Potatoes USA continues to prioritize deep consumer insights in order to better understand marketplace opportunities for potatoes. In fiscal year 2016, as in years past, a key component to consumer understanding is the Attitudes and Usage study Potatoes USA conducts from January through April each year. This year, for the second time, the study consisted of not only an online survey, but qualitative focus groups as well. The focus groups were conducted in Nashville, Tenn.
Per the below summary of both studies, there remains a tremendous opportunity to inspire consumers with new ideas for potato usage. Consumers are seeking out a variety of factors when making decisions, from convenience to freshness and flavor. Recipe efforts should continue to focus on inspiring consumers to use potatoes in ways they have not previously thought of or been exposed to.
Overall, the love for potatoes remains strong, though opportunities exist for increasing both usage and overall perception. Potatoes USA’s marketing programs have been heavily educated and aligned around the results in order to position potatoes to flourish in FY17 and beyond.
For more information about the research study, please contact Kim Breshears, Potatoes USA Marketing Program Director at kimberlee@potatoesusa.com.