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April- August, 2005

April- August, 2005. Food Industry . Facts. Insights. Consulting. The Mushroom Council Assessment of Fresh Mushrooms in the Foodservice Channel Volumetric Projection of Fresh Mushrooms in the Foodservice Channel. Prepared by:. Funded by:. &. Mushroom Methodology: Overview. Objectives.

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April- August, 2005

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  1. April- August, 2005 Food Industry. Facts. Insights. Consulting. The Mushroom Council Assessment of Fresh Mushrooms in the Foodservice Channel Volumetric Projection of Fresh Mushrooms in the Foodservice Channel Prepared by: Funded by: &

  2. Mushroom Methodology: Overview

  3. Objectives • Understand operator usage dynamics relating to mushrooms • Develop market size and segmentation data on fresh mushrooms in the foodservice marketplace

  4. Segment Scope

  5. Methodology

  6. Product Scope • Fresh mushrooms are the major focus of this study. Processed mushrooms are specifically excluded from this assessment

  7. I. Operator Usage and Attributes

  8. Mushroom Usage • Over half of all operators use fresh mushrooms in their operations • In particular, FSR and pizza restaurants have highest fresh mushroom penetration levels • Operator in the West and Midwest have highest penetration level • Canned mushrooms are used by one in four operators contacted for the study • Few operators use frozen mushrooms • Operators strongly prefer fresh mushrooms over canned

  9. Heaviest Fresh Mushrooms Penetration in FSR, Pizza Restaurants % Operators Using Fresh Mushrooms *Weighted based on units Base: All operators contacted

  10. West Has Highest Mushroom Penetration Levels % Operators Using Fresh Mushrooms* *Weighted based on units Base: All operators contacted

  11. Few Operators Use Frozen Mushrooms % Operators Using * *Base: All operators contacted **Base: Operators using frozen; small base

  12. “We Prefer to Use Fresh Mushrooms Over Canned or Processed Mushrooms” % Operators Indicating Base: Fresh mushroom users

  13. Mushroom Forms and Varieties Used • Whole is the predominant mushroom format used. Almost 80% of fresh mushroom users utilize this format. • Pre-cut usage is highest in LSR traditional and pizza restaurants. • White mushrooms dominate. • Whole portabellas and Shiitake enjoy significant usage penetration. • Pre-sliced usage is minimal beyond white mushrooms. • Virtually no pre-cooked to spec was identified.

  14. Whole Predominates Formats Used % Operators Using Base: Fresh mushroom users

  15. Fresh Mushroom Formats Used by Operator Segment % Operators Using *Weighted average based on units Base: Fresh mushroom users

  16. Fresh Mushroom Formats by Region % Operators Using Base: Fresh mushroom users

  17. Fresh Mushroom Usage by Variety % Operators Using Base: Fresh mushroom users

  18. Whole Mushrooms Used by Operator Segment % Operators Using *Weighted based on units in each segment Base: Fresh mushroom users. Multiple mentions accepted

  19. Pre-Sliced Mushrooms Used by Operator Segment % Operators Using *Weighted based on units Base: Fresh mushroom users

  20. Specifications of White and Portabella Mushrooms Used • Grade #1 medium is the most popular used by operators using whole white mushroom • Grade #1 also most prevalent presliced white mushroom used • Whole is the most popular among portabella mushroom users

  21. Grade #1 the Most Popular White Mushroom % Operators Using by Specification Pre-Sliced2 Whole White1 1Base: Operators using whole white mushrooms 2Base: Operators using presliced whole mushrooms

  22. Whole Most Popular Portabella Mushroom Specification Used % Operators Using Portabella Mushrooms Types Base: Portabella mushroom users

  23. Usage Trends • More operators indicate that they are increasing usage of fresh mushrooms than indicating decreased usage over the past two years. • White, Portabella, Shiitake and Baby Bella have positive “nets.” • However, Oyster, Enoki and Woodear have negative “nets.” • However, sample size of users of these varieties is small. • Looking forward, less than one-quarter see significant growth in mushroom usage.

  24. Net Reported Increases in Key Fresh Mushroom Varieties Note: Balance to get to 100% of increase and decrease is “volume has stayed the same” *Small base Base: Users of each mushroom type

  25. Net Increases Reported for Each Mushroom Format Note: Balance to get to 100% of increase and decrease is “volume has stayed the same” *Small base Base: Users of each mushroom

  26. Rationale for Mushroom Volume Increases • “Adding menu items that call for mushrooms,” and “growth in overall business” are key reasons mushroom volume has increased according to operators. • Consumer demand also drives growth. • “Stuffed mushrooms” is the key menu item added by operators which is driving increased mushroom usage. • Steak/meat and vegetarian dishes are main areas where mushrooms have been added to dishes.

  27. Reasons for Mushroom Volume Increase % Operators Indicating Base: Operators reporting whole mushroom or pre-cut usage has increased over the past two years Multiple mentions accepted

  28. Menu Items Added Containing Mushrooms Base: Operators reporting mushroom volume has increased due to adding of new menu items containing mushrooms Multiple mentions accepted

  29. Added Mushrooms to Existing Menu Items Base: Operators indicating mushroom volume has increased due to adding of mushrooms to existing menu items. Note: Small base.

  30. Current Menu Items Containing Mushrooms Which Have Increased in Sales Base: Operators indicating mushroom volume has increased due to current menu items containing mushrooms increasing in sales. Note: Small base. Multiple mentions accepted.

  31. “Consumers Are Increasingly Ordering Menu Items Containing Mushrooms as an Ingredient” % Operators Indicating Net +9% Net +9% Base: Fresh mushroom users

  32. “In Our Organization, We See Significant Increase in Mushroom Usage in the Next Two Years” % Operators Indicating Net +3% Net +9% Base: Fresh mushroom users

  33. Rationale for Mushroom Usage Decline • Among the few who report mushroom volume has decreased, decline in operators’ overall business is the most prevalent reason for this occurring • Discontinuation of menu items containing mushrooms and perceived low consumer demand are secondary reasons given by operators

  34. Reasons for Mushroom Volume Decline Base: Operators stating that mushroom volume has declined in past two years.Small base

  35. Mushroom Seasonality • Overall, about one-third of all operators experience variations of mushroom usage by season • Almost half of Shiitake and Oyster mushroom users’ usage varies by season • These operators report that their usage of mushrooms is lowest January-March • Higher usage is in July-September

  36. Mushroom Usage Seasonality Base: Users of specific mushroom variety *Small base of users does not allow for valid data regularly

  37. Mushroom Menu Items • On average, operators have almost 50 items on their menus. Of these, about 15% contain mushrooms • Of the menu items that contain mushrooms, about 13% of them “feature” mushrooms

  38. Mushroom Menu Items *Median operator response

  39. Future for Fresh Mushrooms • Among operators interviewed, greatest opportunities for fresh mushroom are seen in the full service (both fine dining and casual dining) segment • More menu mentions and addition of mushrooms to existing items cited by many as opportunities for greater usage • Operators state that new recipes with mushrooms as ingredients are desired • Versatility is a major mushroom benefit that can be leveraged

  40. Operator Segments Representing Best Opportunity for Increased Mushroom Usage Base: Fresh mushroom users

  41. Opportunities for Greater Mushroom Usage in Foodservice Base: Fresh mushroom users

  42. Operator Support Desired from Mushroom Industry Base: Fresh mushroom users

  43. “Mushrooms Are Extremely Versatile and Can be Used in a Variety of Menu Applications” % Operators Indicating Base: Fresh mushroom users

  44. II. Distributor Findings

  45. Mushrooms Carried by Distributors • Whole pre-sliced carried by the overwhelming majority of distributors interviewed • White and portabella are the most predominant varieties offered • Vast majority of distributors indicate variety volume increasing • Business growth and increased operator application usage are reported to be driving mushroom within distributors interviewed

  46. All Distributors Interviewed Offer White Mushrooms % Distributors Offering Base: 26 distributors

  47. Whole, Pre-Sliced Predominant Forms Offered by Distributor % Distributors Carrying Base: 26 distributors

  48. Vast Majority of Distributors See Increases in Mushroom Volume % Distributors Indicating Mushroom Volume Has Increased Over Past Two Years Base: Distributors carrying each variety Note: Very small base for all other varieties makes data unreliable

  49. Perceived Rationale for Increased Mushroom Volume Usage Base: Distributors indicating mushroom volume has increased Multiple mentions accepted

  50. Trends Impacting Future Usage of Mushrooms (In Order of Distributor Mentions) • “Increasing customer sophistication in food, which would result in demand for exotic mushroom varieties” • “Big chains getting more involved in offering fresh products” • “More pre-cut in different varieties” • “Healthy eating, resulting in usage of healthier ingredients, including mushrooms”

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