What was it all about?

This short investment undertook consumer research to deliver insights specifically around the key Australian Mushrooms target audience of ‘less confident cooks’. Its findings will be used to inform future Hort Innovation Mushroom Fund marketing activities, and will be available as insights for the mushroom industry at large.

The work also provided information on the effectiveness of the industry’s previous marketing activities, and identified key targets and opportunities for growth in the future.

Some of the findings included that there has been a significant increase in the proportion of home meals containing mushrooms, and attitudes towards mushrooms continue to become more positive in line with core campaign messages.

The work also identified that there is still room to grow, with ‘disengaged cooks’ presenting the largest growth opportunity for the industry.