What was it all about?

This project explored why mushroom consumption has declined in Australia and identified opportunities to encourage more frequent purchase and use. Through consumer research and industry workshops, the project examined how Australians shop for, prepare and consume mushrooms.

Research found that consumers view mushrooms positively and value them for their taste, flavour, versatility and health benefits. However, mushrooms are often not included in regular meal planning and are used in only a small number of dishes, limiting purchase frequency.

Many household food decisions are planned before shoppers enter the store, making it harder for products that are not already part of established meal routines to be purchased regularly. The research found that taste is the main driver of mushroom purchases, while health benefits are more likely to reinforce decisions after purchase. Confidence around storage was also identified as a barrier, particularly among younger consumers.

The findings provide the mushroom industry with an up-to-date understanding of consumer attitudes, purchase drivers and barriers to consumption. The research identified opportunities to increase mushroom consumption by expanding recipe inspiration, building confidence in storage and preparation, and encouraging use across a wider range of meals and occasions. These insights can help inform future marketing, communications and industry investment decisions.

Access the final report here.