1. Consumption of Fresh Mushrooms Prepared for The Mushroom Council
May 2012

2. 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

3. Methodology Methodology Measures Data Collection Reporting Period
Reporting Method
Annual Yield
Balancing
Time of Day
Paper Diary
14 Days
Rolling sample- every week, 50 household begin recording consumption so at any one time 100 households are maintaining diaries
Individual eaters (Kids & Adults)
Approximately 2000 Households representing 5000 individuals annually
Balanced to U.S. Census statistics on key demographic and geographic information
14 Daily Diaries consist of separate sections for each meal and snack situation
Eatings
Annual Eatings Per Capita
Sample Individuals
Using Individuals
Index
Represents an instance of one person eating one food item. Measures frequency; does not reflect the amount consumed at the occasion
Average number of times an item is consumed in a given year
The number of people in the data set regardless of whether or not they ate a particular food item
Used to determine base size
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

4. 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

5. 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

6. Sizing Consumption of Fresh Mushrooms

7. There are over 1.3 Billion occasions where Fresh Mushrooms are consumed each year
10.3% of the population will eat Fresh Mushrooms an average of 1.6 times in a two week period
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

8. 16.5% of the households have Fresh Mushrooms On Hand Now!
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.
In general, how would you rate your own cooking skills and abilities?
“Excellent – I am an accomplished home-chef, capable of creating my own recipes and I can make just about anything with excellent results”
Source: The NPD Group/ Kitchen Audit 2011

9. In 2011 the average person consumed Fresh Mushrooms 4.2 times
Consumption of Fresh Mushrooms has remained relatively flat over the past decade, declining slightly in recent years
In 2011 the average person consumed Fresh Mushrooms 4.2 times
Source: The NPD Group/ National Eating Trends (NET); Rolling 2 years ending November

10. Consumers of Fresh Mushrooms consume them 1.6 times in a 2 week period
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
Consumers of Fresh Mushrooms consume them 1.6 times in a 2 week period
Source: The NPD Group/ National Eating Trends (NET); Rolling 2 years ending November

11. Demographics

12. Affluent Empty Nesters and Affluent Traditional families
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

13. Age of Fresh Mushroom Consumers
Adults are most likely to consume Fresh Mushrooms
Adults make up 24% of mushroom consumption and 15% of sample. Therefore, have above average consumption
Age of Fresh Mushroom Consumers
% Eatings Index to Sample
Above Average
% Eatings
13.6%
4.3%
6.0%
3.3%
86.4%
12.8%
13.3%
17.8%
23.7%
18.8%
% Sample
21.7%
6.8%
9.3%
5.6%
78.3%
16.6%
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

14. 2021 Population Projections vs. Current Population
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
Age
Source: The U.S. Census Bureau

15. Age/Gender of Adult Consumers of Fresh Mushrooms
Adult males and females aged are more likely to consume Fresh Mushrooms
Adult females 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
Above Average
% Eatings
40.4%
5.0%
6.5%
8.4%
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%
8.7%
8.2%
An index between 80 and 120 is considered average
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

16. Household Demographics of Fresh Mushroom Consumers
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 Members
% Eatings
Index > 120 indicates above average tendencies
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

17. Race/Ethnicity of Fresh Mushroom Consumers
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
Race/Ethnicity
%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
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

18. Lifecycle of Fresh Mushroom Consumers*
Consumers of Fresh Mushrooms are more likely to be affluent traditional families and affluent empty nesters
Lifecycle of Fresh Mushroom Consumers*
% Eatings Index to Sample
18% of mushrooms are consumed by Affluent Empty Nesters, and they make up 10% of the population
Above Average
% 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%
7.1%
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

19. 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

20. Census Region- Fresh Mushroom Consumption
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% 74
Mid Atlantic
15.2% 97
EN Central
19.7%
100
Pacific
13.9%
139
Mountain
8.9%
127
South Atlantic
16.6% 96
ES Central
6.1% 79
WS Central
5.6% 67
An index between 80 and 120 is considered average
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

21. 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

22. Seasonality of Fresh Mushroom Consumption
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

23. Usage

24. Meal Occasion of Fresh Mushroom Consumption
In Home dinner accounts for over 75% of Fresh Mushroom eatings
Meal Occasion of Fresh Mushroom Consumption
% Eatings
5 Year Pt. Change
-3.0
1.6
1.3
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

25. Appliance Preparation - Total Dishes Including Fresh Mushrooms
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
Children and Adults over-index for using the Grill as an appliance in Fresh Mushroom preparation
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

26. Fresh Mushrooms as a Base Dish vs. Additive/Ingredient
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)
+1.6
-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

27. When Fresh Mushrooms are used as a base dish they are most likely consumed as a side dish
Dish Position of Fresh Mushrooms as a Base Dish vs. Additive/Ingredient
% Eatings
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
AO/NR Dsh PO = All Other/Not Reported Dish Position
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

28. 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.
Butter
29.9%
Garlic
21.5%
Onions
12.1%
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

29. When Fresh Mushrooms are being consumed, Beef is most likely to be at the meal
Steak 22.1%
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

30. Homemade/Mix Variety Dishes, Salads, and Italian Dishes are the top foods where Fresh Mushrooms are added
Skillet: 12.3%
Oven: 3.5%
Other Appl: 6.9%
When mushrooms are used in other dishes, 23% of the time they’re in a homemade/mix variety dish
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

31. Trend of Top Host Foods for Add/Ing Fresh Mushrooms
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
3.1
1.3
4.3
5 Year Pt. Change
Source: The NPD Group/ National Eating Trends (NET); Rolling 2 years ending November

32. Inclusion Rate of Fresh Mushrooms in Top 3 Foods
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%
1.1%
Homemade/Mix Dishes
Italian Dishes
(other than Pizza)
Salad
Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

33. Summary

34. 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

35. 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

36. Appendix

37. Lifecycle Definitions
Group Names Demographic Description
I. Singles Under 65 Years Old 1. Affluent Household Income More than $32K per Year 2. Low/Mid Income Household Income  $32K per Year
II. Working Women 3. DINKS Couples <45 Years, No Children <18, Both Employed FT 4. Working Parents Age of Homemaker <65 Years, Married w/Children, Both Spouses Employed FT 5. Single Parents Household Head (Typically Female) <65, No Spouse, Children Present
III. Traditional Families Married w/Children <18 Years Present, Female Head <65, Only 1 Spouse
Employed FT 6. Affluent Per Capita Income More than $13K per Year 7. Low/Mid Income Per Capita Income  $13K per Year
IV. Empty Nesters Middle Age Households No Children <18 Years Present
8. Affluent Per Capita Income More than $28K per Year 9. Low/Mid Income Per Capita Income  $28K per Year
V. Seniors Female Head (or Male Head if No Female Present) Age Single Active Single and Between 65 and 74 Years Old 11. Married Active Married and Between 65 and 74 Years Old Years Old