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 11/29/2020

Spotlight –Notable and Newsworthy

  • In the 4 weeks – Cremini mushrooms catapult the category with double digit dollar growth
  • In the 52 weeks – All regions continue to contribute to strong sales increases

Total Mushrooms – 4 Weeks

  • Mushroom category dollar sales increased +7.8%, but lagged total produce by -1.1 points this period
  • Dollar growth was driven by increases in volume (+5.1%) and average price/lb. (+2.5%)
  • All regions experienced dollar sales growth, led by California (+13.4%)
    • Northeast saw the highest incremental sales increase at +$2.4M
    • All markets except Jacksonville saw dollar gains, led by Charlotte at +15.1%
  • Conventional and Organic mushroom sales continued to grow this period. Dollar sales of Conventional mushrooms added +$7.8M (+8.5%), while Organic sales increased +$471k (+3.3%)

Segment/Variety – 4 Weeks

  • All mushroom varieties except Dried had dollar and volume gains, while all mushroom varieties increased in Average Selling Price (ASP)
  • Cremini mushrooms had the largest incremental sales growth and added +$4.5M (+12.7%) to the category
    • Cremini mushrooms accounted for 35.1% of category dollar sales but accounted for 54.7% of the dollar increase
  • White mushrooms made up 51.7% of total mushroom dollar sales and saw a growth rate of +2.4%, which boosted the category +$1.4M
  • Specialty mushrooms had the highest sales growth rate at +20.7%
  • Portabella dollar sales increased in all regions, driving a Total U.S. growth rate of +15.5%
    • Great Lakes saw the highest growth rate at +24.9%
  • Value Added also saw a dollar increase (+16.1%), while Dried was the only variety to exhibit a decrease (-0.3%)

Total Mushrooms – 52 Weeks

  • In the 52-week period, sales exhibited an increase in both volume (+13.8%) and average price/lb. (+2.6%). These trends drove a +16.8% gain in category dollars
  • Mushroom category dollar growth rate (+16.8%) outpaced Total Produce (+9.3%) by +7.5 points
  • Dollar sales increased in all eight regions, led by California at +20.8%
  • All fifty markets contributed dollar gains
    • Los Angeles led in growth rate (+27.3%) and incremental sales (+$15.4M)
  • Organic mushrooms showed a +20.6% increase in dollars and +16.3% in volume
  • Conventional mushrooms also grew dollar (+16.2%) and volume sales (+13.5%)

Segment/Variety – 52 Weeks

  • All mushroom varieties except Value Added displayed double-digit dollar sales growth
  • Specialty mushrooms saw the largest growth rates in both dollars (+27.1%) and volume (+20.5%)
  • White mushrooms had the largest incremental increases in dollar sales (+$95.1M and +13.9%) and volume (+20.9M lbs. and +11.5%)
  • Cremini mushrooms added +17.8M lbs. (+18.4%) in incremental volume, driving a +$90.2M gain (+21.3%)
  • Portabella mushrooms showed a gain in dollar and volume sales (+14.6% and +10.3%, respectively)
  • Value-added mushrooms did not follow the same trend as other varieties. Volume grew (+8.9%), but dollar sales declined (-0.3%)

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.