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Consumption of Fresh Mushrooms Prepared for The Mushroom Council

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

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Consumption of Fresh Mushrooms Prepared for The Mushroom Council

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

  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. Consumption of Fresh Mushrooms has remained relatively flatover 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. 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. Demographics of Fresh Mushroom consumers, at a glance Fresh Mushroom Consumers Tend to Be…

  13. Adults 55-64 are most likely to consume Fresh Mushrooms Age of Fresh Mushroom Consumers % EatingsIndex to Sample Adults 55-64 make up 24% of mushroom consumption and 15% of sample. Therefore, have above average consumption Above Average An index between 80 and 120 is considered average Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

  14. 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. Adult males and females aged 55-64 are more likely to consume Fresh Mushrooms Age/Gender of Adult Consumers of Fresh Mushrooms % Eatings Index to Sample Adult females 55-64 make up 14% of mushroom consumption and 8% of sample. Therefore, they index above average Above Average An index between 80 and 120 is considered average Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

  16. Fresh Mushroom eaters skew toward households with higher incomes and also households with two members Household Demographics of Fresh Mushroom Consumers 41% of mushrooms are consumed in households with incomes of $70K+ 68% have incomes over $50K+ Household Members % Eatings Index > 120 indicates above average tendencies Source: The NPD Group/ National Eating Trends (NET); 2 years ending November 2011

  17. 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 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. 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 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. The Pacific, Mountain and New England regions have a higher propensity to consume Fresh Mushrooms than other regions Census Region- Fresh Mushroom Consumption % Eatings, Index to Sample The Pacific region makes up 14% of mushroom consumption, and is overdeveloped compared to the share of sample they comprise 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. Fresh Mushrooms are slightly more likely to be consumed most frequently in the Summer Seasonality of Fresh Mushroom Consumption % Eatings, Index to Sample Summer makes up 28% of mushroom consumption – in the average range 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. 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. 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 18-44 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 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. 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. 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% Salad Homemade/Mix Dishes Italian Dishes (other than Pizza) 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 NamesDemographic Description I. Singles Under 65 Years Old1. Affluent Household Income More than $32K per Year2. Low/Mid Income Household Income  $32K per Year II. Working Women3. DINKS Couples <45 Years, No Children <18, Both Employed FT4. Working Parents Age of Homemaker <65 Years, Married w/Children, Both Spouses Employed FT5. 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 FT6. Affluent Per Capita Income More than $13K per Year7. Low/Mid Income Per Capita Income  $13K per Year IV. Empty Nesters Middle Age Households 45-64 No Children <18 Years Present 8. Affluent Per Capita Income More than $28K per Year9. Low/Mid Income Per Capita Income  $28K per Year V. SeniorsFemale Head (or Male Head if No Female Present) Age 65+10. Single Active Single and Between 65 and 74 Years Old11. Married Active Married and Between 65 and 74 Years Old12. 75+ 75+ Years Old

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