Retail Tracker

Produced every four weeks, the Retail Tracker Report provides insight into category dollar sales, segment and variety sales, average price per pound, and other helpful metrics.

Data through 04/19/2020

Spotlight –Notable and Newsworthy

  • In the 4-weeks – Fresh mushroom sales soar amid pandemic
  • In the 52-weeks – Significant increase in 4-week sales help drive higher dollar sales for 52-week period
  • Many fresh produce categories are seeing significant growth amid the crisis, including fresh mushrooms. Category dollars increased +22.2% in the current 4-week period, +12 points ahead of Total Produce. 
  • This dollar growth was driven by an increase in volume (+17.9%) and average price/lb. (+3.7%)
  • All regions across the U.S. showed double-digit increases in dollar sales, led by California (+31.4%)
    Nearly all markets also showed double-digit dollar growth, led by Los Angeles at +39.2%
  • Conventional and Organic mushroom sales increased this period. Conventional dollar sales increased +20.3% (+$18.0M) and contributed 80% of dollar growth, while Organic dollar sales increased +36.0% (+$4.5M)

Total Mushrooms – 4 Weeks

  • Many fresh produce categories are seeing significant growth amid the Coronavirus pandemic, including fresh mushrooms. Category dollars increased +22.2% in the current 4-week period, +12 points ahead of Total Produce.
  • This dollar growth was driven by an increase in volume (+17.9%) and average price/lb. (+3.7%)
  • All regions across the U.S. showed double-digit increases in dollar sales, led by California (+31.4%)
    • Nearly All markets also showed double-digit dollar growth, led by Los Angeles at +39.2%
  • Conventional and Organic mushroom sales increased this period. Conventional dollar sales increased +20.3% (+$18.0M) and contributed 80% of dollar growth, while Organic dollar sales increased +36.0% (+$4.5M)

Segment/Variety – 4 Weeks

  • White mushrooms made up 61% of total mushroom volume and increased +18.2%, which equated to +2.6M lbs.
    • Chicago and Baltimore/Washington led the markets in white mushroom dollar growth at +41.9% and +40.3%
  • Cremini mushrooms made up 33% of total mushroom volume and increased +22.7%, adding +1.7M lbs. to the category
  • Portabella mushrooms made up 3% of total mushroom volume and declined -2.4%
  • Specialty mushrooms accounted for 2% of total mushroom volume but contributed 6% of total mushroom dollar sales
    • The specialty segment grew in volume and dollar sales, up +13.6% and +23.2%, respectively

Total Mushrooms – 52 Weeks

  • 52-week dollar sales increased +3.8%, while volume increased +1.5%  
  • Mushroom category dollar growth rate (+3.8%) outpaced Total Produce (+3.1%) by +0.7 points
  • Dollar sales increased in all eight regions, led by Midsouth at +5.9% and Southeast at +5.5%
  • Forty-seven of fifty markets showed dollar growth, led by Boise at +10.4%
  • Organic mushroom sales grew +11.9% in dollars and +6.0% in volume
  • Conventional dollars increased +2.7%, driven by a +1.6% increase in price/lb. and a +1.0% increase in volume sales

Segment/Variety – 52 Weeks

  • Cremini and specialty mushrooms showed strong dollar sales growth in the fresh mushroom category, and helped drive category growth for the 52-week period
  • Cremini mushrooms grew volume +5.7M lbs. (+5.9%) and dollar sales +$34.3M (+8.3%)
  • Specialty mushrooms grew volume +579K lbs. (+8.8%) and dollar sales +$9.7M (+14.4%)
  • Value added mushrooms grew volume (+5.8%) but showed a -$3.4M (-12.0%) decline in dollar sales   
  • White mushroom sales were flat (-0.3%), while dollar sales increased +$14.1M (+2.0%)
  • Portabella mushroom volume declined -1.2M lbs. (-9.7%) and dollar sales declined -$5.6M (-7.5%)


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The American Mushroom Institute (AMI) is a trade association representing the growers, processors and marketers of mushrooms in the United States. Find resources on growing, health and safety, regulatory issues and much more on their website.