Potatoes are a staple in many home kitchens. Week-to-week potato sales are steady, with spikes at major holidays such as Thanksgiving and Christmas. Potatoes are a key item to driving demand in the produce department and there are ways to help further drive sales through optimization.
IRI data states that 88% of households purchase potatoes annually. And when shoppers are buying potatoes, they’re buying a lot more—in fact, IRI’s July 2019-June 2020 Product Affinity Basket Study finds that cart size averages about $84 for potato buyers, compared to $38 for shoppers who aren’t buying potatoes.
As space becomes even more important, knowing how to properly display potatoes for a better consumer experience is vital.
Strategic Displays
Data from Kantar Consulting’s Shelving and RichMix Studies say that potato sales can see a potential lift in sales of 5.2% by optimizing the shelving for fresh potatoes. This includes overall store layout changes such as placing the produce department at the front, right side of the store—which can lead to an 8.7% lift in sales. Signage visible from the store entrance calling out the location of potatoes can increase sales by up to 2.9%. Also, using raised bins for potato shelving can lead to a 4.1% increase in sales.
The study also found placement within the produce department is key in increasing sales. When potatoes are located in the back-left section of the produce department, a potential increase of 2.8% can be seen. Potatoes can see an increase in sales of almost 5% if they are located across from apples, since apples are on the majority of consumers’ shopping lists.
The right assortment is also important in driving consumer interest. Potatoes showed the greatest sales lift if they were setup in this order; white, yellow, russet, purple, red, and all other varieties following. All potato types should have their own section to show the greatest increase.
Additional displays
84% of consumers know they are buying potatoes before they go into the store while only 66% of consumers know what potato type they are buying. Help consumers make these decisions by offering additional in-store displays of potatoes. A quarter of consumers say that secondary displays drove their decision to purchase potatoes on a following visit. The study found that secondary displays on an endcap showed the greatest lift and, if set up next to onions, a potential increase in sales of 3.1% can be seen on fresh potatoes.
What’s new with potatoes
Potatoes are a nutrient-dense vegetable that has 30% of your daily vitamin C and more potassium (15% DV) than a banana (13%). Potatoes are more energy-packed than any other popular vegetable*, providing you the energy needed to perform at your best. And with seven different types of fresh potatoes to choose from, they are extremely versatile for consumers. There are endless ways to cook them up any time of day and have a taste your whole family will love!
Sourcing:
IRI Freshlook July 2019-June 2020.
*https://www.fda.gov/media/70792/download
IRI’s July 2019-June 2020 Product Affinity Basket Study
Kantar Merchandising and Shelving Study and Best Practices July 2018
Kantar RichMix Methodology August 2018
Kantar Fresh Potatoes Connected Shopper Journey 2019
