The Three Most Influential Paths to Purchasing Potatoes

Several factors can influence the purchasing process, making it difficult for consumers to navigate. Insights into customer behavior and buying habits are uncovered in a new Potato Path to Purchase study from Potatoes USA, providing a better knowledge of the pre-shopping and in-store experiences that influence potato buying decisions.
Apart from disclosing the latest information, the research offers stores practical measures they may implement to stimulate potato sales.
“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,” Kayla Vogel, senior global marketing manager at Potatoes USA, mentioned.
Quality, affordability, and quantity are the top three considerations that consumers consider while purchasing potatoes.
The Consumer Path to Purchase Potatoes Study 2023, conducted by Nielsen Consumer LLC, discovered that three important factors impact customers’ path to purchase potatoes, with more than 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 want transparent bags so they can gauge freshness and quality for themselves. Vogel emphasizes merchandisers should create eye-catching displays with quality products and inspiration 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,” Kayla Vogel also declared.
Potato purchasing decisions are driven by planned meals.
Pre-store, there are numerous high-impact influences on 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.
80% of respondents plan which potato type they will buy with more than 44% going 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.
89% of consumers believe potatoes are versatile and easily adapted to many different types 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.