Potato Demand

In: Business and Management

Submitted By sahar92
Words 5002
Pages 21
Consumer Potato Demand*

by Vicki A. McCracken Assistant Professor Department of Agricultural Economics College of Agriculture and Home Economics Washington State University Craig C. Marotz Former Graduate Student Department of Agricultural Economics College of Agriculture and Home Economics Washington State University

Abstract Changes in consumer demographics, socioeconomic conditions, lifestyles, food tastes, and health and nutrition concerns have been associated with shifting food purchase patterns. This article focuses on potato purchase decisions and consumption, using a sample of Washington households. The results suggest that potato purchases are affected by factors such as product quality and price but not availability of pointof-purchase information. Reported changes in fresh and processed potato consumption appeared to be related to concerns with health and nutrition and demand for convenience. These findings have implications for the potato industry in developing new products and marketing strategies. Consumer Potato Demand
Statement of Problem

sumption (especially frozen products) increased 382.7 percent (from 5.2 to 25.1 lbs.). By 1987, the fresh potato market share of total U.S. potato consumption fell to 38 percent, with Americans consuming about 47 pounds annually (Figure 1). Many factors have been related to the upward spiraling of processed potato consumption. For one, there has been an increase in the number of married women in the paid work force. These households tend to substitute partially or totally prepared convenience foods, including processed potato products, for foods prepared from scratch. Changes in the composition of the population, particularly increases in the number of teenagers and young adults, along with more household members in the work force, have caused the fast-food industry, and hence processed potato demand, to…...

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