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 09/06/2020

Spotlight –Notable and Newsworthy

  • In the 4-weeks – Mushroom category continues to outshine total produce
  • In the 52-weeks – Higher volume and rising prices continue to drive dollar growth

Total Mushrooms – 4 Weeks

  • Mushroom category sales continued to outpace total produce. Mushroom sales were up +17.7% in the four-week period, +8.5 points ahead of total produce
  • Dollar growth was driven by volume (+14.9%) and average price/lb. (+2.5%)
  • All regions experienced double-digit increases in dollar sales, led by California (+25.2%)
    • This growth was driven by double-digit dollar gains in most tracked markets, led by Los Angeles at +31.7%
  • Conventional and Organic mushroom sales continued to grow this period. Conventional dollar sales added +$14.7M (+18.2%) and contributed 87.1% of dollar growth, while Organic dollar sales gained +$1.8M (+14.8%)

Segment/Variety – 4 Weeks

  • Performance was strong for all tracked mushroom segments. Most displayed double-digit dollar and volume growth along with rising prices
  • Cremini mushrooms had the largest incremental sales growth and added +$6.8M (+22.3%) to category sales
    • Creminis contributed 41.3% of total incremental dollars, while the segment accounts for 34.1% total dollar sales
  • White mushrooms made up 51.9% of total mushroom dollar sales grew +13.5%, which drove incremental sales of +$6.8M
  • Specialty mushrooms ranked the highest in dollar growth rate at +32.3%
  • San Diego led the markets with the highest dollar rate at +76.0%
  • The value added also showed strong sales growth in the four-week period, up +14.7% in dollar sales and +14.3% in volume

Total Mushrooms – 52 Weeks

  • 52-week sales exhibited an increase in both volume (+11.6%) and average price/lb. (+2.4%). These trends drove a +14.3% gain in category dollars
  • Mushroom category dollar growth rate (+14.3%) outpaced Total Produce (+7.8%) by +6.5 points
  • Dollar sales increased in all eight regions, led by Midsouth at +18.3%
  • All fifty markets contributed dollar sales gains
    • Richmond/Norfolk led in growth rate (+24.3%)
    • Los Angeles led in incremental sales (+$11.8M)
  • Organic mushrooms showed a +21.0% increase in dollars and +15.2% in volume
    • Conventional mushrooms also grew dollar (+13.4%) and volume sales (+11.2%)

Segment/Variety – 52 Weeks

  • White, Cremini, and Specialty mushroom varieties displayed double-digit dollar sales growth
  • Specialty mushrooms saw the largest increase in both dollars (+23.2%) and volume (+16.6%)
  • White mushrooms had the largest incremental sales in dollars (+$83.0M) and volume (+17.8M lbs.)
  • Cremini mushrooms were also a strong driver of category growth, adding +15.4M lbs. (+16.2%) in incremental volume, which drove a +$79.8M gain in dollar sales (+19.2%)
  • Portabella mushrooms showed a gain in volume and dollar sales (+4.7% and +8.5%, respectively)
  • Value-added mushrooms did not follow the same trend as other varieties. Volume grew (+5.1%), but dollar sales declined (-8.2%)

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.