This study focuses on U.S. consumer preferences for common mushrooms (Agaricus bisporus), specialty mushrooms, and morels (Morchella spp.). It analyses consumer preferences for mushrooms by demographic group at national and regional scales. Instead of focusing on the entire U.S. mushroom market, prior studies have focused on consumer preferences and market segments for organic, genetically modified, and local mushrooms, dealing with one or few types of mushrooms. Previous studies discuss a few aspects of the wild supply chain, but the potential for niche mushrooms remains understudied. I pay special attention to wild mushrooms and their supply chain, as they are increasingly popular, though only a few edible mushrooms are successfully cultivated. I conducted a nationwide online of primary shoppers in U.S. households. My descriptive statistical analysis suggests that with better information on potential buyers, mushrooms could be an important enterprise for growers. As nearly half of U.S. households purchase mushrooms in a typical year at a restaurant or to be consumed at home (49.0%), versus only (31.6%) who do not, there is great potential to expand the market. If new mushroom species can be cultivated in the U.S., specialty mushroom producers may wish to target the 18 to 24 age group nationally, the 55 to 64 age group in the West, African Americans from the South, and higher income and educated purchasers nationally. The value added by this study is that consumer preferences of morels versus other specialty mushrooms were analyzed to know its market extent which can help to assess the potential market segments, the scope of cultivation expansion, and preferences for additional wild mushroom species like morels.
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