What is it all about?

This project is investigating Australian consumer attitudes, perceptions and behaviours related to mushrooms to support evidence based marketing and industry decision making. It will provide up to date insights into how consumers view mushrooms, what drives purchase decisions, and how mushrooms fit into diets and meal occasions.

The research uses quantitative consumer research methods to track sentiment, motivations and barriers to consumption. It examines factors such as health perceptions, value, taste, sustainability and usage, as well as how these vary across different consumer segments. The project also assesses changes in consumer sentiment compared with previous research to identify emerging trends and shifts in behaviour.

Key activities include survey design, data collection and analysis, with findings tested for robustness and relevance to the mushroom industry. Outputs include research reports and insights that can be used to inform marketing strategies, communications and future investment decisions.

By delivering clear, actionable consumer insights, the project supports more targeted and effective marketing activity across the mushroom industry. The outcomes help growers and industry stakeholders better understand their customers, refine messaging, and strengthen demand for Australian mushrooms.