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Research Reports

2022 Fresh Potato Consumer Profile

Date: 2023

Topic: Retail Insights


Grocery retailers sell more potatoes by volume than any other vegetable. Knowing how potatoes impact the overall basket size—as well as what drives consumers to buy more potatoes —helps plan for long-term future sales.


  • Baskets containing potatoes are more than twice as valuable to grocery stores as those without. The only vegetable with larger basket sizes is lettuce.
  • Consumers getting started in their careers and those raising young children are the lowest potato consumers. Both categories under-index in potato purchasing while 65+ remain the most prominent potato consumers.
  • Almost 80% of households purchase potatoes six times per year. While consumers are buying potatoes most often as a home staple, like milk, bread, and eggs, almost one in five consumers would eat more if they had recipe inspiration prior to going shopping.
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Additional Retail Insights Reports

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Potato Retail Toolkit


Use this guide to educate employees and customers alike on the storage, handling, nutrition, and cooking methods of the various kinds of potatoes. This guide also provides insight into who is buying each different kind of potatoes, why they are buying that kind of potatoes, and how you can appeal to each demographic. You can then use the data to direct retail messaging both in-store and online to create stronger displays, more targeted and timely promotions, and social media engagement.

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