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Research Reports

2023 Consumer Path to Purchase

Topic: Retail Insights


The Path to Purchase study helps determine where and how consumers are interacting with marketing to drive retail sales.


  • 85% of households are potato households and favorites include russet, yellow, and red potatoes.
  • 89% believe potatoes are versatile and easily adapted to many different types of dishes.
  • 80% believe potatoes provide essential nutrients and 78% believe they are an overall healthy choice.
  • 49% always buy the same type of potato.
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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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