Retail Best Practices
Retail Best Practices
SHOPPING | In the Store – a Decision Hierarchy
Quality/Freshness/Flavor
Quality/Freshness/Flavor were key drivers of fresh mushroom purchases. The visual appearance of mushrooms informs shoppers of quality and freshness
Selection/Variety
Shoppers typically found the needed varieties (typically white, crimini and portabella) and selection (whole, sliced) in their primary store. Lack of a specific variety seldom resulted in trips to a different retailer, apart from special occasions. Planning for a special occasion sometimes encouraged shoppers to visit a secondary retailer.
Price
Price, unlike many produce items, was not a top-two decision-making point of many shoppers hierarchy. Many shoppers considered mushrooms a “staple” and said “ 50 cents is not going to stop me from purchasing them.” though price did hold a higher position in the hierarchy of some value shoppers.
Neat and Organized Displays
Most shoppers preferred neat and organized displays. The also preferred packaged mushroom for their convenience and cleanliness. Some shoppers requested more information at or near the display – specifically nutrition information and usage ideas (especially for less well-known mushroom varieties).
RETAILER RESOURCES
Fresh Mushroom Retail Best Practices Data Tool
An extensive study of how consumers reacted to strategic mushroom pricing and promotional changes across channels, regions, pack sizes, types, and varieties. Additional resources:
IRI Retail Best Practices Data Tool
The sustained impact of inflation has resulted in consumers shifting around their dollars in a non-stop balancing act. Learn more about retail best practices surrounding price elasticity and price cliffs to understand consumers’ reactions to the mushroom marketplace.
Fresh Mushroom Path-to-Purchase – Retail Purchase Influences, Drivers and Barriers
This qualitative research explores how shoppers decide to purchase fresh mushrooms at retail; from planning the shopping trip, to in-store experiences, decisions, and purchase triggers.
Making sense of a Senseless Marketplace
In today’s challenging market, no one has all the answers. In this report the Council shares what we are seeing in the marketplace and how mushrooms in particular are being impacted.
