New Insights Reveal Key Factors Driving Potato Purchases and Offer Retailers Actionable Strategies
Denver, CO — Understanding consumer behavior and purchase patterns can be pivotal for enhancing sales and engagement. Potatoes USA has released its latest Potato Path to Purchase study, offering valuable insights into the factors influencing potato purchases and how retailers can leverage this information to drive sales.
According to the study, conducted by Nielsen IQ, consumers’ purchasing decisions are predominantly influenced by three key factors: quality, price, and quantity. Notably, over 90 percent of potato purchases are pre-planned, underscoring the importance of pre-shopping influences.
“Potatoes are a staple in consumers’ kitchens,” stated Kayla Vogel, Senior Global Marketing Manager at Potatoes USA. “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.”
The study highlights that freshness and quality are the top purchase drivers, with freshness rated highest. Retailers are advised to emphasize product quality and provide tips on proper storage to enhance shelf life and reduce food waste. In addition, 84 percent of consumers prefer transparent packaging to assess freshness and quality themselves. Vogel encourages merchandisers to create eye-catching displays and provide inspiration for trying new potato recipes and varieties.
In-store factors also play a crucial role. The study indicates that visual displays and inspirational signage are more influential than discounts and promotions. As budgets tighten, maintaining consumer loyalty to potatoes presents an opportunity for significant results through improved visibility, merchandising, and cross-merchandising.
Pre-store influences are substantial, with price and promotions in circular flyers, recommendations from family and friends, and various media sources such as YouTube recipes and cookbooks affecting purchase decisions. Meal planning emerges as a significant pre-store influence, with 90 percent of potato purchases being pre-planned. Retailers should integrate potatoes into recipe suggestions to boost their inclusion on shopping lists and leverage pre-store touchpoints effectively.
In-store, 80 percent of consumers plan which type of potato to buy, with over 44 percent directly seeking the planned type. Point-of-purchase displays are particularly influential in-store decisions. Retailers are advised to enhance the shopping experience with larger displays, secondary locations, inspirational signage, and easy accessibility.
With 89 percent of consumers viewing potatoes as versatile and adaptable to various dishes, providing on-pack and shelf inspiration can help highlight how potatoes can be used in multiple meals throughout the week. Vogel suggests focusing on innovative uses for common varieties and promoting special occasions to increase sales.
