The Packer’s Fresh Trends 2024 consumer survey reveals demographic variables in households that tend to point to higher fresh potato purchases.
In general, Fresh Trends reveals that 60% of more than 1,100 consumers surveyed in October 2023 revealed they purchased fresh potatoes in the previous 12 months. The survey data showed that households most frequently reporting potato purchases tend to have higher incomes.
Households earning less than $25,000 have the lowest self-reported potato purchase rate at 44%. Purchase rates increase steadily with income, according to Fresh Trends, with 66% of households earning over $100,000 indicating fresh potato purchases.
Fresh Trends showed that 64% of women shoppers and 57% of men shoppers said they purchased fresh potatoes in the previous 12 months.
At 69%, larger families with three or more kids at home have the highest self-reported purchase rate. That compares with 63% of households with no kids at home and nearly 55% of households with one or two children, according to Fresh Trends.
Midwest households have the greatest reported potato purchase rate at 64%, according to Fresh Trends data, while Southern households have the lowest at 56%.
Potato purchases increase steadily with age, according to Fresh Trends, rising from 45% for the 18-29 age group up to 71% for those aged 60 or older.
By ethnic background, 64% of white/Caucasian shoppers reported purchases of fresh potatoes, compared with 56% for Hispanic shoppers and 50% for Black/African American consumers.
