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Research Reports

Regular to Heavy Potato Shoppers Guide

Date: 2021

Topic: Retail Insights


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.


  • Heavy potato shoppers purchase an average of over 142 potato products per year.
  • Heavy potato shoppers are worth 77% more than regular shoppers.
  • Heavy potato shoppers have an increased interest in recipes and promotions that include multiple potatoes.
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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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