If retailers and marketers converted 25% of occasional mushroom buyers to medium-frequency buyers, that could mean $36 million more for the fresh mushroom industry.
“Basically, a few more trips means tens of millions of dollars to this industry,” said Jonna Parker of IRI. “The headline here is frequency.”
This insight is one of many in The Mushroom Council's webinar, “Getting to Know Mushroom Consumers,” on Oct. 18, featuring consumer research and analysis from Parker of IRI and Anne-Marie Roerink of 210 Analytics.
The findings can help form more targeted, effective marketing and merchandising strategies that promote mutual mushroom grower and retail growth.
About half of the nation's households are fresh mushroom consumers, but a closer look shows not all households are equal, according to the council. There are mushroom lovers who buy a wide variety of fresh mushrooms 17 times a year and mushroom dabblers who make just two purchases a year.
There's a lot of benefit in increasing the number of mushroom households, gaining one or two more purchases a year and getting current households to spend just a little more.
Screenshot: Amy Sowder
“The key to mushrooms is produce,” Parker said. “Consumers make 41 trips a year to buy anything in produce. How do we ensure mushrooms are the add-on to these carrier items?”
Shoppers need education, easy use suggestions on packaging and through cross-merchandising and recipes. Bulk doesn't do that well.
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“There are opportunities to promote how to use different varieties in different ways and in packaging to drive that extra mushroom sale,” Parker said. “If we can inspire shoppers to make mushrooms the center of the plate, we have a huge opportunity.”
One way, which is having success, is The Blend, the promotion that encourages people to blend minced, sauteed mushrooms with ground meat in their burgers and other dishes that call for ground meat.
Roerink said she's seeing more packers on the process side using The Blend. We have to look farther than the produce department for mushroom promotions.
“I do think our meat department has to be our second-best ally for promotions,” Roerink said. “So many people are struggling to simply afford groceries. Mushrooms can really be that budget hero and extend that meat, especially with The Blend.”
Roerink's data shows due to price inflation tightening food budgets, people are buying smaller steaks and smaller chickens. Mushrooms can be a meat extender.
Also, mushrooms are the sustainable, less processed solution for vegans, vegetarians or any alternative-protein seeker.
Learn more: Mushrooms, the commodity
Supermarket delis need to offer more mushrooms in more ways, as this is an often-missed opportunity, Roerink said.
Domino's listed mushrooms as its third-most ordered pizza topping after pepperoni and sausage — so it's the No. 1 produce topping on their pizza, she said. “Yet in supermarket delis, you hardly ever see that offered as a topping on their pizzas,” Roerink said.
Screenshot: Amy Sowder
Data shows a very high uptake of mushrooms in many ethnic groups.
“We have an opportunity here to drive home the flavor of mushrooms, but also their ability to absorb so many other flavors.”
Visit The Mushroom Council for more webinars.