Mushroom Attitude and Usuage Study 6-23-11

7/31/2019 Mushroom Attitude and Usuage Study 6-23-11

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A total of 802 surveys were conducted online among a nationallyrepresentative sample of consumers age 16 or older.

In order to qualify to complete the entire survey, respondents were screenedto ensure that they purchased and/or ate fresh mushrooms in the past year.

Where applicable, results from this study will be compared to previousresearch conducted by the Mushroom Council.

Methodology


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DETAILED FINDINGS


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Purchase Incidence

Overall incidence of purchasing fresh mushrooms has fluctuated over the years.

No differencebetween menand women


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Consumption Incidence

Better than three-fifths of the consumers contacted (prior to qualifying for study participation)indicated that theyd eaten fresh mushrooms within the past year.

Consumption isslightly higheramong men


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Purchase/Consumption Incidence

Incidence of both purchasing and consuming fresh mushrooms is correlated to age - although atleast half of the total sample has bought or eaten them in the past year.

AGE

18 24%

(a)

25 44%

(b)

45 54%

(c)

55 +%

(d)Purchaseincidence

50 58 a 58 a 62 a

Consumptionincidence

55 61 60 68 a


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Top-5 Favorite Fresh Vegetables

Compared to previous waves of research (among purchasers/users), fresh mushrooms are namedby about 4 in 10 respondents as one of their favorite fresh vegetables.


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Purchase Frequency Heavy vs. Medium vs. Light

Positively, the number of heavy purchasers (buy fresh mushrooms at least once a week) is at anall-time high.


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Breaking out purchase frequency by vitamin D awareness in greater detail illustrates the differentbuying behavior among these 2 groups.

AWARE OF HIGH VITAMIN D MUSHROOMS

Yes%

No%

Heavy purchaser (buy once aweek or more)

38 22

Medium purchaser (buy onceevery 2 3 weeks)

38 33

Light purchaser (buy once amonth or less)

25 45


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Purchase Frequency Heavy

Vitamin D stands out in the crowd a greater % of those aware of high vitamin D mushrooms fallinto the heavy purchaser category compared to those aware of the products various healthbenefits.


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The increase in heavy purchasers seems to be driven by younger consumers (18 24 years ofage).

AGE

18 24%

25 44%

45 54%

55 +%

Heavy purchaser(buy once a weekor more)

30 20 27 25

Mediumpurchaser (buyonce every 2 3

weeks)

30 38 36 33

Light purchaser(buy once amonth or less)

40 42 37 42


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The greatest concentration of light mushrooms purchasers is in the Midwest, with nearly half ofthe sample falling into this category.

PURCHASE FREQUENCY

Heavy

%(a)

Medium

%(b)

Light

%(c)

East 28 34 38

South 28 34 38

Midwest 18 35 46

West 28 32 40

Purchase Frequency Region Lived In


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Top-5 Most Nutritious Fresh Vegetables

Similar to findings from 2008, fresh mushrooms are not top-of-mind in terms of their health/nutritional benefits compared to other fresh vegetables.


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Continuing to stress the various health benefits of mushrooms is important, as there is littledifference among heavy, medium and light users in terms of the percentage of consumers ratingthem as one of the top-5 most nutritious fresh vegetables.

PURCHASE FREQUENCY

Heavy%

(a)

Medium%

(b)

Light%

(c)Fresh mushrooms 14 13 9

Top-5 Most Nutritious Fresh Vegetables


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Superfoods

About 3 in 10 of the respondents (mushrooms purchasers/ users) consider fresh mushrooms to bea superfood strong progress on this measure in a short period of time.

49% of those aware of the highvitamin D variety named freshmushrooms a Superfood evenhigher than heavy purchasers(40%)


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Although most do not consider it one of the top-5 most nutritious fresh vegetables, when shown alist, better than one-third of the medium purchasers and 40% of the heavy buyers do, in fact, namemushrooms as being a superfood, while nearly 50% of those aware of high vitamin D

mushrooms also put them in this category (twice as high as their counterparts). Women are alsomore apt to consider mushrooms a superfood compared to men.

PURCHASE FREQUENCY AWARE OF HIGHVITAMIN D

MUSHROOMS

Heavy%(a)

Medium%(b)

Light%(c)

Yes%(d)

No%(e)

Freshmushrooms

40 c 35 c 20 49 e 24

Superfoods

AGE GENDER18 - 24

%(a)

25 - 44%(b)

45 - 54%(c)

55 +%(d)

Male%(e)

Female%(f)

Freshmushrooms

32 27 36 d 25 24 32 e


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Driven by light purchasers (and to a somewhat lesser extent mediums as well), increasingexercise is the most important factor one can do in order to eat or live a healthier lifestyle something the Mushroom Council should take into consideration when marketing the product.

Heavy mushrooms buyers are more or less just as apt to indicate that increasing the variety offood they eat is just as important as increasing exercise.

PURCHASE FREQUENCY

Total Sample

%

Heavy

%(a)

Medium

%(b)

Light

%(c)

Increase exercise 26 18 22 32 ab

Increase variety of food 11 15 12 10

Reduce calories 10 12 10 8

Reduce fat 10 10 9 10

Reduce cholesterol 9 12 10 7

Reduce sodium 8 7 10 7

Increase fiber 8 8 10 6

Reduce sugar 6 5 7 8

Reduce red meat 5 7 c 5 3

Reduce carbs 4 3 4 3

Most Important Factor in Order to Eat/Live Healthier


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Younger respondents (18 44 years of age) are significantly more likely to feel that increasedexercise is the most important thing they can do for their overall health. Although at somewhatlower levels, 18 24 year olds also tend to be more concerned about their caloric intake, while

older consumers (45 +) are looking to reduce their cholesterol and sodium consumption.

Based upon these findings, one of the communities that the Mushroom Council should target isactives those who belong to gyms, work out, etc.

AGE

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Increase exercise 34 cd 32 cd 20 20

Reduce calories 15 cd 10 7 7

Reduce cholesterol 6 7 12 a 11

Reduce sodium 3 4 7 14 abc

Most Important Factor in Order to Eat/Live Healthier


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Not surprising, most consumers go online to find information on healthy eating, while at lowerlevels, both heavy and medium purchasers more likely to read this information in magazines,cookbooks and books vis--vis their light counterparts.

In line with Edelmans proposed strategy of targeting community influencers, although notsignificant, medium buyers are more likely to get this type of information from acquaintances (i.e.family, friends, co-workers, etc.).

PURCHASE FREQUENCY

Total Sample% Heavy%(a)

Medium%(b)

Light%(c)

The Internet 61 68 60 60

Doctor/physician 42 46 39 41

Magazines 40 47 c 39 36

Television 34 42 bc 30 32Family/friends/co-workers

33 34 38 30

Cookbooks 32 37 c 38 c 28

Books 26 32 c 29 c 21

Newspapers 19 22 17 19

Radio 6 8 5 4

Sources of Information Regarding Healthy Eating


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Expectedly, utilizing the Internet skews younger, while those under 55 are also more apt to getinformation from family/friends/co-workers vis--vis their older counterparts when it comes tohealthy eating information.

As one gets older, they are more likely to seek advice from a doctor/physician, as well as reading in either a cookbook or newspaper.

AGE GENDER

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Male%(e)

Female%(f)

The Internet 73 cd 64 d 61 d 50 53 65 e

Doctor/physician 39 40 40 47 38 44

Magazines 42 37 39 40 30 44 e

Television 36 33 39 d 28 31 35

Family/friends/co-workers

37 d 41 d 34 d 24 29 35

Cookbooks 26 33 32 37 a 27 35 e

Books 27 26 23 27 20 28 e

Newspapers 12 13 18 28 abc 17 19

Radio 4 8 6 5 7 5

Sources of Information Regarding Healthy Eating

Specific Websites Visited to Obtain Healthy Eating


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More or less half of the respondents who go online to research healthy eating information searchGoogle and/or WebMD, while not surprising, heavy and medium purchasers are significantly

more apt to browse food/recipe oriented sites (i.e. foodnetwork.com, cookinglight.com andeatingwell.com).

PURCHASE FREQUENCY

Total Sample%

Heavy%(a)

Medium%(b)

Light%(c)

Google 50 58 48 46

WebMD 45 50 49 40

Foodnetwork.com 33 40 c 43 c 26Yahoo 32 38 c 29 27

Cookinglight.com 18 31 c 21 c 10

Eatingwell.com 15 20 c 19 c 10

MSN 14 21 c 13 10

Specific Websites Visited to Obtain Healthy EatingInformation

Specific Websites Visited to Obtain Healthy Eating


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By nearly a 2 to 1 margin, younger respondents (18 24 years of age) visit Google for

information on healthy eating rather than WebMD which caters to an older demographic.

AGE

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Google 60 cd 52 46 41

WebMD 32 49 a 46 a 55 a

Specific Websites Visited to Obtain Healthy EatingInformation

Importance of Mushrooms as a Contributor to a Healthy


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Virtually no mushroom consumers feel that the product does not play an important role in ahealthy diet, however, 3 in 10 light users are neutral, while significantly fewer medium buyers feel

that they are a very important contributor versus heavies.

PURCHASE FREQUENCY

Total Sample%

Heavy%(a)

Medium%(b)

Light%(c)

Top-2 Box 78 89 c 86 c 69

Very important 33 55 bc 36 c 20

Somewhat important 45 34 50 a 49 aNeutral 20 10 13 30 ab

Bottom-2 Box 2 1 1 1

Not very important 1 1 - -

Not at all important 1 - 1 1

Importance of Mushrooms as a Contributor to a HealthyDiet

Importance of Mushrooms as a Contributor to a Healthy


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The perceived importance of mushrooms in a healthy diet is correlated to age, with olderconsumers placing greater importance on the product vis--vis their younger counterparts.

Not surprising, nearly all of the respondents aware of the high vitamin D variety of mushrooms feelthat they play an important role in healthy eating better than half indicating very important.

AGEAWARE OF HIGH VITAMIN D

MUSHROOMS

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Yes%(e)

No%(f)

Top-2 Box 73 77 78 82 a 95 f 73

Very important 34 31 38 30 58 f 26

Somewhat important 40 46 40 52 ac 37 47 e

Neutral 24 22 19 17 5 24 e

Bottom-2 Box 2 1 3 1 - 2 e

Not very important - 1 1 1 - 1

Not at all important 2 d - 2 bd - - 1

Importance of Mushrooms as a Contributor to a HealthyDiet


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Not surprising, heavy purchasers also consume the product much more regularly compared totheir medium and light counterparts with nearly all of them eating fresh mushrooms once a week

or more often/everyday.

PURCHASE FREQUENCY

Total Sample%

Heavy%(a)

Medium%(b)

Light%(c)

Everyday 4 15 bc 1 -

Once a week or more 42 81 bc 55 c 11

Once every 2 3 weeks 26 1 41 ac 29 a

Once a month 12 1 3 26 ab

Once every 2 3 months 9 1 - 19 ab

Once every 4 6 months 5 - - 11 ab

Once a year 1 1 - 1

Less than once a year 1 - 1 1

Frequency Eat Fresh Mushrooms

F E F h M h


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In line with findings among heavy buyers, those aware of high vitamin D mushrooms tend to eatthem more frequently with better than three-fifths consuming fresh mushrooms at least once aweek.


MUSHROOMS

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Yes%(e)

No%(f)

Everyday 6 b 1 4 5 9 f 3

Once a week ormore

41 48 45 38 55 f 39

Once every 2 3weeks

26 24 27 28 24 27

Once a month 10 14 11 12 7 13 e

Once every 2 3months

10 7 7 10 4 10 e

Once every 4 6months

4 5 4 6 1 6 e

Once a year 2 - 1 2 1 1

Less than once a

year

1 1 1 - - 1

Frequency Eat Fresh Mushrooms

Including More Mushrooms in Diet as Part of a Healthy


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The vast majority of heavy purchasers agree that theyre including more mushrooms in their dietas part of a healthy eating plan, while roughly half of the medium and light buyers are non-

committal neither agreeing nor disagreeing with this statement.

PURCHASE FREQUENCY

Total Sample%

Heavy%(a)

Medium%(b)

Light%(c)

Top-2 Box (Positive) 39 70 bc 44 c 20

Middle-2 Box (Neutral) 40 21 44 a 51 a

Bottom-2 Box(Negative)

19 7 10 26 ab

Including More Mushrooms in Diet as Part of a HealthyEating Plan

Including More Mushrooms in Diet as Part of a Healthy


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While there is not much difference among the age groups, those aware of high vitamin Dmushrooms are almost twice as likely to indicate that theyre including more of them in their diet

as part of a healthy eating plan.

AGE AWARE OF HIGH VITAMIND MUSHROOMS

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Yes%(e)

No%(f)

Top-2 Box(Positive)

40 34 45 b 39 64 f 33

Including More Mushrooms in Diet as Part of a HealthyEating Plan


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F h M h H lth P ti


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Fresh Mushroom Health Perceptions

Despite earlier findings which indicated that mushrooms do not generate top-of-mind healthawareness (vis--vis other fresh vegetables), most respondents consider them to be healthy (ingeneral).

Fresh M shroom Health Perceptions


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Awareness ofvitamin D needs

to improve



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Interestingly, the more specific health benefits consumers are aware of that fresh mushroomsprovide (i.e. natural antioxidants, immunity-boosting, vitamin D), the more likely someone is to be

a heavy purchaser. As such, continued focus on specific health benefits (rather than general ones)could be a way to move more mediums to become heavy/heavier buyers.

PURCHASE FREQUENCY

Heavy%(a)

Medium%(b)

Light%(c)

Fresh mushrooms are part of a healthy diet 78 bc 69 c 57

Fresh mushrooms have natural antioxidants 69 bc 56 c 43

Fresh mushrooms are good to include in a

weight loss diet

80 bc 63 c 52

Fresh mushrooms are an immunity-boostingfood

63 bc 47 c 37

Fresh mushrooms are fat free 81 bc 67 61

Fresh mushrooms are good to include in acancer-preventative/cancer-fighting diet

61 bc 49 37

Fresh mushrooms are a good source of vitamin

D

58 bc 46 c 30




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While fresh mushrooms generate strong health perceptions across the board, the more general thestatements (i.e. are nutritious) generate higher agreement levels among older consumers (45 +),while the more specific statements (i.e. good source of vitamin D) elicit even scores among thevarious segments.

AGE

GENERAL STATEMENTS

18 24%(a)

25 - 44%(b)

45 - 54%(c)

55 +%(d)

Fresh mushrooms are part of a healthy diet 58 61 71 a 69 a

Fresh mushrooms are good to include in a weight loss diet 50 55 66 ab 72 ab

Fresh mushrooms are fat free 55 61 68 a 78 abc

Fresh mushrooms are nutritious 57 64 66 67 a

Fresh mushrooms are good to include in any diet 59 68 72 a 82 abc

Fresh mushrooms are low calorie (should be stressed to youngerconsumers)

59 67 74 a 82 ab

Fresh mushrooms are good to include in a heart healthy diet 55 58 65 70 ab

SPECIFIC STATEMENTS

Fresh mushrooms have natural antioxidants 49 48 55 58 ab

Fresh mushrooms are an immunity-boosting food 49 44 48 43

Fresh mushrooms are good to include in a cancer-preventative/cancer-fighting diet

44 45 48 44

Fresh mushrooms are a good source of vitamin D 44 36 44 41

Fresh mushrooms are a good source of selenium 41 37 39 40

Fresh mushrooms are a nutrient dense food 48 49 49 52

Fresh mushrooms are a superfood 47 47 52 50


Person Fresh Mushrooms are Purchased For


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Better than half of the purchasers buy fresh mushrooms for the entire family.



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Significantly higher than both medium and light users, better than two-thirds of heavy mushroompurchasers are buying them for the entire family.

PURCHASE FREQUENCY

Heavy%(a)

Medium%(b)

Light%(c)

Entire family 68 bc 56 48



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Younger consumers and those aware of the high vitamin D variety are significantly more apt toindicate that they buy fresh mushrooms for their entire family.

AGEAWARE OF HIGH

VITAMIN D MUSHROOMS

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Yes%(e)

No%(f)

Entire family 68 cd 66 d 55 d 41 67 f 53

Myself 47 42 45 61 abc 49 51

My spouse 20 14 24 b 28 ab 25 21

For guests/

whenentertaining

11 13 15 23 abc 14 17

My children 9 d 7 d 8 d 3 9 5



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While heavy purchasers are not more apt to be married vis--vis their medium and lightcounterparts, they are more likely to report four or more people living with them and having childrenunder 18 at home.

PURCHASE FREQUENCY

Marital status Heavy%(a)

Medium%(b)

Light%(c)

Married 55 60 52

# of people living inthe household

One 12 17 17

Two 30 37 38

Three 23 19 22

Four or more 35 c 28 23

Presence of childrenunder 18

Yes 58 bc 46 39

No

42 54 a 61 a

Fresh Mushroom Purchase Intent


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Exceeding our norms for this measure (60 70% top-2 box), better than four-fifths of therespondents (total sample) indicated that theyd purchase fresh mushrooms if they were availableat an acceptable price.



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Light users are on the fence when it comes to purchase intent. Need to find enticements forthem to buy the product/put it on their shopping list.

PURCHASE FREQUENCY

Heavy%(a)

Medium%(b)

Light%(c)

Top-2 Box 97 c 95 c 73

Definitely would buy 88 bc 65 c 42Probably would buy 8 30 a 31 a

Might or might not buy 2 4 23 ab

Bottom-2 Box 1 1 4

Probably wouldnt buy 1 - 3 b

Definitely wouldnt buy 1 1 1


Enticements to Purchase More Fresh Mushrooms


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Better storage/handling information (to prevent spoilage) would entice many to buy freshmushrooms more often, while more so today (than 3 years ago), pricing is another key concern.



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While spoilage is top-of-mind regardless of purchase frequency (particularly among mediums),about 2 in 10 light users would buy fresh mushrooms more often if they/their family liked them.Notably, their appearance in the store is more likely to be a deterrent to heavy and medium buyers.

PURCHASE FREQUENCY

Heavy%(a)

Medium%(b)

Light%(c)

If they didnt spoil too fast 44 48 45

If they were on sale/I had a coupon 35 39 42

If they were more affordable 36 41 37

If I knew fresh mushrooms were asuperfood

19 21 15

If I knew more about their healthbenefits

16 21 17

If I knew more ways to serve them 15 16 17

If I could buy them pre-washed 19 b 11 13

If I/my family liked them 9 10 19 ab

I there were more varieties available 19 c 14 c 8

I they looked better in the store 15 c 15 c 8

If there were more recipes available forfresh mushrooms

14 10 10

If I had more time to cook 8 5 8

If they were available in microwave-and-serve packaging

8 c 6 c 2




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While spoilage continues to be a key issue regardless of age; when targeting youngerconsumers, they seem to be looking for more ways to serve them and more recipes althoughthey need to be easy to prepare, as they tend to not has as much time to cook.

AGE

AWARE OF HIGH VITAMIN

D MUSHROOMS

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Yes%(e)

No%(f)

If they didnt spoil too fast 40 47 43 51 a 33 49 e

If they were on sale/I had a coupon 30 34 45 a 47 ab 35 41

If they were more affordable 26 39 a 41 a 45 a 36 39

If I knew fresh mushrooms were asuperfood

16 18 17 21 18 18

If I knew more about their health benefits 19 18 20 15 21 17

If I knew more ways to serve them 17 23 d 15 13 12 18

If I could buy them pre-washed 18 13 12 12 15 13

If I/my family liked them 17 d 17 d 13 8 9 14

I there were more varieties available 15 15 13 9 16 12

I they looked better in the store 10 10 13 14 19 f 10

If there were more recipes available forfresh mushrooms

15 d 13 10 8 16 10

If I had more time to cook 13 bcd 6 6 3 12 f 6

If they were available in microwave-and-serve packaging

7 4 6 3 8 f 4


Fresh Mushrooms Usage


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The most popular uses for fresh mushrooms are as an ingredient (in a meal and/or salad).



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Medium purchasers are just as apt to use fresh mushrooms as a garnish or topping and as aningredient in a salad compared to their heavy counterparts. However, theyre les apt to be usingthem as a side dish, as an appetizer or as a seasoning.

PURCHASE FREQUENCY

Heavy%

(a)

Medium%

(b)

Light%

(c)As an ingredient in a meal(a garnish or topping)

84 c 80 c 64

As an ingredient in a salad 76 c 76 c 61

As an ingredient in a meal(center of plate)

80 c 74 c 59

As a side dish 68 bc 55 c 42As an appetizer 65 bc 47 c 32

As a seasoning 45 c 36 c 18




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While their older counterparts (25 +) are most likely to use fresh mushrooms as a garnish/topping or in a salad, a greater number of younger respondents are using the mushroom astheir meal (center of the plate) not surprising due to the higher incidence of vegetarianismamong this segment.

AGE

18 24%

(a)

25 44%

(b)

45 54%

(c)

55 +%

(d)As an ingredient in ameal (a garnish ortopping)

67 78 a 74 76 a

As an ingredient in asalad

54 68 a 73 a 80 ab

As an ingredient in ameal (center of plate)

68 67 68 64

As a side dish 52 44 52 52

As an appetizer 46 42 52 b 38

As a seasoning 29 28 38 bd 28


Where Fresh Mushrooms Have Been Eaten in the Past Year


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Consistent with 2008, nearly all of the respondents have eaten fresh mushrooms at home, withabout three-quarters also consuming them when dining out at a restaurant.



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Nearly all heavy, medium and light purchasers have consumed fresh mushrooms at home in the pastyear. On the other hand, lights are significantly less likely to have eaten them at a restaurant oranywhere else for that matter.

Heavy purchasers seem to surround themselves with other foodies, as nearly half of them have eaten

fresh mushrooms at a friends house recently.

PURCHASE FREQUENCY

Heavy

%(a)

Medium

%(b)

Light

%(c)

At home 97 99 c 95

At a restaurant 81 c 82 c 61

At a friends house 46 bc 33 c 16

At a cafeteria 13 c 10 c 4

At school 5 c 5 2




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Younger respondents (under 45 years of age) are more apt to eat fresh mushrooms outside of thehouse compared to those older than them particularly at restaurants, cafeterias and school(driven by 18 24 year olds).

AGE

18 24

%(a)

25 44

%(b)

45 54

%(c)

55 +

%(d)

At home 91 93 93 95

At a restaurant 74 82 cd 68 71

At a friends house 28 30 29 30

At a cafeteria 16 bcd 9 d 7 4

At school 12 bcd 3 d 2 d -


Perceptions of Fresh Mushrooms When Dining Out


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Heavy purchasers not only buy them for home consumption, but also actively seek out dishescontaining them when dining out.

PURCHASE FREQUENCY

Top-2 Box Summary Heavy

%(a)

Medium

%(b)

Light

%(c)

I actively seek out dishescontaining fresh mushroomswhen dining out at a restaurant

62 bc 40 c 23

Dishes with mushrooms are abetter value than those that do

not include mushrooms

51 bc 39 c 23

I expect to pay more for a dishcontaining fresh mushrooms

40 c 33 c 20

Perceptions of Fresh Mushrooms When Dining Out


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Percentage of Time Fresh Mushrooms are Eaten a HomeO t t R t t


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As they tend to cook less frequently, mushroom consumption outside the home is higher (onaverage) among younger respondents those under 45 years of age.

AGE

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Cooked at home 66.3 71.1 74.9 a 76.5 ab

At a restaurant/cafeteria

26.6 cd 24.5 cd 19.1 19.7

Other 7.1 d 4.4 6.0 3.8

vs. Out at a Restaurant

Percentage of Time Eaten Fresh Mushrooms vs.F /P k g d F d C t i i g M h


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While fresh mushrooms are eaten most of the time, light purchasers consume/prepare themfrozen/packaged about 20% of the time more so than their counterparts. Again, these findingsallude to the need to continue to educate consumers about the various ways fresh mushrooms canbe easily used in food preparation at home (where theyre most likely to be eaten).

PURCHASE FREQUENCY

Total Sample%

Heavy%(a)

Medium%(b)

Light%(c)

Fresh 81.4 85.8 c 85.8 c 78.9

Frozen/packaged 18.6 14.2 14.2 21.1 ab

Frozen/Packaged Foods Containing Mushrooms


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How Fresh Mushrooms are Eaten/Prepared


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Not surprising, there are many significant differences (particularly between heavy & medium vs.light purchasers) when it comes to how fresh mushrooms are eaten/prepared.

PURCHASE FREQUENCY

Total Sample% Heavy%(a)

Medium%(b)

Light%(c)

Sauteed 67 77 c 74 c 60

In or on a salad 67 76 c 72 c 59

In or with pasta 63 75 c 71 c 55

On a pizza 63 70 c 68 c 58With beef/steak 60 67 c 68 c 55

In an omelet 57 70 c 67 c 45

In stir fry/Asian dishes 56 69 c 61 c 49

With vegetables 54 70 bc 56 c 47

In a caserole 51 66 bc 56 c 41

p

How Fresh Mushrooms are Eaten/Prepared


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For the most part, dishes that take more preparation time (i.e. sauteed, with beef/steak,casseroles, etc.) are favored among older respondents. On the other hand, although at lowerlevels, younger consumers (in the 18 24 demographic) prepare mushrooms as a substitute formeat, in ethnic dishes and in sandwiches more so than their counterparts.

AGE

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Sauteed 60 69 67 73 a

In or on a salad 50 64 a 73 a 78 ab

In or with pasta 63 66 67 59

On a pizza 58 63 72 ad 60

With beef/steak 49 64 a 66 a 63 a

In an omelet 48 54 63 a 62 a

In stir fry/Asian dishes 44 59 a 61 a 61 a

With vegetables 53 58 50 54

In a caserole 39 50 a 55 a 57 a

As a burger (i.e. portabella) 35 d 29 34 d 25

In other ethnic dishes 31 d 25 27 23

In sandwiches 29 bd 20 21 14

Instead of meat/meatless dishes 24 d 19 20 16In Latin dishes 16 d 11 11 7

p

Factors Influencing What to Eat or Prepare


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g p

Not surprising, taste trumps all other reasons when deciding what type of food to eat or prepare,followed by health/nutritional value and ease of preparation.

Vi

taminD



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g p

Less frequent purchasers place greater emphasis on ease of preparation/cook time whendeciding what types of food products to buy/prepare an opportunity for mushrooms to convertthese consumers into heavier purchasers. Perceived cost is also more of a motivating factoramong light purchasers.

FREQUENCY PURCHASE FRESH MUSHROOMS

Heavy

MEAN(a)

Medium

MEAN(b)

Light

MEAN(c)

Ingredients/taste 2.17 2.05 2.18

Health/nutrition 2.74 2.75 2.90

Ease of preparation/ time toprepare

3.45 3.07 2.81 ab

Perceived cost 3.83 3.91 3.44 ab

New/unique/different 4.24 4.30 4.42

Kid friendly 4.74 c 4.98 c 5.32



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Taste continues to be the most important factor when choosing what type of food to prepare/eat regardless of age, while older consumers (55 +) are more likely than their counterparts to beinfluenced by health/nutrition.

Of less importance, however, different than older consumers, respondents under 45 are more likelyto be looking for kid friendly foods.

AGE

18 - 24

MEAN(a)

25 - 44

MEAN(b)

45 - 54

MEAN(c)

55 +

MEAN(d)

Ingredients/taste 2.28 2.20 2.11 2.03 a

Health/nutrition 2.98 2.84 2.98 2.56 abc

Ease of preparation/time to prepare

3.19 3.09 2.93 2.97

Perceived cost 3.60 3.88 3.53 b 3.62

New/unique/different 4.60 4.36 4.26 4.07 a

Kid friendly 4.63 cd 4.47 cd 5.26 d 5.79

Type(s) of Fresh Mushrooms Purchased Most Recently


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Although still the most popular variety, purchasing of white mushrooms continues to decline.



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The vast majority of all types of purchasers (heavy, medium and light) bought white mushroomsmost recently, while other varieties are favored by heavy buyers.

PURCHASE FREQUENCY

Heavy%(a)

Medium%(b)

Light%(c)

White 64 61 58

Portabella 42 c 34 c 22

Baby Bella 37 c 30 c 11

Shiitake 25 bc 16 c 9

Porcini 16 bc 9 5

Crimini 10 c 7 3



62/111

White mushroom purchasing is correlated with age the older the consumer, the more likely thisis their variety of choice, while those 18 24 are more or less just as likely to be buying portabellasand, at lower levels, other varieties.

Younger consumers appear to be more experimental.

AGE

18 - 24

%(a)

25 44

%(b)

45 54

%(c)

55 +

%(d)

White 47 56 64 a 72 ab

Portabella 42 cd 36 cd 24 24

Baby Bella 26 d 31 d 23 18

Shiitake 19 d 16 19 d 10

Porcini 13 d 12 d 10 d 3

Crimini 9 8 3 4

Oyster 8 d 6 d 5 d 1

King Oyster 11 bcd 5 cd 1 1


63/111

Where Mushrooms are Purchased Most Often


64/111

Large grocery stores tend to skew more toward medium and light purchasers (better than half). Atlow levels, 15% of heavy buyers go to farmers markets or gourmet/specialty food stores twice as high as their medium and light counterparts.

PURCHASE FREQUENCY

Total%

Heavy%

(a)

Medium%

(b)

Light%

(c)

Large supermarket/grocery store

55 50 56 59

Supercenter (i.e. Walmart,Target, etc.)

21 22 20 23

Small/neighborhoodgrocery store

6 4 7 5

Farmers market/outdoormarket

5 8 4 5

Gourmet/specialy foodstore (i.e. Whole Foods,Trader Joes)

4 7 c 4 2

Club (i.e. BJs, Sams) 3 3 4 2

Where Mushrooms are Purchased Most Often


65/111

Among all age groups, incidence of buying fresh mushrooms is highest at large supermarkets/grocery stores particularly among consumers 25 years or older, while at lower levels,supercenters (i.e. Walmart, Target, etc.) generate more traffic among those under 55 years of age.

AGE

18 - 24%

(a)

25 44%

(b)

45 54%

(c)

55 +%

(d)

Large supermarket/grocery store

41 56 a 56 a 66 abc

Supercenter (i.e. Walmart,Target, etc.)

26 d 24 d 22 15

Small/neighborhoodgrocery store

9 d 5 6 3

Farmers market/outdoormarket

7 4 7 3

Gourmet/specialy foodstore (i.e. Whole Foods,Trader Joes)

7 d 5 3 2

Club (i.e. BJs, Sams) 4 4 1 3


66/111

Type of Packaging Normally Buy


67/111

Fresh mushrooms are predominantly purchased pre-packaged in either a till/cup or bag rather than loose (in bulk).

Type of Packaging Normally Buy


68/111

Incidence of buying fresh mushrooms loose (in bulk) increases among heavy purchasers, thoseaware of high vitamin D mushrooms and consumers who are reportedly using them more often.

H/M/L

AWARE OFHIGH VITAMIN

DMUSHROOMS

USAGE VS. 1 YEAR AGO AGE

Heavy%(a)

Med%(b)

Light%(c)

Yes%(d)

No%(e)

More%(f)

Less%(g)

Thesame

%(h)

18-24%(i)

25-44%(j)

45-54%(k)

55 +%(l)

Pre-packaged in atill/cup

42 47 56 a 34 54 d 41 51 53 f 42 51 44 57 ik

Pre-packagein a bag

28 31 29 34 28 33 37 27 36 l 30 31 24

Loose (inbulk)

30 c 22 15 32 e 18 26 g 12 20 22 19 25 19

How Loose/Remaining Fresh Mushrooms are Stored


69/111

Better than 3 in 10 of the total sample (and over two-fifths of the light users) store loose/remainingmushrooms in their original package. Heavy buyers are significantly more apt to either putthem in a bowl or a paper bag in the refrigerator vis--vis those purchasing them less often.

PURCHASE FREQUENCY

Total%

Heavy%

(a)

Medium%

(b)

Light%

(c)

In the original package 39 32 37 44 a

In a plastic bag in therefrigerator

26 27 27 24

I always use the wholepackage at one time

14 14 14 15

In a bowl in the refrigerator 11 16 c 11 8

In a paper bag in therefrigerator

6 9 c 7 4

Loose on the shelf or in adrawer in the refrigerator

4 3 5 4

How Loose/Remaining Fresh Mushrooms are Stored


70/111

One-fifth of the older respondents (55 +) indicate that they always use the whole package (anddo not need to store leftover mushrooms), while the youngest consumers are more apt to put themin a bowl in the refrigerator.

Those aware of high vitamin D mushrooms are not as likely to store them in their original

package instead keeping them in a bowl or a paper bag in the refrigerator.


MUSHROOMS

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Yes%(e)

No%(f)

In the originalpackage

33 40 43 39 25 42 e

In a plastic bag inthe refrigerator

28 31 22 23 29 25

I always use thewhole package atone time

12 12 10 20 ac 14 15

In a bowl in therefrigerator

15 d 9 14 8 17 f 10

In a paper bag inthe refrigerator

6 4 7 8 10 f 5

Loose on the shelfor in a drawer in

the refrigerator

7 d 3 4 2 6 3

Satisfaction with the Quality of Mushrooms WhenShopping


71/111

Better than half of the consumers (regardless of their purchasing habits) are generally satisfiedwith the quality of the mushrooms on display at the stores where they shop. However, at least 4 in10 (across the board) have to sort through the display at least some of the time.

PURCHASE FREQUENCY

Total%

Heavy%

(a)

Medium%

(b)

Light%

(c)

Im generally satisfied withthe quality of themushrooms on display

57 59 54 57

I sometimes must sortthrough the display to findacceptable quality

31 31 36 c 26

I usually sort the display tofind acceptable quality

9 5 7 12 a

I must always sort throughthe display to findacceptable quality

4 4 2 5

Shopping

Incidence of Not Buying Fresh Mushrooms Due to PoorQuality


72/111

Interestingly, perceived quality issues are more of a deterrent among heavy and medium users who are both more likely (albeit directionally) to indicate that they dont buy fresh mushroomsoften or sometimes due to the quality of the product on sale versus light purchasers.

PURCHASE FREQUENCY

Total%

Heavy%

(a)

Medium%

(b)

Light%

(c)

Often 6 8 6 6

Sometimes 33 35 37 29

Rarely 48 49 46 50

Never 12 8 12 15 a

Quality


73/111

When Fresh Mushrooms are In Season


74/111

Older consumers (55 +) and those aware of high vitamin D mushrooms are significantly more likelyto believe that theyre in season all year round compared to their respective counterparts whoare uncertain.


MUSHROOMS

18 24%

(a)

25 44%

(b)

45 54%

(c)

55 +%

(d)

Yes%

(e)

No%

(f)

All year round 37 38 46 60 bcd 55 f 44

During the Spring 14 17 cd 9 10 20 f 10

During theSummer

9 13 cd 6 5 13 f 7

During the Fall 8 9 9 6 14 f 6

During the Winter 8 bcd 3 1 2 7 f 2

Dont know 41 d 40 d 39 d 26 19 40 e

Incidence of Using Fresh Mushrooms in Food Prep


75/111

While most indicate that their mushroom usage has not changed in the past year, about 3 in 10 areusing them more often only a slight decline versus 2008 (considering the current economicconditions).

Incidence of Using Fresh Mushrooms in Food Prep


76/111

Incidence of fresh mushrooms usage in food preparation is driven by younger respondents, thoseaware of high vitamin D mushrooms and specialty users (i.e. non-white mushroom purchasers).

AGE AWARE OF HIGHVITAMIN D MUSHROOMS

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Yes%(e)

No%(f)

More 43 bcd 23 28 d 19 44 f 23

Less 7 10 12 10 7 10

About thesame

50 67 a 60 72 ac 49 67 e

TYPE OF MUSHROOM PURCHASED MOST RECENTLY

White

%(a)

Portabella

%(b)

Baby Bella

%(c)

Shiitake

%(d)

Porcini

%(e)

More 29 42 a 42 a 46 a 48 a

Less 8 7 9 7 6

About thesame

63 bcde 51 49 47 45


77/111

Fresh Mushroom Perceptions


78/111

Driven by thosewho purchasefresh mushrooms

in a pre-packagedcup/till

Driven by heavierpurchasers, thoseaware of high vitaminD & those who buy

them loose or pre-packaged bags


79/111

Fresh Mushroom Perceptions


80/111

Taste, versatility and ease of preparation should continue to be stressed, as these are allattributes that are not resonating as well with younger consumers.

AGE

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Are delicious 60 70 a 71 a 80 abc

Make everything taste better 49 51 61 a 62 ab

Spoil too quickly 40 38 43 47

Are a good value for the money 47 41 42 45

Are more for special occasions than everyday 31 cd 24 d 22 d 12

Make a meal look better on the plate 51 49 60 b 65 ab

Are versatile 56 53 67 ab 72 ab

Are easy and convenient to prepare 55 61 61 75 abc

Are unique/theres nothing like them 57 60 66 72 ab

Are hearty and filling/satisfying 54 56 61 62

Enhance everyday meals 55 59 63 70 ab

Are a hidden treasure 47 51 61 a 68 ab

Are meaty 45 38 50 b 51 b

Can be used as a substitute for vegetarian meals 52 51 55 49

Fresh Mushroom Usage/Purchasing Perceptions


81/111

Most know how to saut, select and clean mushrooms, while relatively few know how tostore them.



82/111

Half of the light purchasers indicate that they only buy fresh mushrooms when theyre part of ameal theyre planning twice as high as their heavy counterparts, who are much more likely toreport that they usually have mushrooms on their grocery list and always like to have them onhand.

Medium purchasers are less apt than heavies to know how to select good quality mushrooms atthe store and, along these lines how to store them to better extend their shelf life. As such, itsnot surprising that they do not consider them to be a good value (see previous findings).

PURCHASE FREQUENCY

Heavy%(a)

Medium%(b)

Light%(c)

You usually have mushrooms on your grocerylist

83 bc 44 c 17

You know how to select good qualitymushrooms at the store

79 bc 61 c 45

You only buy mushrooms when theyre part of ameal youre planning

26 30 50 ab

You know how to store mushrooms to betterextend their shelf life

48 bc 38 c 24

You buy more mushrooms in bulk or loose thanpackaged

44 bc 30 c 22

You always like to have mushrooms on hand 78 bc 48 c 22



83/111

The following respondents are more apt to indicate that they usually have mushrooms on theirgrocery list

AGEAWARE OF HIGH

VITAMIN D MUSHROOMS

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Yes%(e)

No%(f)

Usuallyhave

mushroomson grocerylist

46 d 40 40 37 57 f 37

TYPE OF MUSHROOM PURCHASED MOST RECENTLY CHILDREN AT HOME

White%

(a)

Portabella%

(b)

BabyBella

%(c)

Shiitake%

(d)

Porcini%

(e)

Yes%

(f)

No%

(g)

Usuallyhavemushroomson grocerylist

45 56 a 61 a 52 59 a 50 g 34

Aware of Special High in Vitamin D Fresh Mushrooms


84/111

In only 3 years, awareness of special fresh mushrooms high in vitamin D has more than doubled.



85/111

Heavy purchasers are almost 3 times as likely and medium buyers are about twice as likely to beaware of special high vitamin D fresh mushrooms vis--vis their light counterparts.

PURCHASE FREQUENCY

Heavy%(a)

Medium%(b)

Light%(c)

Yes 32 c 24 c 13

No 68 76 87 ab



86/111

One-third of the younger respondents (18 24 years of age) are aware of special high in vitamin Dfresh mushrooms significantly higher than any other age group.

AGE

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Yes 33 bcd 13 21 b 17

No 67 87 ac 79 a 83 a

Ever Bought High Vitamin D Fresh Mushrooms


87/111

Similar to findings from the 2008 A&U, about half of those aware of high vitamin D freshmushrooms have ever bought them.

Ever Bought High Vitamin D Fresh Mushrooms


88/111

Although sample sizes are modest, medium mushroom purchasers are the least likely to indicatethat theyve ever bought high vitamin D fresh mushrooms.

PURCHASE FREQUENCY

Heavy%(a)

Medium%(b)

Light%(c)

Yes 55 38 47

No 45 62 53


89/111

High Vitamin D Fresh Mushrooms Purchase Intent


90/111

All of the respondents were shown the following image of high vitamin D fresh mushrooms

Purchase Intent


91/111

Although somewhat lower than mushrooms in general, better than three-fifths of the respondentswould purchase the package of fresh mushrooms (highlighting their vitamin D content) afterseeing the picture again exceeding our norm for this key measure.

Heavier purchasers & those aware ofhigh vitamin D mushrooms, as well asthose who buy them in bags

Purchase Intent


92/111

As the package shown to the respondents was of the portabella variety, when comparing theirpurchase intentions, we see that top-2 box interest in the high vitamin D variety has droppedsomewhat (compared to fresh mushrooms in general).

PURCHASE FREQUENCY

Heavy%(a)

Medium%(b)

Light%(c)

Top-2 Box (Definitely/probably would buy)

80 bc 71 c 53

PORTABELLA MUSHROOM PURCHASERS

Purchase Intent (ingeneral)

%(a)

Purchase Intent (high vitamin Dpackage)

%(b)

Top-2 Box (Definitely/probably wouldbuy) 93 79

Heavy buyers are significantly more apt to indicate that theyd be interested in purchasing thepackage of high vitamin D mushrooms shown to them versus medium and light consumers.


93/111


94/111

Hours Spent on the Internet in an Average Week


95/111

As they tend to be more active, while theyre online a lot, fewer 18 24 year olds indicate that theyspend 5 or more hours per week on the Internet.

AGE

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Less than one hour 2 - 1 -

1 hour but less than 2 4 1 4 1

2 hours but less than 3 11 bcd 3 1 3

3 hours but less than 4 6 5 6 5

4 hours but less than 5 7 6 6 4

5 hours or more 71 84 a 84 a 87 a

Social Media


96/111

Seventy three percent of the respondents have a Facebook account, while a significant percentage(29%) would be interested in connecting with the Mushroom Council in order to receive newrecipes, health information, etc.

AGE CHILDREN AT HOME

18 24%(a)

25 44%(b)

45 54%(c)

55 +%(d)

Yes%(e)

No%(f)

Interested inconnecting

with theMushroomCouncil online(i.e. viaFacebook)

37 d 32 d 33 d 20 40 f 23

FREQUENCY PURCHASE FRESH MUSHROOMS AWARE OF VITAMIN DMUSHROOMS

Heavy%(a)

Medium%(b)

Light%(c)

Yes%(d)

No%(e)

Interested inconnecting withthe MushroomCouncil online (i.e.via Facebook)

50 bcd 31 d 18 54 e 23

Social Networking Sites Belong To


97/111

Heavy purchasers, those aware of high vitamin D mushrooms and younger respondents are allmore likely to belong to both Facebook and Twitter vis--vis their respective counterparts.

AGE

18 24

%(a)

25 44

%(b)

45 54

%(c)

55 +

%(d)

Facebook 86 cd 80 cd 70 d 60

Twitter 33 bcd 18 d 16 d 7

PURCHASE FREQUENCYAWARE OF HIGH VITAMIN D

MUSHROOMS

Heavy%(a)

Medium%(b)

Light%(c)

Yes%(d)

No%(e)

Facebook 79 73 71 79 e 71

Twitter 23 c 17 15 32 e 14

Have Children Under 18 Living at Home


98/111

Heavy purchasers, those aware of high vitamin D mushrooms and younger respondents are allmore likely to have children under 18 living in their household.

AGE

18 24

%(a)

25 44

%(b)

45 54

%(c)

55 +

%(d)

Yes 62 cd 75 acd 40 d 12

No 38 b 25 60 ab 88 abc

PURCHASE FREQUENCYAWARE OF HIGH VITAMIN

D MUSHROOMS

Total%

Heavy%(a)

Medium%(b)

Light%(c)

Yes%(d)

No%(e)

Yes 46 58 bc 46 39 53 44

No 54 42 54 a 61 a 47 56

Employment Status


99/111

Over one-third of the heavy and medium purchasers are employed full-time significantly higherthan lights.


MUSHROOMS

Total%

Heavy%(a)

Medium%(b)

Light%(c)

Yes%(d)

No%(e)

Employed full time 30 35 c 34 c 25 33 29

Retired 23 20 25 23 16 24 d

Homemaker 13 12 12 16 12 13

Employed part time 9 11 7 11 12 9

Not employed, butlooking

8 10 6 8 8 8

Self-employed 8 7 6 9 6 8

Student 6 4 6 5 12 e 5

Not employed, notlooking

3 1 2 3 1 3

Education


100/111

Although not significant, there is a skew toward higher education levels among heavy purchasers who are more apt to indicate having a bachelors or graduate degree versus their counterparts.


MUSHROOMS

Total%

Heavy%(a)

Medium%(b)

Light%(c)

Yes%(d)

No%(e)

Less than highschool

- - - - - -

High school, but nodiploma

2 1 3 1 3 1

High schoolgraduate orequivalent

23 21 22 26 20 24

Some college 27 22 31 a 27 28 27

Associate degree 11 13 8 13 11 11

Bachelors degree 23 26 23 20 24 22

Graduate degree 12 16 11 11 12 12

Other 1 1 1 1 1 1

Income


101/111

Following is a breakdown of the income of the sample


MUSHROOMS

Total%

Heavy%(a)

Medium%(b)

Light%(c)

Yes%(d)

No%(e)

Less than $25,000 18 16 15 18 17 18

$25,000 - $34,999 13 8 14 a 14 a 10 14

$35,000 - $49,999 18 20 13 21 b 19 17

$50,000 - $74,999 22 24 26 c 17 20 23

$75,000 - $99,999 11 12 12 10 9 11

$100,000 - $149,999 10 12 10 10 11 10

$150,000 + 3 4 4 3 5 3


102/111

CONCLUSIONS & RECOMMENDATIONS

Conclusions & Recommendations


103/111

Stress the health benefits of mushrooms.

While most consumers perceive them to be healthy (in general),specifics benefits (i.e. their vitamin D content) do not generate highlevels of awareness.

When compared to other fresh vegetables, mushrooms are notconsidered a top-tier choice for health purposes.


104/111



105/111

Storage/spoilage is another factor that needs to be

accounted for.

Relatively few consumers reportedly know the correct way to store freshmushrooms to extend their shelf life leading to waste.

Learning how to avoid having mushrooms spoil is a key enticement thatwould encourage even more purchasing.



106/111

In addition, and not surprising given the current economic

environment, consumers are concerned about the price of foodproducts more so than ever before. Specifically, about 4 in 10 of therespondents indicated that theyd purchase more mushrooms if theywere on sale/had a coupon available and/or if they were moreaffordable.

As such, the Mushroom Council should continue to focus on the value proposition of theproduct. While more consumers agree that theyre a good value in 2011 (compared to2008), there is significant room for improvement on this front.



107/111

Utilize social media websites (i.e. Facebook)

The vast majority of consumers have a Facebook account, while many(particularly younger respondents and heavy and medium purchasers)would be interested in connecting with the Mushroom Council in order toreceive health information, recipes, etc.



108/111

While white mushrooms still generate the most sales,

specialty purchasers (i.e. portabella, baby bella, shiitake,porcini, etc.) tend to be more committed to the category.

Usage ideas/recipes should be developed for the use of all types offresh mushrooms as well as health, convenience and valuemessaging.



109/111

Vitamin D enriched mushrooms have significant

potential.

These mushrooms can increase awareness of the health benefits ofmushrooms.

Respondents aware of these high vitamin D mushrooms tend to be

heavier purchasers.

Heavy vs. Medium vs. Light


110/111

P12 Highest concentration of light purchasers is in the Midwest P17 Light users think that increasing their amount of exercise is the most important thing they

can do to live or eat healthier P17 Albeit directional, heavy purchasers think its important to eat a variety of food & reduce

calories, cholesterol and red meat P19 Heavy users more likely to go online for healthy eating info, as well as magazines, TV and

cookbooks P19 Mediums seek advice on healthy eating from family, friends, co-workers P21 Heavies go to Google, H & Ms = Food oriented sites (& WebMD) P23 mediums somewhat important contributor to a healthy diet, lights unsure

P29 H & M higher incidence of flexitarian, vegetarian, etc. (although at low levels) P42 stress value to mediums & health benefits P48 heavies are more apt to be friends with other mushrooms eaters P53 lights = higher incidence of eating frozen/pre-packaged mushrooms P58 mediums = taste / mediums & lights = ease of preparation / lights = cost P61 H & Ms buying other types (in addition to white) P68 lights buy pre-packed in till/cup / heavies buy loose (bulk) P73 lights confused as to when mushrooms are in season P79 mediums not nearly as likely (as heavies) to think mushrooms are a good value P82 Half of the light purchasers only buy mushrooms when part of a meal theyre planning P97 Heavies = Facebook & Twitter P98 & 99 Heavies higher incidence of having children and being employed full time

Age


111/111

P11 30% of 18 24 year olds are heavy purchasers higher than any other segment P18 Increasing exercise and reducing calories are most important to younger consumers

P20 Younger consumers referencing the Internet and asking family, friends, co-workers forhealthy eating advice

P22 Younger respondents go to Google, older = WebMD P30 Almost 3 in 10 younger respondents consider themselves a flexitarian or vegetarian P34 More general health statements resonate with older consumers P43 Younger consumers looking for more recipes/easy usage ideas (convenience) P46 Younger respondents using them as center of plate ingredient P51 Younger respondents eat them outside the home more often (i.e. restaurants/cafeterias) P56 Different uses (i.e. younger = portabella burgers, meat substitutes, sandwiches, etc.) P62 Younger buying other types (not just white mushrooms) P65 Younger respondents shopping at supercenters (i.e. Walmart, Target, etc.) P74 Younger confused as to when mushrooms are in season P80 Taste, versatility & ease of preparation messages not resonating as well with younger

consumers P86 Incidence of awareness of high vitamin D mushrooms is highest among younger segment

P89 Younger consumers also more likely to have ever bought high vitamin D mushrooms P95 Younger respondents not on Internet as often more active lifestyle P96 & 97 However, younger consumers are on Facebook & Twitter and are most likely to want

to connect with the Mushroom Council via social networking sites

Documents

Mushroom Attitude and Usuage Study 6-23-11