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Mushroom Council. “Retailers should be sure they have more than just the basic varieties in stock,” says Harter. “ ey can help inform shoppers how they can use specialty varieties, making them feel comfortable working with unfamiliar varieties.”
White Buttons tend to lead in dollar sales during the winter, but retailers also see strong growth across the Cremini and Brown specialty varieties, notes Wilder. “Carrying multiple varieties beyond the White Button and Baby Bellas o er shoppers a nice oppor- tunity to move out of their comfort zone,” he says. “In-store signage describing the various varieties, their  avor, cooking uses and nutri- tional bene ts will give consumers the infor- mation to select the variety that suits their needs best.”
Specialty varieties including browns and Shitakes are seeing higher sales and demand, says Donovan. “We are seeing more and more interest in the more exotic Maitake, Pom Poms and Royal Trumpets, but they’re a small part of the total category,” he says.
All groups purchase mushrooms, report marketers. “Mushrooms cross all demo- graphic lines,” says Donovan. “Ethnic groups, adults, Millennials, they are all important.” He says, demand has slowed in the North- east, while higher sales are happening in the Southeast and West, where poluation is increasing.
CHANGING MUSHROOM SHOPPER
 e mushroom buying demographic is changing. According to studies, mushroom buyers possess slightly higher income levels and tend to be more educated, notes O’Brien. “ e mushroom consumer likes to cook and values the  avor of mushrooms,” he says. “ ey also tend to be more focused on health and wellness due to the nutritional value of mushrooms.”
 e changing variety landscape is helping boost sales. “Total mushroom category dollar sales growth is driven by Brown mushrooms.  e conversion from White Button mush- rooms to Brown mushrooms continues. If you love mushroom pizzas a Portabella makes your pizza, even better. It’s the Baby Bella that continues to grow and in some areas outsells white mushrooms,” says O’Brien.
Younger shoppers are also big purchasers. “Millennials are quick to  nd the value of mushrooms as a healthy alternative to meat and a wonderful accompaniment to meats and other vegetables,” says Harter of the Mushroom Council.
stu ng mushrooms, which are almost the size of a  st.  at makes a big di erence, says Drust. “People are cutting them up, putting them in salads and sautéing them. People make hearty meals with them and cook them with eggs, all the di erent things they use them for.”
Mushrooms are adaptable to many meals and  t in well with dining, especially among friends and family. “Mushrooms stu ed with crab for holiday party hors d’oeuvres are always a hit,” says Basciani’s Recchiuti.
“Mushrooms are so versatile they  t into every daypart meal or snack.”
 at versatility helps sales, says Heinens’ Latessa. “Everybody has the ovens turned on, whether they’re making soups, stews, stir-frys, sautéing or throwing a steak or roast. Mushrooms, they’re the item,” he says. “ ey’re always part of the meal year round, whether in a salad or on the grill. Mushrooms are a main stay on consumers’ lists.  ey’re not going away. It’s not stopping. It’s highly important in the winter.” pb
Drust Markets sells large baskets of
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