In-Home Pantry Inventory

Updated: November 2012

Background and Methodology

Background In 1996 a National Eating Trends (NET) pantry survey found that 86% of U.S. homes claimed to have fresh potatoes on

hand. In February, 2007, an eNation online survey indicated that in-home inventory of fresh potatoes had dropped an astonishing 15% points to 71%.

The eNation survey was repeated in April, July, and October of 2009, February and October of 2010, April and November of 2011, and April and October of 2012; results are reported here.

Methodology eNation is a weekly omnibus survey of 1,000 adults (500 men and 500 women) conducted by Ipsos using their opt-in

online panel* Data is balanced to be representative of the general U.S. population based on region, gender, age, and income as

reported by the U.S. Census Bureau. The same question was posed (since February 2007) as follows:

“Which of the following items do you have on hand, in your kitchen, right now?”•  Any fresh potatoes (purchased in bags or loose)• Any frozen potatoes (such as French fries, Tater Tots, etc.)• Any refrigerated/pre-prepared potatoes (such as Country Crock, Simply, etc.)• Any instant/boxed potatoes (such as Idahoan, Betty Crocker, etc.)• Any potato chips (such as Lay’s, Pringles, etc.)

*Synovate switched to Ipsos as provider of omnibus in 2012

Background and Methodology (continued)

Methodology (cont.)

Beginning in October 2010, an additional question was asked (among respondents who reported having any fresh potatoes on hand) as follows:

“And which varieties of fresh potatoes do you currently have on hand, in your kitchen, right now?”• Russets• Red potatoes• White potatoes• Yellow Potatoes (also known as gold/golden potatoes)• Purple/blue potatoes• Petite/gem potatoes (smaller potatoes, often in assorted colors)• Fingerlings

Potato Products “On Hand Now”

• The percentage of households with fresh potatoes on hand declined 4% pts. from April ‘11 to October ’12, but the percentage of households with frozen, refrigerated, and instant potatoes on hand increased.

Chips maintained at 62% of households

Potato Product “On Hand Now” - % of Respondentsn=1,000

Type of Fresh Potato “On Hand Now”

• Among those with fresh potatoes on hand, russet remains the dominant type, and the percentage increased slightly in October ‘12 to 50%

• The percentage of respondents with white potatoes, fingerling, and blue/purple potatoes on hand all increased in October ’12 (among those with any fresh potatoes on hand)

Potato Type “On Hand Now” - % among those with fresh potatoes on hand (n=674)

APPENDIX

Appendix contents:

• % of households with fresh potatoes “on hand” by demographic

• % of households with chips “on hand” by demographic

Change by Demographic

• Respondents age 55+ remain the most likely to have fresh potatoes on hand in October 2012

• Decreases in % of respondents with fresh potatoes on hand appear to be greatest among younger consumers

• Lower income households are less likely to have fresh potatoes on hand

Fresh Potatoes "On Hand Now"

Nov ‘11 April ‘12 October ‘12

% pt. change (from Apr ’12-Oct ’12)

Total Total 72% 72% 67% -5%

GenderMale 71% 69% 64% -5%

Female 72% 75% 70% -5%

Age

18-24 67% 60%57%

n/a

25-34 72% 68% n/a

35-44 66% 70%70%

n/a

45-54 67% 73% n/a

55-64 73%79% 73% -6%

65+ 85%

Income

<$25k 66% 65%63%

n/a

$25k-$50k 68% 72% n/a

$50k-$75k 76% 72%70%

n/a

>$75k 76% 75% n/a

Marital Status

Married 76% 79% 72% -7%

Other 64% 64% 60% -4%

ChildrenChildren 75% 75% 69% -6%

No children 69% 71% 66% -5%

Change by Demographic (cont.)

• Households in the Midwest are more likely to have fresh potatoes on hand than other regions; however Midwest households with fresh potatoes on hand decreased by 4% pts. from April 2012 to October 2012

• Households in the West saw the sharpest decrease (9% pts.) in having fresh potatoes on hand.

Fresh Potatoes "On Hand Now"

Nov ’11 April ‘12 October ‘12

% pt. change (from Apr

’12-Oct’ 12)

Total Total 72% 72% 67% -5%

Region

N. East 73% 70% 67% -3%

Midwest 77% 77% 73% -4%

South 67% 70% 65% -5%

West 73% 73% 64% -9%

RaceWhite 73% 73% 68% -5%

Non-White* 66% 65% 61% -4%

Education

High School 75% 74% 68% -6%

College 68% 72% 65% -7%

Post Grad 83% 69% n/a n/a

Employment

Full 70% 71% 67% -4%

Part* 69% 69% 66% -3%

Self* 73% 73% n/a n/a

Retired 78% 77% 72% -5%

Not Employed 71% 71% 64% -7%

Primary Shopper 72% 73% n/a n/a

Own Home 75% 66% n/a n/a*Small base

Russet Potatoes “On Hand Now” - Demographics

Russet Nov ’11 April ‘12 October ‘12

Total Total 61% 49% 50%

GenderMale 61% 48% 47%

Female 61% 51% 52%

Age

18-24 53% 37%46%

25-34 65% 44%

35-44 62% 52%53%

45-54 63% 55%

55-64 54%51% 49%

65+ 66%

Income

<$25k 58% 46%47%

$25k-$50k 65% 52%

$50k-$75k 61% 51%52%

>$75k 61% 48%

Marital Status

Married 64% 50% 49%

Other 56% 48% 51%

ChildrenChildren 61% 53% 53%

No children 61% 48% 48%

Russet Nov ’11 April ‘12 October ‘12

Total Total 61% 49% 50%

Region

N. East 46% 43% 46%

Midwest 65% 50% 53%

South 62% 43% 49%

West 70% 62% 50%

RaceWhite 61% 50% 51%

Non-White 58% 43% 42%

Education

High School 62% 54% 50%

College 62% 50% 49%

Post Grad 54% 33% n/a

Employment

Full 61% 47% 49%

Part 52% 47% 60%

Self 66% 55% n/a

Retired 65% 54% 44%

Not Employed 61% 51% 52%

Primary Shopper 62% 51% n/a

Own Home 61% - n/a

Among Those With Fresh Potatoes On Hand

Red Potatoes “On Hand Now” - Demographics

Red Nov ’11 April ‘12 October ’12

Total Total 29% 34% 33%

GenderMale 30% 31% 36%

Female 28% 37% 32%

Age

18-24 26% 41%40%

25-34 38% 37%

35-44 27% 32%31%

45-54 29% 29%

55-64 29%35% 31%

65+ 24%

Income

<$25k 26% 28%30%

$25k-$50k 24% 32%

$50k-$75k 31% 37%36%

>$75k 34% 37%

Marital Status

Married 30% 34% 33%

Other 29% 35% 34%

ChildrenChildren 31% 32% 38%

No children 28% 35% 31%

Red Nov ’11 April ‘12 October ‘12

Total Total 29% 34% 33%

Region

N. East 29% 38% 31%

Midwest 28% 30% 35%

South 29% 35% 32%

West 31% 35% 37%

RaceWhite 30% 35% 33%

Non-White 26% 32% 33%

Education

High School 27% 25% 31%

College 29% 36% 40%

Post Grad 35% 50% n/a

Employment

Full 32% 32% 40%

Part 25% 34% 31%

Self 36% 28% n/a

Retired 19% 37% 32%

Not Employed 33% 36% 26%

Primary Shopper 30% 34% n/a

Own Home 31% - n/a

Among Those With Fresh Potatoes On Hand

White Potatoes “On Hand Now” - Demographics

White Nov ’11 April ’12 October ‘12

Total Total 28% 29% 34%

GenderMale 29% 34% 35%

Female 27% 26% 32%

Age

18-24 29% 28%35%

25-34 19% 25%

35-44 35% 32%31%

45-54 20% 29%

55-64 42%31% 35%

65+ 25%

Income

<$25k 31% 37%35%

$25k-$50k 30% 25%

$50k-$75k 27% 25%33%

>$75k 25% 31%

Marital Status

Married 26% 32% 33%

Other 31% 26% 34%

ChildrenChildren 28% 28% 36%

No children 28% 30% 33%

White Nov ’11 April ‘12 October ‘12

Total Total 28% 29% 34%

Region

N. East 41% 31% 45%

Midwest 29% 35% 28%

South 28% 33% 36%

West 15% 17% 26%

RaceWhite 25% 28% 33%

Non-White 41% 36% 37%

Education

High School 31% 34% 34%

College 26% 26% 32%

Post Grad 31% 33% n/a

Employment

Full 27% 32% 33%

Part 41% 26% 30%

Self 21% 26% n/a

Retired 27% 29% 34%

Not Employed 27% 28% 35%

Primary Shopper 28% 28% n/a

Own Home 28% - n/a

Among Those With Fresh Potatoes On Hand

Yellow Potatoes “On Hand Now” - Demographics

Yellow Nov ’11 April ‘12 October ‘12

Total Total 14% 19% 19%

GenderMale 14% 22% 23%

Female 14% 16% 15%

Age

18-24 16% 37%32%

25-34 25% 27%

35-44 8% 19%16%

45-54 14% 13%

55-64 16%13% 11%

65+ 8%

Income

<$25k 9% 16%17%

$25k-$50k 15% 18%

$50k-$75k 14% 17%20%

>$75k 18% 21%

Marital Status

Married 15% 15% 19%

Other 14% 23% 18%

ChildrenChildren 18% 18% 21%

No children 12% 19% 18%

Yellow Nov ’11 April ‘12 October ‘12

Total Total 14% 19% 19%

Region

N. East 15% 25% 14%

Midwest 12% 14% 18%

South 14% 19% 17%

West 18% 18% 25%

RaceWhite 15% 18% 16%

Non-White 13% 26% 34%

Education

High School 8% 14% 15%

College 16% 21% 27%

Post Grad 19% 19% n/a

Employment

Full 15% 20% 24%

Part 21% 21% 19%

Self 20% 18% n/a

Retired 7% 9% 10%

Not Employed 14% 22% 16%

Primary Shopper 15% 18% n/a

Own Home 15% - n/a

Among Those With Fresh Potatoes On Hand

Fingerlings “On Hand Now” - Demographics

Fingerlings Nov’11 April ‘12 October ‘12

Total Total 2% 2% 4%

GenderMale 2% 3% 6%

Female 3% 2% 3%

Age

18-24 5% 8%8%

25-34 3% 1%

35-44 2% 3%4%

45-54 2% 1%

55-64 3%2% 2%

65+ 1%

Income

<$25k 2% 2%4%

$25k-$50k 2% 2%

$50k-$75k 3% 4%4%

>$75k 3% 2%

Marital Status

Married 2% 2% 4%

Other 4% 2% 4%

ChildrenChildren 3% 1% 5%

No children 2% 3% 4%

Fingerlings Nov ’11 April ‘12 October ‘12

Total Total 2% 2% 4%

Region

N. East 2% 3% 5%

Midwest 2% 1% 2%

South 2% 2% 4%

West 4% 4% 6%

RaceWhite 3% 2% 3%

Non-White 1% 3% 10%

Education

High School 0% 1% 3%

College 3% 3% 7%

Post Grad 6% 2% n/a

Employment

Full 1% 3% 7%

Part 8% - 3%

Self 7% - n/a

Retired 1% 3% 1%

Not Employed 2% 3% 4%

Primary Shopper 3% 2% n/a

Own Home 3% - n/a

Among Those With Fresh Potatoes On Hand

Petites/Gems “On Hand Now” - Demographics

Petites/Gems Nov ’11 April ‘12 October ‘12

Total Total 2% 3% 2%

GenderMale 2% 3% 2%

Female 2% 4% 1%

Age

18-24 0% 7%6%

25-34 1% 5%

35-44 2% 3%*

45-54 3% 1%

55-64 3%2% *

65+ 3%

Income

<$25k 3% 2%1%

$25k-$50k 1% 1%

$50k-$75k 1% 3%2%

>$75k 3% 5%

Marital Status

Married 2% 3% 1%

Other 2% 4% 3%

ChildrenChildren 2% 3% 2%

No children 2% 3% 1%

Petites/Gems Nov ’11 April ‘12 October ‘12

Total Total 2% 3% 2%

Region

N. East 1% 3% 1%

Midwest 2% 1% 2%

South 2% 3% 2%

West 3% 7% 2%

RaceWhite 2% 3% 2%

Non-White 0% 4% 1%

Education

High School 2% 1% 2%

College 2% 4% 2%

Post Grad 2% 7% n/a

Employment

Full 2% 4% 3%

Part 1% 4% 1%

Self 2% 4% n/a

Retired 2% 1% *

Not Employed 3% 4% 1%

Primary Shopper 2% 4% n/a

Own Home 2% - n/a

Among Those With Fresh Potatoes On Hand

Blue/Purple Potatoes “On Hand Now” - Demographics

Blue/Purple Nov’11 April ‘12 October ‘12

Total Total 2% 2% 4%

GenderMale 3% 2% 5%

Female 1% 2% 3%

Age

18-24 0% 8%7%

25-34 7% 3%

35-44 2% 2%3%

45-54 1% 1%

55-64 1%1% 2%

65+ 1%

Income

<$25k 1% 1%2%

$25k-$50k 2% 1%

$50k-$75k 2% 2%5%

>$75k 2% 3%

Marital Status

Married 2% 2% 1%

Other 2% 3% 3%

ChildrenChildren 3% 3% 2%

No children 2% 2% 1%

Blue/Purple Nov ’11 April ‘12 October ‘12

Total Total 2% 2% 4%

Region

N. East 2% 2% 5%

Midwest 2% 1% 3%

South 1% 2% 2%

West 4% 3% 6%

RaceWhite 2% 2% 2%

Non-White 4% 1% 1%

Education

High School 1% 1% 2%

College 2% 2% 2%

Post Grad 4% 4% n/a

Employment

Full 2% 3% 3%

Part 5% - 1%

Self 2% 2% n/a

Retired 1% - *

Not Employed 2% 3% 1%

Primary Shopper 3% 2% n/a

Own Home 2% - n/a

Among Those With Fresh Potatoes On Hand

Potato Chips “On Hand Now” - Demographics

Chips Nov ’11 April ‘12 October ‘12

Total Total 65% 59% 62%

GenderMale 67% 62% 65%

Female 63% 56% 59%

Age

18-24 67% 60%61%

25-34 68% 65%

35-44 73% 58%66%

45-54 62% 61%

55-64 60%54% 58%

65+ 58%

Income

<$25k 62% 56%55%

$25k-$50k 59% 59%

$50k-$75k 68% 59%67%

>$75k 70% 61%

Marital Status

Married 68% 64% 66%

Other 59% 54% 57%

ChildrenChildren 70% 66% 69%

No children 61% 57% 59%

Chips Nov ’11 April ‘12 October ‘12

Total Total 65% 59% 62%

Region

N. East 63% 50% 54%

Midwest 60% 63% 62%

South 70% 63% 67%

West 63% 56% 60%

RaceWhite 65% 60% 61%

Non-White 64% 52% 64%

Education

High School 68% 63% 61%

College 64% 60% 63%

Post Grad 65% 45% n/a

Employment

Full 67% 62% 66%

Part 68% 57% 62%

Self 67% 57% n/a

Retired 56% 53% 54%

Not Employed 66% 60% 59%

Primary Shopper 66% 58% n/a

Own Home 67% - n/a

Among Those With Potato Chips On Hand