b'spends more than a dollar extra on pota- sumer is very profitable, with an average shop at this type of retailer. Club storestoesthantheauto-pilotconsumerat spend of $14.90 on fresh potatoes, per are the smallest driver of each category$8.60 per purchase.purchase.but are important to 7% of auto-pilotconsumers,5%ofresponsivein-storeThefinalcategoryfromtheKantar WhiletheKantarstudyshowedthe consumers, and 4% of engaged onlinestudyofthefreshpotatoconsumeris auto-pilot consumer, responsive in-store andofflineconsumers.Onlinecon-theengagedonlineandofflinecon- consumer,andengagedonlineand sumersarelargelymadeupofthesumer. Seventeen percent of consumers offline consumer shop differently, they engagedonlineandofflinecategoryfall into this category, and they engage alladdvaluetoretailersforthefresh made up of 34% of their consumers. with more than five areas when decid- potato category. Food retailers are cate-ingtobuypotatoes.Theseconsumers gorizedbytheirfocusongroceries. While each type of consumer and eachare motivated to purchase potatoes by Auto-pilot and responsive in-store con- type of potato varies in their purchasinginfluencersonsocialmedia,digital sumersmainlyshopatthistypeof habits, it is important to note the bene-research, cooking shows online and on retailer while only 48% of the engaged ficial impact each type of consumer hastelevision, price, and seeing potatoes on onlineandofflineconsumerspends for retailers. Reach out to kayla@pota-previous trips to the store. Mobile opti- theirdollarshere.Massmerchandise toesusa.com for a detailed breakdown ofmization plays a major role in deciding retailersfocusonmorethanjustgro- each type of retailer, fresh potato con-topurchasepotatoesaswellasprice, cery, most commonly supplying apparel sumer demographics, or with questions.informationfromthestoreassociates, andtechnologyforitsconsumers.and in-store displays. These consumers Twenty-fivepercentofauto-pilotcon- *The Kantar study surveyed 1,500 shop-are typically purchasing one, two, three, sumers and 20% of responsive in-store pers in the U.S. about their most recentfour, and eight-pound packs of potatoes. consumers shop here while only 13% of potatopurchasesduringthetwo-weekTheengagedonlineandofflinecon- engagedonlineandofflineconsumers period of July 30August 5, 2019. JANUARY 2020 POTATO GROWER 13'