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Potatoes USA has retailers’ backs with ‘Path to Purchase’ study

Lilian Diep is a trade news writer with AndNowUKnow. She recently wrote in an article: “I’m now privy to a wealth of resources, including Kayla Dome, Global Marketing Manager of Retail for Potatoes USA. I sat down with Kayla to find out how retailers can engage with consumers to capitalize on this staple category and maximize profits.” Below is some of what Lilian found out.

In a recent collab, Potatoes USA tapped Kantar Insights Consulting to gather information for a Fresh Potatoes Path to Purchase study from potato shoppers at food retailers, mass merchandise retailers, club stores, and grocery online shoppers. The results?

Kayla Dome

Kayla Dome, Marketing Manager, Potatoes USA“Potatoes are a performance vegetable. The research found 84 percent of shoppers knew they wanted to buy potatoes before they went into the store, but only 66 percent knew what type they were going to purchase, showing marketing opportunities both prior to shopping and in-store,” Kayla tells me.

The Path to Purchase study offers an in-depth breakdown of where and how consumers are interacting with fresh potato marketing to drive sales at retail.

Potatoes USA tapped Kantar Insights Consulting to gather information for a Fresh Potatoes Path to Purchase study from potato shoppers at food retailers

“One interesting aspect the Path to Purchase study found was that since most consumers know they are purchasing potatoes ahead of time, secondary locations away from the primary potato location were one of the biggest driving factors in repeat purchases of potatoes,” Kayla continues. “This placement not only reminds consumers to add potatoes to their next shopping list but helps consumers decide what type of potato they are buying if it’s already on their shopping list.”

Since grocery delivery and pickup are continuing to rise in popularity, the study also focused on consumers’ online shopping activity. While only about 12 percent of consumers were purchasing fresh potatoes online, they were spending three times as much on potatoes alone as in brick-and-mortar locations. This shows the category is cementing its hold as a pantry staple.

“One interesting aspect the Path to Purchase study found was that since most consumers know they are purchasing potatoes ahead of time, secondary locations away from the primary potato location were one of the biggest driving factors in repeat purchases of potatoes,” Kayla continues.

“This placement not only reminds consumers to add potatoes to their next shopping list but helps consumers decide what type of potato they are buying if it’s already on their shopping list.”

Read the full article on AndNowUKnow here

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Lukie Pieterse, Editor and Publisher

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