The versatile potato is one fresh produce commodity that consumers turn to when they are faced with grocery price inflation, The Packer's Fresh Trends 2024 survey reveals.
In October, the Fresh Trends survey asked 1,100 consumers: “What, if any, produce items are you buying more of because of inflation?” Consumers were particularly surveyed about potatoes, bananas and apples and asked to indicate all commodities listed that apply.
Thirty percent of consumers indicated they buy more potatoes in times of inflation, just below bananas (32%) but well above apples (23%). Based on consumer responses, here are the percentages of each demographic who indicate they purchase more potatoes to deal with grocery inflation.
The survey found that the lowest-income consumers are most likely to buy more potatoes due to inflation.
Annual household income levels for those who buy more potatoes because of grocery inflation:
- Under $25,000 — 34%.
- $25,000 to $49,999 — 33%.
- $50,000 to $99,999 — 29%.
- $100,000 and above — 27%.
Fresh Trends 2024 found that consumers with dependent children are more likely to buy more potatoes to cope with grocery inflation.
Households reporting buying more potatoes to combat grocery inflation:
- With kids at home — 38%.
- No kids at home — 25%.
The Fresh Trends survey found that the South has the highest percentage of consumers who buy more potatoes because of grocery inflation.
Consumers reporting buying more potatoes because of grocery inflation, by region:
- Midwest — 29%.
- Northeast — 28%.
- South — 34%.
- West — 27%.
Fresh Trends 2024 found that those consumers aged 30-39 most often reported buying more potatoes due to inflation.
Consumers reporting buying more potatoes because of grocery inflation, by age group:
- 18-29 — 34%.
- 30-39 — 40%.
- 40-49 — 33%.
- 50-59 — 24%.
- 60+ — 19%.