Retail Tracker

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 3/21/2021

Spotlight –Notable and Newsworthy

  • In the 4 weeks – Total Produce dollar sales declined 7%, while Fresh mushrooms declined 3%
  • In the 52 weeks – Every segment continued to contribute double-digit growth

Total Mushrooms – 4 Weeks

  • Mushroom category dollar sales saw a decline of -3.3% for the period, while Total Produce declined -6.7%
  • This decline was driven by a decrease in volume (-4.2%), while average price/lb. increased +1.0%
  • All regions experienced dollar sales decline, except for West (+1.4%)
    • Most markets saw a downward sales trend; however, 16 markets saw increases. Denver led the markets in growth rate at +7.5%
  • Conventional and Organic dollar sales dropped -2.4% and -9.0%, respectively

Segment/Variety – 4 Weeks

  • Almost all mushroom segments saw increases in dollar and volume sales
    • White mushrooms were the only segment that had a decline
  • Specialty mushrooms had the highest incremental dollar and volume growth and added +$972k (+13.4%) and +104k lbs. (+17.8%) to the category
    • Specialty mushrooms were the only segment to show growth in every market, Northeast saw the highest dollar growth rate at +19.4%
  • Cremini mushrooms captured dollar and volume growth in most regions, which led to a total Cremini increase of +$467k (+1.1%) and +77k lbs. (+0.8%)
    • On a Market basis, Cincinnati/Dayton saw the highest dollar growth rate at +16.8%
  • Portabella dollar sales grew +17.1% but volume was flat
  • The growth of these segments did not counteract the decline in White mushroom sales, which saw a -9.2% decrease in dollars

Total Mushrooms – 52 Weeks

  • In the 52-week period, the mushroom category continued to see growth in both volume (+13.8%) and average price/lb. (+2.7%). These trends drove a +16.9% gain in category dollars
  • Mushroom category dollar growth rate (+16.9%) outpaced Total Produce (+8.6%) by +8.3 points
  • Dollar and volume sales grew in all eight regions
    • California saw the highest dollar (+22.8%) and volume (+19.0%) growth rates
  • All fifty markets contributed dollar and volume gains
    • Los Angeles led in dollar (+28.3%) and volume (+26.3%) growth rates
  • Organic mushrooms showed a +15.6% increase in dollars and +12.1% in volume
  • Conventional mushrooms also grew dollar (+17.1%) and volume sales (+14.1%)

Segment/Variety – 52 Weeks

  • Nearly all mushroom segments displayed double-digit dollar and volume growth rates
    • Value added was the only segment to see single-digit dollar growth along with a decline in average price/lb.
  • Specialty mushrooms claimed the highest growth rates in dollars (+28.2%) and volume (+24.5%) of any segment
  • Cremini mushrooms had the largest incremental increase in dollar sales (+$94.7M at +21.6%) and added +19.0M lbs. (+19.1%) to the category
    • Cremini mushrooms held 34.9% of total category dollars but contributed 42.9% of the total category dollar increase
  • White mushrooms added the most in incremental volume with +19.7M lbs. (+10.7%) which drove a +$90.1M (+12.9%) increase
  • Portabella mushrooms showed a gain in dollar and volume sales (+17.5% and +13.1%, respectively)

Graphic Highlights

Press Releases

Find our past and present press releases distributed by the Mushroom Council.

AMI Resources

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.