Client:
SCELTA MUSHROOMS in cooperation with FOOD HELDEN
Brief:
The goal was to provide actionable insights into consumer perceptions, usage patterns, and emerging trends in the mushroom category across multiple markets. The study would serve as the foundation for Scelta’s innovation strategy, enabling successful product introductions tailored to customer and consumer needs.
Our approach:
We designed a project consisting of a series of interconnected steps, with each step building on the insights from the previous one
1. Desk Research
Focus: Identify global megatrends and translate them into opportunities for the mushroom market. Together with our School of Trends trendspotters we analyzed emerging applications of mushrooms in food (e.g., meat alternatives, coffee substitutes) and non-food sectors (e.g., biodegradable materials, leather substitutes).
2. Qualitative Research
We used online consumer communities in 4 different markets, to explore attitudes, preferences, and barriers to mushroom consumption in depth. We used discussion forums, storytelling, and creative tasks such as photo–diaries.
3. Quantitative Research
To measure purchase motivations and barriers, and segment consumers into light, medium, and heavy users, we used online surveys among an international sample of more than 4.000 respondents. The hypotheses developed during the previous stages were put to test in this stage.
The study was wrapped up in a closing workshop and an insightful and comprehensive end report.
Impact
The study highlighted opportunities for Scelta to innovate, both low hanging fruit and more strategic directions. By leveraging the comprehensive insights from this research, Scelta Mushrooms positioned itself to bridge the gap between its B2B dominance and consumer engagement. Our study marked a pivotal step towards transforming mushrooms into a staple of modern, sustainable, and health-conscious diets.
Feedback on our work:
Bart Bakker, CMO Leading Strategic Marketing and Product Development
“Future of Food Institute has provided us with a 3D picture of what’s happening in the mushroom category. Their School of Trends discovered nearly 150 mushrooms innovations worldwide, many of which we had never heard of before. Combining this with their trend framework and thorough qualitative and quantitative consumer research has given us an abundance of innovation ideas, that are both inspirational and backed- up by solid research. The research enabled us to map international similarities and differences in consumer attitudes towards the category.”
How can we help you?
We help you choose the most impactful strategic direction, develop the most effective sustainable product innovations and communicate the most effective message. Find out more here.
We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.
We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.
