well as bacon, eggs and shredded cheese,” she said. “In Europe, I noticed mushrooms popping up in vegan and vegetarian sets, along with other meat replacements. By helping consumers 'see the meal,' retailers enhance their chances of a planned and unplanned purchase.”