Studies reveal consumers’ potato purchasing habits

A consumer survey found that grocery retailers sell more potatoes by volume than any other vegetable, with 80% of consumers reporting eating potatoes once a week.

The IRI 2022 Product Affinity and Basket Study also found that 80% of households buy fresh potatoes annually in grocery stores.

Consumers ages 65 and older purchased the most potatoes, while consumers beginning their careers purchased the fewest, according to the analysis.

The study also found that grocery baskets containing potatoes are more than twice as valuable to stores as baskets without potatoes. Baskets with potatoes averaged a value of $84.70, while those without averaged $40.50.

Market basket analysis, or affinity analysis, is a modeling technique based on the theory that a consumer buying a certain group of items is more likely to purchase other items. For example, a basket containing peanut butter and bread is more likely to also contain jelly.

Another 2022 analysis, the 2022 Annual Consumer Attitudes and Usage Study, cited convenience, ease of use and versatility as top reasons consumers ate potatoes, with one in three consumers saying they viewed potatoes as a good fuel source for the body and brain.

The findings are contained in a Fresh Potato Consumer Profile (.pdf) from Potatoes USA.