What was it all about?

This short investment undertook research to increase understanding of consumer behaviour and attitudes towards mushrooms. The project team profiled mushroom consumers and delivered insights into mushroom usage, attitudes and consumption occasions as well as identifying triggers and barriers to purchase, and quality and taste expectations.

By identifying key targets and growth opportunities, this research will be used to inform future Hort Innovation Mushroom Fund marketing activities and will be available as insights for the mushroom industry at large.