消费市场概况(美国土豆).pdf

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消费市场概况(美国土豆).pdf

1、Kim BreshearsPotatoes USA2024A Look at the Modern Potato ConsumerJanuary 2024Kim BreshearsCMO,Potatoes USA34How they eat and make food choicesWhat they believe about food and potatoesHow they shopHow life stages impact their purchasesCONSUMERS INSIGHTS52023 Consumer Attitudes&Usage6Foodservice,55%Re

2、tail,45%Potatoes USA Sales and Utilization July 2022-June 2023Total Potato Sales In the U.S.Frozen,37%Fresh,28%Chips,23%Dehyrated,8%Refrigerated,4%Other,2%7CONSUMER BELIEFS8FOOD&EATING92023 Consumer Attitudes&UsageWhats important when choosing food?FlavorfulFreshGood ValueEveryone EnjoysHealthyThink

3、ing about whats most important to you when choosing food in general,how important are the following to you?ConvenientGet ExcitedAbout102023 Consumer Attitudes&UsageWhat are your eating habits?Which of the following best describes your eating habits throughout the day regarding meals,snacks,etc.?Othe

4、r53%3 Meals47%May include snacking112023 Consumer Attitudes&UsageDo you follow any dietary plans?Do you or anyone in your household follow any of the dietary plans listed?.50%Of households adhere to some dietary guideline.12Low Sugar2023 Consumer Attitudes&UsageDo you follow any dietary plans?Do you

5、 or anyone in your household follow any of the dietary plans listed?.Carb Restrictive*Low SodiumOrganicClean Eating19%15%18%11%*Carb restrictive includes:Low carbohydrate,Keto,AtkinsPOTATOES142023 Consumer Attitudes&UsageWhat is your favorite vegetable?Please consider the list of specific vegetables

6、 below and indicate which one is your favoritePotatoesBroccoliCornSalad Mix152023 Consumer Attitudes&Usage2011201220132014201520162017201820192020202120222023 Potatoes Broccoli CornWhat is your favorite vegetable?Please consider the list of specific vegetables below and indicate which one is your fa

7、vorite162023 Consumer Attitudes&UsageHow well do potatoes deliver these attributes?82%Eaten in a number of waysFillingVersatileEveryone EnjoysEasy to UseHow would you rate potatoes in terms of how well they deliver against the following attributes?SatisfyingSource of CarbsGood Value17Already Eat Eno

8、ugh2023 Consumer Attitudes&UsageWhy dont you eat more potatoes?FatteningPrefer VeggiesOther VeggiesMore Nutritious Which of the following,if any,are reasons you dont eat potatoes more frequently?High in Carbs1830354045505560657075Provides nutrientsHelp me fuel myeveryday activitiesProvide sustainede

9、nergyGood for athleticperformanceGood for weightmanagementUsed andapproved byathletes201820232023 Consumer Attitudes&UsageSignificant growth in key beliefs about potato nutrition since 2018Consumer Beliefs are Changing193035404550556065Are an energy-packedvegetableProvides under-consumedvitamins and

10、 mineralsGood for recoveryContains protein202020232023 Consumer Attitudes&UsageSignificant increases in beliefs about potato nutrition since 2020Consumer Beliefs are Changing202023 Consumer Attitudes and Usage21RETAIL SHOPPER INSIGHTS22 31%of volume retail sales 53%Female/47%Male Most are Millennial

11、s and Boomers About one-third have children One in four have a college degree 8%Purchase Online/92%In-Store 17%of volume retail sales 53%Female/47%Male 43%are Millennials Almost half have children 69%are from urban/suburban regions 10%Purchase Online/90%In-StoreThe Potato Shopper ProfileFresh Shoppe

12、rNielsenIQ Path to Purchase Study 2023Frozen Shopper23Distinct beliefs toward potato typesOver 90%know they are buying potatoes before they go shopping80%know what type they want to buyPrefer to examine before buyingPre-shop touchpoints have the highest impact on in-store purchases(ex:online recipes

13、)88%know they are buying potatoes before they go shopping82%knew what type they wanted when they got to the storeOnline price comparisons and retailer websites drive frozen purchasing decisionsPre-shop touchpoints have the highest impact on in-store purchases(ex:online recipes)The Potato Purchasing

14、DecisionsNielsenIQ Path to Purchase Study 2023Fresh ShopperFrozen ShopperGENERATIONAL INSIGHTS25Differences in the GenerationsBoomersAdults 59-77MillennialsAdults 27-42Gen ZAdults 18-26Sources:Circana Unify Integrated Fresh Data,Circana Product Affinity Study July 2022-June 202326BoomersAdults 59-77

15、1/3 RetiredMedian household income$77,00080%are parents(About 1%have children at home)83%WhiteMillennialsAdults 27-42Almost 80%are employedMedian household income$89,000About half are married56%have children at home68%WhiteGen ZAdults 18-26About 2/3 are employedMedian household income$67,000About 10

16、%are married and/or have childrenAbout 1/3 are studentsMost diverse demographicSources:Circana Unify Integrated Fresh Data,Circana Product Affinity Study July 2022-June 202327BoomersAdults 59-77MillennialsAdults 27-42Gen ZAdults 18-26Sources:Circana Unify Integrated Fresh Data,Circana Product Affini

17、ty Study July 2022-June 2023Avg 11.4 Potato Purchases Per YearAvg 8.3 Potato Purchases Per YearAvg 6.6 Potato Purchases Per Year28BoomersAdults 59-77MillennialsAdults 27-42Gen ZAdults 18-26Sources:Circana Unify Integrated Fresh Data,Circana Product Affinity Study July 2022-June 2023Avg 11.4 Potato P

18、urchases Per YearAvg 8.3 Potato Purchases Per YearAvg 6.6 Potato Purchases Per YearPurchase the most potatoes:dollars,trips,and repeat purchasesTend to have smaller basket sizes overall than other demographicsPurchase fewer potatoes,less often than BoomersHave the largest basket sizes at retail due

19、to larger household sizesLowest amount of potato purchases per yearSpend a larger portion of their grocery budget on fresh produce than other demographics29BoomersAdults 59-771.Already eat enough2.High in carbs3.Fattening4.Prefer other vegetables5.Other vegetables are more nutritiousMillennialsAdult

20、s 27-421.Already eat enough2.Fattening3.High in Carbs4.Prefer other vegetables5.Makes me feel fullGen ZAdults 18-261.Already eat enough2.Makes me feel full3.Fattening4.High in carbs5.High in calories2023 Consumer Attitudes&UsageWhich of the following,if any,are reasons you dont eat potatoes more frequently?30How they eat and make food choicesWhat they believe about food and potatoesHow they shopHow life stages impact their purchasesCONSUMERS INSIGHTS312023 Consumer Attitudes and Usage32PotatoesUSA.comPotatoGRESOURCES33Kim BreshearsKim PotatoesUSA.comTHANK YOU

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