Consumer A&U Quantitative Report

Transcription

1 Consumer A&U Quantitative Report

2 Overview Objectives and Methodology Food Attitudes Potato Attitudes Potato Attribute Delivery Potato Dish Needs Potato Motivators Food Concerns Potato Concerns Usage Past 24-Hour Usage Past 24-Hour Potato Usage Most Recent Potato Usage General Potato Usage Meal Share Deep Dive Insights & Implications Appendix 2

3 3 Objectives & Methodology

4 Background Background: The UPSB has been tracking U.S. consumer attitudes and usage (A&U) of potatoes among female primary shoppers since Paper questionnaires were used until 2005, when the study switched to an online format. The A&U tracks self-reported usage of potatoes (especially at the dinner occasion), health attribute awareness, and attitudes toward potatoes. Results help guide messaging and gauge the success of consumer communication programs. The consumer target audience, Linda, was further refined. The 2011 A&U provided new benchmarks for future tracking among the refined Linda audience. The 2014 study examined Millennials as target where relevant and interesting. The 2015 study marked significant audience changes as the USPB began to track a more representative sample of U.S. consumers, including a closer look at the Food Enthusiast target was also the first year the study was fielded by Toluna (previously Synovate, ). The 2017 study continues to track a more representative sample of U.S. consumers as well as the Food Enthusiast. It further expands usage tracking to beyond dinner occasions. Tracking measures are provided where applicable. The 2018 study includes two new segments (Performance & Active ) and has undergone a significant methodological shift from previous years in design and flow. Recent consumption is measured on the past 24 hours as well as 7 days (per previous study design). Tracking measures are provided where applicable. 4

5 Objectives & Methodology Objective: To establish benchmarks and continue to track (where relevant), potato attitudes and usage among U.S. consumers and the Performance Athlete, Active Athlete, and Food Enthusiast targets. Methodology: The A&U is an online quantitative survey among primary U.S. food shoppers Sample size n=2,015 Quota for at least 200 Performance No hard quotas on Active or Food Enthusiasts At least 50% of sample above median national household income ($50k) Primary food shoppers Age Fielded January

6 Target Qualifications Performance Athlete To qualify as a performance athlete, respondents must indicate that they: I exercise at least 2-3 times per week Have participated in a pre-specified competitive athletic event in the past year Active Athlete To qualify as an active athlete, respondents must indicate that they: I exercise at least 2-3 times per week Performance automatically qualified as Active, but for the purpose of the study the Active Athlete segment is shown without the inclusion of Performance 6

7 Target Qualifications Food Enthusiast To qualify as a Food Enthusiast, a respondents must indicate that they have an adventurous approach to cooking (as apposed to traditional ) and agree to 5 attitudinal statements, including: I m pretty adventurous when it comes to trying new foods I like to experiment and try new recipes I cook frequently throughout the week I prefer to cook with fresh rather than frozen foods or packaged foods I love to eat out at restaurants 7

8 Historical Sample Snapshot N= Age Household Education Income Sample size (N) Average age Average HH size Graduated high school or less Some college Graduated college or higher Average income Total Sample Food Enthusias ts Total Sample Food Enthusias ts Total Sample Food Enthusias ts Total Sample Performa nce Active Food Enthusias ts 2, , , , % 20% 22% 15% 19% 14% 9% 19% 12% 15% 17% 38% 36% 32% 28% 35% 28% 20% 35% 28% 35% 34% 38% 43% 42% 53% 46% 58% 69% 26% 34% 30% 31% $63K $68K $74K $85K $69K $78K $99K $66k $79k $72k $70k 8

9 9 Food Attitudes

10 Attitudes: Agreement with Food Statements (Total Sample) Despite not having lifestyles that require eating out, respondents definitely enjoy dining outside of the home when they can. However, they tend to cook frequently throughout the week, preferring fresh foods when they do so Total Sample When I find a restaurant or meal I like, I stick with it I m a sucker for a good sale I love to eat out at restaurants I prefer to cook with fresh rather than frozen foods or I like to experiment and try new recipes I cook frequently throughout the week I really like to indulge in food I eat for taste enjoyment more than for health purposes I buy food based on quality, not price I m pretty adventurous when it comes to trying new I actively seek out information about nutrition My family influences the brands and products I buy I make a lot of the same meals my mother did when I Convenience drives most of my food choices I consider myself a foodie I live to eat Food from the deli (or prepared foods section of the I often buy items from the deli (or prepared foods I am often the first of my friends to try a new restaurant My lifestyle requires that I eat out a lot 31% 39% 34% 38% 34% 40% 26% 26% 22% 28% 24% 20% 18% 15% 22% 23% 14% 13% 18% 9% 21% 47% 43% 45% 38% 36% 44% 41% 31% 31% 59% 45% 49% 43% 46% 38% 50% 47% 49% 42% 43% 71% 70% 67% 67% 61% 60% 60% 58% 58% 54% 49% 89% 84% 83% 81% 80% 79% 76% 73% Strongly Agree Somewhat Agree 10 QS7. How much do you agree or disagree with the following statements?

11 Attitudes: Agreement with Food Statements The battery of qualifying statements appear to be in line with views already held by Performance. Agreement with Food Statements (% somewhat/strongly agree) Total Sample Performance Active Food Enthusiasts When I find a restaurant or meal I like, I stick with it 89% 90% 89% 87% I m a sucker for a good sale 84% 88% 82% 88% I love to eat out at restaurants 83% 88% 82% 100% I prefer to cook with fresh rather than frozen foods or packaged foods* 81% 91% 86% 100% I like to experiment and try new recipes* 80% 91% 83% 100% I cook frequently throughout the week* 79% 87% 84% 100% I really like to indulge in food 76% 86% 75% 90% I eat for taste enjoyment more than for health purposes 73% 78% 61% 75% I buy food based on quality, not price 71% 84% 77% 85% I m pretty adventurous when it comes to trying new foods 70% 85% 74% 100% I actively seek out information about nutrition 67% 86% 79% 84% My family influences the brands and products I buy 67% 83% 66% 74% I make a lot of the same meals my mother did when I was a child 61% 76% 61% 63% Convenience drives most of my food choices 60% 73% 56% 52% I consider myself a foodie 60% 79% 66% 88% I live to eat 58% 78% 60% 74% Food from the deli (or prepared foods section of the grocery store) is just as tasty as the food I would make 58% 78% 56% 59% myself I often buy items from the deli (or prepared foods section of the grocery store) 54% 75% 53% 62% I am often the first of my friends to try a new restaurant 49% 76% 55% 77% My lifestyle requires that I eat out a lot 31% 58% 31% 38% 11 *Food Enthusiasts had to agree with these statements to qualify for the target QS7. How much do you agree or disagree with the following statements? Shading indicates +/- 10% difference from Total Sample

12 Attitudes: Agreement with Food Statements When considering top-box scores, Performance have higher agreement levels on all statements, including all of the qualifying statements tested. Agreement with Food Statements (% strongly agree) Total Sample Performance Active Food Enthusiasts I cook frequently throughout the week 40% 48% 46% 59% I m a sucker for a good sale 39% 49% 37% 45% I prefer to cook with fresh rather than frozen foods or packaged foods 38% 51% 43% 58% I like to experiment and try new recipes 34% 47% 38% 62% I love to eat out at restaurants 34% 46% 34% 46% When I find a restaurant or meal I like, I stick with it 31% 42% 30% 33% I m pretty adventurous when it comes to trying new foods 28% 42% 33% 56% I really like to indulge in food 26% 41% 28% 43% I eat for taste enjoyment more than for health purposes 26% 32% 22% 30% I actively seek out information about nutrition 24% 44% 32% 40% I live to eat 23% 38% 24% 33% I buy food based on quality, not price 22% 36% 26% 36% I consider myself a foodie 22% 31% 28% 41% My family influences the brands and products I buy 20% 32% 22% 28% I am often the first of my friends to try a new restaurant 18% 41% 19% 36% I make a lot of the same meals my mother did when I was a child 18% 30% 19% 21% Convenience drives most of my food choices 15% 28% 14% 15% Food from the deli (or prepared foods section of the grocery store) is just as tasty as the food I would make 14% 26% 14% 15% myself I often buy items from the deli (or prepared foods section of the grocery store) 13% 28% 12% 19% My lifestyle requires that I eat out a lot 9% 27% 10% 12% QS7. How much do you agree or disagree with the following statements?

13 Attitudes: Agreement with Food Statements (Total Sample vs. 2017) Respondents in 2018 have similar levels of agreement with the tested food statements compared to 2017, with fluctuations being minor Agreement with Food Statements (% somewhat/strongly agree) 2018 Total Sample 2017 Total Sample 2018 vs Change When I find a restaurant or meal I like, I stick with it 89% 87% +2% I m a sucker for a good sale 84% 79% +5% I love to eat out at restaurants 83% 79% +4% I prefer to cook with fresh rather than frozen foods or packaged foods 81% 81% -1% I like to experiment and try new recipes 80% 79% +1% I cook frequently throughout the week 79% 82% -3% I really like to indulge in food 76% 74% +2% I eat for taste enjoyment more than for health purposes 73% 75% -2% I buy food based on quality, not price 71% 70% +1% I m pretty adventurous when it comes to trying new foods 70% 69% +1% I actively seek out information about nutrition 67% 64% +3% My family influences the brands and products I buy 67% 65% +2% I make a lot of the same meals my mother did when I was a child 61% 62% -2% Convenience drives most of my food choices 60% 58% +2% I consider myself a foodie 60% 58% +2% I live to eat 58% 56% +2% Food from the deli (or prepared foods section of the grocery store) is just as tasty as the food I would make myself 58% 59% -1% I often buy items from the deli (or prepared foods section of the grocery store) 54% 55% -1% I am often the first of my friends to try a new restaurant 49% 51% -2% My lifestyle requires that I eat out a lot 31% 35% -5% 13 QS7. How much do you agree or disagree with the following statements? Shading indicates +/- 5% change vs. 2017

14 Attitudes: Agreement with Food Statements (Total Sample vs. 2017) But there was a tendency for respondents not to feel as strongly about the statements tested, with top-box scores declining slightly, for the most part Agreement with Food Statements (% strongly agree) QS7. How much do you agree or disagree with the following statements? Shading indicates +/- 5% change vs Total Sample 2017 Total Sample 2018 vs Change I cook frequently throughout the week 40% 45% -5% I m a sucker for a good sale 39% 36% +3% I prefer to cook with fresh rather than frozen foods or packaged foods 38% 41% -3% I like to experiment and try new recipes 34% 41% -7% I love to eat out at restaurants 34% 36% -2% When I find a restaurant or meal I like, I stick with it 31% 30% +1% I m pretty adventurous when it comes to trying new foods 28% 31% -3% I really like to indulge in food 26% 31% -5% I eat for taste enjoyment more than for health purposes 26% 30% -4% I actively seek out information about nutrition 24% 27% -3% I live to eat 23% 23% -1% I buy food based on quality, not price 22% 29% -7% I consider myself a foodie 22% 25% -3% My family influences the brands and products I buy 20% 22% -3% I am often the first of my friends to try a new restaurant 18% 23% -5% I make a lot of the same meals my mother did when I was a child 18% 24% -6% Convenience drives most of my food choices 15% 17% -2% Food from the deli (or prepared foods section of the grocery store) is just as tasty as the food I would make myself 14% 18% -4% I often buy items from the deli (or prepared foods section of the grocery store) 13% 20% -7% My lifestyle requires that I eat out a lot 9% 14% -5%

15 Attitudes: View of Cooking (Total Sample) They see their cooking style as more traditional and basic versus adventurous and complex, and cooking with ingredients from scratch is preferred. View of Cooking (2018 Total Sample) Done with ingredients from scratch 66% 34% Done with packaged/prepared foods Traditional 61% 39% Adventurous* Routine 44% 57% Creative More like a gourmet chef 37% 63% More like a short order cook Complex 32% 68% Basic *Food Enthusiasts had to select Adventurous to qualify for the target 15 QS8. Please read the following pairs of statements and select the one that best describes your view of cooking.

16 Attitudes: View of Cooking (Subgroups) Target subgroups are more likely to perceive their cooking style as creative than the Total Sample. While Food Enthusiasts see themselves more as gourmet chefs than either Athlete subgroup, all subgroups prefer to cook with ingredients from scratch. Agreement with Cooking Statements (% strongly agree) Total Sample Performance Active Food Enthusiasts Traditional 61% 51% 55% - Adventurous 39% 49% 45% 100%* Routine 44% 26% 37% 9% Creative 57% 74% 63% 92% Done with ingredients from scratch 66% 70% 74% 80% Done with packaged/prepared foods 34% 30% 27% 20% More like a gourmet chef 37% 52% 45% 64% More like a short order cook 63% 48% 55% 36% Complex 32% 52% 35% 62% Basic 68% 48% 65% 38% *Food Enthusiasts had to select Adventurous to qualify for the target 16 QS8. Please read the following pairs of statements and select the one that best describes your view of cooking.

17 Attitudes: Diet Trends Performance have higher levels of activity across all diet trends, while Active and Food Enthusiasts are more likely to be eating organic and non-gmo than the Total Sample. % respondents/ family members on a specific diet Total Sample Performance Active Food Enthusiasts Low sodium 17% 25% 17% 17% Low carb* 15% 19% 17% 15% Organic 12% 24% 14% 15% Non-GMO 9% 13% 11% 12% Gluten-free* 8% 19% 9% 9% Dairy-free 7% 16% 7% 7% Vegetarian* 7% 18% 7% 6% Vegan 4% 10% 4% 4% Grain-free 3% 10% 3% 3% Paleo* 3% 10% 3% 4% Keto / Ketonic 3% 8% 2% 4% Atkins 3% 6% 3% 3% Pescatarian 2% 7% 2% 3% * Denotes diets included in the question from the 2017 Consumer A&U 17 QS9. Do you or anyone in your household follow any of the dietary plans listed below? Shading indicates +/- 10% difference from Total Sample

18 Attitudes: Eating Habits (Meals vs. Snacks) Just over half of respondents (52%) are having 3 meals a day, with the majority snacking between meals. Performance are the least likely to skip meals. 1-2 meals a day and have snacks to help get me by when I skip a meal 2-3 meals a day as sometimes I skip a meal, and I also have snacks between meals Eating Habits (2018 Total Sample) No eating habit or schedule that I adhere to on a day-to-day basis More numerous but smaller meals throughout the day 3% 5% rather than 3 larger, primary meals 13% 19% 22% 13% 26% 3 meals a day with little-to-no snack in-between meals 3 meals a day with some snacking in-between meals 3 meals a day and normally have snacks in-between meals 18 Q1. Generally speaking, which of the following best describes your eating habits throughout the day in terms of meals, snacks, etc.? Shading indicates +/- 10% difference from Total Sample 2018 Total Sample Performance Active Food Enthusiasts 3 meals a day with little-to-no snack in-between meals 13% 22% 15% 15% 3 meals a day with some snacking in-between meals 26% 33% 32% 34% 3 meals a day and normally have snacks in-between meals 13% 18% 15% 14% 2-3 meals a day as sometimes I skip a meal, and I also have snacks between meals 22% 13% 21% 18% 1-2 meals a day and have snacks to help get me by when I skip a meal 19% 9% 12% 13% More numerous but smaller meals throughout the day rather than 3 larger, primary meals 3% 3% 3% 4% No eating habit or schedule that I adhere to on a day-to-day basis 5% 2% 2% 4%

19 Attitudes: Cooking vs. Eating Out Habits Most respondents make/cook most of their meals at home while occasionally dining out. The Athlete subgroups are more likely to be making/cooking all of their meals at home and rarely or never dining out. Make or cook only a few meals, and frequently eat out or order food Make or cook some meals, eating out or ordering food when that doesn t happen Cooking vs. Eating Out Habits (2018 Total Sample) 22% Eat out or order food nearly all of the time, rarely or never make or cook our own meals 7% 2% 16% Make or cook all meals, rarely or never eat out or order food 53% Make or cook most meals, but sometimes eat out or order food 2018 Total Sample Performance Active Food Enthusiasts Make or cook all meals, rarely or never eat out or order food 16% 21% 20% 15% 19 Make or cook most meals, but sometimes eat out or order food 53% 49% 54% 60% Make or cook some meals, eating out or ordering food when that doesn t happen Make or cook only a few meals, and frequently eat out or order food Eat out or order food nearly all of the time, rarely or never make or cook our own meals Q2. Which of the following best describes your household eating habits when it comes to eating out/ordering food vs. making/cooking a meal? 22% 22% 20% 20% 7% 7% 5% 5% 2% 1% 1% 1%

20 Attitudes: Preference for Recipes While most respondents like having a recipe, it is not a necessity. Performance, however, have a stronger preference for cooking with recipes. I don t tend to use recipes at all either I already know what I m making or I like to find inspiration and create the meal as I go I don t tend to use recipes but will follow one if I m trying to cook something new Preference for Recipes (2018 Total Sample) 17% 6% 16% I like having a recipe to follow and generally always use a recipe when making/cooking a meal Sometimes I use a recipe and sometimes I don t, it depends 36% 25% I like having a recipe but I don t have to have one when cooking a meal 2018 Total Sample Performance Active Food Enthusiasts I like having a recipe to follow and generally always use a recipe when making/cooking a meal 16% 32% 15% 16% I like having a recipe but I don t have to have one when cooking a meal 25% 32% 28% 34% Sometimes I use a recipe and sometimes I don t, it depends 36% 21% 37% 34% I don t tend to use recipes but will follow one if I m trying to cook something new 17% 12% 14% 12% I don t tend to use recipes at all either I already know what I m making or I like to find inspiration and create the meal as I go 6% 4% 5% 4% 20 Q3. When you make or cook a meal in your household, what is your preference for recipes for those meals? Shading indicates +/- 10% difference from Total Sample

21 Attitudes: Important Food Attributes It is paramount that food is flavorful and fresh so everyone can enjoy and be excited about eating it. Top functional benefits that respondents seek are value, health, and convenience. Important Food Attributes (2018 Total Sample) 2017 : Selected in Top-3 Extremely Important Be very flavorful 57% 38% 95% 42% Somewhat Important Be fresh 51% 43% 94% 40% Be a good value 44% 48% 92% 34% Be something everyone would enjoy 48% 42% 90% 27% Be something you get excited about eating 34% 53% 88% 18% Be healthy for you 36% 50% 86% 35% Convenient 32% 53% 85% 21% Be prepared or served quickly and easily 30% 52% 81% 21% Familiar 22% 57% 79% 18% Be natural/unprocessed 27% 48% 74% 21% Be a good fit with an active lifestyle 24% 46% 70% 9% Bring people together 24% 43% 67% 11% 21 Be a great blank canvas for flavor 15% 2017: Q3 - Thinking about what's most important to you when choosing foods in general, which of the following are most important to you? Q4. Thinking about what s most important to you when choosing foods in general, how important are the following to you? 44% 60% 5%

22 Attitudes: Important Food Attributes seek foods that will be a good fit with their active lifestyles, while Performance and Food Enthusiasts like foods that can be a blank canvas for them to fill with flavor. Agreement with Food Statements (% extremely/somewhat important) Total Sample Performance Active Food Enthusiasts Be very flavorful 95% 92% 95% 98% Be fresh 94% 96% 96% 98% Be a good value 92% 91% 90% 91% Be something everyone would enjoy 90% 91% 90% 94% Be something you get excited about eating 88% 93% 89% 96% Be healthy for you 86% 92% 91% 92% Convenient 85% 89% 83% 79% Be prepared or served quickly and easily 81% 84% 77% 73% Familiar 79% 83% 75% 66% Be natural/unprocessed 74% 86% 80% 86% Be a good fit with an active lifestyle 70% 91% 83% 81% Bring people together 67% 81% 67% 76% Be a great blank canvas for flavor 60% 77% 63% 77% 22 Q4. Thinking about what s most important to you when choosing foods in general, how important are the following to you? Shading indicates +/- 10% difference from Total Sample

23 Attitudes: Favorite Vegetable (Total Sample) Potatoes once again finished atop the list as respondents favorite vegetable, and furthered their lead over broccoli from Favorite Vegetable Potatoes Broccoli 18% 23% 24% 22% Corn 12% 14% Sweet potatoes 10% 9% Green beans 10% 11% Tomatoes* 9% Spinach 9% 9% Carrots 5% 11% Total 2018 Sample Cauliflower* 4% Total 2017 Sample I do not like any of these 1% 23 Q5. Please consider the list of specific vegetables below and indicate which one is your favorite. *Added in 2018

24 Attitudes: Favorite Vegetable (Subgroups) Potatoes remain the favorite vegetable of the Total Sample and also finished tied for first amongst Performance. An -8% decline amongst Food Enthusiasts, which came in large part from the inclusion of tomatoes in 2018, put potatoes behind broccoli and in the #2 position. Rank 2018 Total Sample Performance Active Food Enthusiasts 1 Potatoes 23% (-1%) 20% 18% 18% (-8%) 2 Broccoli 18% (-4%) 20% 19% 22% (-3%) 3 Corn 12% (-2%) 7% 10% 8% (-3%) 4 Sweet potatoes 10% (+1%) 8% 12% 11% (+3%) 5 Green beans 10% (-1%) 8% 10% 9% (+1%) 6 Tomatoes* 9% (+9%) 12% 9% 11% (+11%) 7 Spinach 9% (-) 12% 11% 12% (+2%) 8 Carrots 5% (-6%) 9% 6% 4% (-8%) 9 Cauliflower* 4% (+4%) 5% 5% 4% (+4%) 10 I do not like any of these 1% (+1%) 0% 0% 0% (-) 24 Q5. Please consider the list of specific vegetables below and indicate which one is your favorite. *Added in 2018

25 Attitudes: Favorite Carb While potatoes fell behind pasta slightly amongst the Total Sample and Food Enthusiasts for favorite carb, the preference gap is much wider amongst Performance (46% for pasta vs. 26% for potatoes). Favorite Carb (2018 Total Sample) Rank 2018 Total Sample Performance Active Food Enthusiasts Pasta, 40% Potatoes, 37% 1 Pasta 40% (+2%) 46% 39% 40% (+1%) Rice, 21% 2 Potatoes 37% (-2%) 26% 35% 36% (-1%) I don't like any of these, 2% 3 Rice 21% (-) 26% 24% 21% (-2%) - I don t like any of these 2% (+1%) 2% 3% 3% (+2%) 25 Q6. Please consider the list of foods below and indicate which one is your favorite.

26 1. Respondents are cooking at home more than they are dining out, and aspire to cook their meals from scratch with fresh ingredients 2. When cooking, Performance prefer to follow a recipe and look for foods that are a good fit with their active lifestyles 3. Overall, potatoes are respondents favorite vegetable but fall behind pasta as the #2 preferred carb. Among Performance, this preference for pasta over potatoes is stronger still 26

27 27 Attitudes: General Potato Attitudes

28 Attitudes: Potato Attribute Ratings (Total Sample) Potatoes deliver on being something fresh that can fill you up at a good value and be enjoyed by everyone. Respondents also associate potatoes as being convenient and quick/easy to prepare. Potato Attribute Ratings (2018 Total Sample) Fill you up A good value Satisfying Fresh Something everyone enjoys Convenient A food you can prepare in less than 30 minutes Prepared quickly and easily Natural/unprocessed A good source of carbohydrates Flavorful A great blank canvas for flavor Something I usually have on-hand Being easily digestible Having nutrients that are easily absorbed by the Allow you to feel good about what you (and/or A good source of potassium Providing essential vitamins and minerals Healthy for you 25% 21% 21% 26% 22% 21% 48% 46% 45% 42% 43% 39% 44% 37% 39% 37% 36% 35% 36% 45% 44% 38% 42% 42% 49% 41% 42% 42% 44% 43% 45% 45% 39% 42% 43% 40% 41% 38% 65% 64% 64% 63% 62% 89% 88% 87% 86% 85% 83% 82% 81% 81% 80% 77% 76% 74% 74% Excellent Good 28 Q18. Thinking about potatoes, how would you rate potatoes as being...? Please choose from excellent, good, fair, and poor in terms of rating potatoes on how well they deliver against the following attributes.

29 Attitudes: Potato Attribute Ratings (Total Sample) Within the Total Sample, potatoes are not widely perceived as being used by athletes or helping with athletic performance. Potato Attribute Ratings (2018 Total Sample) Help fuel me for my everyday activities Providing sustained energy Provide a good source of vitamins and Gives me the energy I need to perform at my best Good for digestive health Providing a burst of energy Quick-release energy for working out Gluten free Low in calories 18% 16% 20% 15% 16% 15% 12% 22% 14% 44% 43% 38% 39% 34% 34% 35% 24% 30% 62% 59% 59% 54% 51% 49% 47% 46% 44% Good for recovery after a workout Good for bone health Good for athletic performance Good for cardiovascular health Supporting optimum athletic performance Improving athletic endurance Being used and approved by athletes Good for weight management Used by competitive athletes Scientifically tested and proven by athletes 12% 13% 12% 12% 10% 11% 11% 11% 10% 9% 28% 28% 29% 28% 29% 27% 26% 24% 23% 23% 41% 40% 40% 40% 38% 37% 36% 35% 33% 32% Excellent Good 29 Q18. Thinking about potatoes, how would you rate potatoes as being...? Please choose from excellent, good, fair, and poor in terms of rating potatoes on how well they deliver against the following attributes.

30 Attitudes: Potato Attribute Ratings (Total Sample vs. 2017) Respondents views on what potatoes best deliver did not change significantly in 2018, but there were drop-offs on perceived potato delivery of health-related benefits. Potato Attribute Ratings (% good/excellent) 2018 Total Sample 2017 Total Sample 2018 vs Change Fill you up 89% 89% 0% A good value 88% 88% 0% Satisfying 87% 89% -2% Fresh 86% 88% -3% Something everyone enjoys 85% 85% 0% Convenient 83% 82% 1% A food you can prepare in less than 30 minutes 82% 82% 0% Prepared quickly and easily 81% 80% 1% Natural/unprocessed 81% 84% -3% A good source of carbohydrates 80% 82% -2% Flavorful 77% 81% -4% A great blank canvas for flavor 76% 76% 0% Something I usually have on-hand 74% 76% -2% Allow you to feel good about what you/your family are eating 64% 73% -9% A good source of potassium 64% 70% -6% Healthy for you 62% 70% -8% Help fuel me for my everyday activities 62% 65% -3% Provide a good source of vitamins and antioxidants 59% 66% -7% Gives me the energy I need to perform at my best 54% 60% -6% Good for digestive health 51% 57% -6% Quick-release energy for working out 47% 52% -5% Gluten free 46% 50% -4% Low in calories 44% 52% -9% 30 Q18. Thinking about potatoes, how would you rate potatoes as being...? Please choose from excellent, good, fair, and poor in terms of rating potatoes on how well they deliver against the following attributes.

31 31 Attitudes: Potato Attribute Ratings (Total Sample vs. 2017) Respondents were less likely in 2018 to rate potatoes positively on health & fitnessrelated attributes, and rated potatoes poorly on newly added attributes related to athletic performance. Potato Attribute Ratings (% good/excellent) 2018 Total Sample 2017 Total Sample Q18. Thinking about potatoes, how would you rate potatoes as being...? Please choose from excellent, good, fair, and poor in terms of rating potatoes on how well they deliver against the following attributes. *Only asked in either 2017 or 2018 tracking unavailable shading indicates +/- 5% change vs vs Change Good for recovery after a workout 41% 48% -7% Good for athletic performance 40% 48% -8% Good for bone health 40% 50% -10% Good for cardiovascular health 40% 48% -8% Good for weight management 35% 45% -10% Being easily digestible* 74% - - Having nutrients that are easily absorbed by the body* 65% - - Providing essential vitamins and minerals* 63% - - Providing sustained energy* 59% - - Providing a burst of energy* 49% - - Supporting optimum athletic performance* 38% - - Improving athletic endurance* 37% - - Being used and approved by athletes* 36% - - Used by competitive athletes* 33% - - Scientifically tested and proven by athletes* 32% - - A good side dish* - 89% - Appeal to adult's taste* - 86% - A good starting point for planning a simple meal* - 83% - Fun to eat* - 76% - Appeal to kid's tastes* - 72% - A food you can prepare quickly in the microwave* - 68% - Exciting to eat* - 65% - Make an occasion feel special* - 63% -

32 Attitudes: Potato Attribute Ratings (Subgroups) Target subgroups are in agreement with the Total Sample on the top attributes delivered by potatoes. Potato Attribute Ratings (% good/excellent) Total Sample Performance Active Food Enthusiasts Fill you up 89% 85% 88% 91% A good value 88% 88% 87% 88% Satisfying 87% 85% 84% 88% Fresh 86% 82% 86% 90% Something everyone enjoys 85% 85% 84% 88% Convenient 83% 79% 83% 85% A food you can prepare in less than 30 minutes 82% 82% 82% 85% Prepared quickly and easily 81% 83% 80% 84% Natural/unprocessed 81% 79% 83% 87% A good source of carbohydrates 80% 82% 81% 84% Flavorful 77% 78% 74% 79% A great blank canvas for flavor 76% 79% 77% 82% Something I usually have on-hand 74% 81% 74% 79% Being easily digestible 74% 73% 72% 78% Having nutrients that are easily absorbed by the body 65% 78% 69% 71% Allow you to feel good about what you/your family are eating 64% 73% 66% 71% A good source of potassium 64% 80% 65% 68% Providing essential vitamins and minerals 63% 74% 68% 70% Healthy for you 62% 74% 67% 67% 32 Q18. Thinking about potatoes, how would you rate potatoes as being...? Please choose from excellent, good, fair, and poor in terms of rating potatoes on how well they deliver against the following attributes. Shading indicates +/- 10% difference from Total Sample

33 Attitudes: Potato Attribute Ratings (Subgroups) Performance and Food Enthusiasts are more likely to associate potatoes with other positive attributes, including contributing to improved athletic performance. Potato Attribute Ratings (% good/excellent) Total Sample Performance Active Food Enthusiasts Help fuel me for my everyday activities 62% 74% 64% 72% Providing sustained energy 59% 73% 63% 67% Provide a good source of vitamins and antioxidants 59% 74% 62% 67% Gives me the energy I need to perform at my best 54% 70% 59% 65% Good for digestive health 51% 71% 54% 61% Providing a burst of energy 49% 70% 55% 62% Quick-release energy for working out 47% 68% 54% 59% Gluten free 46% 67% 51% 57% Low in calories 44% 59% 47% 51% Good for recovery after a workout 41% 66% 47% 52% Good for bone health 40% 61% 45% 50% Good for athletic performance 40% 71% 46% 50% Good for cardiovascular health 40% 66% 47% 48% Supporting optimum athletic performance 38% 67% 44% 49% Improving athletic endurance 37% 68% 42% 47% Being used and approved by athletes 36% 69% 40% 47% Good for weight management 35% 63% 38% 44% Used by competitive athletes 33% 66% 38% 42% Scientifically tested and proven by athletes 32% 61% 37% 43% 33 Q18. Thinking about potatoes, how would you rate potatoes as being...? Please choose from excellent, good, fair, and poor in terms of rating potatoes on how well they deliver against the following attributes. Shading indicates +/- 10% difference from Total Sample

34 Attitudes: Potato Attribute Ratings (Top 10 Attributes - % Excellent [Top Box]) Subgroups all rate potatoes strongest on fill you up, a good value, satisfying, and a food you can prepare in less than 30 minutes, though specific ranks and scores vary. Total Sample Performance Active Food Enthusiasts Fill you up 48% A good value 48% Satisfying 48% Fill you up 55% A good value 46% Fill you up 48% Fill you up 47% A good value 53% Satisfying 45% A food you can prep in less than 30 minutes 46% A good value 47% Satisfying 52% A food you can prep in less than 30 minutes 44% Satisfying 43% A food you can prepare in less than 30 minutes 43% Fresh 51% Something everyone enjoys 43% Convenient 42% Something everyone enjoys 43% Something everyone enjoys 49% Fresh 42% Natural/unprocessed 40% Fresh 42% A food you can prepare in less than 30 minutes 48% Convenient 39% Something everyone enjoys 39% Natural/unprocessed 41% Natural/unprocessed 48% Natural/unprocessed 39% A good source of carbohydrates 39% Convenient 40% A great blank canvas for flavor 45% A good source of carbohydrates 37% Fresh 39% A good source of carbohydrates 39% A good source of carbohydrates 44% Prepared quickly and easily 37% Flavorful 39% Flavorful 38% Flavorful 43% 34 Q18. Thinking about potatoes, how would you rate potatoes as being...? Please choose from excellent, good, fair, and poor in terms of rating potatoes on how well they deliver against the following attributes.

35 Attitudes: Potato Barriers Already eating enough potatoes is the top barrier to increased consumption across the Total Sample, but this barrier is less present amongst Performance. Potato Barriers (2018 Total Sample) I already eat enough potatoes 43% I prefer other vegetables Fattening High in calories Take too long to cook Don t think to buy them Potatoes are bland Don t have any nutritional benefits Potatoes are boring Expensive Don t know how to use them Don t like potatoes Other 10% 9% 6% 6% 4% 4% 2% 2% 8% 15% 19% 19% Potato Barriers Total Sample Performance Active Food Enthusiasts I already eat enough potatoes 43% 35% 38% 43% I prefer other vegetables 19% 26% 21% 20% Fattening 19% 17% 21% 19% High in calories 15% 22% 19% 17% Take too long to cook 10% 14% 10% 10% Don t think to buy them 9% 9% 10% 6% Potatoes are bland 6% 4% 11% 7% Don t have any nutritional benefits 6% 17% 6% 8% Potatoes are boring 4% 9% 7% 7% Expensive 4% 8% 3% 5% Don t know how to use them 2% 10% 3% 5% Don t like potatoes 2% 5% 2% 3% Other 8% 4% 3% 1% 35 Q19. Which of the following, if any, are reasons you don t eat potatoes more frequently? Shading indicates +/- 10% difference from Total Sample

36 Usage: Buying Potatoes 47% of respondents plan their potato purchases and do so on a regular basis, while another 43% of respondents oscillate between planned and spontaneous purchases. Planning of Potato Purchases (2018 Total Sample) Planned for special occasions, but usually spontaneous 6% Never planned, always spontaneous 4% Sometimes planned, sometimes spontaneous 25% 47% Planned on a regular basis Often planned, but occasionally spontaneous 18% 2018 Total Sample Performance Active Food Enthusiasts Planned on a regular basis 47% 46% 45% 51% Often planned, but occasionally spontaneous 18% 27% 18% 19% Sometimes planned, sometimes spontaneous 25% 20% 26% 22% Planned for special occasions, but usually spontaneous 6% 6% 6% 5% Never planned, always spontaneous 4% 1% 5% 3% 36 Q20. Do your purchases of potatoes tend to be spontaneous or planned? Please select the most accurate statement regarding your potato purchasing habits.

37 Attitudes: Potato Dish Needs (Total Sample) For a potato dish to be convenient to respondents, it is key that it be suitable for all household members and require less time with minimal steps. Potato Dish Needs Be something everyone in my house will eat 35% 36% Have a short prep time (not including cook time) Have minimal steps Have a short cook time (not including prep) 28% 28% 25% 26% 24% 27% Include only a few ingredients Be something I've made before Include only familiar ingredients 11% 16% 19% 15% 14% 15% Be something I can pick up already prepared at the grocery store deli (or fresh prepared 7% 8% 2018 Total Sample 2017 Total Sample 37 Q22. Please complete the following sentence. For a potato dish to be convenient, it has to...? Select top two most important

38 Attitudes: Potato Dish Needs (Subgroups) Performance are more willing to take additional steps in making their potato dishes, but prefer dishes to include only familiar ingredients. Potato Dish Needs Total Sample Performance Active Food Enthusiasts Be something everyone in my house will eat 35% 29% 31% 38% Have a short prep time (not including cook time) 28% 23% 27% 24% Have minimal steps 25% 20% 27% 23% Have a short cook time (not including prep) 24% 25% 23% 23% Include only a few ingredients 16% 18% 16% 16% Be something I ve made before 15% 16% 15% 15% Include only familiar ingredients 11% 15% 12% 12% Be something I can pick up already prepared at the grocery store deli (or fresh prepared foods section) 7% 16% 7% 6% 38 Q22. Please complete the following sentence. For a potato dish to be convenient, it has to...? Select top two most important

39 Attitudes: Potato at Home Motivators (Total Sample) Shorter cook times and healthier nutritionals have become more motivating to respondents over the past few years, but new ways of preparing potatoes are still the most prevalent motivator. Potato Motivators New ways of preparing potatoes Shorter cook time Different tastes and textures Healthier nutritionals Fewer ingredients Using different types of potatoes (e.g. russet, red, yellow, etc.) None of the above 14% 37% 37% 35% 32% 28% 26% 29% 29% 29% 29% 27% 24% 23% 22% 2018 Total Sample 22% 2017 Total Sample 22% 2016 Total Sample 23% 21% 29% 21% 39 Q23. Which of the following would be most likely to motivate you to make potatoes at home more often? Select exactly two

40 Attitudes: Potato at Home Motivators (Subgroups) Healthier nutritionals and fewer ingredients are more motivational to Performance, while Food Enthusiasts are more swayed by different tastes/textures and types of potatoes. Potato Motivators Total Sample Performance Active Food Enthusiasts New ways of preparing potatoes 37% 35% 37% 42% Shorter cook time 32% 32% 30% 26% Different tastes and textures 29% 31% 31% 35% Healthier nutritionals 29% 39% 33% 34% Fewer ingredients 23% 30% 22% 19% Using different types of potatoes (e.g. russet, red, yellow, etc.) 22% 26% 21% 27% None of the above 14% 3% 14% 9% 40 Q23. Which of the following would be most likely to motivate you to make potatoes at home more often? Select exactly two Shading indicates +/- 10% difference from Total Sample

41 Attitudes: Fresh Potato Motivators (Total Sample) While lower prices are still the key motivator to get respondents to buy more fresh potatoes, smaller bags to avoid waste and pre-planned recipe/meal ideas have become more influential. Most Likely to Motivate to Buy More Fresh Potatoes Lower prices Smaller bags so that I won't have to throw any away Recipe and meal ideas before I get to the store Usage suggestions for each of the different potato types Recipe and meal ideas in the store Nutritional information about potatoes* 18% 21% 20% 20% 17% 16% 16% 15% 16% 15% 13% 16% 26% 28% 31% 31% 35% Greater variety of different potato types Cleaner potatoes (i.e. less dirt on the potatoes) More information about the different potato types available in the store Better organization of the potato section None of the above 5% 12% 15% 15% 11% 14% 14% 8% 10% 11% 7% 7% 9% 11% 15% 2018 Total Sample 2017 Total Sample 2016 Total Sample 41 Q24. And which of the following would be most likely to motivate you to buy more fresh potatoes? Select up to two (*Statement added in 2017)

42 Attitudes: Fresh Potato Motivators (Subgroups) Both Performance and Food Enthusiasts indicate that a greater variety of potato types would have a positive influence on their fresh potato buying habits. Interestingly, smaller bags would not be a positive motivator for Performance. Potato Motivators Total Sample Performance Active Food Enthusiasts Lower prices 31% 27% 30% 27% Smaller bags so that I won't have to throw any away 28% 18% 25% 27% Recipe and meal ideas before I get to the store 26% 28% 26% 24% Usage suggestions for each of the different potato types 17% 18% 16% 18% Recipe and meal ideas in the store 15% 18% 16% 17% Nutritional information about potatoes 13% 15% 16% 14% Greater variety of different potato types 12% 23% 11% 18% Cleaner potatoes (i.e. less dirt on the potatoes) 11% 14% 11% 10% More information about the different potato types available in the store 8% 13% 9% 9% Better organization of the potato section 5% 12% 5% 7% None of the above 9% 3% 8% 7% 42 Q24. And which of the following would be most likely to motivate you to buy more fresh potatoes? Select up to two Shading indicates +/- 10% difference from Total Sample

43 Attitudes: Food Concerns (Total Sample) For overall food concerns, food safety is the top concern for respondents, followed by the use of pesticides/chemicals and foodborne illness from contaminants. Food Concerns (2018 Total Sample) Food safety 39% 39% 78% Use of pesticides/chemicals in food 37% 37% 74% Foodborne illness from contaminants 37% 35% 72% The processing of foods 28% 41% 68% Local sourcing/farming 19% 39% 57% GMOs in food 24% 28% 52% Organic 19% 29% 48% Carbon footprint 15% 30% 45% Glycemic Index (or GI) of foods 15% 26% 41% Yes, I am very concerned about this topic I am somewhat concerned about this topic 43 Q25. Are you concerned about any of the following as they relate to the foods you eat overall?

44 Attitudes: Food Concerns (Total Sample) There was little change in respondents' feelings around top concerns for food overall compared to Food Concerns (% somewhat/very concerned) Food safety Use of pesticides/chemicals in food Foodborne illness from contaminants The processing of foods Local sourcing/farming GMOs in food Organic Carbon footprint Glycemic Index (or GI) of foods 57% 60% 52% 59% 48% 52% 45% 50% 41% 48% 2018 Total Sample 2017 Total Sample 78% 77% 74% 75% 72% 71% 68% 71% 44 Q25. Are you concerned about any of the following as they relate to the foods you eat overall?

45 Attitudes: Food Concerns (Subgroups) Overall concern levels for the top issues remain consistent across subgroups, though Performance and Food Enthusiasts tend to have higher concern levels with some of the listed issues. Food Concerns (% somewhat/very concerned) Total Sample Performance Active Food Enthusiasts Food safety 78% 76% 82% 81% Use of pesticides/chemicals in food 74% 72% 79% 80% Foodborne illness from contaminants 72% 71% 76% 77% The processing of foods 68% 78% 74% 78% Local sourcing/farming 57% 71% 61% 66% GMOs in food 52% 68% 57% 60% Organic or made with organic ingredients 48% 68% 57% 60% Carbon footprint 45% 62% 49% 55% Glycemic Index (or GI) of foods 41% 64% 45% 50% 45 Q25. Are you concerned about any of the following as they relate to the foods you eat overall? Shading indicates +/- 10% difference from Total Sample

46 Attitudes: Potato Concerns (N Varies) When it comes to potatoes specifically, the use of pesticides/chemicals is the top issue, with nearly half (48%) of respondents being very concerned and 88% being at least somewhat concerned. Potato Concerns Use of pesticides/chemicals in food (N=1,304) 48% 40% 88% Organic (N=784) 35% 46% 81% GMOs in food (N=841) 40% 40% 81% Glycemic Index (or GI) of foods (N=655) 34% 45% 80% Local sourcing/farming (N=919) 30% 49% 80% Food safety (N=1,191) 41% 36% 76% Foodborne illness from contaminants (N=1,107) 40% 36% 76% The processing of foods (N=993) 30% 42% 72% Carbon footprint (N=639) 28% 43% 71% Yes, I am very concerned about this topic I am somewhat concerned about this topic 46 Q26. Of the topics you indicated being concerned about, which ones are you concerned about in regards to potatoes?

47 Attitudes: Potato Concerns (N Varies*) Concern levels around issues as they relate directly to potatoes remained relatively unchanged from 2017 to 2018, though there was an overall decline across the board. Potato Concerns (% somewhat/very concerned) Use of pesticides/chemicals in food (N=1,304, N=1,490) Organic (N=784, N=1,043) GMOs in food (N=841, N=1,179) Local sourcing/farming (N=919, N=1,209) Glycemic Index (or GI) of foods (N=655, N=963) Food safety (N=1,191, N=1,543) Foodborne illness from contaminants (N=1,107, N=1,425) The processing of foods (N=993, N=1,413) Carbon footprint (N=639, N=1,005) 88% 90% 81% 85% 81% 86% 80% 85% 80% 83% 76% 82% 76% 80% 72% 71% 79% 80% 2018 Total Sample 2017 Total Sample 47 Q26. Of the topics you indicated being concerned about, which ones are you concerned about in regards to potatoes? *Base sizes listed: (2018, 2017)

48 Attitudes: Potato Concerns Levels of concern are consistent across target subgroups and in line with the Total Sample. Potato Concerns (% somewhat/very concerned) Total Sample Performance Active Food Enthusiasts Use of pesticides/chemicals in food 88% 90% 90% 89% Organic 81% 86% 82% 84% GMOs in food 81% 86% 81% 83% Glycemic Index (or GI) of foods 80% 81% 82% 77% Local sourcing/farming 80% 82% 82% 81% Food safety 76% 84% 75% 77% Foodborne illness from contaminants 76% 84% 75% 76% The processing of foods 72% 81% 74% 72% Carbon footprint 71% 82% 72% 74% 48 Q26. Of the topics you indicated being concerned about, which ones are you concerned about in regards to potatoes? Shading indicates +/- 10% difference from Total Sample

49 Attitudes: Potato Purchase Intent (N Varies) Pesticides/chemicals and GMOs are the most impactful issues to potatoes and have the largest potential impact on future purchase intent. Potato Purchase Intent % somewhat/less likely to buy Use of pesticides/chemicals in food (N=718) 40% 36% 25% 60% GMOs in food (N=421) 41% 33% 26% 59% Foodborne illness from contaminants (N=590) 46% 28% 27% 54% Glycemic Index (or GI) of foods (N=283) 47% 36% 17% 53% Carbon footprint (N=252) 49% 37% 14% 51% The processing of foods (N=419) 52% 35% 14% 48% Food safety (N=636) 58% 28% 14% 42% Local sourcing/farming (N=348) 69% 23% 9% 31% Organic (N=340) 72% 21% 7% 29% I would continue to buy potatoes the same as I do currently. I am somewhat less likely to buy potatoes in the future due to this issue. I am very less likely to buy potatoes in the future due to this issue. 49 Q27. Of the issues that you are very concerned about as it relates to potatoes, how do they impact your likelihood to buy potatoes in the future?

50 Attitudes: Potato Purchase Intent (N Varies*) The use of pesticides/chemicals remained the issue most likely to impede future potato purchases amongst the Total Sample. Potato Purchase Intent (% somewhat/very less likely to purchase) Use of pesticides/chemicals in food (N=718, N=1,334) GMOs in food (N=421, N=1,017) Foodborne illness from contaminants (N=590, N=1,139) Glycemic Index (or GI) of foods (N=283, N=800) Carbon footprint (N=252, N=1,112) The processing of foods (N=419, N=1,112) Food safety (N=636, N=1,271) Local sourcing/farming (N=348, N=1,028) Organic (N=340, N=887) % 35% 29% 30% 42% 44% 60% 60% 59% 56% 54% 55% 53% 50% 51% 51% 48% 49% 50 Q27. Of the issues that you are very concerned about as it relates to potatoes, how do they impact your likelihood to buy potatoes in the future? *Base sizes listed: (2018, 2017)

51 Attitudes: Potato Purchase Intent (N Varies*) Performance are not as deterred from purchasing potatoes by the use of pesticides/chemicals as the Total Sample or other subgroups. Potato Purchase Intent (% very/somewhat less likely to purchase) Total Sample Performance Active Food Enthusiasts Use of pesticides/chemicals in food 60% 44% 62% 57% GMOs in food 59% 51% 62% 56% Foodborne illness from contaminants 54% 53% 50% 53% Glycemic Index (or GI) of foods 53% 38% 56% 58% Carbon footprint 51% 49% 50% 47% The processing of foods 48% 42% 49% 48% Food safety 42% 32% 41% 39% Local sourcing/farming 31% 34% 30% 33% Organic 29% 37% 26% 28% 51 Q27. Of the issues that you are very concerned about as it relates to potatoes, how do they impact your likelihood to buy potatoes in the future? Shading indicates +/- 10% difference from Total Sample

52 1. Potatoes deliver well on many key attributes, with alignment on the top equities delivered by potatoes across the Total Sample and subgroups 2. Performance rate potatoes higher across all athletic- and performance-focused attributes, indicating positive alignment between potatoes and this subgroup 3. Despite being heavier consumers of potatoes, Performance under-index on feeling that already eating enough potatoes is a barrier to increased consumption The use of pesticides/chemicals remained a top food-related concern overall as well as the top potato-related concern across the Total Sample, though overall concern levels have lessened slightly versus 2017

53 53 Usage: Past 24 Hours

54 Usage: Past 24 Hour Consumption (Total Sample) When asked to recall specific foods eaten over the past 24 hours, potatoes emerged as the most commonly consumed food among those listed. Past 24 Hour Consumption (2018 Total Sample) Potatoes 40% Bananas Pasta Apples 29% 33% 32% Broccoli Rice (white) Green beans 20% 23% 22% Brown rice 11% Sweet potatoes Cauliflower I did not eat any of these foods in the past 24-hours 9% 9% 10% 54 Q8. Please think about the foods you have eaten within the past 24-hours. Which of the following foods have your eaten in the past 24-hours, either by themselves or as an ingredient?

55 Usage: Past 24 Hour Consumption (Subgroups) Performance have higher past 24-hour consumption levels for all food items, with potatoes falling behind only apples. Food Items Consumed in Past 24 Hours Total Sample Performance Active Food Enthusiasts Potatoes 40% 44% 36% 43% Bananas 33% 41% 38% 40% Pasta 32% 38% 29% 36% Apples 29% 45% 37% 33% Broccoli 23% 32% 29% 32% White rice 22% 30% 24% 25% Green beans 20% 25% 21% 25% Brown rice 11% 24% 13% 15% Sweet potatoes 9% 2% 7% 6% Cauliflower 9% 16% 11% 11% I did not eat any of these foods in the past 24-hours 10% 15% 11% 13% 55 Q8. Please think about the foods you have eaten within the past 24-hours. Which of the following foods have your eaten in the past 24-hours, either by themselves or as an ingredient? Shading indicates +/- 10% difference from Total Sample

56 Usage: Past 24 Hour Consumption (Subgroups) Potatoes top the list of most commonly consumed food items over the past 24- hours for the Total Sample and Food Enthusiasts. They are edged out slightly by fruits amongst the Athlete subgroups. Total Sample (N=2015) Performance (N=250) Active (N=686) Food Enthusiasts (N=484) Potatoes 40% Apples 45% Bananas 38% Potatoes 43% Bananas 33% Potatoes 44% Apples 37% Bananas 40% Pasta 32% Bananas 41% Potatoes 36% Pasta 36% Apples 29% Pasta 38% Pasta 29% Apples 33% Broccoli 23% Broccoli 32% Broccoli 29% Broccoli 32% White rice 22% Rice (white) 30% Rice (white) 24% Rice (white) 25% Green beans 20% Green beans 25% Green beans 21% Green beans 25% Brown rice 11% Brown rice 24% Brown rice 13% Brown rice 15% Sweet potatoes 9% Sweet potatoes 16% Sweet potatoes 11% Cauliflower 13% Cauliflower 9% Cauliflower 15% Cauliflower 11% Sweet potatoes 11% I did not eat any of these foods 10% I did not eat any of these foods 2% I did not eat any of these foods 7% I did not eat any of these foods 6% 56 Q8. Please think about the foods you have eaten within the past 24-hours. Which of the following foods have your eaten in the past 24-hours, either by themselves or as an ingredient?

57 Usage: Past 24 Hour Consumption by Occasion (Total Sample) Potatoes were most often consumed during dinner, as was the case for most food items tested. Breakfast consumption frequency for potatoes was 3 rd highest, behind only bananas and apples. Past 24 Hour Consumption by Occasion 80% 71% 74% 72% 66% 75% 68% 57% 60% 55% 30% 34% 35% 38% 40% 32% 40% 28% 28% 30% 25% 17% 5% 13% 13% 4% 3% 6% 9% 5% 5% 5% 6% 17% 6% 13% 8% 8% 2% 3% Potatoes Sweet potatoes Pasta White rice Brown rice Broccoli Bananas Apples Cauliflower Green Breakfast Lunch Dinner Snack/Other beans 57 Q9. Within the past 24-hours, for which meal occasion did you eat the following foods?

58 Usage: Past 24 Hour Consumption (Total Sample)* While potato consumption is highest during dinner (71%), their highest rank-order finish comes during breakfast, where they fall behind only bananas and apples, and ahead of #4 sweet potatoes. Breakfast Lunch Dinner Snack/Other Bananas 60% Brown rice 40% Green beans 80% Apples 55% Apples 28% White rice 38% Broccoli 75% Bananas 40% Potatoes 17% Pasta 35% Pasta 74% Sweet potatoes 13% Sweet potatoes 13% Sweet potatoes 34% White rice 72% Cauliflower 8% Brown rice 9% Broccoli 32% Potatoes 71% Broccoli 6% Cauliflower 8% Cauliflower 30% Cauliflower 68% Brown rice 5% White rice 6% Potatoes 30% Brown rice 66% Potatoes 5% Broccoli 5% Apples 28% Sweet potatoes 57% White rice 5% Pasta 4% Green beans 25% Apples 13% Pasta 3% Green beans 2% Bananas 17% Bananas 6% Green beans 3% 58 Q9. Within the past 24-hours, for which meal occasion did you eat the following foods? *Base Sizes Vary

59 Usage: Past 24 Hour Consumption (Performance )* Amongst Performance potatoes have the highest consumption during dinner, but the highest rank-order position during lunch. Breakfast Lunch Dinner Snack/Other Bananas 58% White rice 55% Green beans 73% Apples 47% Sweet potatoes 41% Potatoes 48% Cauliflower 65% Bananas 35% Apples 39% Pasta 47% Potatoes 63% Broccoli 16% Cauliflower 24% Brown rice 44% Broccoli 63% Sweet potatoes 13% Potatoes 19% Broccoli 43% Brown rice 62% Pasta 9% White rice 17% Sweet potatoes 36% Pasta 59% Potatoes 9% Brown rice 15% Apples 35% White rice 57% White rice 7% Broccoli 14% Green beans 32% Sweet potatoes 39% Green beans 6% Pasta 14% Bananas 28% Apples 18% Cauliflower 5% Green beans 6% Cauliflower 24% Bananas 16% Brown rice 3% 59 Q9. Within the past 24-hours, for which meal occasion did you eat the following foods? *Caution Low Base Sizes

60 Usage: Past 24 Hour Consumption (Active )* Potatoes have the highest rank-order finish within the breakfast meal occasion for Active, finishing behind only bananas and apples. Breakfast Lunch Dinner Snack/Other Bananas 65% Sweet potatoes 42% Green beans 79% Apples 55% Apples 30% Brown rice 39% Pasta 76% Bananas 38% Potatoes 19% Pasta 38% Broccoli 75% Sweet potatoes 16% Brown rice 9% White rice 34% White rice 75% Cauliflower 8% Sweet potatoes 7% Broccoli 34% Potatoes 72% White rice 6% White rice 6% Cauliflower 31% Cauliflower 67% Brown rice 6% Cauliflower 5% Green beans 28% Brown rice 66% Green beans 4% Broccoli 5% Potatoes 28% Sweet potatoes 53% Potatoes 3% Green beans 3% Apples 27% Apples 13% Broccoli 3% Pasta 3% Bananas 15% Bananas 5% Pasta 1% 60 Q9. Within the past 24-hours, for which meal occasion did you eat the following foods? *Caution Low Base Sizes

61 Usage: Past 24 Hour Consumption (Food Enthusiasts)* Compared to other foods Food Enthusiasts are consuming, potatoes finishes near the middle-of-the-pack on most meal occasions, except for snack/other where it falls further down the list. Breakfast Lunch Dinner Snack/Other Bananas 71% Brown rice 48% Green beans 81% Apples 54% Apples 36% Broccoli 39% Broccoli 73% Bananas 38% Sweet potatoes 22% White rice 38% White rice 72% Sweet potatoes 15% Potatoes 19% Pasta 38% Potatoes 72% Cauliflower 9% Cauliflower 9% Sweet potatoes 37% Pasta 71% Broccoli 7% Brown rice 7% Potatoes 30% Cauliflower 67% White rice 6% White rice 6% Apples 28% Brown rice 62% Brown rice 6% Pasta 5% Cauliflower 28% Sweet potatoes 57% Pasta 5% Green beans 4% Green beans 24% Apples 12% Potatoes 4% Broccoli 4% Bananas 18% Bananas 7% Green beans 4% 61 Q9. Within the past 24-hours, for which meal occasion did you eat the following foods? *Caution Low Base Sizes

62 Usage: Past 24 Hour Potato Consumption by Occasion (Subgroups) Potato consumption numbers are higher for Performance during lunch and snack occasions compared to the Total Sample and other subgroups. Past 24 Hour Potato Consumption by Occasion Total Sample Performance Active Food Enthusiasts Breakfast 17% 19% 19% 19% Lunch 30% 48% 28% 30% Dinner 71% 63% 72% 72% Snack/Other 5% 9% 3% 4% 62 Q9. Within the past 24-hours, for which meal occasion did you eat the following foods? Shading indicates +/- 10% difference from Total Sample

63 Usage: Share of Potato Meals, Home vs. Out (Total Sample) Potatoes are most often being prepared and consumed at home. Share of Potato Preparation (Home vs. Out) Prepared Away from Home (Sum), 30% Share of Potato Consumption (Home vs. Out) Consumed Away from Home (Sum), 27% Prepared at Home (Sum), 70% Consumed At Home (Sum), 73% Potato Preparation & Consumption N=945 At home, I prepared [meal] myself 64% At home, but I bought my [meal] from somewhere else like a restaurant or store 9% At a restaurant or store where I purchased my [meal] 11% I prepared [meal] myself at home but ate it somewhere else (i.e., in the car, at work, etc.) 6% I purchased my [meal] from a restaurant or store, but ate it somewhere else (i.e., in the car, at work, etc.) 5% I prepared and ate [meal] from a at a location other than my home or at a restaurant/store (i.e., at work) 4% Some other location situation not listed above 1% 63 Q10. You indicated that you had potatoes as part of a [Meal] within the past 24 hours. Which of the following best describes where you were when you had potatoes as part of your [Meal]?

64 Usage: Share of Potato Meals, Home vs. Out (Subgroups) However, Performance are more likely to prepare and consume potato products away from home than are the Total Sample and other subgroups. Potato Preparation & Consumption Total Sample Performance Active Food Enthusiasts Prepared at Home 70% 56% 68% 70% Prepared away from Home 30% 44% 32% 30% Consumed at Home 73% 49% 75% 72% Consumed away from Home 27% 51% 25% 28% 64 Q10. You indicated that you had potatoes as part of a [Meal] within the past 24 hours. Which of the following best describes where you were when you had potatoes as part of your [Meal]?

65 Usage: Form of Consumption (Total Sample) Across meal occasions, potatoes are most often complementing an entrée or main dish, either as a side or as part of the main dish itself. Potato Form of Consumption by Meal Occasion 56% 47% 49% 31% 33% 23% 17% 12% 13% 7% 8% 3% 1% 1% 1% Breakfast (N=138) Lunch (N=238) Dinner (N=569) A sandwich, burrito, wrap or other handheld entrée As a side, separate from the main entrée or dish Some other type of meal not listed above As part of the entrée or main dish Something I included separately to the [Meal] I ate 65 Q11. Which of the following is the best description of the [Meal] you had in which potatoes were included?

66 Usage: Form of Consumption (Subgroups) Performance differ from the Total Sample in that they are more likely to consume potatoes in a handheld form and less likely to have potatoes as a side, separate from the main entrée or dish. Potato Consumption Forms Total Sample Performance * Active * Food Enthusiasts* Breakfast A sandwich, burrito, wrap or other handheld entrée 12% 24% 17% 10% As part of the entrée or main dish 23% 19% 15% 23% As a side, separate from the main entrée or dish 47% 33% 51% 56% Something I included separately to the [Meal] I ate 17% 24% 17% 10% Some other type of meal not listed above 1% 0% 0% 0% Lunch A sandwich, burrito, wrap or other handheld entrée 13% 23% 12% 5% As part of the entrée or main dish 31% 21% 37% 34% As a side, separate from the main entrée or dish 49% 42% 43% 45% Something I included separately to the [Meal] I ate 7% 14% 7% 15% Some other type of meal not listed above 1% 0% 2% 2% Dinner A sandwich, burrito, wrap or other handheld entrée 3% 12% 3% 4% As part of the entrée or main dish 33% 32% 34% 34% As a side, separate from the main entrée or dish 56% 41% 56% 52% Something I included separately to the [Meal] I ate 8% 16% 7% 9% Some other type of meal not listed above 1% 0% 1% 1% 66 Q11. Which of the following is the best description of the [Meal] you had in which potatoes were included? *Caution Low Base Sizes Shading indicates +/- 10% difference from Total Sample

67 Usage: Fresh Potato Type by Meal Occasion Russet and white potatoes are the most commonly consumed fresh type of potatoes across meal occasions. 34% Fresh Potato Type by Meal Occasion 30% 29% 24% 25% 26% 12% 12% 16% 14% 14% 11% 4% 1% 2% 2% 2% 1% 1% 3% 1% Russet White potatoes Red potatoes Yellow potatoes Petite Fingerling Purple/blue potatoes Breakfast (N=138) Lunch (N=238) Dinner (N=569) 67 Q12. Which variety of potatoes did you have for [Meal]?

68 Usage: Prepackaged Potato Type by Meal Occasion Amongst prepackaged potato types, hash browns dominate breakfast potato consumption, while French fries are the top lunch form, and mashed potatoes lead the dinner occasion. 57% Prepackaged Potato Type by Meal Occasion 29% 28% 20% 4% 2% 3% 15% 7% 15% 2% 13% 12% 11% 12% 1% 9% 6% 4% 5% 3% 4% 2% 4% 4% 2% 2% 3% 1% 2% 2% 2% 2% Hash browns French fries or steak fries Mashed potatoes Baked potato Roasted (diced or sliced) Part of a stew or soup Part of a casserole Potato salad Potato chips Tater tots Scalloped Breakfast (N=138) Lunch (N=238) Dinner (N=569) 68 Q13. Which of the following best describes the form or style of the potatoes that you had as part of your [Meal]?

69 Usage: Potato Type by Meal Occasion (Total Sample) Respondents prefer fresh potatoes regardless of meal occasion, but are slightly more likely to opt for frozen potato products earlier in the day. Potato Type Consumption by Meal Occasion 76% 64% 57% 23% 7% 22% 18% 11% 4% 5% 7% 4% 4% 4% 5% 2% 3% 7% Breakfast (N=138) Lunch (N=238) Dinner (N=569) Fresh potatoes Canned potatoes Potato flour Frozen potatoes or potato products Dehydrated potatoes (instant potatoes) Potatoes already incorporated or part of a meal or another food 69 Q14. What type of potato did you have as part of your [Meal]?

70 Usage: Potato Type by Meal Occasion (Subgroups) Fresh potato usage remains equally prevalent across subgroups, but Performance are the most likely to have other forms throughout the day. Potato Type by Meal Occasion Total Sample Performance * Active * Food Enthusiasts* Breakfast Fresh potatoes 64% 52% 60% 59% Frozen potatoes or potato products 23% 33% 17% 26% Potatoes incorporated as part of a meal/other food 7% 10% 9% 5% Canned potatoes 7% 24% 6% 8% Potato flour 5% 19% 6% 5% Dehydrated potatoes (instant potatoes) 4% 14% 4% 3% Some of type of potato 1% 0% 2% 3% Lunch Fresh potatoes 57% 60% 57% 60% Potatoes incorporated as part of a meal/other food 22% 27% 19% 21% Frozen potatoes or potato products 18% 19% 15% 19% Dehydrated potatoes (instant potatoes) 4% 6% 4% 3% Canned potatoes 4% 12% 3% 8% Potato flour 4% 12% 4% 5% Some of type of potato 3% 0% 4% 0% Dinner Fresh potatoes 76% 75% 76% 85% Frozen potatoes or potato products 11% 10% 11% 7% Potatoes incorporated as part of a meal/other food 7% 12% 10% 7% Dehydrated potatoes (instant potatoes) 5% 6% 3% 3% Potato flour 3% 15% 3% 5% Canned potatoes 2% 6% 2% 3% Some of type of potato 1% 0% 0% 1% 70 Q14. What type of potato did you have as part of your [Meal]? *Caution Low base sizes, with some extremely low base sizes present (< n=25) Shading indicates +/- 10% difference from Total Sample

71 Usage: Potato Preparation by Meal Occasion (Total Sample) Respondents use a variety of methods to prepare their potatoes throughout the day, however, the most common across all meal occasions is cutting them into pieces. Breakfast (N=138) Lunch (N=238) Dinner (N=569) Prepared/cooked them in a pan on the stove Cut them into pieces 33% 32% Fried them Prepared/cooked them in a pan on the stove 16% 15% Cut them into pieces Roasted/baked them in the oven 24% 24% Fried them 31% Boiled them in water 15% Boiled them 23% Peeled them 23% Cut them into pieces 14% Peeled them 20% Cooked them on the grill 12% Peeled them 14% Mashed them 19% Roasted/baked them in the oven 12% Roasted/baked them in the oven 13% Prepared/cooked them in a pan on the stove 13% Boiled them 10% Microwaved them 12% Fried them 11% Added potatoes to another dish for cooking Microwaved them 9% 7% Mashed them Added potatoes to another dish for cooking 11% 8% Microwaved them Added potatoes to another dish for cooking 9% 9% Mashed them 6% Cooked them on the grill 6% Cooked them on the grill 4% Thawed them 6% Thawed them 4% Added water 4% Added water 3% Added water 4% Thawed them 2% None of the above (i.e. ate at a restaurant) 12% None of the above (i.e. ate at a restaurant) 22% None of the above (i.e. ate at a restaurant) 10% 71 Q15. When you had potatoes as part of your [Meal], which of the following preparation steps did you take, if any?

72 1. Potatoes are a commonly consumed item by all respondents, including those within each subgroup, and are most often consumed during dinner 2. Most potato preparation and consumption occurs at home, with Performance also displaying a tendency to consume potatoes in handheld forms away from home 3. Fresh potatoes are preferred over frozen potatoes, with russet and white potatoes being the most consumed forms across all meal occasions 72

73 73 Usage: General Potato Usage

74 Usage: Weekly Potato Consumption Frequency 80% of respondents consume potatoes once a week or more often. Weekly Potato Consumption Frequency (2018 Total Sample) 27% 22% 23% 18% 6% 2% 3% Never, I do not eat these Less than once a week About once a week A couple times a week Several times a week Once a day More than once a day 74 QS10. In an average week, how often do you eat the following foods?

75 Usage: Weekly Potato Consumption Frequency Performance skew towards heavy consumption of potatoes, with the majority consuming potatoes multiple times per week. Weekly Potato Consumption Frequency Total Sample Performance Active Food Enthusiasts Never, I do not eat these 2% 1% 4% 1% Less than once a week 18% 12% 18% 15% About once a week 22% 12% 22% 17% A couple times a week 27% 23% 25% 28% Several times a week 23% 26% 22% 27% Once a day 6% 17% 6% 10% More than once a day 3% 9% 4% 2% 75 QS10. In an average week, how often do you eat the following foods? Shading indicates +/- 10% difference from Total Sample

76 Usage: Potato Type Purchase Frequency Russet and white potatoes are the varieties most frequently purchased by the Total Sample and Performance & Food Enthusiasts tend to purchase all varieties more frequently. Potato Type Purchase Frequency (% Several Times/Month or More) Russet 32% White potatoes 29% Red potatoes 23% Potato Type Total Sample Performance Active Food Enthusiasts Yellow potatoes 21% Russet 32% 44% 32% 42% White potatoes 29% 48% 30% 34% Petite 12% Red potatoes 23% 45% 25% 35% Yellow potatoes 21% 41% 21% 27% Petite 12% 35% 12% 16% Purple/blue potatoes 9% Purple/blue potatoes 9% 33% 10% 14% Fingerling 9% 29% 8% 12% Fingerling 9% 76 Q21. How often do you purchase each of the following potato varieties? Shading indicates +/- 10% difference from Total Sample

77 Usage: Most Recent Potato Consumption (Total Sample) Among respondents that had not consumed potatoes within the past 24 hours, 77% have had potatoes sometime within the past week. Most Recent Potato Consumption (N=1,208) 35% 26% 11% 16% 3% 5% More than 1 month W/in past month, but not past 2 weeks W/in past 2 weeks, but not past 1 week W/in past 5-7 days, but not past 4 days W/in past 3-5 days, but not past 2 days Not w/in past 24-hrs, but w/in past 2 days 77 Q16. You previously indicated that you have not had potatoes in the past 24-hours as part of the meals and/or foods that you have eaten. Thinking back to the last time you had potatoes, please select the answer that best describes the last time you ate potatoes. *Not included: 2% - can t recall, 1% - don t eat potatoes

78 Usage: Most Recent Potato Consumption (Subgroups) Among those that had not consumed potatoes within the past 24 hours, most respondents within the separate subgroups had consumed potatoes within the past week at some point. Most Recent Potato Consumption Total Sample (N=1,208) Performance (N=141) Active (N=440) Food Enthusiasts (N=276) Not within the past 24-hours, but within the past 2 days Within the last 3-5 days, but not within the past 2 days Within the last 5-7 days, but not within the past 4 days Within the past 2 weeks, but not in the most recent week Within the past month, but not within the past 2 weeks 26% 22% 26% 26% 35% 38% 35% 35% 16% 18% 16% 19% 11% 14% 10% 11% 5% 6% 5% 3% Sometime further back than one month 3% 2% 4% 3% I can t recall 2% 0% 3% 2% I don t eat potatoes 1% 1% 2% 2% 78 Q16. You previously indicated that you have not had potatoes in the past 24-hours as part of the meals and/or foods that you have eaten. Thinking back to the last time you had potatoes, please select the answer that best describes the last time you ate potatoes.

79 Usage: Most Recent Potato Preparation & Consumption (Total Sample) Like those who had consumed potatoes within the past 24 hours, other respondents most recent potato experience occurred at home. Most Recent Potato Preparation (Home vs. Out) Most Recent Potato Consumption (Home vs. Out) Prepared Away from Home (Sum), 36% Prepared at Home (Sum), 64% Consumed Away from Home (Sum), 32% Consumed at Home (Sum), 68% Most Recent Potato Preparation & Consumption N=1,131 A meal I prepared and ate at home 59% A meal I bought at a restaurant or store but ate at home 9% A meal I bought and ate at a restaurant or store 11% A meal I prepared at home but ate somewhere else (i.e., in the car, at work, etc.) 4% A meal I purchased from a restaurant or store, but ate it somewhere else (i.e., in the car, at work, etc.) 5% A meal I prepared and ate somewhere other than my home or a restaurant/store (i.e., at work) 5% As part of a snack I had between or after major meals 4% Some other eating situation not listed above (please specify) 2% 79 Q17. Which of the below best describes the last time you ate potatoes?

80 Usage: Most Recent Potato Preparation & Consumption (Subgroups) Compared to the Total Sample and other subgroups, Performance have the heaviest skew towards preparing and consuming potatoes away from home. Most Recent Potato Consumption Total Sample (N=1,131) Performance (N=137) Active (N=401) Food Enthusiasts (N=257) A meal I prepared and ate at home 59% 45% 60% 62% A meal I bought at a restaurant or store but ate at home A meal I bought and ate at a restaurant or store A meal I prepared at home but ate somewhere else (i.e., in the car, at work, etc.) A meal I purchased from a restaurant or store, but ate it somewhere else (i.e., in the car, at work, etc.) A meal I prepared and ate somewhere other than my home or a restaurant/store (i.e., at work) As part of a snack I had between or after major meals 9% 10% 8% 7% 11% 10% 10% 10% 4% 7% 5% 6% 5% 7% 6% 5% 5% 12% 5% 6% 4% 9% 4% 4% Some other eating situation not listed above 2% 0% 2% 1% 80 Q17. Which of the below best describes the last time you ate potatoes? Shading indicates +/- 10% difference from Total Sample

81 1. General potato usage trends mirror those uncovered in past 24-hour consumption 2. While not all respondents had consumed potatoes within the past 24-hours, the vast majority had consumed potatoes at least once within the past week, and 80% report regularly consuming potatoes once a week or more often 3. Russet and white potatoes are the most popular amongst the Total Sample, while target subgroups over-index on consumption of nearly all potato varieties 81

82 82 Usage: Meal Share Deep Dive

83 Usage: Weekly Meal Consumption Weekly meal consumption is consistent across the Total Sample and target subgroups, as each subgroup has between 21 and 23 meals per week, or roughly 3 per day. Weekly Meal Consumption Total Sample Performance Active Food Enthusiasts Breakfast Lunch Dinner Snack/Other 83 QS11. In the past 7 days (week), how many days did you eat...?

84 Usage: Potato Share Across Meals (excl. Chips) Among the Total Sample, potatoes have the largest share of dinner occasions at 22%. However, target subgroups are more likely to eat potatoes during other meal occasions. Potato Share of Meal Occasions; in the last 7 days With Potatoes Total SHARE: Breakfast Lunch Dinner Snacks Total Sample 8% 9% 22% 2% Performance 12% 14% 18% 6% Active 7% 7% 20% 2% Food Enthusiasts 11% 10% 21% 4% 84 QS11. In the past 7 days (week), how many days did you eat...? QS12. Still thinking about the meals you had in the past 7 days, please indicate how many of them included each of the following types of food.

85 Usage: Potato Share Across Meals (excl. chips, vs. YAG) Potato shares decreased across the board in 2018 vs However, including out of home meal occasions in 2018 adds roughly one meal per day across each occasion, and potatoes skew towards in home use overall. Potato Share of Meal Occasions; in the last 7 days (2017 (at home) vs (total)) With Potatoes Total SHARE: Breakfast Lunch Dinner Snack/Other Total Sample 8% (-8%) 9% (-11%) 22% (-7%) 2% (-10%) Food Enthusiasts 11% (-11%) 10% (-14%) 21% (-11%) 4% (-12%) 85 (2017) Q4 : In the past week how many days do you eat breakfast/lunch/dinner/snacks prepared at home? (2017) Q6: Still thinking about the meals you had at home in the past 7 days, please indicate how many of them included potatoes. QS11. In the past 7 days (week), how many days did you eat...? QS12. Still thinking about the meals you had in the past 7 days, please indicate how many of them included each of the following types of food.

86 Usage: Potato Share Across Meals (incl. chips) Including chips drives up overall potato share, particularly for lunch (+9%) and snack (+18%) occasions, and amongst Performance. Potato Share of Meal Occasions; in the last 7 days With Potatoes With Chips Total SHARE (including chips vs. without chips): Breakfast Lunch Dinner Snacks Total Sample 10% 18% 25% 20% Performance 18% 27% 25% 23% Active 9% 16% 21% 18% Food Enthusiasts 13% 21% 24% 21% 86 QS11. In the past 7 days (week), how many days did you eat...? QS12. Still thinking about the meals you had in the past 7 days, please indicate how many of them included each of the following types of food.

87 Usage: Share Across Meals (incl. chips, vs. YAG) Compared to 2017, consumption of potato chips contributes far less to overall potato share in 2018, as the average number of potato chip occasions per week decreased. As previously noted, including out of home occasions could be a factor in this change. Potato Share of Meal Occasions; in the last 7 days (2017 (at home) vs (total)) With Potatoes With Chips Total SHARE (including chips vs. without chips): Breakfast Lunch Dinner Snack/Other Total Sample 10% (-16%) 18% (-23%) 25% (-18%) 20% (-20%) Food Enthusiasts 13% (-22%) 21% (-30%) 24% (-24%) 21% (-23%) 87 (2017) Q4 : In the past week how many days do you eat breakfast/lunch/dinner/snacks prepared at home? (2017) Q6: Still thinking about the meals you had at home in the past 7 days, please indicate how many of them included potatoes. QS11. In the past 7 days (week), how many days did you eat...? QS12. Still thinking about the meals you had in the past 7 days, please indicate how many of them included each of the following types of food.

88 1. Potato shares appear to be lower than in 2017, though the change of adding out-of-home meal occasions could have an effect as we are adding occasions in which potatoes have a smaller share overall 2. While potato share is highest during dinner for all respondents, the target subgroups over-index on potato usage during other meal occasions 3. Potato chip consumption decreased in 2018 and contributed less to overall potato share of meal occasions 88

89 THANK YOU! Rob Renegar Assoc. Insights Director, SRG

90 90 Appendix

91 91 Appendix (Subgroup Indices)

92 Attitudes: Agreement with Food Statements The battery of qualifying statements appear to be in line with views already held by Performance. Qualifying Statements (Somewhat/Strongly Agree) Total Sample Performance Active Food Enthusiasts When I find a restaurant or meal I like, I stick with it 89% I m a sucker for a good sale 84% I love to eat out at restaurants 83% * I prefer to cook with fresh rather than frozen foods or packaged foods 81% * I like to experiment and try new recipes 80% * I cook frequently throughout the week 79% * I really like to indulge in food 76% I eat for taste enjoyment more than for health purposes 73% I buy food based on quality, not price 71% I m pretty adventurous when it comes to trying new foods 70% I actively seek out information about nutrition 67% My family influences the brands and products I buy 67% I make a lot of the same meals my mother did when I was a child 61% Convenience drives most of my food choices 60% I consider myself a foodie 60% I live to eat 58% Food from the deli (or prepared foods section of the grocery store) is just as tasty as the food I would make 58% myself I often buy items from the deli (or prepared foods section of the grocery store) 54% I am often the first of my friends to try a new restaurant 49% My lifestyle requires that I eat out a lot 31% *Food Enthusiasts had to agree with these statements to qualify for the target QS7. How much do you agree or disagree with the following statements?

93 Attitudes: Agreement with Food Statements When considering top-box scores, Performance over-index on all statements, including all of the qualifying statements tested. Qualifying Statements (Strongly Agree)) Total Sample Performance Active Food Enthusiasts I cook frequently throughout the week 40% * I m a sucker for a good sale 39% I prefer to cook with fresh rather than frozen foods or packaged foods 38% * I like to experiment and try new recipes 34% * I love to eat out at restaurants 34% * When I find a restaurant or meal I like, I stick with it 31% I m pretty adventurous when it comes to trying new foods 28% I really like to indulge in food 26% I eat for taste enjoyment more than for health purposes 26% I actively seek out information about nutrition 24% I live to eat 23% I buy food based on quality, not price 22% I consider myself a foodie 22% My family influences the brands and products I buy 20% I am often the first of my friends to try a new restaurant 18% I make a lot of the same meals my mother did when I was a child 18% Convenience drives most of my food choices 15% Food from the deli (or prepared foods section of the grocery store) is just as tasty as the food I would make 14% myself I often buy items from the deli (or prepared foods section of the grocery store) 13% My lifestyle requires that I eat out a lot 9% *Food Enthusiasts had to agree with these statements to qualify for the target QS7. How much do you agree or disagree with the following statements?

94 Attitudes: Diet Trends Performance over-index on all diet trends, while Active and Food Enthusiasts over-index on eating organic and non-gmo along with several other, less common dietary plans. % respondents/ family members on a specific diet Total Sample (chg. vs. 2017) Performance Active Food Enthusiasts Low sodium 17% Low carb* 15% (-6pts) Organic 12% Non-GMO 9% Gluten-free* 8% (-1pt) Dairy-free 7% Vegetarian* 7% (-3pts) Vegan 4% Grain-free 3% Paleo* 3% (+1pt) Keto / Ketonic 3% Atkins 3% Pescatarian 2% * Denotes diets included in the question from the 2017 Consumer A&U 94 QS9. Do you or anyone in your household follow any of the dietary plans listed below?

95 Attitudes: Eating Habits (Meals vs. Snacks) Just over half of respondents (52%) are having 3 meals a day, with the majority snacking between meals. Performance are the least likely to skip meals. 95 No eating habit or schedule that I adhere to on a day-to-day basis More numerous but smaller meals throughout the day 3% 5% rather than 3 larger, primary meals 13% 1-2 meals a day and have snacks to help get me by when I skip a meal 2-3 meals a day as sometimes I skip a meal, and I also have snacks between meals Eating Habits (2018 Total Sample) Q1. Generally speaking, which of the following best describes your eating habits throughout the day in terms of meals, snacks, etc.? 19% 22% 3 meals a day with little-to-no snack in-between meals 3 meals a day with some snacking in-between meals 3 meals a day and normally have snacks in-between meals 2018 Total Sample Performance Active Food Enthusiasts 3 meals a day with little-to-no snack in-between meals 13% meals a day with some snacking in-between meals 26% meals a day and normally have snacks in-between meals 13% meals a day as sometimes I skip a meal, and I also have snacks between meals 22% meals a day and have snacks to help get me by when I skip a meal 19% More numerous but smaller meals throughout the day rather than 3 larger, primary meals 3% No eating habit or schedule that I adhere to on a day-to-day basis 5% % 26%

96 Attitudes: Cooking vs. Eating Out Habits Most respondents make/cook most of their meals at home while occasionally dining out. The Athlete subgroups over-index on making/cooking all of their meals at home and rarely or never dining out. Make or cook only a few meals, and frequently eat out or order food Make or cook some meals, eating out or ordering food when that doesn t happen Cooking vs. Eating Out Habits (2018 Total Sample) 22% Eat out or order food nearly all of the time, rarely or never make or cook our own meals 7% 2% 16% Make or cook all meals, rarely or never eat out or order food 53% Make or cook most meals, but sometimes eat out or order food 2018 Total Sample Performance Active Food Enthusiasts Make or cook all meals, rarely or never eat out or order food 16% Make or cook most meals, but sometimes eat out or order food 53% Make or cook some meals, eating out or ordering food when that doesn t happen Make or cook only a few meals, and frequently eat out or order food Eat out or order food nearly all of the time, rarely or never make or cook our own meals 22% % % Q2. Which of the following best describes your household eating habits when it comes to eating out/ordering food vs. making/cooking a meal?

97 Attitudes: Preference for Recipes While most respondents like having a recipe, it is not a necessity. Performance, however, have a stronger preference for cooking with recipes. I don t tend to use recipes at all either I already know what I m making or I like to find inspiration and create the meal as I go I don t tend to use recipes but will follow one if I m trying to cook something new Preference for Recipes (2018 Total Sample) 17% 6% 16% I like having a recipe to follow and generally always use a recipe when making/cooking a meal Sometimes I use a recipe and sometimes I don t, it depends 36% 25% I like having a recipe but I don t have to have one when cooking a meal 2018 Total Sample Performance Active Food Enthusiasts I like having a recipe to follow and generally always use a recipe when making/cooking a meal 16% I like having a recipe but I don t have to have one when cooking a meal 25% Sometimes I use a recipe and sometimes I don t, it depends 36% I don t tend to use recipes but will follow one if I m trying to cook something new 17% I don t tend to use recipes at all either I already know what I m making or I like to find inspiration and create the meal as I go 6% Q3. When you make or cook a meal in your household, what is your preference for recipes for those meals?

98 Attitudes: Important Food Attributes seek foods that will be a good fit with their active lifestyles, while Performance and Food Enthusiasts like foods that can be a blank canvas for them to fill with flavor. Agreement with Food Statements (% extremely/somewhat important) Total Sample Performance Active Food Enthusiasts Be very flavorful 95% Be fresh 94% Be a good value 92% Be something everyone would enjoy 90% Be something you get excited about eating 88% Be healthy for you 86% Convenient 85% Be prepared or served quickly and easily 81% Familiar 79% Be natural/unprocessed 74% Be a good fit with an active lifestyle 70% Bring people together 67% Be a great blank canvas for flavor 60% Q4. Thinking about what s most important to you when choosing foods in general, how important are the following to you?

99 Usage: Past 24 Hour Consumption (Subgroups) Performance over-index on all food items except potatoes, for which they are in line with the Total Sample and other subgroups. Food Items Consumed in Past 24 Hours Total Sample Performance Active Food Enthusiasts Potatoes 40% Bananas 33% Pasta 32% Apples 29% Broccoli 23% White rice 22% Green beans 20% Brown rice 11% Sweet potatoes 9% Cauliflower 9% I did not eat any of these foods in the past 24-hours 10% Q8. Please think about the foods you have eaten within the past 24-hours. Which of the following foods have your eaten in the past 24-hours, either by themselves or as an ingredient?

100 Usage: Past 24 Hour Potato Consumption by Occasion (Subgroups) Potato consumption numbers are higher for Performance during lunch and snack occasions compared to the Total Sample and other subgroups. Past 24 Hour Potato Consumption by Occasion Total Sample Performance Active Food Enthusiasts Breakfast 17% Lunch 30% Dinner 71% Snack/Other 5% Q8. Please think about the foods you have eaten within the past 24-hours. Which of the following foods have your eaten in the past 24-hours, either by themselves or as an ingredient?

101 Usage: Share of Potato Meals, Home vs. Out (Subgroups) However, Performance are more likely to prepare and consume potato products away from home than are the Total Sample and other subgroups. Potato Preparation & Consumption Total Sample Performance Active Food Enthusiasts Prepared at Home 70% Prepared away from Home 30% Consumed at Home 73% Consumed away from Home 27% Q10. You indicated that you had potatoes as part of a [Meal] within the past 24 hours. Which of the following best describes where you were when you had potatoes as part of your [Meal]?

102 Usage: Form of Consumption (Subgroups) Performance differ from the Total Sample in that they are more likely to consume potatoes in a handheld form and less likely to have potatoes as a side, separate from the main entrée or dish. Potato Consumption Forms Total Sample Performance * Active * Food Enthusiasts* Breakfast A sandwich, burrito, wrap or other handheld entrée 12% As part of the entrée or main dish 23% As a side, separate from the main entrée or dish 47% Something I included separately to the [Meal] I ate 17% Some other type of meal not listed above 1% Lunch A sandwich, burrito, wrap or other handheld entrée 13% As part of the entrée or main dish 31% As a side, separate from the main entrée or dish 49% Something I included separately to the [Meal] I ate 7% Some other type of meal not listed above 1% Dinner A sandwich, burrito, wrap or other handheld entrée 3% As part of the entrée or main dish 33% As a side, separate from the main entrée or dish 56% Something I included separately to the [Meal] I ate 8% Some other type of meal not listed above 1% Q11. Which of the following is the best description of the [Meal] you had in which potatoes were included? *Caution Low Base Sizes

103 Usage: Potato Type by Meal Occasion (Subgroups) Fresh potato usage remains equally prevalent across subgroups, but Performance are the most likely to have other forms throughout the day. Potato Type by Meal Occasion Total Sample Performance * Active * Food Enthusiasts* Breakfast Fresh potatoes 64% Frozen potatoes or potato products 23% Potatoes incorporated as part of a meal/other food 7% Canned potatoes 7% Potato flour 5% Dehydrated potatoes (instant potatoes) 4% Some of type of potato 1% Lunch Fresh potatoes 57% Potatoes incorporated as part of a meal/other food 22% Frozen potatoes or potato products 18% Dehydrated potatoes (instant potatoes) 4% Canned potatoes 4% Potato flour 4% Some of type of potato 3% Dinner Fresh potatoes 76% Frozen potatoes or potato products 11% Potatoes incorporated as part of a meal/other food 7% Dehydrated potatoes (instant potatoes) 5% Potato flour 3% Canned potatoes 2% Some of type of potato 1% Q14. What type of potato did you have as part of your [Meal]? *Caution Low base sizes, with some extremely low base sizes present (< n=25)

104 Usage: Weekly Potato Consumption Frequency Performance over-index on heavy consumption of potatoes, with the majority consuming potatoes multiple times per week. Weekly Potato Consumption Frequency Total Sample Performance Active Food Enthusiasts Never, I do not eat these 2% Less than once a week 18% About once a week 22% A couple times a week 27% Several times a week 23% Once a day 6% More than once a day 3% QS10. In an average week, how often do you eat the following foods?

105 Usage: Potato Type Purchase Frequency Russet and white potatoes are the varieties most frequently purchased by the Total Sample and Performance & Food Enthusiasts tend to purchase all varieties more frequently. Potato Type Purchase Frequency (% Several Times/Month or More) Russet 32% White potatoes 29% Red potatoes 23% Potato Type Total Sample Performance Active Food Enthusiasts Yellow potatoes 21% Russet 32% White potatoes 29% Petite 12% Red potatoes 23% Yellow potatoes 21% Petite 12% Purple/blue potatoes 9% Purple/blue potatoes 9% Fingerling 9% Fingerling 9% 105 Q21. How often do you purchase each of the following potato varieties?

106 Usage: Most Recent Potato Consumption (Subgroups) Among those that had not consumed potatoes within the past 24 hours, most respondents within the separate subgroups had consumed potatoes within the past week at some point. Most Recent Potato Consumption Total Sample (N=1,208) Performance (N=141) Active (N=440) Food Enthusiasts (N=276) Not within the past 24-hours, but within the past 2 days Within the last 3-5 days, but not within the past 2 days Within the last 5-7 days, but not within the past 4 days Within the past 2 weeks, but not in the most recent week Within the past month, but not within the past 2 weeks 26% % % % % Sometime further back than one month 3% I can t recall 2% I don t eat potatoes 1% Q16. You previously indicated that you have not had potatoes in the past 24-hours as part of the meals and/or foods that you have eaten. Thinking back to the last time you had potatoes, please select the answer that best describes the 106 last time you ate potatoes.

107 Usage: Most Recent Potato Preparation & Consumption (Subgroups) Compared to the Total Sample and other subgroups, Performance have the heaviest skew towards preparing and consuming potatoes away from home. Most Recent Potato Consumption Total Sample (N=1,131) Performance (N=137) Active (N=401) Food Enthusiasts (N=257) A meal I prepared and ate at home 59% A meal I bought at a restaurant or store but ate at home A meal I bought and ate at a restaurant or store A meal I prepared at home but ate somewhere else (i.e., in the car, at work, etc.) A meal I purchased from a restaurant or store, but ate it somewhere else (i.e., in the car, at work, etc.) A meal I prepared and ate somewhere other than my home or a restaurant/store (i.e., at work) As part of a snack I had between or after major meals 9% % % % % % Some other eating situation not listed above 2% Q17. Which of the below best describes the last time you ate potatoes?

108 Usage: Potato Share Across Meals (excl. Chips) Among the Total Sample, potatoes have the largest share of dinner occasions at 22%. However, target subgroups are more likely to eat potatoes during other meal occasions. Potato Share of Meal Occasions; in the last 7 days With Potatoes Total SHARE: Breakfast Lunch Dinner Snacks Total Sample 8% 9% 22% 2% Performance Active Food Enthusiasts QS11. In the past 7 days (week), how many days did you eat...? QS12. Still thinking about the meals you had in the past 7 days, please indicate how many of them included each of the following types of food.

109 Usage: Potato Share Across Meals (incl. chips) Including chips drives up overall potato share, particularly for lunch (+9%) and snack (+18%) occasions, and amongst Performance. Potato Share of Meal Occasions; in the last 7 days With Potatoes With Chips Total SHARE (including chips vs. without chips): Breakfast Lunch Dinner Snacks Total Sample 10% 18% 25% 20% Performance Active Food Enthusiasts QS11. In the past 7 days (week), how many days did you eat...? QS12. Still thinking about the meals you had in the past 7 days, please indicate how many of them included each of the following types of food.

110 Attitudes: Potato Attribute Ratings (Subgroups) Target subgroups are in agreement with the Total Sample on the top attributes delivered by potatoes. Potato Attribute Ratings (% good/excellent) Total Sample Performance Active Food Enthusiasts Fill you up 89% A good value 88% Satisfying 87% Fresh 86% Something everyone enjoys 85% Convenient 83% A food you can prepare in less than 30 minutes 82% Prepared quickly and easily 81% Natural/unprocessed 81% A good source of carbohydrates 80% Flavorful 77% A great blank canvas for flavor 76% Something I usually have on-hand 74% Being easily digestible 74% Having nutrients that are easily absorbed by the body 65% Allow you to feel good about what you (and/or your family) are eating 64% A good source of potassium 64% Providing essential vitamins and minerals 63% Healthy for you 62% Q18. Thinking about potatoes, how would you rate potatoes as being...? Please choose from excellent, good, fair, and poor in terms of rating potatoes on how well they deliver against the following attributes.

111 Attitudes: Potato Attribute Ratings (Subgroups) Performance and Food Enthusiasts are more likely to associate potatoes with other positive attributes, including contributing to improved athletic performance. Potato Attribute Ratings (% good/excellent) Total Sample Performance Active Food Enthusiasts Help fuel me for my everyday activities 62% Providing sustained energy 59% Provide a good source of vitamins and antioxidants 59% Gives me the energy I need to perform at my best 54% Good for digestive health 51% Providing a burst of energy 49% Quick-release energy for working out 47% Gluten free 46% Low in calories 44% Good for recovery after a workout 41% Good for bone health 40% Good for athletic performance 40% Good for cardiovascular health 40% Supporting optimum athletic performance 38% Improving athletic endurance 37% Being used and approved by athletes 36% Good for weight management 35% Used by competitive athletes 33% Scientifically tested and proven by athletes 32% Q18. Thinking about potatoes, how would you rate potatoes as being...? Please choose from excellent, good, fair, and poor in terms of rating potatoes on how well they deliver against the following attributes.

112 Attitudes: Potato Barriers Already eating enough potatoes is the top barrier to increased consumption across the Total Sample, while Performance under-index on this barrier. Potato Barriers (2018 Total Sample) I already eat enough potatoes 43% I prefer other vegetables Fattening High in calories 15% 19% 19% Take too long to cook Don t think to buy them Potatoes are bland Don t have any nutritional benefits Potatoes are boring Expensive Don t know how to use them Don t like potatoes Other 10% 9% 6% 6% 4% 4% 2% 2% 8% Potato Barriers Total Sample Performance Active Food Enthusiasts I already eat enough potatoes 43% I prefer other vegetables 19% Fattening 19% High in calories 15% Take too long to cook 10% Don t think to buy them 9% Potatoes are bland 6% Don t have any nutritional benefits 6% Potatoes are boring 4% Expensive 4% Don t know how to use them 2% Don t like potatoes 2% Other 8% Q19. Which of the following, if any, are reasons you don t eat potatoes more frequently?

113 Usage: Buying Potatoes 47% of respondents plan their potato purchases and do so on a regular basis, while another 43% of respondents oscillate between planned and spontaneous purchases. Planning of Potato Purchases (2018 Total Sample) Planned for special occasions, but usually spontaneous 6% Never planned, always spontaneous 4% Sometimes planned, sometimes spontaneous 25% 47% Planned on a regular basis Often planned, but occasionally spontaneous 18% 2018 Total Sample Performance Active Food Enthusiasts Planned on a regular basis 47% Often planned, but occasionally spontaneous 18% Sometimes planned, sometimes spontaneous 25% Planned for special occasions, but usually spontaneous 6% Never planned, always spontaneous 4% Q20. Do your purchases of potatoes tend to be spontaneous or planned? Please select the most accurate statement regarding your potato purchasing habits.