A new nationally representative survey commissioned by the Idaho Potato Commission finds shoppers evaluating groceries on how far an ingredient stretches rather than unit price alone.
The survey of 2,000 U.S. adults, conducted by Talker Research, points to a set of purchase criteria that sit alongside price rather than beneath it.
Key findings
73 percent named minimizing food waste among the most important factors when grocery shopping- 72 percent cited shelf life
- 71 percent cited nutritional value for the money
- 63 percent said an ingredient’s ability to work across breakfast, lunch and dinner factors heavily into whether it becomes a staple
- 60 percent said they intentionally build weekly meal plans around ingredient overlap
- 40 percent ranked potatoes as their most versatile pantry staple
- 37 percent said they rely on potatoes more than a year ago
- 48 percent said they view potatoes more positively now because of affordability and versatility
- Among regular potato buyers, 67 percent still consider potatoes underrated
Among potato buyers, 82 percent rated the category good or excellent for versatility across meal types, 82 percent for feeding a household on a budget and 75 percent for nutritional value.
“People expect more from every ingredient they buy today,” said Jamey Higham, president and CEO of the Idaho Potato Commission. “As families place a greater value on simple, nutritious and dependable foods, it’s rewarding to see Idaho potatoes recognized for the qualities they’ve quietly delivered for generations.”
Campaign tie-in
The commission paired the research with a campaign featuring cookbook author and Rustic Joyful Food founder Danielle Kartes, who built five dinners from a single 10-pound bag of potatoes. Recipes and video are posted under a Five Recipes Under $100 banner.
“Some of the best family meals start with the simplest ingredients,” Kartes said. “I loved showing that one bag of Idaho potatoes could become five dinners that felt completely different. That’s how real families cook. We make the most of what we have.”
Established in 1937, the Idaho Potato Commission is a state agency that promotes and protects the Grown in Idaho seal, a federally registered certification mark.
Related: Survey: 55 Percent Of Consumers Are Buying Less Beef