2011 Fresh Mushrooms Attitude & Usage Tracking Presentation

Prepared by:

Methodology

A total of 802 surveys were conducted online among a nationally representative sample of consumers age 16 or older. In order to qualify to complete the entire survey, respondents were screened to ensure that they purchased and/or ate fresh mushrooms in the past year. Where applicable, results from this study will be compared to previous research conducted by the Mushroom Council.

DETAILED FINDINGS

Purchase Incidence
Overall incidence of purchasing fresh mushrooms has fluctuated over the years.

No difference between men and women

Consumption Incidence
Better than three-fifths of the consumers contacted (prior to qualifying for study participation) indicated that theyd eaten fresh mushrooms within the past year.

Consumption is slightly higher among men

Purchase/Consumption Incidence
Incidence of both purchasing and consuming fresh mushrooms is correlated to age - although at least half of the total sample has bought or eaten them in the past year.

AGE 18 24 % (a) Purchase incidence Consumption incidence 25 44 % (b) 45 54 % (c) 55 + % (d)

50 55

58 a 61

58 a 60

62 a 68 a

Top-5 Favorite Fresh Vegetables

Compared to previous waves of research (among purchasers/users), fresh mushrooms are named by about 4 in 10 respondents as one of their favorite fresh vegetables.

Purchase Frequency Heavy vs. Medium vs. Light

Positively, the number of heavy purchasers (buy fresh mushrooms at least once a week) is at an all-time high.

Purchase Frequency Heavy vs. Medium vs. Light

Breaking out purchase frequency by vitamin D awareness in greater detail illustrates the different buying behavior among these 2 groups.

AWARE OF HIGH VITAMIN D MUSHROOMS

Yes % Heavy purchaser (buy once a week or more) Medium purchaser (buy once every 2 3 weeks) Light purchaser (buy once a month or less) No %

38 38 25

22 33 45

Purchase Frequency Heavy

Vitamin D stands out in the crowd a greater % of those aware of high vitamin D mushrooms fall into the heavy purchaser category compared to those aware of the products various health benefits.

Purchase Frequency Heavy vs. Medium vs. Light

The increase in heavy purchasers seems to be driven by younger consumers (18 24 years of age).

AGE 18 24 % Heavy purchaser (buy once a week or more) Medium purchaser (buy once every 2 3 weeks) Light purchaser (buy once a month or less) 25 44 % 45 54 % 55 + %

30 30

20 38

27 36

25 33

40

42

37

42

Purchase Frequency Region Lived In

The greatest concentration of light mushrooms purchasers is in the Midwest, with nearly half of the sample falling into this category.

PURCHASE FREQUENCY Heavy % (a) East South Midwest West 28 28 18 28 Medium % (b) 34 34 35 32 Light % (c) 38 38 46 40

Top-5 Most Nutritious Fresh Vegetables

Similar to findings from 2008, fresh mushrooms are not top-of-mind in terms of their health/ nutritional benefits compared to other fresh vegetables.

Top-5 Most Nutritious Fresh Vegetables

Continuing to stress the various health benefits of mushrooms is important, as there is little difference among heavy, medium and light users in terms of the percentage of consumers rating them as one of the top-5 most nutritious fresh vegetables.

PURCHASE FREQUENCY
Heavy % (a) Fresh mushrooms Medium % (b) Light % (c)

14

13

Superfoods
About 3 in 10 of the respondents (mushrooms purchasers/ users) consider fresh mushrooms to be a superfood strong progress on this measure in a short period of time.

49% of those aware of the high vitamin D variety named fresh mushrooms a Superfood even higher than heavy purchasers (40%)

Superfoods
Although most do not consider it one of the top-5 most nutritious fresh vegetables, when shown a list, better than one-third of the medium purchasers and 40% of the heavy buyers do, in fact, name mushrooms as being a superfood, while nearly 50% of those aware of high vitamin D mushrooms also put them in this category (twice as high as their counterparts). Women are also more apt to consider mushrooms a superfood compared to men.

PURCHASE FREQUENCY

AWARE OF HIGH VITAMIN D MUSHROOMS

Yes % (d) No % (e)

Heavy % (a) Fresh mushrooms

Medium % (b)

Light % (c)

40 c

35 c

20

49 e

24

AGE
18 - 24 % (a) Fresh mushrooms 25 - 44 % (b) 45 - 54 % (c) 55 + % (d)

GENDER
Male % (e) Female % (f)

32

27

36 d

25

24

32 e

Most Important Factor in Order to Eat/Live Healthier

Driven by light purchasers (and to a somewhat lesser extent mediums as well), increasing exercise is the most important factor one can do in order to eat or live a healthier lifestyle something the Mushroom Council should take into consideration when marketing the product. Heavy mushrooms buyers are more or less just as apt to indicate that increasing the variety of food they eat is just as important as increasing exercise.

PURCHASE FREQUENCY Total Sample % Increase exercise Increase variety of food Reduce calories Reduce fat Reduce cholesterol Reduce sodium Increase fiber Reduce sugar Reduce red meat Reduce carbs 26 11 10 10 9 8 8 6 5 4 Heavy % (a) 18 15 12 10 12 7 8 5 7c 3 Medium % (b) 22 12 10 9 10 10 10 7 5 4 Light % (c) 32 ab 10 8 10 7 7 6 8 3 3

Most Important Factor in Order to Eat/Live Healthier

Younger respondents (18 44 years of age) are significantly more likely to feel that increased exercise is the most important thing they can do for their overall health. Although at somewhat lower levels, 18 24 year olds also tend to be more concerned about their caloric intake, while older consumers (45 +) are looking to reduce their cholesterol and sodium consumption. Based upon these findings, one of the communities that the Mushroom Council should target is actives those who belong to gyms, work out, etc.

AGE 18 24 % (a) Increase exercise Reduce calories Reduce cholesterol Reduce sodium 34 cd 15 cd 6 3 25 44 % (b) 32 cd 10 7 4 45 54 % (c) 20 7 12 a 7 55 + % (d) 20 7 11 14 abc

Sources of Information Regarding Healthy Eating

Not surprising, most consumers go online to find information on healthy eating, while at lower levels, both heavy and medium purchasers more likely to read this information in magazines, cookbooks and books vis--vis their light counterparts. In line with Edelmans proposed strategy of targeting community influencers, although not significant, medium buyers are more likely to get this type of information from acquaintances (i.e. family, friends, co-workers, etc.).

PURCHASE FREQUENCY Total Sample % The Internet Doctor/physician Magazines Television Family/friends/coworkers Cookbooks Books Newspapers Radio 61 42 40 34 33 32 26 19 6 Heavy % (a) 68 46 47 c 42 bc 34 37 c 32 c 22 8 Medium % (b) 60 39 39 30 38 38 c 29 c 17 5 Light % (c) 60 41 36 32 30 28 21 19 4

Sources of Information Regarding Healthy Eating

Expectedly, utilizing the Internet skews younger, while those under 55 are also more apt to get information from family/friends/co-workers vis--vis their older counterparts when it comes to healthy eating information. As one gets older, they are more likely to seek advice from a doctor/physician, as well as reading in either a cookbook or newspaper.

AGE 18 24 % (a) The Internet Doctor/physician Magazines Television Family/friends/coworkers Cookbooks Books Newspapers Radio 73 cd 39 42 36 37 d 26 27 12 4 25 44 % (b) 64 d 40 37 33 41 d 33 26 13 8 45 54 % (c) 61 d 40 39 39 d 34 d 32 23 18 6 55 + % (d) 50 47 40 28 24 37 a 27 28 abc 5 Male % (e) 53 38 30 31 29 27 20 17 7

GENDER Female % (f) 65 e 44 44 e 35 35 35 e 28 e 19 5

Specific Websites Visited to Obtain Healthy Eating Information

More or less half of the respondents who go online to research healthy eating information search Google and/or WebMD, while not surprising, heavy and medium purchasers are significantly more apt to browse food/recipe oriented sites (i.e. foodnetwork.com, cookinglight.com and eatingwell.com).

PURCHASE FREQUENCY Total Sample % Google WebMD Foodnetwork.com Yahoo Cookinglight.com Eatingwell.com MSN 50 45 33 32 18 15 14 Heavy % (a) 58 50 40 c 38 c 31 c 20 c 21 c Medium % (b) 48 49 43 c 29 21 c 19 c 13 Light % (c) 46 40 26 27 10 10 10

Specific Websites Visited to Obtain Healthy Eating Information

By nearly a 2 to 1 margin, younger respondents (18 24 years of age) visit Google for information on healthy eating rather than WebMD which caters to an older demographic.

AGE 18 24 % (a) Google WebMD 60 cd 32 25 44 % (b) 52 49 a 45 54 % (c) 46 46 a 55 + % (d) 41 55 a

Importance of Mushrooms as a Contributor to a Healthy Diet

Virtually no mushroom consumers feel that the product does not play an important role in a healthy diet, however, 3 in 10 light users are neutral, while significantly fewer medium buyers feel that they are a very important contributor versus heavies.

PURCHASE FREQUENCY Total Sample % Top-2 Box Very important Somewhat important Neutral Bottom-2 Box Not very important Not at all important 78 33 45 20 2 1 1 Heavy % (a) 89 c 55 bc 34 10 1 1 Medium % (b) 86 c 36 c 50 a 13 1 1 Light % (c) 69 20 49 a 30 ab 1 1

Importance of Mushrooms as a Contributor to a Healthy Diet

The perceived importance of mushrooms in a healthy diet is correlated to age, with older consumers placing greater importance on the product vis--vis their younger counterparts. Not surprising, nearly all of the respondents aware of the high vitamin D variety of mushrooms feel that they play an important role in healthy eating better than half indicating very important.

AGE 18 24 % (a) Top-2 Box Very important Somewhat important Neutral Bottom-2 Box Not very important Not at all important 73 34 40 24 2 2d 25 44 % (b) 77 31 46 22 1 1 45 54 % (c) 78 38 40 19 3 1 2 bd 55 + % (d) 82 a 30 52 ac 17 1 1 -

AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (e) 95 f 58 f 37 5 No % (f) 73 26 47 e 24 e 2e 1 1

Frequency Eat Fresh Mushrooms

Not surprising, heavy purchasers also consume the product much more regularly compared to their medium and light counterparts with nearly all of them eating fresh mushrooms once a week or more often/everyday.

PURCHASE FREQUENCY Total Sample % Heavy % (a) 15 bc 81 bc 1 1 1 1 Medium % (b) 1 55 c 41 ac 3 1 Light % (c) 11 29 a 26 ab 19 ab 11 ab 1 1

Everyday Once a week or more Once every 2 3 weeks Once a month Once every 2 3 months Once every 4 6 months Once a year Less than once a year

4 42 26 12 9 5 1 1

Frequency Eat Fresh Mushrooms

In line with findings among heavy buyers, those aware of high vitamin D mushrooms tend to eat them more frequently with better than three-fifths consuming fresh mushrooms at least once a week.

AGE 18 24 % (a) Everyday Once a week or more Once every 2 3 weeks Once a month Once every 2 3 months Once every 4 6 months Once a year Less than once a year 6b 41 26 10 10 4 2 1 25 44 % (b) 1 48 24 14 7 5 1 45 54 % (c) 4 45 27 11 7 4 1 1 55 + % (d) 5 38 28 12 10 6 2 -

AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (e) 9f 55 f 24 7 4 1 1 No % (f) 3 39 27 13 e 10 e 6e 1 1

Including More Mushrooms in Diet as Part of a Healthy Eating Plan

The vast majority of heavy purchasers agree that theyre including more mushrooms in their diet as part of a healthy eating plan, while roughly half of the medium and light buyers are noncommittal neither agreeing nor disagreeing with this statement.

PURCHASE FREQUENCY Total Sample % Top-2 Box (Positive) Middle-2 Box (Neutral) Bottom-2 Box (Negative) 39 40 19 Heavy % (a) 70 bc 21 7 Medium % (b) 44 c 44 a 10 Light % (c) 20 51 a 26 ab

Including More Mushrooms in Diet as Part of a Healthy Eating Plan

While there is not much difference among the age groups, those aware of high vitamin D mushrooms are almost twice as likely to indicate that theyre including more of them in their diet as part of a healthy eating plan.

AGE 18 24 % (a) Top-2 Box (Positive) 40 25 44 % (b) 34 45 54 % (c) 45 b 55 + % (d) 39

AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (e) 64 f No % (f) 33

Type of Eater

Some form of vegetarianism is highest among heavy mushrooms purchasers.

PURCHASE FREQUENCY Total Sample % Flexitarian Vegetarian A vegan vegetarian None of the above 12 4 1 82 Heavy % (a) 16 c 7c 2 75 Medium % (b) 15 c 4 1 80 Light % (c) 9 3 88 ab

Type of Eater
About 3 in 10 respondents between the ages of 18 and 24 consider themselves to be either a flexitarian, vegetarian or vegan vegetarian significantly higher than their older counterparts, while incidence among those aware of high vitamin D mushrooms is even higher. (35%). While they are certainly not a majority of the population, the Mushroom Council should consider this community as a potential target as they tend to be heavier purchasers.

AGE 18 24 % (a) Flexitarian Vegetarian A vegan vegetarian None of the above 14 11 bcd 3d 71 25 44 % (b) 10 4 1 85 a 45 54 % (c) 11 2 1 86 a 55 + % (d) 12 1 87 a

AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (e) 21 f 11 f 4f 65 No % (f) 10 3 87 e

Fresh Mushroom Health Perceptions

Despite earlier findings which indicated that mushrooms do not generate top-of-mind health awareness (vis--vis other fresh vegetables), most respondents consider them to be healthy (in general).

Fresh Mushroom Health Perceptions

Awareness of vitamin D needs to improve

Fresh Mushroom Health Perceptions

Interestingly, the more specific health benefits consumers are aware of that fresh mushrooms provide (i.e. natural antioxidants, immunity-boosting, vitamin D), the more likely someone is to be a heavy purchaser. As such, continued focus on specific health benefits (rather than general ones) could be a way to move more mediums to become heavy/heavier buyers.

PURCHASE FREQUENCY Heavy % (a) Fresh mushrooms are part of a healthy diet Fresh mushrooms have natural antioxidants Fresh mushrooms are good to include in a weight loss diet Fresh mushrooms are an immunity-boosting food Fresh mushrooms are fat free Fresh mushrooms are good to include in a cancer-preventative/cancer-fighting diet Fresh mushrooms are a good source of vitamin D 78 bc 69 bc 80 bc 63 bc 81 bc 61 bc 58 bc Medium % (b) 69 c 56 c 63 c 47 c 67 49 46 c Light % (c) 57 43 52 37 61 37 30

Fresh Mushroom Health Perceptions

While fresh mushrooms generate strong health perceptions across the board, the more general the statements (i.e. are nutritious) generate higher agreement levels among older consumers (45 +), while the more specific statements (i.e. good source of vitamin D) elicit even scores among the various segments.
AGE 18 24 % (a) GENERAL STATEMENTS Fresh mushrooms are part of a healthy diet Fresh mushrooms are good to include in a weight loss diet Fresh mushrooms are fat free Fresh mushrooms are nutritious Fresh mushrooms are good to include in any diet Fresh mushrooms are low calorie (should be stressed to younger consumers) Fresh mushrooms are good to include in a heart healthy diet SPECIFIC STATEMENTS Fresh mushrooms have natural antioxidants Fresh mushrooms are an immunity-boosting food Fresh mushrooms are good to include in a cancerpreventative/cancer-fighting diet Fresh mushrooms are a good source of vitamin D Fresh mushrooms are a good source of selenium Fresh mushrooms are a nutrient dense food Fresh mushrooms are a superfood 49 49 44 48 44 45 55 48 48 58 ab 43 44 58 50 55 57 59 59 55 61 55 61 64 68 67 58 71 a 66 ab 68 a 66 72 a 74 a 65 69 a 72 ab 78 abc 67 a 82 abc 82 ab 70 ab 25 - 44 % (b) 45 - 54 % (c) 55 + % (d)

44 41 48 47

36 37 49 47

44 39 49 52

41 40 52 50

Person Fresh Mushrooms are Purchased For

Better than half of the purchasers buy fresh mushrooms for the entire family.

Person Fresh Mushrooms are Purchased For

Significantly higher than both medium and light users, better than two-thirds of heavy mushroom purchasers are buying them for the entire family.

PURCHASE FREQUENCY Heavy % (a) Entire family Medium % (b) Light % (c)

68 bc

56

48

Person Fresh Mushrooms are Purchased For

Younger consumers and those aware of the high vitamin D variety are significantly more apt to indicate that they buy fresh mushrooms for their entire family.

AGE 18 24 % (a) Entire family Myself My spouse For guests/ when entertaining My children 25 44 % (b) 45 54 % (c) 55 + % (d)

AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (e) No % (f)

68 cd 47 20 11 9d

66 d 42 14 13 7d

55 d 45 24 b 15 8d

41 61 abc 28 ab 23 abc 3

67 f 49 25 14 9

53 51 21 17 5

Person Fresh Mushrooms are Purchased For

While heavy purchasers are not more apt to be married vis--vis their medium and light counterparts, they are more likely to report four or more people living with them and having children under 18 at home. PURCHASE FREQUENCY Marital status Heavy % (a) 55 Medium % (b) 60 Light % (c) 52

Married # of people living in the household One Two Three Four or more Presence of children under 18 Yes No

12 30 23 35 c

17 37 19 28

17 38 22 23

58 bc 42

46 54 a

39 61 a

Fresh Mushroom Purchase Intent

Exceeding our norms for this measure (60 70% top-2 box), better than four-fifths of the respondents (total sample) indicated that theyd purchase fresh mushrooms if they were available at an acceptable price.

Fresh Mushroom Purchase Intent

Light users are on the fence when it comes to purchase intent. Need to find enticements for them to buy the product/put it on their shopping list.

PURCHASE FREQUENCY Heavy % (a) Top-2 Box Definitely would buy Probably would buy Might or might not buy Bottom-2 Box Probably wouldnt buy Definitely wouldnt buy Medium % (b) Light % (c)

97 c 88 bc 8 2 1 1 1

95 c 65 c 30 a 4 1 1

73 42 31 a 23 ab 4 3b 1

Enticements to Purchase More Fresh Mushrooms

Better storage/handling information (to prevent spoilage) would entice many to buy fresh mushrooms more often, while more so today (than 3 years ago), pricing is another key concern.

Enticements to Purchase More Fresh Mushrooms

While spoilage is top-of-mind regardless of purchase frequency (particularly among mediums), about 2 in 10 light users would buy fresh mushrooms more often if they/their family liked them. Notably, their appearance in the store is more likely to be a deterrent to heavy and medium buyers.
PURCHASE FREQUENCY Heavy % (a) If they didnt spoil too fast If they were on sale/I had a coupon If they were more affordable If I knew fresh mushrooms were a superfood If I knew more about their health benefits If I knew more ways to serve them If I could buy them pre-washed If I/my family liked them I there were more varieties available I they looked better in the store If there were more recipes available for fresh mushrooms If I had more time to cook If they were available in microwaveand-serve packaging 44 35 36 19 16 15 19 b 9 19 c 15 c 14 8 8c Medium % (b) 48 39 41 21 21 16 11 10 14 c 15 c 10 5 6c Light % (c) 45 42 37 15 17 17 13 19 ab 8 8 10 8 2

Enticements to Purchase More Fresh Mushrooms

While spoilage continues to be a key issue regardless of age; when targeting younger consumers, they seem to be looking for more ways to serve them and more recipes although they need to be easy to prepare, as they tend to not has as much time to cook.
AGE 18 24 % (a) If they didnt spoil too fast If they were on sale/I had a coupon If they were more affordable If I knew fresh mushrooms were a superfood If I knew more about their health benefits If I knew more ways to serve them If I could buy them pre-washed If I/my family liked them I there were more varieties available I they looked better in the store If there were more recipes available for fresh mushrooms If I had more time to cook If they were available in microwave-andserve packaging 40 30 26 16 19 17 18 17 d 15 10 15 d 13 bcd 7 25 44 % (b) 47 34 39 a 18 18 23 d 13 17 d 15 10 13 6 4 45 54 % (c) 43 45 a 41 a 17 20 15 12 13 13 13 10 6 6 55 + % (d) 51 a 47 ab 45 a 21 15 13 12 8 9 14 8 3 3 AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (e) 33 35 36 18 21 12 15 9 16 19 f 16 12 f 8f No % (f) 49 e 41 39 18 17 18 13 14 12 10 10 6 4

Fresh Mushrooms Usage

The most popular uses for fresh mushrooms are as an ingredient (in a meal and/or salad).

Fresh Mushrooms Usage

Medium purchasers are just as apt to use fresh mushrooms as a garnish or topping and as an ingredient in a salad compared to their heavy counterparts. However, theyre les apt to be using them as a side dish, as an appetizer or as a seasoning.

PURCHASE FREQUENCY Heavy % (a) As an ingredient in a meal (a garnish or topping) As an ingredient in a salad As an ingredient in a meal (center of plate) As a side dish As an appetizer As a seasoning 84 c 76 c 80 c 68 bc 65 bc 45 c Medium % (b) 80 c 76 c 74 c 55 c 47 c 36 c Light % (c) 64 61 59 42 32 18

Fresh Mushrooms Usage

While their older counterparts (25 +) are most likely to use fresh mushrooms as a garnish/ topping or in a salad, a greater number of younger respondents are using the mushroom as their meal (center of the plate) not surprising due to the higher incidence of vegetarianism among this segment.

AGE 18 24 % (a) As an ingredient in a meal (a garnish or topping) As an ingredient in a salad As an ingredient in a meal (center of plate) As a side dish As an appetizer As a seasoning 67 25 44 % (b) 78 a 45 54 % (c) 74 55 + % (d) 76 a

54 68 52 46 29

68 a 67 44 42 28

73 a 68 52 52 b 38 bd

80 ab 64 52 38 28

Where Fresh Mushrooms Have Been Eaten in the Past Year

Consistent with 2008, nearly all of the respondents have eaten fresh mushrooms at home, with about three-quarters also consuming them when dining out at a restaurant.

Where Fresh Mushrooms Have Been Eaten in the Past Year

Nearly all heavy, medium and light purchasers have consumed fresh mushrooms at home in the past year. On the other hand, lights are significantly less likely to have eaten them at a restaurant or anywhere else for that matter. Heavy purchasers seem to surround themselves with other foodies, as nearly half of them have eaten fresh mushrooms at a friends house recently.

PURCHASE FREQUENCY Heavy % (a) At home At a restaurant At a friends house At a cafeteria At school 97 81 c 46 bc 13 c 5c Medium % (b) 99 c 82 c 33 c 10 c 5 Light % (c) 95 61 16 4 2

Where Fresh Mushrooms Have Been Eaten in the Past Year

Younger respondents (under 45 years of age) are more apt to eat fresh mushrooms outside of the house compared to those older than them particularly at restaurants, cafeterias and school (driven by 18 24 year olds).

AGE 18 24 % (a) At home At a restaurant At a friends house At a cafeteria At school 91 74 28 16 bcd 12 bcd 25 44 % (b) 93 82 cd 30 9d 3d 45 54 % (c) 93 68 29 7 2d 55 + % (d) 95 71 30 4 -

Perceptions of Fresh Mushrooms When Dining Out

Heavy purchasers not only buy them for home consumption, but also actively seek out dishes containing them when dining out.

PURCHASE FREQUENCY Top-2 Box Summary Heavy % (a) 62 bc Medium % (b) 40 c Light % (c) 23

I actively seek out dishes containing fresh mushrooms when dining out at a restaurant Dishes with mushrooms are a better value than those that do not include mushrooms I expect to pay more for a dish containing fresh mushrooms

51 bc

39 c

23

40 c

33 c

20

Percentage of Time Fresh Mushrooms are Eaten a Home vs. Out at a Restaurant
Incidence of eating fresh mushrooms at home is highest among heavy purchasers, while albeit at lower levels, consuming them at a restaurant/cafeteria tends to skew toward those buying them less frequently.

PURCHASE FREQUENCY Total Sample % Cooked at home At a restaurant/ cafeteria Other 72.4 22.4 5.2 Heavy % (a) 78.8 c 17.1 4.1 Medium % (b) 78.7 c 17.8 3.6 Light % (c) 73.8 21.5 ab 4.8

Percentage of Time Fresh Mushrooms are Eaten a Home vs. Out at a Restaurant
As they tend to cook less frequently, mushroom consumption outside the home is higher (on average) among younger respondents those under 45 years of age.

AGE 18 24 % (a) Cooked at home At a restaurant/ cafeteria Other 66.3 26.6 cd 7.1 d 25 44 % (b) 71.1 24.5 cd 4.4 45 54 % (c) 74.9 a 19.1 6.0 55 + % (d) 76.5 ab 19.7 3.8

Percentage of Time Eaten Fresh Mushrooms vs. Frozen/Packaged Foods Containing Mushrooms
While fresh mushrooms are eaten most of the time, light purchasers consume/prepare them frozen/packaged about 20% of the time more so than their counterparts. Again, these findings allude to the need to continue to educate consumers about the various ways fresh mushrooms can be easily used in food preparation at home (where theyre most likely to be eaten).

PURCHASE FREQUENCY Total Sample % Fresh Frozen/packaged 81.4 18.6 Heavy % (a) 85.8 c 14.2 Medium % (b) 85.8 c 14.2 Light % (c) 78.9 21.1 ab

Percentage of Time Eaten Fresh Mushrooms vs. Frozen/Packaged Foods Containing Mushrooms
Again, fresh mushrooms make up the vast majority of usage occasions at home, although the younger the respondent, the more likely they are to eat them in frozen/packaged foods.

AGE 18 24 % (a) Fresh Frozen/packaged 79.2 20.8 d 25 44 % (b) 79.6 20.4 d 45 54 % (c) 80.3 19.7 55 + % (d) 84.9 ab 15.1

How Fresh Mushrooms are Eaten/Prepared

Not surprising, there are many significant differences (particularly between heavy & medium vs. light purchasers) when it comes to how fresh mushrooms are eaten/prepared.

PURCHASE FREQUENCY Total Sample % Sauteed In or on a salad In or with pasta On a pizza With beef/steak In an omelet In stir fry/Asian dishes With vegetables In a caserole 67 67 63 63 60 57 56 54 51 Heavy % (a) 77 c 76 c 75 c 70 c 67 c 70 c 69 c 70 bc 66 bc Medium % (b) 74 c 72 c 71 c 68 c 68 c 67 c 61 c 56 c 56 c Light % (c) 60 59 55 58 55 45 49 47 41

How Fresh Mushrooms are Eaten/Prepared

For the most part, dishes that take more preparation time (i.e. sauteed, with beef/steak, casseroles, etc.) are favored among older respondents. On the other hand, although at lower levels, younger consumers (in the 18 24 demographic) prepare mushrooms as a substitute for meat, in ethnic dishes and in sandwiches more so than their counterparts.
AGE 18 24 % (a) Sauteed In or on a salad In or with pasta On a pizza With beef/steak In an omelet In stir fry/Asian dishes With vegetables In a caserole As a burger (i.e. portabella) In other ethnic dishes In sandwiches Instead of meat/meatless dishes In Latin dishes 60 50 63 58 49 48 44 53 39 35 d 31 d 29 bd 24 d 16 d 25 44 % (b) 69 64 a 66 63 64 a 54 59 a 58 50 a 29 25 20 19 11 45 54 % (c) 67 73 a 67 72 ad 66 a 63 a 61 a 50 55 a 34 d 27 21 20 11 55 + % (d) 73 a 78 ab 59 60 63 a 62 a 61 a 54 57 a 25 23 14 16 7

Factors Influencing What to Eat or Prepare

Not surprising, taste trumps all other reasons when deciding what type of food to eat or prepare, followed by health/nutritional value and ease of preparation.

V i t a m i n D

Factors Influencing What to Eat or Prepare

Less frequent purchasers place greater emphasis on ease of preparation/cook time when deciding what types of food products to buy/prepare an opportunity for mushrooms to convert these consumers into heavier purchasers. Perceived cost is also more of a motivating factor among light purchasers.

FREQUENCY PURCHASE FRESH MUSHROOMS

Heavy MEAN (a)

Medium MEAN (b)

Light MEAN (c)

Ingredients/taste Health/nutrition Ease of preparation/ time to prepare Perceived cost New/unique/different Kid friendly

2.17 2.74 3.45 3.83 4.24 4.74 c

2.05 2.75 3.07 3.91 4.30 4.98 c

2.18 2.90 2.81 ab 3.44 ab 4.42 5.32

Factors Influencing What to Eat or Prepare

Taste continues to be the most important factor when choosing what type of food to prepare/eat regardless of age, while older consumers (55 +) are more likely than their counterparts to be influenced by health/nutrition. Of less importance, however, different than older consumers, respondents under 45 are more likely to be looking for kid friendly foods.

AGE 18 - 24 MEAN (a) 25 - 44 MEAN (b) 45 - 54 MEAN (c) 55 + MEAN (d)

Ingredients/taste Health/nutrition Ease of preparation/ time to prepare Perceived cost New/unique/different Kid friendly

2.28 2.98 3.19 3.60 4.60 4.63 cd

2.20 2.84 3.09 3.88 4.36 4.47 cd

2.11 2.98 2.93 3.53 b 4.26 5.26 d

2.03 a 2.56 abc 2.97 3.62 4.07 a 5.79

Type(s) of Fresh Mushrooms Purchased Most Recently

Although still the most popular variety, purchasing of white mushrooms continues to decline.

Type(s) of Fresh Mushrooms Purchased Most Recently

The vast majority of all types of purchasers (heavy, medium and light) bought white mushrooms most recently, while other varieties are favored by heavy buyers.

PURCHASE FREQUENCY Heavy % (a) White Portabella Baby Bella Shiitake Porcini Crimini 64 42 c 37 c 25 bc 16 bc 10 c Medium % (b) 61 34 c 30 c 16 c 9 7 Light % (c) 58 22 11 9 5 3

Type(s) of Fresh Mushrooms Purchased Most Recently

White mushroom purchasing is correlated with age the older the consumer, the more likely this is their variety of choice, while those 18 24 are more or less just as likely to be buying portabellas and, at lower levels, other varieties. Younger consumers appear to be more experimental.

AGE 18 - 24 % (a) White Portabella Baby Bella Shiitake Porcini Crimini Oyster King Oyster 47 42 cd 26 d 19 d 13 d 9 8d 11 bcd 25 44 % (b) 56 36 cd 31 d 16 12 d 8 6d 5 cd 45 54 % (c) 64 a 24 23 19 d 10 d 3 5d 1 55 + % (d) 72 ab 24 18 10 3 4 1 1

Quantity of Mushrooms Purchased

Not only do heavy purchasers buy mushrooms more often, they also purchase a greater quantity than both medium or light users.

PURCHASE FREQUENCY Total % Less than 8 ounces 8 to 10 ounces More than 10 ounces 18 62 20 Heavy % (a) 12 58 30 bc Medium % (b) 11 70 ac 19 Light % (c) 28 ab 58 14

Where Mushrooms are Purchased Most Often

Large grocery stores tend to skew more toward medium and light purchasers (better than half). At low levels, 15% of heavy buyers go to farmers markets or gourmet/specialty food stores twice as high as their medium and light counterparts.

PURCHASE FREQUENCY Total % Heavy % (a) 50 22 4 8 7c Medium % (b) 56 20 7 4 4 Light % (c) 59 23 5 5 2

Large supermarket/ grocery store Supercenter (i.e. Walmart, Target, etc.) Small/neighborhood grocery store Farmers market/outdoor market Gourmet/specialy food store (i.e. Whole Foods, Trader Joes) Club (i.e. BJs, Sams)

55 21 6 5 4

Where Mushrooms are Purchased Most Often

Among all age groups, incidence of buying fresh mushrooms is highest at large supermarkets/ grocery stores particularly among consumers 25 years or older, while at lower levels, supercenters (i.e. Walmart, Target, etc.) generate more traffic among those under 55 years of age.

AGE 18 - 24 % (a) Large supermarket/ grocery store Supercenter (i.e. Walmart, Target, etc.) Small/neighborhood grocery store Farmers market/outdoor market Gourmet/specialy food store (i.e. Whole Foods, Trader Joes) Club (i.e. BJs, Sams) 41 26 d 9d 7 7d 25 44 % (b) 56 a 24 d 5 4 5 45 54 % (c) 56 a 22 6 7 3 55 + % (d) 66 abc 15 3 3 2

Where Mushrooms are Purchased Ever

In line with previous findings, incidence of buying fresh mushrooms at secondary outlets (i.e. farmers markets, gourmet shops and club stores) is highest among heavy purchasers.

PURCHASE FREQUENCY Total % Heavy % (a) 93 68 bc 36 c 54 bc 34 bc Medium % (b) 90 60 34 c 45 c 26 Light % (c) 93 58 25 26 19

Large supermarket/ grocery store Supercenter (i.e. Walmart, Target, etc.) Small/neighborhood grocery store Farmers market/outdoor market Gourmet/specialy food store (i.e. Whole Foods, Trader Joes) Club (i.e. BJs, Sams)

91 61 32 39 25

21

32 bc

23 c

13

Type of Packaging Normally Buy

Fresh mushrooms are predominantly purchased pre-packaged in either a till/cup or bag rather than loose (in bulk).

Type of Packaging Normally Buy

Incidence of buying fresh mushrooms loose (in bulk) increases among heavy purchasers, those aware of high vitamin D mushrooms and consumers who are reportedly using them more often.

H/M/L

AWARE OF HIGH VITAMIN D MUSHROOMS

USAGE VS. 1 YEAR AGO

AGE

Heavy % (a) Prepackage d in a till/cup Prepackage in a bag Loose (in bulk) 42

Med % (b) 47

Light % (c) 56 a

Yes % (d) 34

No % (e) 54 d

More % (f) 41

Less % (g) 51

The same % (h) 53 f

18-24 % (i) 42

25-44 % (j) 51

45-54 % (k) 44

55 + % (l) 57 ik

28

31

29

34

28

33

37

27

36 l

30

31

24

30 c

22

15

32 e

18

26 g

12

20

22

19

25

19

How Loose/Remaining Fresh Mushrooms are Stored

Better than 3 in 10 of the total sample (and over two-fifths of the light users) store loose/remaining mushrooms in their original package. Heavy buyers are significantly more apt to either put them in a bowl or a paper bag in the refrigerator vis--vis those purchasing them less often.

PURCHASE FREQUENCY Total % Heavy % (a) 32 27 14 16 c 9c Medium % (b) 37 27 14 11 7 Light % (c) 44 a 24 15 8 4

In the original package In a plastic bag in the refrigerator I always use the whole package at one time In a bowl in the refrigerator In a paper bag in the refrigerator Loose on the shelf or in a drawer in the refrigerator

39 26 14 11 6

How Loose/Remaining Fresh Mushrooms are Stored

One-fifth of the older respondents (55 +) indicate that they always use the whole package (and do not need to store leftover mushrooms), while the youngest consumers are more apt to put them in a bowl in the refrigerator. Those aware of high vitamin D mushrooms are not as likely to store them in their original package instead keeping them in a bowl or a paper bag in the refrigerator.
AGE 18 24 % (a) In the original package In a plastic bag in the refrigerator I always use the whole package at one time In a bowl in the refrigerator In a paper bag in the refrigerator Loose on the shelf or in a drawer in the refrigerator 33 28 12 25 44 % (b) 40 31 12 45 54 % (c) 43 22 10 55 + % (d) 39 23 20 ac AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (e) 25 29 14 No % (f) 42 e 25 15

15 d 6

9 4

14 7

8 8

17 f 10 f

10 5

7d

Satisfaction with the Quality of Mushrooms When Shopping

Better than half of the consumers (regardless of their purchasing habits) are generally satisfied with the quality of the mushrooms on display at the stores where they shop. However, at least 4 in 10 (across the board) have to sort through the display at least some of the time.

PURCHASE FREQUENCY Total % Heavy % (a) 59 Medium % (b) 54 Light % (c) 57

Im generally satisfied with the quality of the mushrooms on display I sometimes must sort through the display to find acceptable quality I usually sort the display to find acceptable quality I must always sort through the display to find acceptable quality

57

31

31

36 c

26

9 4

5 4

7 2

12 a 5

Incidence of Not Buying Fresh Mushrooms Due to Poor Quality

Interestingly, perceived quality issues are more of a deterrent among heavy and medium users who are both more likely (albeit directionally) to indicate that they dont buy fresh mushrooms often or sometimes due to the quality of the product on sale versus light purchasers.

PURCHASE FREQUENCY Total % Heavy % (a) 8 35 49 8 Medium % (b) 6 37 46 12 Light % (c) 6 29 50 15 a

Often Sometimes Rarely Never

6 33 48 12

When Fresh Mushrooms are In Season

While better than 4 in 10 believe that fresh mushrooms are in season all year round (higher among heavy purchaser), confusion does exist, as more than one-third are unsure driven by light purchasers.

PURCHASE FREQUENCY Total % Heavy % (a) 62 bc 13 6 5 7c 23 Medium % (b) 48 c 15 10 11 3 30 Light % (c) 38 10 8 7 1 45 ab

All year round During the Spring During the Summer During the Fall During the Winter Dont know

46 12 8 8 3 35

When Fresh Mushrooms are In Season

Older consumers (55 +) and those aware of high vitamin D mushrooms are significantly more likely to believe that theyre in season all year round compared to their respective counterparts who are uncertain.

AGE 18 24 % (a) All year round During the Spring During the Summer During the Fall During the Winter Dont know 37 14 9 8 8 bcd 41 d 25 44 % (b) 38 17 cd 13 cd 9 3 40 d 45 54 % (c) 46 9 6 9 1 39 d 55 + % (d) 60 bcd 10 5 6 2 26

AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (e) 55 f 20 f 13 f 14 f 7f 19 No % (f) 44 10 7 6 2 40 e

Incidence of Using Fresh Mushrooms in Food Prep

While most indicate that their mushroom usage has not changed in the past year, about 3 in 10 are using them more often only a slight decline versus 2008 (considering the current economic conditions).

Incidence of Using Fresh Mushrooms in Food Prep

Incidence of fresh mushrooms usage in food preparation is driven by younger respondents, those aware of high vitamin D mushrooms and specialty users (i.e. non-white mushroom purchasers). AGE 18 24 % (a) More Less About the same 25 44 % (b) 45 54 % (c) 55 + % (d) AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (e) No % (f)

43 bcd 7 50

23 10 67 a

28 d 12 60

19 10 72 ac

44 f 7 49

23 10 67 e

TYPE OF MUSHROOM PURCHASED MOST RECENTLY White % (a) More Less About the same Portabella % (b) Baby Bella % (c) Shiitake % (d) Porcini % (e)

29 8 63 bcde

42 a 7 51

42 a 9 49

46 a 7 47

48 a 6 45

Fresh Mushroom Perceptions

Most perceptions are in line with findings from 3 years ago, although more consumers this year feel that theyre unique, satisfying and a good value.

Fresh Mushroom Perceptions

Driven by heavier purchasers, those aware of high vitamin D & those who buy them loose or prepackaged bags

Driven by those who purchase fresh mushrooms in a pre-packaged cup/till

Fresh Mushroom Perceptions

Differences exist in terms of the perception of fresh mushrooms among heavy, medium and light purchasers, as heavies are significantly more apt to feel that they are a good value, are easy and convenient to prepare, are hearty and filling/satisfying, enhance everyday meals, are a hidden treasure and are meaty. These findings reinforce the long-held belief that in order to convert medium purchasers to heavy, more user-friendly (i.e. easy) recipe ideas should be available (potentially at the point of purchase) to show all the ways the product can be used. This should also have a positive impact on their perceived value which is lacking among mediums.

PURCHASE FREQUENCY Heavy % (a) Are a good value for the money Are easy and convenient to prepare Are hearty and filling/satisfying Enhance everyday meals Are a hidden treasure/they add a touch of specialness Are meaty 64 bc 78 bc 76 bc 79 bc 73 bc 62 bc Medium % (b) 46 c 68 c 66 c 68 c 63 c 49 c Light % (c) 31 57 48 51 46 39

Fresh Mushroom Perceptions

Taste, versatility and ease of preparation should continue to be stressed, as these are all attributes that are not resonating as well with younger consumers.

AGE 18 24 % (a) Are delicious Make everything taste better Spoil too quickly Are a good value for the money Are more for special occasions than everyday Make a meal look better on the plate Are versatile Are easy and convenient to prepare Are unique/theres nothing like them Are hearty and filling/satisfying Enhance everyday meals Are a hidden treasure Are meaty Can be used as a substitute for vegetarian meals 60 49 40 47 31 cd 51 56 55 57 54 55 47 45 52 25 44 % (b) 70 a 51 38 41 24 d 49 53 61 60 56 59 51 38 51 45 54 % (c) 71 a 61 a 43 42 22 d 60 b 67 ab 61 66 61 63 61 a 50 b 55 55 + % (d) 80 abc 62 ab 47 45 12 65 ab 72 ab 75 abc 72 ab 62 70 ab 68 ab 51 b 49

Fresh Mushroom Usage/Purchasing Perceptions

Most know how to saut, select and clean mushrooms, while relatively few know how to store them.

Fresh Mushroom Usage/Purchasing Perceptions

Half of the light purchasers indicate that they only buy fresh mushrooms when theyre part of a meal theyre planning twice as high as their heavy counterparts, who are much more likely to report that they usually have mushrooms on their grocery list and always like to have them on hand. Medium purchasers are less apt than heavies to know how to select good quality mushrooms at the store and, along these lines how to store them to better extend their shelf life. As such, its not surprising that they do not consider them to be a good value (see previous findings).

PURCHASE FREQUENCY Heavy % (a) You usually have mushrooms on your grocery list You know how to select good quality mushrooms at the store You only buy mushrooms when theyre part of a meal youre planning You know how to store mushrooms to better extend their shelf life You buy more mushrooms in bulk or loose than packaged You always like to have mushrooms on hand 83 bc 79 bc 26 48 bc 44 bc 78 bc Medium % (b) 44 c 61 c 30 38 c 30 c 48 c Light % (c) 17 45 50 ab 24 22 22

Fresh Mushroom Usage/Purchasing Perceptions

The following respondents are more apt to indicate that they usually have mushrooms on their grocery list AWARE OF HIGH VITAMIN D MUSHROOMS 45 54 % (c) 55 + % (d) Yes % (e) No % (f)

AGE 18 24 % (a) Usually have mushrooms on grocery list 25 44 % (b)

46 d

40

40

37

57 f

37

TYPE OF MUSHROOM PURCHASED MOST RECENTLY White % (a) Usually have mushrooms on grocery list Portabella % (b) Baby Bella % (c) Shiitake % (d) Porcini % (e)

CHILDREN AT HOME Yes % (f) No % (g)

45

56 a

61 a

52

59 a

50 g

34

Aware of Special High in Vitamin D Fresh Mushrooms

In only 3 years, awareness of special fresh mushrooms high in vitamin D has more than doubled.

Aware of Special High in Vitamin D Fresh Mushrooms

Heavy purchasers are almost 3 times as likely and medium buyers are about twice as likely to be aware of special high vitamin D fresh mushrooms vis--vis their light counterparts.

PURCHASE FREQUENCY Heavy % (a) Yes No 32 c 68 Medium % (b) 24 c 76 Light % (c) 13 87 ab

Aware of Special High in Vitamin D Fresh Mushrooms

One-third of the younger respondents (18 24 years of age) are aware of special high in vitamin D fresh mushrooms significantly higher than any other age group.

AGE 18 24 % (a) Yes No 33 bcd 67 25 44 % (b) 13 87 ac 45 54 % (c) 21 b 79 a 55 + % (d) 17 83 a

Ever Bought High Vitamin D Fresh Mushrooms

Similar to findings from the 2008 A&U, about half of those aware of high vitamin D fresh mushrooms have ever bought them.

Ever Bought High Vitamin D Fresh Mushrooms

Although sample sizes are modest, medium mushroom purchasers are the least likely to indicate that theyve ever bought high vitamin D fresh mushrooms.

PURCHASE FREQUENCY Heavy % (a) Yes No 55 45 Medium % (b) 38 62 Light % (c) 47 53

Ever Bought High Vitamin D Fresh Mushrooms

Incidence of ever buying high vitamin D fresh mushrooms is strongly correlated with age.

AGE 18 24 % (a) Yes No 25 44 % (b) 45 54 % (c) 55 + % (d)

62 d 38

55 45

47 53

26 74 a

High Vitamin D Fresh Mushrooms Purchase Intent

All of the respondents were shown the following image of high vitamin D fresh mushrooms

Purchase Intent
Although somewhat lower than mushrooms in general, better than three-fifths of the respondents would purchase the package of fresh mushrooms (highlighting their vitamin D content) after seeing the picture again exceeding our norm for this key measure. Heavier purchasers & those aware of high vitamin D mushrooms, as well as those who buy them in bags

Purchase Intent
As the package shown to the respondents was of the portabella variety, when comparing their purchase intentions, we see that top-2 box interest in the high vitamin D variety has dropped somewhat (compared to fresh mushrooms in general). PORTABELLA MUSHROOM PURCHASERS Purchase Intent (in general) % (a) Top-2 Box (Definitely/probably would buy) 93 Purchase Intent (high vitamin D package) % (b) 79

Heavy buyers are significantly more apt to indicate that theyd be interested in purchasing the package of high vitamin D mushrooms shown to them versus medium and light consumers.

PURCHASE FREQUENCY Heavy % (a) Top-2 Box (Definitely/ probably would buy) 80 bc Medium % (b) 71 c Light % (c) 53

Agreement with Statements About High Vitamin D Mushrooms

Not surprising, a greater number of respondents have a positive attitude toward mushrooms enriched with vitamin D by the sun rather than a lamp or light.

Hours Spent on the Internet in an Average Week

The vast majority of respondents are reportedly online at least 5 hours per week.

PURCHASE FREQUENCY Total % Heavy % (a) 2c 1 3 7 5 82 Medium % (b) 4 4 5 7 80 Light % (c) 2 6 5 5 83

Less than one hour 1 hour but less than 2 2 hours but less than 3 3 hours but less than 4 4 hours but less than 5 5 hours or more

1 2 5 5 6 81

Hours Spent on the Internet in an Average Week

As they tend to be more active, while theyre online a lot, fewer 18 24 year olds indicate that they spend 5 or more hours per week on the Internet.

AGE 18 24 % (a) Less than one hour 1 hour but less than 2 2 hours but less than 3 3 hours but less than 4 4 hours but less than 5 5 hours or more 2 4 11 bcd 6 7 71 25 44 % (b) 1 3 5 6 84 a 45 54 % (c) 1 4 1 6 6 84 a 55 + % (d) 1 3 5 4 87 a

Social Media
Seventy three percent of the respondents have a Facebook account, while a significant percentage (29%) would be interested in connecting with the Mushroom Council in order to receive new recipes, health information, etc.
AGE 18 24 % (a) Interested in connecting with the Mushroom Council online (i.e. via Facebook) 25 44 % (b) 45 54 % (c) 55 + % (d) CHILDREN AT HOME Yes % (e) No % (f)

37 d

32 d

33 d

20

40 f

23

FREQUENCY PURCHASE FRESH MUSHROOMS Heavy % (a) Interested in connecting with the Mushroom Council online (i.e. via Facebook) Medium % (b) Light % (c)

AWARE OF VITAMIN D MUSHROOMS Yes % (d) No % (e)

50 bcd

31 d

18

54 e

23

Social Networking Sites Belong To

Heavy purchasers, those aware of high vitamin D mushrooms and younger respondents are all more likely to belong to both Facebook and Twitter vis--vis their respective counterparts.

PURCHASE FREQUENCY Heavy % (a) Facebook Twitter 79 23 c Medium % (b) 73 17 Light % (c) 71 15

AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (d) 79 e 32 e No % (e) 71 14

AGE 18 24 % (a) Facebook Twitter 86 cd 33 bcd 25 44 % (b) 80 cd 18 d 45 54 % (c) 70 d 16 d 55 + % (d) 60 7

Have Children Under 18 Living at Home

Heavy purchasers, those aware of high vitamin D mushrooms and younger respondents are all more likely to have children under 18 living in their household.

PURCHASE FREQUENCY Total % Yes No 46 54 Heavy % (a) 58 bc 42 Medium % (b) 46 54 a Light % (c) 39 61 a

AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (d) 53 47 No % (e) 44 56

AGE 18 24 % (a) Yes No 62 cd 38 b 25 44 % (b) 75 acd 25 45 54 % (c) 40 d 60 ab 55 + % (d) 12 88 abc

Employment Status
Over one-third of the heavy and medium purchasers are employed full-time significantly higher than lights.

PURCHASE FREQUENCY Total % Heavy % (a) 35 c 20 12 11 10 7 4 1 Medium % (b) 34 c 25 12 7 6 6 6 2 Light % (c) 25 23 16 11 8 9 5 3

AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (d) 33 16 12 12 8 6 12 e 1 No % (e) 29 24 d 13 9 8 8 5 3

Employed full time Retired Homemaker Employed part time Not employed, but looking Self-employed Student Not employed, not looking

30 23 13 9 8 8 6 3

Education
Although not significant, there is a skew toward higher education levels among heavy purchasers who are more apt to indicate having a bachelors or graduate degree versus their counterparts.

PURCHASE FREQUENCY Total % Heavy % (a) 1 21 Medium % (b) 3 22 Light % (c) 1 26

AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (d) 3 20 No % (e) 1 24

Less than high school High school, but no diploma High school graduate or equivalent Some college Associate degree Bachelors degree Graduate degree Other

2 23

27 11 23 12 1

22 13 26 16 1

31 a 8 23 11 1

27 13 20 11 1

28 11 24 12 1

27 11 22 12 1

Income
Following is a breakdown of the income of the sample

PURCHASE FREQUENCY Total % Heavy % (a) 16 8 20 24 12 12 4 Medium % (b) 15 14 a 13 26 c 12 10 4 Light % (c) 18 14 a 21 b 17 10 10 3

AWARE OF HIGH VITAMIN D MUSHROOMS Yes % (d) 17 10 19 20 9 11 5 No % (e) 18 14 17 23 11 10 3

Less than $25,000 $25,000 - $34,999 $35,000 - $49,999 $50,000 - $74,999 $75,000 - $99,999 $100,000 - $149,999 $150,000 +

18 13 18 22 11 10 3

CONCLUSIONS & RECOMMENDATIONS

Conclusions & Recommendations

Stress the health benefits of mushrooms.

While most consumers perceive them to be healthy (in general), specifics benefits (i.e. their vitamin D content) do not generate high levels of awareness. When compared to other fresh vegetables, mushrooms are not considered a top-tier choice for health purposes.

Conclusions & Recommendations

Similar to findings weve seen in the food category as a whole, while nutrition/health is a key motivator when deciding what to eat/prepare, taste is also key and should be capitalized upon, as mushrooms are considered to: be delicious, enhance everyday meals and make everything taste better. Accordingly, as fresh mushrooms tend to be used as an ingredient in meals and salads, the delicious taste of the product should also be highlighted.

Conclusions & Recommendations

Storage/spoilage is another factor that needs to be accounted for.

Relatively few consumers reportedly know the correct way to store fresh mushrooms to extend their shelf life leading to waste. Learning how to avoid having mushrooms spoil is a key enticement that would encourage even more purchasing.

Conclusions & Recommendations

In addition, and not surprising given the current economic environment, consumers are concerned about the price of food products more so than ever before. Specifically, about 4 in 10 of the respondents indicated that theyd purchase more mushrooms if they were on sale/had a coupon available and/or if they were more affordable.
As such, the Mushroom Council should continue to focus on the value proposition of the product. While more consumers agree that theyre a good value in 2011 (compared to 2008), there is significant room for improvement on this front.

Conclusions & Recommendations

Utilize social media websites (i.e. Facebook)

The vast majority of consumers have a Facebook account, while many (particularly younger respondents and heavy and medium purchasers) would be interested in connecting with the Mushroom Council in order to receive health information, recipes, etc.

Conclusions & Recommendations

While white mushrooms still generate the most sales, specialty purchasers (i.e. portabella, baby bella, shiitake, porcini, etc.) tend to be more committed to the category.
Usage ideas/recipes should be developed for the use of all types of fresh mushrooms as well as health, convenience and value messaging.

Conclusions & Recommendations

Vitamin D enriched mushrooms have significant potential.

These mushrooms can increase awareness of the health benefits of mushrooms. Respondents aware of these high vitamin D mushrooms tend to be heavier purchasers.

Heavy vs. Medium vs. Light

P12 Highest concentration of light purchasers is in the Midwest P17 Light users think that increasing their amount of exercise is the most important thing they can do to live or eat healthier P17 Albeit directional, heavy purchasers think its important to eat a variety of food & reduce calories, cholesterol and red meat P19 Heavy users more likely to go online for healthy eating info, as well as magazines, TV and cookbooks P19 Mediums seek advice on healthy eating from family, friends, co-workers P21 Heavies go to Google, H & Ms = Food oriented sites (& WebMD) P23 mediums somewhat important contributor to a healthy diet, lights unsure P29 H & M higher incidence of flexitarian, vegetarian, etc. (although at low levels) P42 stress value to mediums & health benefits P48 heavies are more apt to be friends with other mushrooms eaters P53 lights = higher incidence of eating frozen/pre-packaged mushrooms P58 mediums = taste / mediums & lights = ease of preparation / lights = cost P61 H & Ms buying other types (in addition to white) P68 lights buy pre-packed in till/cup / heavies buy loose (bulk) P73 lights confused as to when mushrooms are in season P79 mediums not nearly as likely (as heavies) to think mushrooms are a good value P82 Half of the light purchasers only buy mushrooms when part of a meal theyre planning P97 Heavies = Facebook & Twitter P98 & 99 Heavies higher incidence of having children and being employed full time

Age

P11 30% of 18 24 year olds are heavy purchasers higher than any other segment P18 Increasing exercise and reducing calories are most important to younger consumers P20 Younger consumers referencing the Internet and asking family, friends, co-workers for healthy eating advice P22 Younger respondents go to Google, older = WebMD P30 Almost 3 in 10 younger respondents consider themselves a flexitarian or vegetarian P34 More general health statements resonate with older consumers P43 Younger consumers looking for more recipes/easy usage ideas (convenience) P46 Younger respondents using them as center of plate ingredient P51 Younger respondents eat them outside the home more often (i.e. restaurants/cafeterias) P56 Different uses (i.e. younger = portabella burgers, meat substitutes, sandwiches, etc.) P62 Younger buying other types (not just white mushrooms) P65 Younger respondents shopping at supercenters (i.e. Walmart, Target, etc.) P74 Younger confused as to when mushrooms are in season P80 Taste, versatility & ease of preparation messages not resonating as well with younger consumers P86 Incidence of awareness of high vitamin D mushrooms is highest among younger segment P89 Younger consumers also more likely to have ever bought high vitamin D mushrooms P95 Younger respondents not on Internet as often more active lifestyle P96 & 97 However, younger consumers are on Facebook & Twitter and are most likely to want to connect with the Mushroom Council via social networking sites