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Consumption of Fresh Mushrooms
SOFTWARE
Prepared for The Mushroom Council
SPORTS
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WIRELESS
May 2012
1
Methodology
Understanding Fresh Mushroom Consumption
 Please read the next page carefully
 Without your understanding of the methodology you may not accurately
understand the findings of this research
 Do not compare these finding to sales data – there is no retail or purchase
information in this study
 This study is based on frequency of consumption (eating occasions) NOT the
volume or amount of food consumed
 What is an “eating”?
 It is the consumption of an item during an eating occasion
 The volume (or amount) consumed is not part of the research data base
 This data includes foods consumed at home – not at foodservice
 Other Notes: Many large consumer packaged good/food manufacturers utilize
similar data to help them better market and sell their products
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Methodology
Methodology
Data
Collection
Reporting
Period
Measures
• Paper Diary
Eatings
• Represents an instance of one person
eating one food item. Measures
frequency; does not reflect the amount
consumed at the occasion
•
•
Annual
Eatings
Per Capita
• Average number of times an item is
consumed in a given year
14 Days
Rolling sample- every week, 50 household
begin recording consumption so at any one
time 100 households are maintaining diaries
Reporting
Method
• Individual eaters (Kids & Adults)
Sample
Individuals
• The number of people in the data set
regardless of whether or not they ate
a particular food item
Annual
Yield
• Approximately 2000 Households
representing 5000 individuals
annually
Using
Individuals
• Used to determine base size
Balancing
• Balanced to U.S. Census statistics on
key demographic and geographic
information
Time of
Day
• 14 Daily Diaries consist of separate
sections for each meal and snack
situation
Index
• Relative measure indicating if a group
is well developed or underdeveloped
compared to the rest of the
population:
• Index <80 is below average
• Index >120 is above average
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Summary
Sizing Fresh Mushroom Consumption
 About 10% of the population consumes Fresh Mushrooms at least once in an
average two week period.
 The penetration has grown slightly over the past ten years, but has been
offset with a slight decline in frequency. Overall, consumption has remained
relatively flat.
Demographics
 Adults 55+ are the most likely to consume Fresh Mushrooms, and this population
group is projected to grow in the next ten years
 Fresh Mushrooms should experience a natural increase in consumption if
the behavior is adopted as adults age
 White/Non-Hispanics are the heaviest consumers of Fresh Mushrooms, however
Asian consumers are almost twice as likely to consume them
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Summary
Usage and Consumption
 Most Fresh Mushrooms are consumed as an additive/Ingredient as opposed to as
a base dish
 When Fresh Mushrooms are used as an additive/ingredient, they are most likely
to be used in Homemade/Mix Variety Dishes (driven by skillets), Salad, and Italian
Dishes
 All three of these host foods have increased in consumption over the past 5
years – creating a good opportunity for growth for Fresh Mushrooms
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Sizing Consumption of
Fresh Mushrooms
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Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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Individuals who keep fresh mushrooms on
hand are more likely to rate themselves as
excellent cooks. This has implications for
recipe development and increased usage
frequency among current consumers.
22.9
In general, how would you rate your
own cooking skills and abilities?
14.4
Total Respondents
Have Fresh Mushrooms
On Hand
Source: The NPD Group/ Kitchen Audit 2011
“Excellent – I am an accomplished homechef, capable of creating my own recipes
and I can make just about anything with
excellent results”
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Consumption of Fresh Mushrooms has remained relatively flat over the past
decade, declining slightly in recent years
Trend of Fresh Mushrooms Consumption
In 2011 the average
person consumed
Fresh Mushrooms 4.2
times
Annual Eatings Per Capita
4.2
4.2
4.1
2001
2002
2003
4.5
2004
4.9
2005
4.6
4.6
4.7
2006
2007
2008
Source: The NPD Group/ National Eating Trends (NET); Rolling 2 years ending November
4.6
2009
4.3
4.2
2010
2011
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Over the past few years, more people are eating mushrooms, but they are eating them slightly less
frequently. Mushrooms have gained more users, but lost some eating frequency – resulting in a flat
consumption rate (see previous chart)
In 2011, 10.3% of the
population consumed
Fresh Mushrooms at
least once in a 2 week
period
Trend of Fresh Mushroom Consumption
9.0
9.3
9.1
9.1
9.7
10.0
9.9
9.5
10.0
9.7
10.3
Consumers of Fresh
Mushrooms consume them
1.6 times in a 2 week period
1.8
1.7
1.7
1.9
1.9
1.8
1.8
1.9
1.9
1.7
1.6
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
Individual Penetration (in an average two week period)
Eatings per Eater (in an average two week period)
Source: The NPD Group/ National Eating Trends (NET); Rolling 2 years ending November
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Demographics
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Demographics of Fresh Mushroom consumers, at a glance
Fresh Mushroom Consumers Tend to Be…
Adults 55-64
Affluent Empty Nesters and Affluent
Traditional families
Households with higher incomes
($50,000+)
White/Non-Hispanics
(and Asians, though a smaller share)
2 Member Households
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Adults 55-64 are most likely to consume Fresh Mushrooms
Adults 55-64 make up 24% of
mushroom consumption and 15%
of sample. Therefore, have above
average consumption
Age of Fresh Mushroom Consumers
% Eatings Index to Sample
200
180
160
140
120
100
80
60
40
20
0
Above
Average
Kids
<6
6-12
13-17
Total
Adults
% Eatings
13.6%
% Sample
21.7%
18-34 Y
35-44
45-54
55-64
65+
4.3%
6.0%
3.3%
86.4%
12.8%
13.3%
17.8%
23.7%
18.8%
6.8%
9.3%
5.6%
78.3%
16.6%
13.6%
16.4%
15.2%
16.5%
An index between 80 and 120 is considered average
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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The population 55+ is expected to grow in the next two years; Fresh Mushrooms should
experience a natural increase in consumption due to more adults 55+ in the population
2021 Population Projections vs. Current Population
Population
5,000,000
4,500,000
4,000,000
3,500,000
3,000,000
2021 Pop
2,500,000
2,000,000
2011 Pop
1,500,000
1,000,000
500,000
0
1
4
7
10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70
Age
Source: The U.S. Census Bureau
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Adult males and females aged 55-64 are more likely to consume Fresh Mushrooms
Adult females 55-64 make
up 14% of mushroom
consumption and 8% of
sample. Therefore, they
index above average
Age/Gender of Adult Consumers of Fresh Mushrooms
% Eatings Index to Sample
200
180
160
140
120
100
80
60
40
20
0
Above
Average
Adult
Males
18-34
35-44
45-54
55-64
65+
Adult
Females
18-34
35-44
45-54
55-64
65+
% Eatings
40.4%
5.0%
6.5%
8.4%
10.2%
10.2%
46.1%
7.8%
6.9%
9.4%
13.5%
8.5%
% Sample
36.4%
7.4%
6.2%
7.7%
7.0%
8.0%
42.0%
9.2%
7.4%
8.7%
8.2%
8.5%
An index between 80 and 120 is considered average
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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Fresh Mushroom eaters skew toward households with higher incomes and also households
with two members
41% of mushrooms are
consumed in households with
incomes of $70K+
68% have incomes over $50K+
Household Demographics of Fresh Mushroom Consumers
Household Income
Household Members
% Eatings
% Eatings
2.3
6.9
6.3
8.2
8.9
16.5
10.0
14.7
Under $10,000
$10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $59,999
$60,000 - $69,999
$70,000 and Over
41.1
19.9
5+ Members
4 Members
17.7
3 Members
2 Members
1 Member
39.7
8.1
Index > 120 indicates above average tendencies
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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Although White/Non-Hispanics consume a majority of Fresh Mushrooms, Asian consumers
are almost twice as likely to consume them
Race/Ethnicity of Fresh Mushroom Consumers
% Eatings
%Eatings
Index to
Sample
White/Non-Hispanic
87.3
104
Non-White
12.7
81
Black/Non-Hispanic
1.1
18
Hispanic
5.1
96
Asian
5.5
190
Other
1.0
67
Race/Ethnicity
Index < 80 indicates below average tendencies
Index > 120 indicates above average tendencies
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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Consumers of Fresh Mushrooms are more likely to be affluent traditional families and
affluent empty nesters
18% of mushrooms are consumed
by Affluent Empty Nesters, and they
make up 10% of the population
Lifecycle of Fresh Mushroom Consumers*
% Eatings Index to Sample
200
180
160
140
120
100
80
60
40
20
0
Above
Average
Affluent Low/Mid
Singles Income
Singles
Dinks
Working Single Affluent Low/Mid Affluent Low/Mid Single
Parents Parents
Trad
Income Empty Income Active
Families
Trad
Nesters Empty Seniors
Families
Nesters
Married 75+ Year
Active
Old
Seniors
% Eatings
4.8%
7.8%
1.5%
5.2%
4.4%
14.9%
11.3%
17.9%
16.8%
1.7%
8.3%
5.3%
% Sample
4.2%
8.4%
2.6%
7.2%
9.1%
10.0%
19.3%
9.9%
14.4%
2.6%
7.1%
5.2%
An index between 80 and 120 is considered average
*Defined in Appendix
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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Understanding the Next Slide
Fresh Mushroom Consumption
 The top number listed on each region is the research sample size of the region
 The bottom number is the index showing consumption related to the sample
 In the index, 80 to 120 is considered average consumption
 For this index, a higher number is better
 Consumption of Fresh Mushrooms is highest in the New England area, followed
by the Pacific and Mountain regions
 All other regions demonstrate an opportunity to build consumption of Fresh
Mushrooms
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The Pacific, Mountain and New England regions have a higher propensity to consume Fresh
Mushrooms than other regions
The Pacific region makes up 14%
of mushroom consumption, and is
overdeveloped compared to the
share of sample they comprise
Census Region- Fresh Mushroom Consumption
% Eatings, Index to Sample
New England
6.3%
162
WN Central
7.6%
Pacific
13.9%
139
74
EN Central
19.7%
Mid Atlantic
15.2%
97
100
Mountain
8.9%
127
South Atlantic
16.6%
ES Central
6.1%
WS Central
5.6%
96
79
67
An index between 80 and 120 is considered average
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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Understanding the Next Slide
Fresh Mushroom Consumption
 How can consumption be higher in Summer when retail sales have a flatter trend
during this time?
 This research is based on the number of eatings not volume consumed
 During the Winter holidays a consumer may purchase a till of mushrooms
and consume them all in one sitting – this would represent a single eating
 In Summer, a consumer may purchases a till, but consume just a few
mushrooms every day (such as in salads)
 If the consumer consumed the till over multiple eating occasions, this
would represent multiple eatings
 Mushrooms are, in general, consumed more frequently in Summer
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Fresh Mushrooms are slightly more likely to be consumed most frequently in the Summer
Summer makes up 28%
of mushroom
consumption – in the
average range
Seasonality of Fresh Mushroom Consumption
% Eatings, Index to Sample
Spring
Summer
Fall
Winter
24.3%
100
28.3%
110
23.1%
92
24.3%
98
The South Atlantic is more likely to eat mushrooms in the
summer, while Middle Atlantic and Pacific regions eat more
in Spring
An index between 80 and 120 is considered average
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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Usage
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In Home dinner accounts for over 75% of Fresh Mushroom eatings
Meal Occasion of Fresh Mushroom Consumption
% Eatings
5 Year Pt.
Change
In Home Dinner
-3.0
75.3
In Home Lunch
In Home Breakfast
13.5
1.6
11.1
1.3
In Home Main Meals
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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Nearly half of all Fresh Mushrooms are prepared on the stove-top
Appliance Preparation - Total Dishes Including Fresh Mushrooms
(Mushrooms “as-is” and Dishes Including Additive/Ingredient Mushrooms, such as skillets)
% Eatings
44.6
Stove Top
Stove Top- Fried/Pan Broiled
20.1
29.0
Not Warmed/Not Cooked
Uncooked-Raw
6.1
12.8
Oven
Oven- Baked/Roasted
Grill/BBQ
Other Warm Prep
8.8
5.2
Children and Adults
18-44 over-index
for using the Grill
as an appliance in
Fresh Mushroom
preparation
8.4
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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Fresh Mushrooms are much more likely to be used as an Additive/Ingredient rather than
being consumed “As Is”
Fresh Mushrooms as a Base Dish vs. Additive/Ingredient
% Eatings (pt change vs. 5 years ago)
10.9
Base Dish
+1.6
89.6
Additive/Ingredient
-1.4
Note: May add to over 100% due to mushrooms being reported as an ingredient to mushroom dish
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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When Fresh Mushrooms are used as a base dish they are most likely consumed as a
side dish
81% of base dish
mushrooms (eaten as-is)
are eaten as a side dish
at the meal
When mushrooms are
used in other dishes,
72% of the time that dish
is the main dish
Dish Position of Fresh Mushrooms as a Base Dish vs. Additive/Ingredient
% Eatings
AO/NR Dsh Pos
21.0
Side Dish
80.7
Main Dish
71.9
Appetizer
Base Dish Fresh
Mushrooms
Additive/Ingredient
Fresh Mushroms
AO/NR Dsh PO = All Other/Not Reported Dish Position
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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When additive/ingredients are included in the base dish, butter/margarine is used nearly
half of the time. Garlic is the top spice used with Fresh Mushrooms.
Top Additives/Ingredients to Base Dish Fresh Mushrooms
% Eatings
Butter/Margarine
Butter
29.9%
Spices/Seasonings
Garlic
21.5%
Vegetables
Onions
12.1%
46.7
22.4
21.5
Source: The NPD Group/ National Eating Trends (NET); 3 years ending November 2011
Cells in Italics represent less than 35 using individuals, please use directionally
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When Fresh Mushrooms are being consumed, Beef is most likely to be at the meal
Top Main Dishes Consumed Alongside Base Dish Fresh
Mushrooms
% Meals including Base Dish Fresh Mushrooms
Beef
35.1
Vegetables
17.7
Poultry
Sandwiches
Seafood
Steak 22.1%
15.6
6.5
6.5
When mushrooms are
eaten as a base dish at a
meal, 35% of the time
beef is the main dish
Source: The NPD Group/ National Eating Trends (NET); 3 years ending November 2011
Cells in Italics represent less than 35 using individuals, please use directionally
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Homemade/Mix Variety Dishes, Salads, and Italian Dishes are the top foods where Fresh
Mushrooms are added
Top Host Foods for Additive/Ingredient Fresh Mushrooms
% Eatings
Homemade/Mix Variety Dishes
23.0
Salads
20.1
Italian Dishes
10.6
Eggs Omelettes
10.5
Pizza
Vegetables
Skillet: 12.3%
Oven: 3.5%
Other Appl: 6.9%
5.7
5.3
Soup
4.3
Sandwiches
4.2
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
When mushrooms are
used in other dishes,
23% of the time they’re
in a homemade/mix
variety dish
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The top 3 food categories Fresh Mushrooms are added to have grown over the past five
years. This is a great opportunity for mushrooms!
The average person eats
Salads 64 times a year
Trend of Top Host Foods for Add/Ing Fresh Mushrooms
Annual Eatings Per Capita
24.8
25.3
26.0
27.1
25.2
24.9
24.1
27.2
24.6
64.3
64.1
62.9
62.0
62.2
62.7
64.7
25.6
27.1
27.4
26.3
25.5
25.0
25.6
27.6
27.2
3.1
1.3
67.0
66.5
64.0
64.0
27.4
27.9
27.7
29.3
4.3
5 Year Pt. Change
2001
2002
2003
2004
2005
2006
Homemade/Mix Variety Dishes
2007
Salads
2008
2009
2010
2011
Italian Dishes
Source: The NPD Group/ National Eating Trends (NET); Rolling 2 years ending November
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When Fresh Mushrooms are included in the top host foods, they are added a little
over 1% of the time
Mushrooms are
included in Italian dishes
1.4% of the time
Inclusion Rate of Fresh Mushrooms in Top 3 Foods
% Host Food Eatings Including Fresh Mushrooms
1.4%
1.4%
Homemade/Mix Dishes
Italian Dishes
1.1%
Salad
(other than Pizza)
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011
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Summary
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Summary
Sizing Fresh Mushroom Consumption
 About 10% of the population consumes Fresh Mushrooms at least once in an
average two week period.
 The penetration has grown slightly over the past ten years, but has been
offset with a slight decline in frequency. Overall, consumption has remained
relatively flat.
Demographics
 Adults 55+ are the most likely to consume Fresh Mushrooms, and this population
group is projected to grow in the next ten years
 Fresh Mushrooms should experience a natural increase in consumption if
the behavior is adopted as adults age
 White/Non-Hispanics are the heaviest consumers of Fresh Mushrooms, however
Asian consumers are almost twice as likely to consume them
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Summary
Usage and Consumption
 Most Fresh Mushrooms are consumed as an additive/Ingredient as opposed to as
a base dish
 When Fresh Mushrooms are used as an additive/ingredient, they are most likely
to be used in Homemade/Mix Variety Dishes (driven by skillets), Salad, and Italian
Dishes
 All three of these host foods have increased in consumption over the past 5
years – creating a good opportunity for growth for Fresh Mushrooms
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Appendix
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Lifecycle Definitions
Group Names
Demographic Description
I.
Singles
1. Affluent
2. Low/Mid Income
Under 65 Years Old
Household Income More than $32K per Year
Household Income  $32K per Year
II.
Working Women
3. DINKS
4. Working Parents
5. Single Parents
Couples <45 Years, No Children <18, Both Employed FT
Age of Homemaker <65 Years, Married w/Children, Both Spouses Employed FT
Household Head (Typically Female) <65, No Spouse, Children Present
III. Traditional Families
6. Affluent
7. Low/Mid Income
IV. Empty Nesters
V.
Married w/Children <18 Years Present, Female Head <65, Only 1 Spouse
Employed FT
Per Capita Income More than $13K per Year
Per Capita Income  $13K per Year
Middle Age Households 45-64 No Children <18 Years Present
8. Affluent
9. Low/Mid Income
Per Capita Income More than $28K per Year
Per Capita Income  $28K per Year
Seniors
10. Single Active
11. Married Active
12. 75+
Female Head (or Male Head if No Female Present) Age 65+
Single and Between 65 and 74 Years Old
Married and Between 65 and 74 Years Old
75+ Years Old
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