Grow Mushroom Sales
200M LBS OF DEMAND IS COMING
Mushrooms for the Holidays
The October through December holiday period is the most important selling season for mushrooms. In these three months alone, more than 200 million pounds* of mushrooms will be sold as shoppers look to elevate holiday meals, entertain guests, and add flavorful, functional ingredients to their celebrations.
With the Mushroom Council investing more in consumer marketing than ever before, grocery retailers have an unmatched opportunity to drive category growth this season and beyond.
Why Mushrooms?
ABUNDANT THANKSGIVING SALES
Thanksgiving week mushroom sales run 15.5% above a normal week for mushroom sales.**
PACK SIZE MATTERS
Holidays drive big demand for larger packs. Sales of 16- and 24-ounce packages surge during Thanksgiving, Christmas, New Year, and early January, making them essential for entertaining and family meals.***
EVERYDAY PERFORMER
While 16- and 24-ounce packs shine during the holidays, the 8-ounce package remains a steady, year-round top seller.****
SEASONAL SHIFTS
Mushrooms are a natural go-to ingredient for the busy fall and winter months, perfect for quick and easy school night meals like pasta, bowls, and pizza.
SHOPPER NUTRITION PRIORITIES
Mushrooms are a natural fit for all eating patterns, including for GLP-1 users who look to umami-rich mushrooms to satisfy flavor cravings without adding fat or cholesterol. And, as part of the MIND diet, mushrooms provide several nutrients and bioactive compounds that may play a role in supporting brain health, with ergothioneine being the standout.
Win the Holiday Season with Mushrooms
2026 Promotional Resources for Retailers
It’s Not Magic. It’s Mushrooms. Let’s grow together.
The Mushroom Council’s newest campaign, It’s Not Magic. It’s Mushrooms., is designed to inspire the next generation of mushroom shoppers and fuel category growth.
With fresh creative, expanded media investment, and a new focus on Millennial and Gen Z consumers, this campaign is built to move light and medium mushroom consumers up the purchase ladder — turning occasional shoppers into loyal fans.
Bring the It’s Not Magic. It’s Mushrooms. campaign to life in your stores with ready-to-use merchandising and marketing assets.
Sources:
*Mushroom Council Shipping Report Oct – Dec 2025
**Circana, MULO+ w.e. 11/30/25
***Circana, Integrated Fresh, TOTAL US AND REGIONS, WEEK ENDING 5/18/25
****Circana, Integrated Fresh, TOTAL US, MULO+ 52 weeks ending 4/19/26
The Fresh Mushroom Shopper
Retail Best Practices
Ready-to-Use Resources
Easy Mushroom Grilling Recipes
