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The opportunities of the chestnut mushroom and how to capitalise on 
them

The white mushroom in the blue box is the classic image that many people have in their 
minds when they think of mushrooms. This mushroom has been the most popular 
mushroom among consumers for years. Nevertheless, we at Limax see a growing interest in
the chestnut mushroom and therefore great opportunities for retailers. How big is the interest
in the chestnut mushroom and will it ever replace the white mushroom?

Growing interest in mushrooms worldwide

There is a growing interest among consumers for mushrooms all over the world. This is not 
surprising, given current food trends such as less sugar, salt and meat and more interest in 
healthy food. In addition, mushrooms fit in with trends such as cooking with local produce, 
convenience, sustainability and eating meat substitutes.
This growing interest is certainly not only for the white mushroom. It seems that the new 
generations are much more open to other types of mushrooms. At Limax, we see a growth in
sales of almost all types of mushrooms in the market
● White mushroom: 12% growth
● Chestnut mushroom: 27% growth
● Oyster mushroom: 30% growth
● Shiitake: 25% growth
● Portobello: 40% growth
These figures are from research bureau IRI and concern the Dutch mushroom market in the period 2020-2021.
The exotic mushrooms such as the oyster mushroom, shiitake and portobello are still 
relatively small (6.9% of the turnover), but growing fast. We see a lot of potential in these 
exotics.

The chances of the chestnut mushroom 

The growth in sales in the period 2020-2021 of the chestnut mushrooms in the market is 
large; larger than that of the white mushrooms. This is an interesting development, because 
the turnover share of the chestnut mushroom is as high as 25% and therefore a relatively 
large part of the turnover (not like the exotic mushrooms). The white mushroom is still the 
most popular mushroom with 44.8% of the turnover, but it looks like that might change in the 
future. Here lies an opportunity for retailers for whom the chestnut mushroom is a relatively 
small part of their turnover.
At Limax, we find this growing interest no surprise. The chestnut mushroom is tastier, has 
more structure and has a slightly longer shelf life than its popular white brother. This 
mushroom therefore offers many opportunities for retailers. How can you as a retailer 
respond to this growing interest? 
●   A shift to chestnut mushroom contributes to higher turnover due to higher consumer 
price.

● The chestnut mushroom has a slightly longer shelf life and therefore less chance of 
loss.
● By presenting the chestnut mushroom as a product with more flavour and structure 
than the white mushroom, the retailer can strongly position this mushroom. 
● Use premium private label for chestnut mushrooms to increase positioning in relation 
to the white mushroom

Using the right marketing and communication, there are many opportunities for retailers with 
the chestnut mushroom. But it is not only the chestnut mushroom that enjoys a growing 
popularity. The future of the mushroom market looks very promising. Would you like to read 
an extensive report about this?