New Study Reveals Key Factors Influencing Potato Purchases and Offers Strategies for Retailers
Navigating the consumer journey to purchase can be a multifaceted endeavor, influenced by various elements. A recent study titled “Consumer Path to Purchase Potatoes” conducted by Potatoes USA offers significant insights into consumer behavior and purchasing patterns, shedding light on both pre-shopping and in-store experiences that propel potato sales. The findings from this study not only present the latest data but also suggest actionable strategies that retailers can implement to enhance potato sales.
“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,1
” stated Kayla Vogel, senior global marketing manager at Potatoes USA. This statement underscores the fundamental role potatoes play in American households, offering retailers a consistent demand to cater to.
Quality, price, and quantity emerge as the top three factors influencing potato purchases, as noted by consumers.
The study, fielded by Nielsen IQ, reveals that over 90% of potato purchases are pre-planned1, highlighting the importance of these factors in consumer decision-making.
As Vogel explains, “Ranking purchase factors, freshness/quality receives the top rating, ahead of price1.” Retailers, therefore, are advised to emphasize freshness and provide tips on storing potatoes to prolong shelf life and minimize food waste.
A notable 84% of consumers prefer transparent bags1, allowing them to assess the freshness and quality of potatoes directly. Vogel suggests that retailers should focus on creating visually appealing displays with high-quality products and inspire customers to explore 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. That means there are opportunities to significantly achieve scaled results through improved visibility, merchandising, and cross-merchandising,” she added.
“Meal planning significantly impacts pre-trip purchases, with 90% of potato purchases being pre-planned1.”
Various pre-store influences include price and promotions in circular flyers, recommendations from family and friends, YouTube recipes, products in cookbooks, shopping list apps, and ads in magazines or newspapers. “It’s important to integrate potatoes into recipe suggestions to optimize their inclusion on consumers’ grocery lists and prioritize pre-store touchpoints to influence consumer decisions,” Vogel noted.
“In-store decisions are predominantly influenced by point-of-purchase displays” added Vogel. According to the study, 80% of respondents plan which potato type they will buy, with over 44% heading directly to the planned type in-store1. She emphasized, “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.”
A significant 89% of consumers believe that potatoes are versatile and can be adapted to various dishes1. Vogel pointed out, “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.”
As detailed in the report, integrating potatoes into consumers’ meal planning and grocery lists can be crucial for retailers aiming to boost sales.
The emphasis on quality, transparency, and visual appeal in stores can significantly influence purchasing decisions, making potatoes a staple in consumers’ kitchens for a variety of occasions.
1Nielsen Consumer LLC, Consumer
Path to Purchase Potatoes Study 2023
