Mushroom Decline and Total Vegetable Volume
In the year ending June 2024, mushrooms experienced a sharp decline in growth, down 9.9%, while total vegetable sales grew by 5.0%. The largest growth was seen in the Salad Components & Tomatoes category group, which increased by 9.5%, driven by cucumbers (+14%), head lettuce (+13%), tomatoes (+6%) and peppers (+10%).
Total Vegetable Volume Share
In the year ending June 2024, Salad Components & Tomatoes increased their market share of volume from 29.6% to 30.9%, while category groups like Hard-Cook Vegetables saw slight declines in their contribution to total vegetable volume.
Soft Cook Veg (SCV) Contribution
Within SCV, mushrooms’ contribution decreased, while Legumes showed slight growth. The higher retail price of mushrooms ($14.97 per kg) compared to the SCV average ($6.94 per kg) has led consumers to shift towards more affordable options, driven by cost-of-living pressures.
Cost of living pressures are driving consumers toward cheaper vegetables, reducing sales of higher-priced items like mushrooms.
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