b'taste of frozen potatoes, and the fact that these displays is incredibly important to 2020. More potatoes were being pickedthey felt good feeding frozen potatoes to the retail consumer when making a pur- up curbside and delivered than in 2019,their families.chase decision. Retailers should focus on whichmeansconsumerswereusinghighlighting the convenience of particu- retailerwebsitesmoreconsistentlytoDehydrated potatoes also saw a lift. They lar potato items, and the nutrition infor- purchasepotatoes.Abouthalfofcon-are being purchased as part of a full meal, mationshouldbevisibleonthesedis- sumersvisitedretailwebsitestoplanshowing the convenience factor is a large plays.Nutritioninformationconverted their shopping trips. They used the retailcontributortothepurchasedecision. about15%moreshoppersintobuying website to get detailed product informa-However, the biggest change in the dehy- more potatoes.tion,findhealthieroptionsforitemsdrated consumer came from their basket they typically buy, and recipe informa-size.Thedehydratedpotatoconsumer In addition to nutrition information on tion for potatoes. It is important retailersspent the most dollars per shopping trip signage and highlighting potato conven- focus on strong landing pages for pota-compared to every other potato category. ience, retailers should focus on providing toes to continue seeing growth in sales inconsumerswithinspiration.Research this space.In-Store showedthatretailerswithinterestingNinety-fourpercentofconsumersare andfunpotatosectionsshowcasing Overall, 2020 was a year of growth forcompelled to purchase potatoes after see- innovative products, were more likely to potatoes at retail. With the tools discov-inginformation,packaging,and see higher potato sales. As we move for- ered in this total store study, retailers canresources such as recipes, in-store. This ward, consumers expect retailers to cre- continue to reach consumers where theypunctuates the importance of having the ate a strong in-store experience. are looking for potatoes, and better equipright signage in-store to increase sales of themwithinformationsoconsumersall potato categories. Previously, in-store Online continue to buy more potatoes at retail. displaysinvariouslocationswerethe Onlinesalesforpotatoeshavesignifi-most important factor in reaching higher cantlyincreasedasconsumersbecame A report summarizing this study can beretailsales.Now,theinformationon more comfortable ordering perishables in downloaded from PotatoesUSA.com.MARCH 2021 POTATO GROWER 7'