A new campaign spotlights the functional nutrition benefits of mushrooms.
“We’re helping to educate consumers about mushrooms’ role in the MIND diet, a plant-forward eating pattern designed to promote brain health,” commented Cristie Mather, vice president of marketing with the Mushroom Council.
“We know that when Millennial and Gen Z consumers seek foods for their functional benefits, they prioritize cognition and brain health as the top benefit they seek.” As a part of the MIND diet, mushrooms provide several nutrients and bioactive compounds that may play a role in supporting brain health, with ergothioneine (ERGO) being the standout. Mushrooms are one of the top food sources of ERGO with Shiitake, Oyster, King Trumpet and Lion’s Mane especially showing an abundance.
Portabella mushrooms in particular witness a sales surge during the summer months, driven by their ease of use in grilling. Whether grilled whole as a meaty main or burger, large Portabella caps are a natural fit for the flame, and the hot summer sales prove it.
Portabella mushrooms combined with White Button and Crimini/Baby Bella represent the highest volume for the category. Together, these varieties make up more than 90 percent of total volume sold in the U.S. Specialty mushrooms continue to capture the interest of mushroom shoppers with Shiitake being the most popular in terms of volume sold. In addition, significant YOY sales volume increases have been witnessed for Lion’s Mane and Trumpet mushrooms. For the highest-volume varieties, their popularity is driven by the fact that most consumers are very familiar with these mushrooms and appreciate their versatility in recipes and their relevance to a range of cuisines. However, increased awareness of mushrooms’ functional nutrition benefits has become a progressively important driver of consumption. Lion’s Mane for instance is a star of the supplement aisle, helping to deepen awareness of mushroom nutrition.