(Editor’s note: This is the second story in a four-part series on mushroom marketing. You can view the first story here.)
As a sustainable alternative to animal protein, vegetarians, vegans, pescatarians and flexitarians alike find a nutrient-dense and flavorful alternative with the mighty mushroom. With its chewy texture and umami-rich flavor, anyone seeking to consume less meat — whether a tentative omnivore trying a meatless Monday or any of the seven vegetarian categories — looks to mushrooms as a key player in the plant-based movement.
As a star in plant-based eating, mushrooms offer grocers a way to appeal to conscious consumers looking for flavorful, sustainable meat alternatives.
“Mushrooms are extremely versatile additions to any meal,” said Sean Steller, director of business development for Phillips Mushroom Farms. “This versatility is showcased as mushrooms can be the main course — or an accent flavor to nearly any menu item. Traditional options such as portabella burgers and sauteed mushrooms are now being augmented by exciting new recipes such as Lion’s Mane Smashburger and Shiitake Bacon.
“Retailers can best leverage the mushroom category by having a diverse offering of high-quality mushroom items that are easy to navigate,” Steller continued. “Another popular trend is displaying sliced mushrooms near the protein department to encourage blending mushrooms and meat for those looking for a more sustainable, delicious option.”
Anne-Marie Roerink of 210 Analytics LLC, providing insight on behalf of the Mushroom Council, says 33% of consumers expect their plant-based consumption to increase in the next year.
“The top items driving the increase in plant-based food are bowls, stir fries and pizza/flatbreads. Here again, mushrooms are a key ingredient for each,” she said.
“Mushrooms are a cornerstone of plant-based eating, not just because they’re a natural, whole-food option, but because their umami and meaty texture make them a satisfying ingredient in countless dishes,” Roerink added. “Retailers can leverage this by promoting mushrooms as an easy addition to plant-based meals, from stir-fries to veggie burgers.”
In addition, cross-merchandising mushrooms with other plant-based staples — such as tofu, grains or plant-based sauces — can inspire shoppers and boost basket size.
“We’re also seeing a move away from ultra-processed plant-based alternatives toward fresh, whole ingredients,” Roerink said. “Mushrooms are perfectly positioned to shine in this space. By offering recipes, in-store demos and signage that showcases mushrooms’ role in plant-based eating, retailers can capture the attention of health-conscious and flavor-focused consumers alike. For example, consider ‘Excellent Meat Substitute’ signage above a robust mushroom display.”
Devon Kennedy, national marketing manager for Highline Mushrooms, says part of the appeal to the plant-based eater is that the nutrition-packed mushrooms can complement or replace meat.
“They are natural flavor absorbers and go with everything,” Kennedy said. “Plant-based eating can be promoted in the produce section by cross-promoting with herbs, cheese and other non-meat flavor boosters. The beautiful thing about mushrooms is how versatile they are in cooking. They can be sauteed, barbecued, roasted, put in sauces, pastas or stand alone as the center of the plate.”
Bryan Shelton, vice president of sales and marketing for Giorgio, says mushrooms play a huge role in plant-based recipes, featuring an eating quality that resembles meat while being high in nutrients.
“Mushrooms pair perfectly with any cuisine and add an umami flavor to every dish,” Shelton said. “Retailers can use POS signage and recipe cards to inspire customers to incorporate mushrooms as a meat alternative in various cuisines and meals, from breakfast to dinner.”
Your next read: Unlocking the marketing power of the mighty mushroom
