(Food-Beverage-News.Com, September 10, 2015 ) The mushroom market is growing at a significant rate, due to the growth of consumer awareness related to health and wellness, improving technologies to increase the shelf-life, and increase in consumption of processed foods. The growing concerns about obesity and technological advancements are some of the factors, providing ample opportunities to the expansion of the mushroom market, in the coming years.
Europe leads the global mushroom market, and is also expected to grow at the fastest rate, in the coming years. The dominance of the region is due to several factors, such as shifting consumer preference towards low-fat and healthy food, and increasing awareness about wellness and health, among the consumers of the region.
Mushrooms are the vegetables that provide various nutrients, such as selenium, vitamins, and potassium. Mushrooms contain very less amount of gluten and sodium, and do not contain cholesterol and fat in them. Production method of mushroom is absolutely different from the production method of other green vegetables. Mushrooms depend on other plant materials for their food, as no chlorophyll is present in them. To destroy any bacterial or fungal components on the substrate where mushrooms get mature, the substrate has to be pasteurized, or sterilized. Mushrooms generally have very short life span, as some of the mushrooms might last less than a day, some may survive for one week, and some mushrooms are likely survive for a month. Mushrooms, such as toad stools can also be poisonous, but it only harms the stomach, or can give limited sickness to the consumer.
The mushrooms can be marketed through direct marketing and wholesale marketing. Direct marketing includes selling of mushrooms to restaurants, at local farmers, and in supermarkets, along with most of the regions. While marketing through local markets, the seller should concentrate more on quality and service, instead of low price of mushrooms. Whereas, selling the mushrooms through wholesale marketing, the seller has to concentrate more on the low price of mushrooms. The sellers can also develop a processed product from the mushroom, such as sauce, for selling directly to the wholesalers and end users of the products. Mushrooms can also be marketed in the off season, by drying surplus mushrooms, and storing it.
The mushroom market can be categorized, on the basis of type, applications, and region. On the basis of type, the mushroom market can be categorized as oyster mushroom, button mushroom, shiitake mushroom, paddy straw mushrooms, and others. Button mushrooms lead the mushroom markets under the types of mushrooms category, whereas shiitake mushrooms market is expected to grow with the fastest rate, in the coming years.
Shiitake mushroom’s prices are not fixed throughout the year; price is lowest at the time of high production in summer and highest at the time of low supply in winters. The mushroom market can also be categorized on the basis of applications, as fresh mushroom and processed mushroom. Processed mushroom can further be subcategorized, as frozen mushroom and canned mushroom.
Some of the competitors in the mushroom market are Drinkwater’s Mushrooms Ltd, Lutece Holdings B.V., Okechamp S.A., The Mushroom Company, Bonduelle SCA, Monterey Mushrooms Inc., Costa Group Holdings Limited, Shanghai Finc Bio Tech Inc., and Monaghan Mushrooms Ltd.
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