Understanding Consumer Perceptions of
Healthy Grown Potatoes
Final Summary of Findings
Report developed for:
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Table of Contents
Program Overview
Consumer Research Objectives
Approach
Participating Chains
Findings Summary
Detailed Findings
Demographic Breakdown
Program Next Steps/Study Implications
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Program Overview
In mid-2004, the Perishables Group began a multi-phase program designed to capture consumer attitudes and behaviors, then leverage this understanding with retailers through new sales tools and techniques this included: Phase I: Research Program Development
Survey Wisconsin potato shippers to understand existing sales efforts and future goals/ideas
Phase II: Consumer Research Conduct 500 consumer intercepts in key retail chains with and
without the Healthy Grown product Phase III: Performance Benchmarking
Quantify sales impact of Healthy Grown product at retail Phase IV: Sales Toolkit Development and Training
Collect findings from all phases to develop new sales toolkit (presentation) and conduct training session on how to effectively utilize the new toolkit
Phase V: Program Evaluation Conduct follow-up survey of shippers to measure any change
in overall satisfaction
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Survey Objectives
In-store intercepts of consumers were conducted to quantify the following:
Are consumers open to the Healthy Grown product? What draws them to the product? Would they be willing to pay a premium for Healthy
Grown? What about the concept of Healthy Grown is most
appealing? What about the current packaging is most
appealing? Why would they not purchase Healthy Grown? Is certification of foods important?
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Approach
In order to deliver against the objectives, the Perishables Group (PG): Worked with the WPVGA and PH to develop a targeted
interview questionnaire Secured approval of key retailers to execute surveys
in-store Executed the surveys and collected the data Analyzed the results to determine the implications for
Healthy Grown sales and marketing strategy
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Participants
A total of 500 consumers have completed the survey at the following retailers: Dominick’s Jennifer Street Markets (Madison, WI) Surface Foods (Parkersburgh, WV)
Summary of Findings
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Summary of Key Findings
The survey generated feedback from a wide segment of the “typical” shopper:
All were primary shoppers for their households 74% were women, 29% men 68% had at least 1 child 44% had completed college or graduate school 55% had an annual household income of $50,000+ Respondents were frequent potato purchasers with 68%
purchasing several times per month or more The majority of respondents were part of a very lucrative
segment of consumers: moderate to affluent, educated with children
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Summary of Key Findings
Healthy Grown appeals to consumers Of 500 consumers surveyed, 88% said they were
somewhat to very likely to purchase Healthy Grown potatoes after only seeing the bag More than 47% said they were very likely based on only briefly
seeing the bag
Purchase intent increased when shoppers heard about the Healthy Grown concept 81% of consumers indicated they were more likely to
purchase Healthy Grown after hearing it was certified environmentally-friendly, WWF endorsed and “good for you and the environment”
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Summary of Key Findings
Consumers will pay more for Healthy Grown Of those who said they were likely to purchase Healthy
Grown, 56% said they’d be willing to pay at least $1.00 more per bag than regular potatoes 80% were at least somewhat likely to still purchase at $0.50 more 93% were at least somewhat likely to still purchase at $0.25 more
Those who were unlikely to purchase cited reasons unrelated to the Healthy Grown concept Of the 36 consumers surveyed who said they were unlikely
to purchase Healthy Grown, “I don’t buy potatoes in a bag” was the #1 reason why
All shoppers surveyed liked the concept and only 2 consumers said they did not care about the environment
Consumers feel certification of claims made by food producers is important
88% said certification of growing methods is important to them. Only 3% said they “did not know” if certification was important
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Research shows consumers are looking for Healthy Grown potatoes Both men and women had high percentages of those
likely to purchase Healthy Grown 59% of males were somewhat to very likely to pay $1 more per bag for Healthy
Grown, compared to 44% of females
Nearly three-quarters of shoppers with children (74%) were likely or very likely to purchase, compared with only 58% of those w/o children
Caucasians had the highest percentage of shoppers “very likely” to purchase (52%), although African Americans (32%) and Asians (50%) also were “likely” to purchase
Hispanics and Asians were drawn to the “reduced pesticides” messaging, while Caucasians’ liked the name and African Americans’ first priority was the high quality of the potatoes
While all education levels had high interest in purchasing healthy grown, those with a HS education or less had the highest percentage of those “very likely” to purchase
All income levels were interested in Healthy Grown
Consumer In-Store Survey 11/04 -1/05
Summary of Key Findings
Study Implications
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Study Implications/Recommendations
Price Healthy Grown at a PremiumResults show that consumers are willing to pay at least a quarter more per bag, and more than half would pay up to $1 more. HG producers may be able to segment the potato market with this offering, based on consumer likelihood to purchase at a higher price
Incorporate feedback in key message adoptionWe know what consumers liked about Healthy Grown and when they heard it, it increased their likelihood to purchase. Messages that resonated well with shoppers should be compiled into a clear, concise key statement used consistently across all communication
Support qualitative with quantitativeConsumer research shows how this product can succeed at retail in theory. Prove this point to retailers through a pilot program with analysis of sales impact of Healthy Grown. Support the product introduction with a “best practices” merchandising, price and promotion strategy. The end result will be a turn-key program with conclusive evidence of success. If budget does not support full Healthy Grown pilot, utilize opportunities like USPB Best in Class to gain distribution of Healthy Grown and analyze sales.
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Study Implications/Recommendations
Champion the storyDraft a press release to the trade media alerting them of the research findings, especially considering the support of eco-friendly produce as a growing trend within retail
Provide new package options The main detractor for consumer purchase of Healthy Grown was the 5 lb and 10lb size limitation. Consider expanding to a smaller size package (i.e. 3lb and tray-pack) to offer a total product solution
Detailed Findings
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Detailed Findings
Potato Purchase Frequency Participating consumers were frequent purchasers of
potatoes, with 68% purchasing more than once per month
I see you are in the potato section, how often do you purchase potatoes?
Once a week37%
A few times a month31%
Once a month20%
Every 2 to 3 months
10%
A few times a year2%
Once or twice a year0%
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Detailed Findings
Planned Purchase For nearly three-quarters of survey participants, potatoes
were part of their shopping list
Were you planning on purchasing potatoes in your shopping trip today, or did you decide to purchase potatoes after you were at
the store?
Yes, part of my planned shopping
list73%
No, decided to buy potatoes once I got to the store
27%
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Detailed Findings
Purchase Drivers Consumers look at the price (62%) of potatoes as well as
appearance and quality (53%) over brand name, packaging or nutrition information. Note: “Size” was the most popular open-ended “Other” answer
When you purchase potatoes, what do you look for in your selection?
62%
53%
24%
16%12%
6% 6% 5%
14%
Price Appearance /Quality
Brand name Appealingpackaging or
label
Nutritioninformation
Signage onthe
shelf/display
Organic Coupon Other
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Detailed Findings
Purchase Likelihood Based on Appearance Only After being shown the Healthy Grown bag, 88% of consumers said
they were at least somewhat likely to purchase. 68% said they were likely to very likely
If this bag of potatoes was stocked here, how likely would you be to purchase it?
Very likely47%
Likely21%
Somewhat likely20%
Somewhat unlikely8%
Not very likely4%
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Detailed Findings
Healthy Grown Purchase Drivers (Based on Appearance) Quality and the name “Healthy Grown” resonated most with
consumers each mentioned by 42% of respondents The recipes were appealing to 35% of respondents and the “good for
you and the environment” messaging were mentioned by nearly 30% Popular “other” open-ended answers were: good size; attractive bag
and the word “healthy”
What about this bag would make you likely to purchase these potatoes?
42% 42%
35%
29%
19%
14%
10%8%
3%
11%
The name The quality ofthe potatoes
inside
Recipes Statement"Good for you
and theenvironment"
Statementabout reduced
pesticides
The ProtectedHarvest logo
The WorldWildlife Fund
logo
The imageson the bag
Storage tips Other
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Detailed Findings
Purchase Detractors Preferring to purchase potatoes in bulk (not any particular attribute of the
Healthy Grown product) was the most common reason respondents would not purchase
No consumers surveyed said they disliked the concept of Healthy Grown The most popular “Other” answer was the quantity (too large); not being able
to see the potatoes in the bag and fear of a higher price for Healthy Grown
What about this bag would make you unlikely to purchase these potatoes?
37%
16%13%
10%
3%2%
31%
I don’t buypotatoes in a
bag
Not the sizeor type of
potatoes I buy
Don’t want toswitch fromthe potato
item Icurrentlypurchase
The quality ofthe potatoes
inside
Don’t like theimages on the
bag
Don’t like theHealthyGrown
concept
Other
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Detailed Findings
Likelihood of Purchase After Product Knowledge After hearing about the Healthy Grown concept, 81% indicated they were now at least somewhat more likely to purchase the product
Only 2% said they were somewhat to less likely to purchase
After looking at the bag, you had said you were likely to purchase Healthy Grown potatoes. Now that you know more
about Healthy Grown potatoes, how likely are you to purchase these potatoes?
More likely53%
Somewhat more likely28%
No change: Still likely to purchase
16%
Somewhat less likely2%
Less Likely1%
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Detailed Findings
Likelihood of Purchase After Knowledge Cont. After looking at the bag only, 58 consumers had stated they were
not likely to purchase Healthy Grown After hearing more about the product concept, 38% of those
consumers were now more likely to purchase the product Only 18% (10 consumers) said they were less likely to purchase
After looking at the bag, you said you were NOT likely to purchase Healthy Grown potatoes. Now that you know more
about Healthy Grown potatoes, how likely are you to purchase these potatoes?
More likely17%
Somewhat more likely21%
No change: Still not likely to purchase
44%
Somewhat less likely9%
Less Likely9%
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Detailed Findings
Concept Purchase Triggers 35% consumers liked that Healthy Grown used fewer pesticides Environmental benefits enticed nearly a third of respondents, which
scored higher than the “good for me” message (28%) In the open-ended “Other” category, the majority of respondents
mentioned the product’s “Healthy” name appealing to them
What about the Healthy Grown concept appeals to you?
35%33%
28% 28%
11%8% 8%
4%
Fewerpesticides used
Environmentally-friendly/Good forthe environment
Good for me Everythingabout the
concept appealsto me
Certified byProtectedHarvest/an
independentthird party
Founded withthe assistance
of the WorldWildlife
Foundation
From Wisconsin Other
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Detailed Findings
Concept Purchase Detractors The main reasons why consumers would purchase Healthy
Grown was unrelated to the environmentally-friendly concept, only 2 respondents said they were not concerned about the environment
Why would you not purchase Healthy Grown potatoes?
39%
25% 25%
17%14% 14%
6% 6%3%
19%
I don’t buypotatoes in
the bag- onlyloose or bulk
I buypotatoes onprice- don’twant to pay
extra forHealthyGrown
I only buy acertain brand
Unsureabout the
quality
I only buyregular
potatoes
Not theusual size of
potatoesthat I buy
Notconcernedabout the
environment
I don’t buyRusset
potatoes
I only buyorganic
potatoes
Other
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Detailed Findings
Healthy Grown Pricing Of all consumers surveyed, 56% of consumers said they were
“Very Likely” to purchase Healthy Grown in place of their typical potato purchase
Overall, only 9% said they were somewhat to unlikely to purchase Healthy Grown
Assuming price and quality are equal to your usual potato purchase, how likely would you be to purchase Healthy Grown
potatoes instead of your typical potato purchase?
Very likely56%
Somewhat likely19%
Likely16%
Somewhat unlikely5%
Unlikely4%
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Detailed Findings
Healthy Grown Pricing -- $0.25 Increase 93% of respondents said they were somewhat likely to purchase
Healthy Grown at a $0.25 premium This number actually increased by 2% from those who were at least
somewhat likely to purchase at the same price
As expected, the number of people who said they were “Very Likely” decreased, however 44% said they were very likely to purchase at the premium price
If Healthy Grown potatoes were offered in your store for $0.25 more per bag than other potatoes of equal quality, how likely
would you be to purchase them?
Very likely44%
Somewhat likely34%
Likely15%
Somewhat unlikely3%
Unlikely4%
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Detailed Findings
Healthy Grown Pricing -- $0.50 Increase At a $0.50 premium, 80% of respondents said they were still at least
somewhat likely to purchase A third of consumers were still likely or very likely to pay $0.50 more for a
bag of Healthy Grown
Only 20% of consumers were now somewhat unlikely or unlikely to purchase Healthy Grown at the higher premium rate Note: Only consumers who said they were somewhat or more likely to pay
a $0.25 premium were asked this question
If Healthy Grown potatoes were offered in your store for $0.50 more per bag than other potatoes, how likely would you be to
purchase them?
Very likely33%
Somewhat likely30%
Likely17%
Somewhat unlikely13%
Unlikely7%
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Detailed Findings
Healthy Grown Pricing -- $1.00 Increase More than half of consumers (56%) were still at least
somewhat likely to pay a $1 more per bag for Healthy Grown potatoes 31% were at least likely to very likely to pay a $1 premium
If Healthy Grown Potatoes were offered in your store for $1.00 or more per bag than your typical potatoes, how likely would you be
to purchase them?
Very likely11%
Somewhat likely25%
Likely20%
Somewhat unlikely28%
Unlikely16%
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Detailed Findings
Healthy Grown Awareness Only 6% of consumers had previously heard of Healthy
Grown potatoes prior to the survey
Before today, had you previously heard of Healthy Grown potatoes?
Yes6%
No92%
Not sure2%
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Detailed Findings
Healthy Grown Awareness Of the 6% who had heard of Healthy Grown, 46% had
previously purchased the product Only 1 respondent indicated they had seen the billboards None of the respondents recalled any of the other marketing
vehicles
Where have you previously heard of Healthy Grown potatoes?
46%
25%
4% 4%0% 0% 0% 0%
4%
Previouslypurchased
Seen in storebut have notpurchased
Seen billboards Heard from afriend or relative
Heard radioadvertisements
Seen ads butdo not
remember whattype
Newspaper ormagazine
article
Don’t know/notsure
Other
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Detailed Findings
Opinions on Certification Just under 40% named a third-party responsible for
certification About a third felt the government was involved in certification A quarter of respondents called certification a “guarantee of
quality”
When a food product is said to be “certified,” what does that mean to you?
39%
34%
24%
7%
Someone other than thegrower/company has
made sure the producthas met some
established “standard”
The government hasapproved/inspected it
A guarantee of quality Don’t know
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Detailed Findings
Opinions on Certification 88% of consumers feel certification in important in food
claims made by growers Consumers were definitive about their opinion on this, only
3% said they “don’t know” about certification
In your opinion, is certification important when a claim is being made as to how food was grown?
Yes88%
No9%
Don't know3%
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Detailed Findings
Opinions on Certification About 70% of consumers feel the government should be
involved in certification of foods 24% felt a non-profit independent organization should
handle food certification
Who do you think should certify foods?
71%
24%
8%2% 1%
The government(USDA, etc)
Non-profitindependent (thirdparty) organization(environmental or
agricultural)
The companyshould certifythemselves
Other Don’t know
Page 35www.perishablesgroup.com
Detailed Findings
Terms for Certification Respondents were fairly divided on the best description for food
certified grown environmentally-friendly “Certified Environmentally Friendly” scored highest (32%) “Certified for Environmental Quality” was second most popular with
30% “Certified Responsibly Grown” was the choice of 22% of consumers “Certified by Protected Harvest” scored lowest (only 5%)
Which of the following terms do you think best describes food that is certified as being grown to environmental standards?
Certified Responsibly
Grown22%
Certified Environmentally
Friendly32%
Certified for Environmental
Quality30%
Certified Nature Friendly
11%
Certified by Protected Harvest
5%
Key Findings by Demographic
Page 37www.perishablesgroup.com
Key Demographic Findings
Healthy Grown Purchase by Income The lowest income group had the highest percentage who
were “very likely” to purchase Healthy Grown
If this bag of potatoes was stocked here, how likely would you be to purchase it?
74%
54% 56%45%
33%
15%
19% 15%23%
29%
3%20% 18%
16%19%
5% 4% 7%11%
14%
3% 2% 3% 4% 6%
Less than $25,000 $25,001 - $50,000 $50,001 - $75,000 $75,001 - $100,000 $100,001 or more
Very likely Likely Somewhat likely Somewhat unlikely Not very likely
Page 38www.perishablesgroup.com
Key Demographic Findings
Purchase Likelihood by Income At least 51% of all income groups said they were more likely to
purchase Healthy Grown after hearing more about the concept 76% of shoppers in the lowest income group were “more likely” to
purchase
After looking at the bag, you had said you were likely to purchase Healthy Grown potatoes. Now that you know more about Healthy Grown potatoes, how likely are you to purchase these potatoes?
76%
51%62% 56%
19%
35%26%
18% 25%
3%11% 9%
23% 23%
3% 2% 3% 2% 0%0% 1% 0% 2% 2%
51%
Less than $25,000 $25,001 - $50,000 $50,001 - $75,000 $75,001 - $100,000 $100,001 or more
More likely Somewhat more likely
No change: Still likely to purchase Somewhat less likely
Less Likely
Page 39www.perishablesgroup.com
Key Demographic Findings
Purchase Likelihood by Education All education level groups at least 59% of consumers who
were at least somewhat likely to purchase The highest percentage of “Very Likely” came from the High
School graduates and less groups
If this bag of potatoes was stocked here, how likely would you be to purchase it?
79%
56%47%
55%
36% 33%
11%
17% 32% 15%
23% 30%
4%21% 13%
22%
23% 17%
4% 4% 6% 6%12%
11%
4% 2% 2% 2% 5% 9%
Some highschool or less
High schoolgraduate
Technical ortrade school
Some college Collegegraduate
Some graduateschool or more
Very likely Likely Somewhat likely Somewhat unlikely Not very likely
Page 40www.perishablesgroup.com
Key Demographic Findings
Purchase Likelihood after Knowledge by Education The percentage of respondents stating the Healthy Grown concept
made them “more likely” to purchase was highest in the High School or less, Some College and Grad School or higher education levels
After looking at the bag, you had said you were likely to purchase Healthy Grown potatoes. Now that you know more about Healthy Grown potatoes, how likely are you to purchase these potatoes?
85%
48% 49%60% 53%
4%
33%40% 25%
28%27%
0% 15%11% 13%
23%20%7% 2% 0% 2% 2% 0%4% 2% 0% 0% 2% 0%
46%
Some highschool or less
High schoolgraduate
Technical ortrade school
Some college College graduate Some graduateschool or more
More likely Somewhat more likely
No change: Still likely to purchase Somewhat less likely
Less Likely
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Key Demographic Findings
Healthy Grown Purchase by Ethnicity More than half of Caucasians stated they were “very likely” to
purchase Healthy Grown, compared with 28% of African Americans and 18% of Hispanics
African Americans had the highest percentage of “not very likely” at 14%
If this bag of potatoes was stocked here, how likely would you be to purchase it?
52%
18%28%
10%
19%
32%
32%
50%
18%
32%23%
30%
8%
5%11%
10%4%
14%6% 0%
Caucasian Hispanic African American Asian
Very likely Likely Somewhat likely Somewhat unlikely Not very likely
Page 42www.perishablesgroup.com
Key Demographic Findings
Purchase Drivers by Ethnicity Different attributes of the Healthy Grown package appealed
to the various ethnic groups Caucasians were driven by the name and the quality More than three-quarters of Hispanics cited the quality Three-quarters of Asians noted the “good for you, good for the
environment” statement
What about this bag would make you likely to purchase these potatoes?
44%
22%
33%
11%8%0%
5%
22%15%
50%
26%
78%
30% 28% 26%33%
14%11% 10%
22%
11%
0%8% 11%
40%
78%
41%33%
38%
0%
21% 22%
3% 0% 3% 0%
13%
0%5%
0%
Caucasian Hispanic African American Asian
The name The images on the bag Statement about reduced pesticides
Statement "Good for you and the environment" The Protected Harvest logo The World Wildlife Fund logo
The quality of the potatoes inside Recipes Storage tips
Other
Page 43www.perishablesgroup.com
Key Demographic Findings
Purchase Likelihood by Ethnicity Caucasians had the highest percentage of respondents say they
were “more likely” to purchase after hearing the Healthy Grown concept (59%)
Hispanics had the highest percentage of respondents say they were somewhat or less likely to purchase (15%) after hearing more about Healthy Grown
After looking at the bag, you had said you were likely to purchase Healthy Grown potatoes. Now that you know more about Healthy Grown potatoes, how likely are you to purchase these potatoes?
59%
10%20%
33%
24%
60% 46%
44%
15%
15% 24%
22%2%
5%5%
0%1%10% 5% 0%
Caucasian Hispanic African American Asian
More likely Somewhat more likely
No change: Still likely to purchase Somewhat less likely
Less Likely
Page 44www.perishablesgroup.com
Key Demographic Findings
Healthy Grown Purchase by Household Size Only 9% of shoppers with children in the home stated they would
be somewhat or unlikely to purchase Healthy Grown Only 19% of those without children were unlikely to purchase
Nearly three-quarters of those with children (74%) were likely or very likely to purchase, compared with only 58% of those without children
If this bag of potatoes was stocked here, how likely would you be to purchase it?
42%51%
16%
23%24%
18%11%
7%8% 2%
No children With Children
Very likely Likely Somewhat likely Somewhat unlikely Not very likely
Page 45www.perishablesgroup.com
Key Demographic Findings
Appealing Attributes of Healthy Grown by HH Size Reasons for liking the Healthy Grown concept did not differ
greatly between those with and those without children Quality and the name were nearly equally important to both
groups while “Good for the environment” had a slightly higher percentage of respondents who had children
What about this bag would make you likely to purchase these potatoes?
35%
46%
9%6%
20%18%
26%30%
13% 14%
9%11%
46%
40%
26%
38%
5%2%
15%
10%
No children With children
The name The images on the bag Statement about reduced pesticides
Statement "Good for you and the environment" The Protected Harvest logo The World Wildlife Fund logo
The quality of the potatoes inside Recipes Storage tips
Other
Page 46www.perishablesgroup.com
Key Demographic Findings
Healthy Grown Pricing by Household Size Households with and without children present would
purchase Healthy Grown at 50 cents more per bag At a $1 more per bag, those with children had a slightly higher
percentage of those unlikely to purchase
If Healthy Grown potatoes were offered in your store for $0.50 more per bag than other potatoes, how likely would you be to
purchase them?
30% 34%
30%31%
17%16%
12%14%
12%5%
No children With children
Very likely Somewhat likely Likely Somewhat unlikely Unlikely
If Healthy Grown Potatoes were offered in your store for $1.00 or more per bag than your typical potatoes, how likely would you be
to purchase them?
12% 11%
25% 25%
21% 19%
23% 30%
18% 15%
No children With children
Very likely Somewhat likely Likely Somewhat unlikely Unlikely
Page 47www.perishablesgroup.com
Key Demographic Findings
Healthy Grown Purchase by Gender A higher percentage of males (90%) than females (79%)
indicated they were at least somewhat likely to purchase Healthy Grown Males also had a higher percentage (52%) of say they were
“very likely” to purchase compared to women (31%)
If this bag of potatoes was stocked here, how likely would you be to purchase it?
52%
31%
20%
22%
18%
26%
7%
12%
3% 9%
Male Female
Very likely Likely Somewhat likely Somewhat unlikely Not very likely
Page 48www.perishablesgroup.com
Key Demographic Findings
Purchase Likelihood by Gender After learning more about the Healthy Grown concept, 57%
of males said they were “more likely” to purchase, compared with only 39% of females
After looking at the bag, you had said you were likely to purchase Healthy Grown potatoes. Now that you know more about Healthy Grown potatoes, how likely are you to purchase these potatoes?
57%39%
23%41%
16% 17%2% 2%1% 1%
Male Female
More likely Somewhat more likely
No change: Still likely to purchase Somewhat less likely
Less Likely
Page 49www.perishablesgroup.com
Key Demographic Findings
Healthy Grown Pricing by Gender At both 50 cents and $1 more per bag, more males were
willing to pay more for Healthy Grown than females At $1 more per bag, 59% of males were at least somewhat
likely to purchase Healthy Grown, compared with only 44% of females
If Healthy Grown potatoes were offered in your store for $0.50 more per bag than other potatoes, how likely would you be to
purchase them?
38%
15%
28%
36%
16%
19%
13%
17%
5%12%
Male Female
Very likely Somewhat likely Likely Somewhat unlikely Unlikely
If Healthy Grown Potatoes were offered in your store for $1.00 or more per bag than your typical potatoes, how likely would you be
to purchase them?
13%6%
26%
19%
20%
19%
26%
35%
14% 21%
Male Female
Very likely Somewhat likely Likely Somewhat unlikely Unlikely
Demographic Profile
Page 51www.perishablesgroup.com
Demographic Profile
Results included here are based on 500 consumer intercepts.
Typical Respondent Overall Household Size: 2-3 children at home Age: 25 – 34 years of age Household Income: $50,001 to $75,000 Ethnicity: Caucasian Gender: Female Education: College Graduate
Page 52www.perishablesgroup.com
Demographics
While the majority of respondents were female, males made more than 25% of responses.
Gender
Female74%
Male26%
Page 53www.perishablesgroup.com
Demographics
Caucasians represented 84% of respondents with African-Americans accounting for just under 9% and Hispanics about 4%
What is your ethnicity?
Caucasian84%
Hispanic4%
African American9%
Asian2%
Other1%
Page 54www.perishablesgroup.com
Demographics
68% of consumers had at least 1 child living in the household with a full third of respondents having 2-3 children.
How many children under 18 live in your household?
No children32%
1 child27%
2-3 children36%
4 or more children5%
Page 55www.perishablesgroup.com
Demographics
Consumers surveyed were a balanced cross section of income levels, with the largest percentage (27%) falling into the $50,001-$75,000 range
What is your household income range?
Less than $25,000 8%
$25,001 - $50,00022%
$50,001 - $75,00027%
$75,001 - $100,000
14%
$100,001 or more14%
Declined15%
Page 56www.perishablesgroup.com
Demographics
Survey respondents were well educated, with 44% completing college or higher degree.
What is the highest level of education that you have completed?
High school graduate
19%
Technical or trade school
9%
Some college22%
College graduate31%
Some graduate school or more
13%
Some high school or less
6%