By Kim Breshears, Marketing Programs Director, Potatoes USA
Understanding consumers is important to learning what their motivations are and how to stimulate potato consumption. To understand changes in consumers’ opinions of potatoes, Potatoes USA conducts an annual Consumer Attitudes and Usage study. The study tracks consumers’ self-reported usage of potatoes, current beliefs on health-related topics and overall attitudes toward potatoes. The 2019 study revealed many valuable insights.
What Drives Food Purchases?
- Flavor, freshness and good value are the top three attributes consumers think are important when choosing food. This remains consistent from the prior year.
- Cooking styles are described as basic, traditional and short-order. Consumers who described their cooking styles as from-scratch and creative declined from the 2018 study by -8 pts and -5 pts, respectively.
- 79 percent of consumers use recipes when making meals at home.
- Meal patterns continue to change, with 48 percent of consumers saying they eat three meals a day. This is the first time this number has dipped below 50 percent since the study began.
Potatoes Remain America’s Favorite Vegetable
- For the third year in a row, potatoes have been ranked as America’s favorite vegetable, followed by broccoli, tomatoes and corn. This year’s study showed tomatoes increase in popularity.
- 78 percent of consumers report eating potatoes once a week at home, while 72 percent report eating potatoes at least once a month at foodservice.
- At foodservice, potato dishes were chosen as two of the top three favorite side dishes.
- Consumers give potatoes high marks for being versatile, filling and satisfying.
- They also love potatoes for being a good value, something everyone enjoys, and an option that can be prepared quickly and easily.
Consumers Recognize Potato Performance Benefits
Consumers reported increases in the following potato attributes, all showing statistical improvements from the 2018 study:
- Helps fuel me for my everyday activities (+5 pts)
- Provides sustained energy (+6 pts)
- Good for athletic performance (+7 pts)
- Used and approved by athletes (+10 pts)
What Will Increase Consumption?
- 27 percent say shorter cook times and ideas for new ways of cooking potatoes would inspire them to make potatoes more often, while 24 percent say they would like ideas for how to prepare potatoes with healthier nutritionals.
- So why don’t they eat potatoes more often? 38 percent say they already eat enough, while 25 percent continue to believe they are fattening, and 20 percent say they are high in calories.
A summary of the research can be found at www.potatoesusa.com/growers or by contacting Potatoes USA.
