Unveiling Consumer Behavior and Effective Merchandising Tactics
The purchasing process for potatoes is influenced by several critical factors, making it a multifaceted decision for consumers. The latest Potato Path to Purchase study by Potatoes USA sheds light on these factors, offering invaluable insights into customer behavior and buying habits. This research provides a comprehensive understanding of the pre-shopping and in-store experiences that significantly influence potato purchasing decisions.
Beyond merely presenting the latest data, the study offers practical measures for retailers to implement, aiming to stimulate potato sales effectively.
“Potatoes are a staple in consumers’ kitchens. 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,” noted Kayla Vogel, Senior Global Marketing Manager at Potatoes USA.
The study identified quality, affordability, and quantity as the top three considerations for consumers when purchasing potatoes.
The 2023 Consumer Path to Purchase Potatoes Study, conducted by Nielsen Consumer LLC, revealed three pivotal factors that shape customers’ purchasing paths, with over 90% of potato purchases being pre-planned.
“Ranking purchase factors, freshness/quality receives the top rating, ahead of price. For retailers, it is important to highlight freshness, including tips on how to best store potatoes at home to optimize shelf life and prevent unnecessary food waste,” Vogel added.
According to the study, 84% of consumers prefer transparent bags, allowing them to gauge freshness and quality visually. Vogel emphasizes that merchandisers should create eye-catching displays with quality products and inspire consumers to try new potato recipes and varieties.
“In-store, visual displays and inspirational signage drive influence more than discounts and promotions. As budgets tighten, people have remained loyal to potatoes. That means there are opportunities to significantly achieve scaled results through improved visibility, merchandising, and cross-merchandising,” Vogel also declared.
Potato purchasing decisions are predominantly driven by planned meals.
Before visiting the store, several high-impact factors influence consumer purchasing decisions, including:
- Price and promotions in circular flyers
- Recommendations from family and friends
- YouTube recipes
- Products in cookbooks
- Shopping list apps
- Ads in magazines or newspapers
“Meal planning significantly influences pre-trip purchases with 90% of purchases being pre-planned. It’s important to integrate potatoes into recipe suggestions to optimize their inclusion on consumers’ grocery lists and prioritize pre-store touchpoints to influence consumer decisions,” Vogel mentioned.
The study also highlighted that 80% of respondents plan which potato type they will buy, with more than 44% heading directly to the planned type in-store.
“In-store buying decisions are predominantly swayed by point-of-purchase displays. Retailers and merchandisers can enhance the in-store experience through larger displays, secondary locations, inspirational signage, and ensuring potatoes are readily accessible within the store,” she said.
A significant 89% of consumers believe potatoes are versatile and can be adapted to a wide range of dishes.
“To inspire mealtime with potatoes, provide on-pack and shelf inspiration to show how potatoes can be used in the meal lineup multiple times a week without eating the same thing twice. It’s also important to highlight new ways of using common varieties in special ways as well as expand on special occasions to increase sales,” Vogel concluded.
