Potatoes offer consistent sales throughout the year for retailers with additional spikes during the holiday season. America’s favorite vegetable is an important commodity for both consumers and retailers in the grocery landscape.


Path to Purchase Study

Kantar Insights Consulting is a team of brand and marketing specialists who focus on growth for the retail sector. Kantar Insights Consulting gathered information from potato shoppers at food retailers, mass merchandise retailers, club stores and grocery online shoppers. The Path to Purchase study helped determine where and how consumers are interacting with marketing to drive retail sales. This guide will highlight the ways consumers are using these marketing tools at the different types of retailers and for all seven types of fresh potatoes.



Potato Fact Info

Potatoes make sense with mass appeal among a wide range of incomes and ages. Everyone from millennials to seniors are putting potatoes in their carts and on their plates.



Shopper Profile

Everyone eats potatoes. 87% of households purchase potatoes annually. With an average of seven purchases per year, potatoes have a significant impact on basket sizes. When potatoes are in the basket, consumers spend an average of $77.95. For comparison, when potatoes are not in the basket, consumers spend $41.22. Click the link below for a retailer friendly one pager full of potato facts.

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