(Editor’s note: This is the final story is a four-part series on mushroom marketing. Part 1 | Part 2 | Part 3)
Mushrooms are more than a tasty side dish, whether as a meat replacement in a plant-based diet or a nutritious addition to any meal, consumer interest continues to grow, giving retailers a prime opportunity to educate consumers and implement innovative marketing strategies to drive sales.
Retailer marketing strategies
Effective merchandising, creative cross-promotions and seasonal campaigns can help mushrooms stand out in the produce section while boosting sales.“Mushrooms are a great addition to meals year-round,” said Sean Steller, director of business development for Phillips Mushroom Farms. “And recent campaigns such as ‘Mushroom Monday’ continue to push more mushroom consumption year-round.”
“Successful strategies include aligning mushroom promotions with health-focused trends, highlighting their vitamin D content during winter months or featuring them as a versatile ingredient for grilling in summer," said Bryan Shelton, Giorgio vice president of sales and marketing. "Seasonal recipes, like stuffed mushrooms for holiday entertainment or our Savory Sauté kits for a simple side dish for those on the go also drive sales by showcasing their adaptability and nutritional benefits.”
Highline Mushrooms partners with retailers to promote digitally and have seen sales impacted in a very favorable way, says Devon Kennedy, national marketing manager for Highline Mushrooms.
“We recently launched our new brand at the [International Fresh Produce Association] trade show, and it will begin to roll on store shelves in early 2025," Kennedy said. "We are trying to liven up the mushroom category with bold colors and approachable graphics and messaging. Last year promoted Mushroom Month in September, and we have some big plans to promote mushrooms and get consumers engaging with mushrooms and purchasing them on every shopping trip.”
Anne-Marie Roerink of 210 Analytics LLC, on behalf of the Mushroom Council, says to consider these options in marketing mushrooms:
- Eye-catching displays — In today’s marketplace, consumers are hyperfocused on price and promotions, yet 89% say they can be persuaded to make unplanned purchases, Roerink said. Seasonal occasions are the No. 1 time to do so, but eye-catching displays are a powerful second way. Three in 10 consumers say beautiful merchandising can prompt them to buy something that wasn’t on the list. Stuffed, ready-to-cook mushrooms and specialty mushrooms like these create a beautiful display that can help stop consumers in their tracks, she said, adding that in retail, dwelling equals selling.
- Locally sourced/highlighting the farmer — Local is powerful: 64% of produce shoppers want their produce department to carry more locally grown items, 24% of shoppers can be persuaded to make an impulse purchase when seeing a locally grown item and 43% say a good variety of locally grown items is a trait of a great produce department, according to Roerink. Locally sourced has a different meaning for many retailers and shoppers alike, ranging from country to city, she said, adding that even if the mushrooms offered aren’t in a retailer's own state or a contiguous one, retailers who simply highlight their grower partnerships can give their shoppers an extra reason to love mushrooms.
- Mushrooms in deli-prepared — There are $8.4 billion in annual sales of grocery deli-prepared meals and entrees, including ready-to-eat and ready-to-cook, said Roerink, who added that entrees, prepared meats and appetizers are the largest sellers and virtually all areas are growing. Pizza is among the fastest-growing areas in deli. In foodservice, mushrooms are the No. 2 topping behind pepperoni, according to Slice of the Union research, which is an important clue to include them on deli-prepared pizza as well. Mushroom appetizers are also popular on restaurant menus and as an at-home appetizer, snack or part of a meal, she said.
- Mushrooms in global flavors — Italian, Mexican and Asian are the biggest global cuisines in the U.S., according to a National Eating Study by Circana. In each of these categories, mushrooms are a key, unifying ingredient, and retailers can take advantage of the flavor boost mushrooms provide, Roerink said. "Let’s look at Asian cuisine in particular. Under the umbrella of the overall Asian cuisine are many country-specific cuisines, with Chinese and Thai being among the well established classics," she said. "In recent years, Korean food is the big up-and-comer, both in the restaurant and retail worlds." Bulgogi, kimchi, hot pot and Korean barbecue are rapidly growing dishes on restaurant menus. More than 1 in 5 shoppers also want to see more Korean dishes in the deli-prepared foods area of the store, Roerink said, who added that this is driven by Generation Z and millennials, of whom 29% and 27%, respectively, would like to see more Korean foods in the deli. Mushrooms are an important ingredient in Korean foods, resulting in frequent menu inclusions and large mushroom sets in Korean supermarkets, Roerink said. "We at the Mushroom Council are loving the idea of a ‘Hot Pot’ blend featuring beech, shiitake, oyster and crimini mushrooms," she said.
Educating consumers
Shoppers are already drawn to mushrooms for their flavor and versatility, says Amy Wood, president and CEO for the Mushroom Council.“Learning about their health benefits adds another important layer of appeal. Signage and in-store displays that emphasize mushrooms’ nutrition benefits and culinary uses can be sales boosters," Wood said. "The key is to make these benefits easy to understand. For instance, instead of simply listing that mushrooms contain B vitamins, add that B vitamins support energy and antioxidants to promote immune health.”
Cross-merchandising mushrooms with complementary items can make their nutritional benefits and culinary versatility even more actionable, Wood says.
“For example, pairing mushrooms with eggs, shredded cheese and fresh herbs in the dairy section can inspire shoppers to make nutrient-packed omelets," she said. "Similarly, placing mushrooms near spaghetti sauce, canned tomatoes and pasta reminds shoppers of one of their favorite ways to use mushrooms as shown in our co-and cross-purchase study.
“Displaying mushrooms near beef in the meat department not only suggests easy dinner ideas but also underscores the health benefits of combining protein-rich foods with nutrient-dense mushrooms," Wood added. "Mushrooms and chicken, beef, bacon, Italian sausage and ground beef are among the most likely cross- and co-purchases with mushrooms."
By incorporating fresh mushrooms into seasonal promotions or featuring them in pre-packed meal kits, retailers can meet shoppers’ needs for convenience while reinforcing mushrooms’ role as a go-to ingredient for any occasion, she says.
Woods adds that whether blending, roasting, sautéing or air frying, mushrooms shine across cuisines and dayparts. Grocers who embrace this versatility and position mushrooms prominently throughout the store — from produce to meat to center aisles — are not only educating consumers but also driving incremental sales, she says.
At Phillips Mushroom Farms, Steller said the best ways to educate consumers are with recipes, in-store signage, recipe cards and live cooking demos with samples. "Nutritional workshops or information sessions can help educate consumers about the many benefits of mushroom consumption," Steller said.
Shelton says Giorgio recommends that retailers should use eye-catching POS materials and shelf talkers to help highlight key nutritional benefits, like vitamin D and immunity support, alongside quick cooking tips or recipe ideas.
"Featuring phrases like ‘Boosts immunity!’ or ‘Perfect for sauté’s!’ makes the health and culinary versatility clear and easy to achieve, encouraging shoppers to explore their creativity in the kitchen," Shelton said.
Kennedy of Highline Mushrooms says the company has seen more retailers willing to install POS materials around the mushroom displays.
“This is a great way to educate consumers while they are making a buying decision," Kennedy said. "The POS that we have created has flavor call-outs and nutritional information but can also have QR codes that link to more detailed content and recipe ideas. Many retailers have nutritionists on their teams or partner with influencers to generate content on many of these topics.
“Mushrooms are definitely trending and there is so much content to share with consumers," Kennedy added. "It is a fun time to be a mushroom fan."
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