Issue link: http://read.uberflip.com/i/15761
diggin’ in DOMESTIC MARKETING Industry Update Survey Says… ConAgra results state 3 in 4 eat more meals at home MORE, PLEASE. According to a recent ConAgra survey, three out of four Americans have been cooking more meals during the past year. at home, 63 percent of consumers report they will continue to cut back on premium purchases and 49 percent of those already making cutbacks stated they will freeze more meals. many are enjoying their newfound budget-consciousness; two-thirds of those surveyed (67 percent) admitted they have enjoyed becoming more of a bargain hunter. Potatoes can capitalize on this bargain- hunting mentality to introduce shoppers to new varieties, sizes and form factors. “supermarket Guru” Phil lempert, working in collaboration with Conagra Foods, summed it up when he said, “Consumers are saying loud and clear that the effects of the recession are lingering. over the past 20 months, shoppers are heading back to shopping lists and looking for real value.” PERFECT STORM the dynamic of consumers looking FinDinGs ReleaseD FRom a ReCent study conducted by Conagra Foods reports 75 percent of americans have been cooking more meals at home during the past year, and intend to continue doing so. while this is good news for food retailers, it offers up a real opportunity for the potato industry. many of the consumers surveyed by Conagra reported positive aspects to all that home-cooking. more than two-thirds of respondents (68 percent) said cooking has brought their family together and 61 percent stated they were enjoying cooking more than previously. among younger consumers (ages 18–34), the impact has been even more pronounced: 81 percent felt cooking increases quality family time and is bringing their family closer together and 75 percent reported enjoying cooking more. Potatoes are well-positioned to benefit as this behavior continues. Conagra’s study reported half of americans (52 percent) say they expect to cook more in the coming year than they did last year; this rises to 72 percent among study respondents ages 18–34. and cooking more meals at home is encouraging younger consumers to become more adventurous in the kitchen, with 71 percent reporting they have started cooking new dishes (although 59 percent confess they don’t always know what they are doing), creating the perfect opportunity for potatoes to make major inroads with this consumer segment. THE ECONOMY, STUPID the study indicated the cause of this trend is clearly the economy. nearly four in five americans (79 percent) stated they do not feel like the recession is over, and more than seven in 10 (71 percent) said they will continue the savings habits they developed during the economic downturn. in addition to those cooking more meals for real value, while cooking more meals at home, creates a perfect storm of opportunity for the industry. shippers need to urge their retail partners to take full advantage of this situation, highlighting the great value of potatoes, while reminding shoppers of how easily potatoes fit into a wide variety of delicious and healthy favorite family meals. this could be accomplished using tactics such as potato recipes that showcase the low price-per-serving, or by partnering with food storage products to promote healthy “cook once, serve twice” potato meals. younger shoppers will respond to serving ideas that provide new flavors or ethnic appeal for potato dishes, as well as “how to” cooking guides delivered via take-ones, retailer circulars or even online. Visit the Domestic marketing section on www.uspotatoes.com to access many of the usPb’s resources, or go to www. potatogoodness.com for convenient serving suggestions and recipes. PG www.potatogrower.com 27