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
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
● The chestnut mushroom has a slightly longer shelf life and therefore less chance of
● 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?