Released to coincide with the International Day of the Potato, McCain Foods has published its inaugural Spud Report, a global consumer study designed to explore how people consume and relate to potatoes and fries across different markets. The findings point to a consistent outcome across all countries surveyed: French fries remain the preferred potato format regardless of local culinary traditions.

Developed in collaboration with Pollara Strategic Insights, the study gathered responses from more than 12,000 adults across 11 countries between January and February 2026. While the report focuses heavily on consumer sentiment and behavioural habits rather than purchasing volumes or category economics, it offers insight into the cultural position fries continue to occupy globally.

According to the research, respondents increasingly associate fries with emotional and social occasions rather than simply meal accompaniment. McCain reported that 78% of participants said fries improve their mood, while 55% associated them with happiness and 46% with relaxation.

The survey also highlights behavioural patterns that suggest fries remain deeply embedded in informal eating occasions. Around two-thirds of respondents reported eating fries after 10 p.m., reinforcing the product’s role in late-night consumption. Meanwhile, half of respondents said they had placed fries inside sandwiches, underlining how the category continues to adapt across eating occasions and local preferences.

Sharing behaviour also emerged as a recurring theme. One-third of respondents globally said sharing fries feels more intimate than holding hands, while taking fries from another person’s plate without permission ranked among the most socially frowned-upon food behaviours captured in the study.

McCain framed the findings as evidence that fries function as a global food language that transcends borders.

“Food has a unique way of connecting people, and fries, are no exception,” said Charlie Angelakos, Vice President, External Affairs and Sustainability at McCain. “The Spud Report confirms something we’ve known instinctively for years: fries are more than a side dish – they’re part of everyday rituals around the world. As a company founded in Canada and now operating in more than 160 countries, we’re proud to help bring those shared moments to tables around the world.”

The report also examined Canadian responses separately, identifying several consumption behaviours that diverged from international averages. Canadian respondents were less likely to associate sharing fries with intimacy, but reported strong opinions around fry etiquette. More than two-thirds considered double-dipping unacceptable, although nearly half admitted doing it. More than half also indicated that the availability of fries influences restaurant choice.

For the wider potato sector, the report reflects continued relevance of fries as both a retail and foodservice category. Although consumer sentiment studies do not directly translate into market demand, they provide manufacturers and processors with additional visibility into how consumption occasions, emotional associations and social habits continue to shape engagement with potato products.

McCain, founded in 1957 in Canada, currently operates 49 production facilities globally, works with approximately 4,400 farmers and reports annual sales exceeding CAD 16bn.