Vegetable Market Shifts: Cost of Living Pressures Impacting Mushroom Sales

Cost of living pressures are driving consumers toward cheaper vegetables, reducing sales of higher-priced items like mushrooms.

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%).

Freshlogic | Mushroom Graph Final

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.

Freshlogic | Mushroom Graph 2 FINAL

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.

If you’d like to understand your fruit or vegetable category volume and market share shifts for the quarter, please fill in a Request Form. We would also welcome the opportunity to demonstrate how Freshlogic’s data and insights can enhance your decision-making. Schedule a meeting at your convenience. 

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