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44 POTATO GROWER | JULY 2018 VIEW FROM THE TOP Potatoes reign as America's favorite vegetable Potatoes USA By Kim Breshears Marketing Program Director When making food choices overall, today's consumers look for foods that are flavorful, fresh, deliver a good value, and that everyone will enjoy eating. Americans love their spuds. The annual Consumer Attitudes and Usage study conducted in January 2018 revealed that potatoes are America's favorite vegetable for the second year in a row. (Broccoli claims the No. 2 spot.) The study also revealed that potatoes are the No. 1 food eaten among Americans within the last 24 hours and that 80 percent of those surveyed reported eating potatoes at least once a week. So, what do consumers like about potatoes? They like that potatoes are filling, satisfying and a good value. Retailers and foodservice operators have taken note of America's love for potatoes as well. Potatoes are the No. 1 vegetable sold at retail, and they appear on 82.9 percent of all foodservice menus, according to Nielsen and Datassential, respectively. Survey respondents indicated that they would be encouraged to make potatoes more often if there were new ways to prepare them, if they could be prepared with shorter cooking times, and if different tastes and textures were available. Some respondents indicated healthier nutritionals would entice them to cook potatoes more often. Over the past few years, shorter cooking times and healthier nutritionals have become even more important to consumers. While potatoes reign as America's favorite vegetable, it's always interesting to know why consumers don't eat even more. Interestingly, they say, "I already eat enough potatoes." Other reasons include a general preference for other vegetables, and a belief that potatoes are fattening and/or high in calories. Some respondents believe they take too long to cook, and some claim that potatoes are bland or boring. When making food choices overall, today's consumers look for foods that are flavorful, fresh, deliver a good value, and that everyone will enjoy eating. The study showed that snacks are changing consumer's eating habits. In fact, nearly half of all daily eating patterns consist of fewer than three meals a day, with snacks taking the place of traditional meals. Cooking styles have evolved over time, but overall, Americans continue to prefer more traditional and basic cooking styles. Potatoes USA conducts the annual Consumer Attitudes and Usage study to continuously stay on top of consumer behavior and motivations regarding their food choices. The study tracks self-reported usage of potatoes, current beliefs on health-related topics and overall attitudes toward potatoes. The study provides insights and trend data that is used to inform the potato industry on current consumer beliefs, as well as to develop Potatoes USA's marketing programs. If you would like to receive a copy of the study, please contact Potatoes USA. MOSES LAKE 1429 Pioneer Way 509-765-0988 OTHELLO 1415 S 1st Ave 509-488-5222 PASCO 5806 N Industrial Way 509-543-7166 RDO Equipment Co. is your potato equipment headquarters. From equipment, to parts, to service, RDO Equipment Co. is your partner in the field, at the farm, and on the job. Call us today to see what we can do for you. www.rdoequipment.com Commitment to you and your land. RDO does that. 1957-28RDOEquipment13h.indd 1 5/29/18 9:15 AM