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.
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.
This merchandising best practices study was conducted in partnership with IRI. This study reveals key tactics top grocery retailers are using to optimize their assortment, displays, and promotions related to fresh potatoes to drive growth for an already top-performing commodity.
Potatoes USA partnered with Kantar Insights Consulting to understand consumer shopping habits for each category of potatoes at retail. This research summarizes how those habits impact consumer potato purchases.
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