DENVER, CO - Potatoes USA is providing an in-depth guide to navigating today’s consumer trends and shopping habits with the release of its new Potato Path to Purchase study. The study digs into key consumer purchase patterns, exploring the pre-shopping and in-store experiences that contribute to increased potato consumption.
“Potatoes are a staple in consumers’ kitchens. They earn a place on the table whether it’s a casual Wednesday night or a Thanksgiving feast, and consumer favorability for potatoes translates to valuable opportunities for retailers,” said Kayla Vogel, Senior Global Marketing Manager at Potatoes USA. “Ranking purchase factors, freshness/quality receives the top rating, ahead of price. For retailers, it is important to highlight freshness, including tips on how to best store potatoes at home to optimize shelf-life and prevent unnecessary food waste.”
With over 90 percent of potato purchases being pre-planned, the Consumer Path to Purchasing Potatoes study, fielded by Nielsen IQ, found that shoppers' path to purchase potatoes is mostly influenced by three key factors—quality, price, and quantity. A majority (84 percent) of consumers want transparent bags that allow them to gauge the freshness and quality themselves.
In addition to revealing the most recent data, the study provides actionable steps for retailers to help drive potato sales. Potatoes USA advises merchandisers to create eye-catching displays with quality products and inspiration to try new potato recipes and varieties.
“In-store, visual displays, and inspirational signage drive influence more than discounts and promotions. As budgets tighten, people have remained loyal to potatoes,” Vogel adds. “That means there are opportunities to significantly achieve scaled results through improved visibility, merchandising, and cross-merchandising. To inspire mealtime with potatoes, provide on-pack and shelf inspiration to show how potatoes can be used in the meal lineup multiple times a week without eating the same thing twice. It’s also important to highlight new ways of using common varieties in special ways as well as expand on special occasions to increase sales.”
The report also dug into several other shopping patterns, noting that:
- Potato purchasing decisions are driven by planned meals
- 80 percent of respondents plan which potato type they will buy, with more than 44 percent going directly to the planned type in-store
- 89 percent of consumers believe potatoes are versatile and easily adapted to many different types of dishes.
The full report can be accessed here. Keep reading ANUK as we continue to cover the latest category updates.
