The Fresh Mushroom Shopper
![Fresh Mushroom Shopper hero image](https://www.mushroomcouncil.org/wp-content/uploads/2024/04/Fresh-Mushroom-Shopper-hero-image-scaled.webp)
![](https://www.mushroomcouncil.org/wp-content/uploads/2024/01/Mushroom-Retail-Icon-2.png)
The Fresh Mushroom Shopper
![](https://www.mushroomcouncil.org/wp-content/uploads/2024/02/home-Icon-300x300.png)
About half of American households purchase fresh mushrooms.
Fresh mushrooms are purchased about 7 times a year.
![](https://www.mushroomcouncil.org/wp-content/uploads/2024/02/Portabella--1024x930.png)
![](https://www.mushroomcouncil.org/wp-content/uploads/2024/02/shopping-cart-300x300.png)
The average American household spends more than $22 per year on fresh mushrooms.
The total ring is highest for crimini baskets.
Specialty is mostly lower as it tends to be a meal/recipe, not a stock-up trip.
![](https://www.mushroomcouncil.org/wp-content/uploads/2024/02/grocery-bill-300x300.png)
$92.77
Total ring if mushrooms are purchased
![](https://www.mushroomcouncil.org/wp-content/uploads/2024/02/White-Button-300x300.png)
$92.53
If white mushrooms are purchased
![](https://www.mushroomcouncil.org/wp-content/uploads/2024/02/Crimini--300x300.png)
$105.98
If crimini mushrooms are purchased; Portabella = $89.85
If specialty mushrooms are purchased
Shiitake $99.98; Oyster $85.37; Enoki $75.94; Random Weight $72.33
![](https://www.mushroomcouncil.org/wp-content/uploads/2024/01/Mushroom-Retail-Icon-1.png)
![Shopper Engagement tile](https://www.mushroomcouncil.org/wp-content/uploads/2024/04/Shopper-Engagement-tile.png)
Shopper Engagement
Overview of fresh mushroom trips, spend per tri, household penetration and annual spending overview.
![](https://www.mushroomcouncil.org/wp-content/uploads/2024/01/Mushroom-Retail-Icon-1.png)
![Shopper Segmentation tile](https://www.mushroomcouncil.org/wp-content/uploads/2024/04/Shopper-Segmentation-tile.webp)
Shopper Segmentation
Overview of the demographics and purchase habits of light, medium and heavy mushroom buyers.
![](https://www.mushroomcouncil.org/wp-content/uploads/2024/01/Mushroom-Retail-Icon-1.png)
![Co-and Cross Purchase tile](https://www.mushroomcouncil.org/wp-content/uploads/2024/04/Co-and-Cross-Purchase-tile.webp)
Co- and Cross Purchase
Study into other foods and beverages purchased at the same time as mushrooms (co-purchase) and items that are bought at a greater rate by mushroom households (cross-purchase).