Jul 18, 2024Study sheds light on factors influencing potato purchasing
A new consumer study from Potatoes USA shares insights into in-store and online potato purchase patterns and offers actionable steps to drive sales.
The Potato Path to Purchase study found that more than 90% of shoppers pre-plan fresh potato purchases, with more than 44% heading straight for the type of potato they planned to buy. The study, conducted in 2023 by Nielsen Consumer, recommends retailers prioritize pre-store touchpoints, such as recipes shared on social media, to influence consumer decisions while placing potatoes in readily accessible locations.
Pre-store influences also include price and promotions in circular flyers, magazine or newspaper ads, shopping list apps and recommendations from family and friends.
“Potatoes are a staple in consumers’ kitchens,” Kayla Vogel, senior global marketing manager at Potatoes USA, said in a news release. “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.”
The big three
According to the study, the top three factors driving potato purchases are quality, price and quantity, with 84% of consumers preferring transparent bags so they can evaluate quality and freshness.
“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,” Vogel said.
Visual displays and signage drive purchasing more than discounts and promotions, she said.
“As budgets tighten, people have remained loyal to potatoes,” Vogel said. “That means there are opportunities to significantly achieve scaled results through improved visibility, merchandising and cross-merchandising.”
In-store buying decisions are mainly influenced by point-of-purchase displays, Vogel said.
“Retailers and merchandisers can enhance the in-store experience through larger displays, secondary locations, inspirational signage and ensuring potatoes are readily accessible within the store,” she said.
With 89% of consumers believing potatoes are versatile and adaptable to different types of dishes, Vogel said retailers should showcase in packaging and on shelves how potatoes can be used in multiple meals.
“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,” she said.
Other potato tidbits
The study (.pdf) also delves into frozen and value-added potato purchasing behavior, finding that 82% of shoppers pre-plan frozen purchases and 36% head straight to the frozen product they intend to buy.
The popularity of air fryers is evident in the study, which found that 49% of shoppers use that method to prepare frozen potatoes.
Shoppers turn to value-added potato products (instant, dehydrated and microwaveable packs) for convenience, consistency, shelf life and reduced waste, according to the study.
