Measuring Consumer Awareness of Wisconsin Potatoes Final Summary of Internet Survey Results July 200

1
Measuring Consumer Awareness of Wisconsin
PotatoesFinal Summary of Internet Survey
Results July 2005

• Report developed for
• Wisconsin Potato Vegetable
• Growers Association

2
Table of Contents

• Research Objectives
• Approach
• Findings Summary
• Study Implications
• Detailed Findings
• Participant Demographics
• Key Findings by Demographic

3
Research Objectives

• An internet survey of consumers were conducted to
  quantify the following
• Consumer awareness of Wisconsin potatoes and
  Healthy Grown potatoes
• Preference for Wisconsin potatoes
• Purchase drivers for potatoes including what
  constitutes quality in a potato
• Satisfaction with current potato
  display/selection
• Recall of and reaction to WPVGA and Healthy Grown
  billboard and radio advertising
• Preference for Healthy Grown consumer key
  statements

4
Approach

• In order to deliver against the objectives, the
  Perishables Group (PG)
• Worked with the WPVGA to develop a targeted
  online questionnaire
• Designed a clear and concise online survey tool
• Solicited the target panelist pool and compiled
  the responses
• Analyzed the results to determine the
  implications for WPVGA sales and marketing
  strategy and provided a full report of all
  findings

5
Participants

• The following criteria was used to ensure the
  appropriate target audience was participating in
  the survey
• Current resident of the state of Wisconsin
• PG invited only members of their online panel who
  had indicated they lived in Wisconsin on their
  entrance survey, then asked if they current
  resided in Wisconsin as the first screener
  question. Any respondent who did not indicate
  they were a current Wisconsin resident did not
  continue the survey.
• Primary shopper in their household
• PGs online panel is made up of primary shoppers,
  however this survey asked respondents again if
  they were the principal shopper as a screener
  question. Those who indicated they were not the
  primary shopper did not continue the survey.
• Potato usage frequency was not a screening factor
  
• PG/WPVGA decided to include all primary shoppers
  in Wisconsin for the survey, regardless of how
  often they purchase potatoes. This was to provide
  a broad section of consumers reaction and recall
  of Wisconsin Potatoes and their advertising to
  best provide an assessment of awareness.
• A total of 612 consumers participated in the
  survey

6
Summary of Findings
7
Summary of Key Findings

• Consumers dont know if the potatoes in their
  supermarket are grown in Wisconsin, but would buy
  them over Idaho if they knew they were local
• Nearly half (43) said they do not know if the
  potatoes they buy are grown in Wisconsin. Another
  10 said they know that they are not from
  Wisconsin.
• 65 of Wisconsin shoppers surveyed said they
  would buy Wisconsin-grown potatoes over potatoes
  from Idaho
• Very few consumers recalled seeing the
  advertisements, but felt they were influential
• Only 2 had seen the Healthy Grown ads (radio and
  billboard) and only 5 had seen either of the
  Wisconsin potato ads
• More than 60 said they would be somewhat more or
  more likely to purchase Healthy Grown potatoes
  after seeing or hearing either ad
• The Wisconsin potatoes nutrition-oriented ads
  were slightly less effective, with 49 somewhat
  more or more likely to purchase after hearing the
  radio ad and 41 somewhat more or more likely
  after seeing the billboard.

8
Summary of Key Findings

• Displays drive produce purchases more than any
  other influencer
• When choosing produce, consumers cited displays
  (68) as the top influencer, followed distantly
  by recipes and friends and family, each with
  about a third of responses.
• Wisconsin consumers are currently satisfied with
  their grocery stores potato section (74)
• Suggested changes to the potato display included
  increased selection and more informative,
  attractive displays
• Top importance for potatoes price and variety
  but also health benefits as well
• While price was not a factor in overall produce
  choices, it was the one of the most important
  factors for choosing potatoes
• Health benefits were named as important as price
  and variety for potatoes, with reduced pesticide
  growing methods placing as the 4th most important
  factor for potato purchases

9
Summary of Key Findings

• Awareness of Healthy Grown rose slightly from the
  prior survey
• While the majority had not previously heard of
  Healthy Grown, 12 said they were familiar with
  the product from exposure to advertising or prior
  purchases
• This is up from 6 in the Fall, 2004 consumer
  intercept surveys in Chicago, Madison and West
  Virginia
• Messaging on preserving wildlife and using less
  pesticides had the greatest appeal
• Of the 4 key messages, the environmental
  preservation/reduced pesticides message ranked
  highest for appeal and also picked as the most
  appealing message
• Good for you, good for the environment was also
  ranked high on appeal and was rated the most
  believable
• Messaging on certification was least appealing
  and believable according to the survey

10
Study Implications
11
Study Implications/Recommendations

• Increase reach and exposure
• Results show the advertisements, especially
  related to Healthy Grown, have a positive impact
  on consumer purchases. The survey also shows that
  Wisconsin consumers prefer local potatoes and are
  interested in Healthy Grown.
• Consumers want your product and like your
  messages, the important factor is getting those
  messages out to them.
• Empower the Sales Force with the Facts
• Reduced pesticides was deemed very important in
  potato purchases. This result, as well as the
  high appeal of the Healthy Grown key message
  related to wildlife preservation/reduced
  pesticides, illustrates shoppers would be very
  interested in Healthy Grown.
• Share these results with the sales force and
  retailers. Coupled with the positive results of
  last falls in-store intercepts, you have
  illustrated there is a high level of interest for
  this product in the marketplace. Plus, having
  65 of consumers in your home state indicating
  theyd purchase your product over Idaho never
  hurts to point out to WI retailers!

12
Study Implications/Recommendations

• Partner to Improve Displays
• Displays were cited as the 1 driver of produce
  purchases. A quarter of consumers are only
  somewhat or not satisfied with their local potato
  section. These results illustrate a need for
  retailers to focus on their potato displays. Work
  with the retailer to build attractive,
  easy-to-shop and informative potato displays.
  This will position Wisconsin potato shippers and
  the WPVGA as a valued partner to the retailer,
  providing both insight and action for the potato
  category.
• Support qualitative with quantitative
• A second survey again shows consumers are very
  interested in the Healthy Grown product.
  Illustrate Healthy Growns sales potential
  through the upcoming Best in Class distribution
  opportunity at Jewel. Results can be utilized to
  better position Healthy Grown at current
  customers and, ultimately, expand distribution
  opportunities.

13
Detailed Findings
14
Detailed Findings

• Wisconsin Potato Awareness
• Nearly half of respondents (47) felt the
  potatoes in their supermarkets are from
  Wisconsin. An almost equal amount (43) did not
  know if potatoes they buy are from Wisconsin.

15
Detailed Findings

• Previous Purchase
• Three-quarters of respondents believe they have
  previously purchased potatoes grown in Wisconsin.
  More than 20 of respondents did not know if
  theyve purchased Wisconsin potatoes before.

16
Detailed Findings

• Wisconsin vs. Idaho Potatoes
• Nearly two-thirds (65) of Wisconsin consumers
  surveyed said they would purchase potatoes from
  Wisconsin over potatoes from Idaho.
• However, nearly all of the remaining third (31)
  said growing location does not matter in their
  potato purchases.

17
Detailed Findings

• Produce Purchase Influencers
• Display at the store was the most popular
  influencer of produce purchases with 68 of
  respondents
• Recipes (36) and Friends/Family (32) also were
  driving respondents produce purchases
• PR/Advertising related vehicles such as
  newspapers, magazines and the internet were
  cited, but not nearly as popular with consumers
• Frequent other answers included Price/Sale
  (6) and Quality (3)

Note Multiple answers were allowed
18
Detailed Findings

• Definition of Potato Quality
• Condition of the potato is most important to
  defining quality for the respondents (60).
  Firmness came in a distant second with about a
  quarter of responses (26).
• Popular other answers included Smell/Odor (4
  responses) and Taste (2 responses)

19
Detailed Findings

• Potato Purchase Drivers
• Consumers were asked to rank the importance of
  factors influencing potato purchases on a 1-5
  scale (5 being completely unimportant)
• Price/sale, health benefits and variety/type all
  averaged Important at 2.2. Reduced pesticide
  growing method also rated Important at 2.3.
• Packaging and convenience were not as important,
  with convenience minded products like
  individually packaged and pre-peeled or cooked
  averaging somewhat unimportant at 4.1.

20
Detailed Findings

• Satisfaction with Current Supermarket Potatoes
• More than half of respondents (54) said they
  were currently satisfied with their supermarkets
  potato section.
• Only 22 said they were very satisfied.
• Nearly an equal amount (20) said they were only
  somewhat satisfied and 3 were somewhat not
  satisfied.

21
Detailed Findings

• Suggestions for Improvement of Potato Section
  from Currently Satisfied Consumers
• The majority of respondents are truly satisfied
  and did not have suggestions for how the potato
  section could be improved (46)
• Nearly 20 wanted to see a larger selection with
  more varieties
• Expanding the overall display and the bulk
  selections and package sizes offered were also
  suggested
• Quality and information were also mentioned,
  particularly on info growing location and
  pesticides

Note open-ended question with most popular
responses categorized to ease analysis
22
Detailed Findings

• Suggestions for Improvement of Potato Section
  from Dissatisfied Consumers
• For those who are not currently satisfied with
  their potato section, selection and quality are
  the primary needs
• Answers overall were similar in scope with the
  consumers who were satisfied, especially in terms
  of selection, quality and information being a
  common theme across respondents

Note open-ended question with most popular
responses categorized to ease analysis
23
Detailed Findings

• Awareness of Healthy Grown Potatoes
• More than 70 of respondents have not heard of
  Healthy Grown
• While 12 indicated they had heard of Healthy
  Grown and another 17 were unsure
• Note in the Fall, 2005 consumer intercepts in
  Chicago, Madison and West Virginia only 6 of
  consumers indicated they had heard of Healthy
  Grown

24
Detailed Findings

• Location of Prior Healthy Grown Exposure
• Of the 75 respondents who indicated they had
  heard of Healthy Grown previously, 40 recalled
  some type of advertisement
• About a quarter (24) said they had purchased it
  before
• Only a small number of respondents knew they had
  heard of Healthy Grown specifically from a radio
  or billboard ad or from an article
• Only 9 respondents were unsure of how they heard
  of Healthy Grown- indicating there was clear
  recall on where they had been exposed to the
  product

25
Detailed Findings

• Response to Healthy Grown Messaging
• All participants, regardless of prior knowledge
  of Healthy Grown, were asked to rank key messages
  by appeal to them on a scale of 1 to 4 (1 being
  most appealing)
• Respondents gravitated toward the message
  regarding wildlife preservation and using less
  pesticides most, averaging 1.9
• The message centered on certification was rated
  the least appealing, averaging a 3.6

26
Detailed Findings

• Most Appealing Healthy Grown Message
• When asked to pick the one message they felt was
  most appealing, respondents were split between
  the current Healthy Grown tagline and the
  preservation/less pesticides message.
• Each of these messages got 41 of responses.

27
Detailed Findings

• Healthy Grown Message Believability
• When asked to pick the one message they found
  most believable, respondents were split
• Nearly 40 felt the good for you, good for the
  environment message was the most believable
• Only 12 of respondents felt the third-party
  certification message was the most believable

28
Detailed Findings

• Healthy Grown Billboard Recall
• The majority (91) had not previously seen the
  Healthy Grown billboard
• Only 2 recalled having seen the billboard
  previously, with the remaining 7 unsure.

29
Detailed Findings

• Healthy Grown Billboard Influence on Purchase
• More than 60 of respondents indicated they would
  be more or somewhat more likely to purchase
  Healthy Grown after seeing the billboard
• More than a third (36) felt the billboard would
  not influence their purchase decision
• Only 1 indicated the billboard made them
  somewhat or less likely to purchase Healthy Grown
  potatoes

30
Detailed Findings

• Wisconsin Potatoes Nutrition Billboard Recall
• Slightly more respondents (5) recalled seeing
  the Wisconsin Potatoes nutrition billboard
• Still the majority of respondents (89) had not
  seen the billboard

31
Detailed Findings

• Nutrition Billboard Influence on Purchase
• The majority of respondents (52) felt this
  billboard would not affect their purchase
  decision
• Just over 40 of respondents said they would be
  more or somewhat more likely to purchase
  Wisconsin potatoes after exposure to this ad
• 38 of the 612 respondents indicated the billboard
  would make them somewhat to less likely to
  purchase Wisconsin potatoes

32
Detailed Findings

• Healthy Grown Radio Ad Recall
• After hearing the Healthy Grown radio
  advertisement, only 2 recalled having heard it
  prior to taking the survey
• More than 90 of respondents had not previously
  heard the Healthy Grown radio ad, another 7 were
  unsure.

33
Detailed Findings

• Healthy Grown Radio Ad Influence on Purchase
• More than 60 of respondents said the radio ad
  made them somewhat to more likely to buy Healthy
  Grown potatoes
• The remaining respondents (37) felt the ad did
  not affect their purchase decision

34
Detailed Findings

• Wisconsin Potatoes Nutrition Radio Ad Recall
• A slightly higher percentage (5) had heard the
  Wisconsin Potatoes nutrition radio ad
• The majority (88) had not heard this ad, with
  the remaining 7 unsure if they had heard the ad
  prior to the survey

35
Detailed Findings

• Nutrition Radio Ad Influence on Purchase
• A little under half (49) felt the nutrition
  radio ad would make them somewhat or more likely
  to buy Wisconsin potatoes
• The remaining (47) did not feel this ad would
  affect their purchase decisions
• About 4 felt hearing the ad made them somewhat
  to less likely to purchase Wisconsin potatoes

36
Demographic Profile
37
Demographic Profile

• Results included here are based on 612 consumer
  intercepts.
• Typical Respondent Overall
• Gender Female
• Potato Consumption At least weekly
• Area of Wisconsin Milwaukee
• Area (Southeastern)
• Age 25 34 years of age
• Education Some College
• Household Income 25,001 to
• 50,000

38
Demographics

• Participants in this survey were frequent potato
  consumers, with more than half (55) cooking and
  eating fresh potatoes at home at least weekly.

39
Demographics

• As expected with the primary shopper screening
  question, the majority of participants were
  female (78), however males were represented as
  well (22).

40
Demographics

• Participants were split in the area of Wisconsin
  similar to population, with about one-third (34)
  coming from the Southeast and about 30 hailing
  from the Northeast. Western WI and Madison were
  also well represented.

41
Demographics

• Participants represented a well-balanced view of
  income levels with the largest percentage (41)
  falling into the 25,001-50,000 range.

42
Demographics

• Participants represented a broad mix of age
  brackets, with the largest percentage (29) in
  the 25-34 range.

43
Demographics

• Respondents also provided a cross-section of
  education levels, with the largest group (28)
  being those with some college completed.

44
Key Findings by Demographic
Note included are findings of interest or
significance. Results by demographic group are
available for each question and can be provided
upon request
45
Findings by Demographic- WI Zone

• Wisconsin-grown Awareness by State Zone
• Western Wisconsin and the Madison area had the
  lowest percentage of shoppers who thought their
  supermarkets potatoes were grown in the state

46
Findings by Demographic- WI Zone

• Wisconsin vs. Idaho by State Zone
• Madison area and Western Wisconsin had the
  highest percentage of respondents who would buy
  WI-grown over Idaho
• These were the same two zones which had the
  lowest percentage of respondents who thought
  their stores potatoes were grown in the state

47
Findings by Demographic- WI Zone

• Potato Display Satisfaction by State Zone
• The Green Bay/Stevens Point area had the highest
  percentage of respondents very satisfied with
  their stores potato section (27).
• This area also had the highest percentage of
  respondents who were only somewhat satisfied
  (28 vs. survey average of 20)

48
Findings by Demographic- WI Zone

• Healthy Grown Awareness by State Zone
• The Milwaukee area had the lowest awareness of
  Healthy Grown (7). The highest was in the Green
  Bay/Stevens Point zone (17).

49
Findings by Demographic- WI Zone

• Healthy Grown Billboard Recall by State Zone
• No respondents in the Milwaukee area recalled
  seeing the Healthy Grown billboard. All other
  zones recall had about 2-3 of respondents recall
  the billboard.

50
Findings by Demographic- WI Zone

• Healthy Grown Billboard Influence by State Zone
• Three-quarters of respondents in the
  Milwaukee-area indicated they were at least
  somewhat more likely to buy Healthy Grown after
  seeing this billboard
• Compared with 60 of Madison-area, 62 in the
  Green Bay area and 59 in Western Wisconsin

51
Findings by Demographic- WI Zone

• Nutrition Billboard Recall by State Zone
• Previous exposure to the nutrition message
  billboard was slightly higher, with highest
  percentage of recall (6) coming from the Green
  Bay/Stevens Point zone and the Milwaukee area

52
Findings by Demographic- WI Zone

• Nutrition Billboard Influence by State Zone
• Western Wisconsin had the highest percentage
  (46) of respondents who were at least somewhat
  more likely to buy Wisconsin potatoes after
  seeing this ad
• The Milwaukee and vicinity zone had the highest
  percentage of more likely to buy with 16
• The Madison area had the lowest percentage of
  respondents at least somewhat more likely to
  buy with 37

53
Findings by Demographic- WI Zone

• Healthy Grown Radio Ad Recall by State Zone
• Western Wisconsin had the largest percentage (4)
  of respondents who had previously heard the
  Healthy Grown radio advertisement

54
Findings by Demographic- WI Zone

• Healthy Grown Radio Ad Influence by State Zone
• Nearly two-thirds of respondents in Western
  Wisconsin and the Madison area indicated the
  radio ad would make them at least somewhat more
  likely to purchase Healthy Grown

55
Findings by Demographic- WI Zone

• Nutrition Radio Ad Recall by State Zone
• Previous exposure to the nutrition radio ad also
  had the highest percentage in Western Wisconsin
  (8)
• Madison and vicinity zone had the lowest recall
  for the nutrition radio ad (3)

56
Findings by Demographic- WI Zone

• Nutrition Radio Ad Influence by State Zone
• More than half of respondents in the Madison area
  did not feel the nutrition radio ad affected
  their potato purchase decision
• The same percentage (51) of Western Wisconsin
  respondents felt the ad made them at least
  somewhat more likely to purchase Wisconsin
  potatoes

57
Findings by Demographic- WI Zone

• Fresh Potato Usage Frequency by State Zone
• Respondents in Western Wisconsin cooked with
  fresh potatoes most often, with 70 using once a
  week or more
• Compared with only 53 in Madison and 54 in the
  Green Bay/Stevens Point and Milwaukee areas

58
Findings by Demographic- Users

• Wisconsin Preference by Heavy vs. Light Users
• Nearly 70 of heavy fresh potato users would
  choose Wisconsin potatoes over Idaho
• Note Heavy users cook with fresh potatoes once
  a week or more frequently. Light users cook
  with fresh potatoes every 2-3 weeks or less
  frequently.

59
Findings by Demographic- Users

• Wisconsin-grown Preference by Heavy vs. Light
  Users
• The majority of both heavy and light potato users
  are at least satisfied with their stores potato
  section.
• Heavy users have a slightly higher percentage of
  very satisfied respondents (26 vs. 18 of
  light users)

60
Findings by Demographic- Users

• Healthy Grown Billboard Influence by Heavy vs.
  Light Users
• Heavy users were slightly more influenced by the
  Healthy Grown billboard with nearly 70
  indicating they were now at least somewhat more
  likely to purchase Healthy Grown
• Nearly half (46) of light users indicated the
  billboard did not affect their potato purchase
  decision

61
Findings by Demographic- Users

• Nutrition Billboard Influence by Heavy vs. Light
  Users
• The nutrition billboard had nearly similar
  percentage of both heavy and light user
  respondents whos purchase decision was
  positively influenced.
• 42 of heavy users were at least somewhat more
  likely to purchase Wisconsin vs. 41 of light
  users

62
Findings by Demographic- Users

• Nutrition Radio Ad Influence by Heavy vs. Light
  Users
• More than half (54) of heavy users indicated the
  nutrition radio ad made them at least somewhat
  more likely to purchase Wisconsin potatoes
  compared with 41 of light users

63
Findings by Demographic- Income

• Wisconsin Potato Awareness by Income Group
• Belief the potatoes in their supermarket were
  Wisconsin-grown rose with income level
• The highest income bracket had the lowest
  percentage of consumers who believed their
  supermarkets potatoes were not Wisconsin (3,
  survey average 10)

64
Findings by Demographic- Income

• Produce Purchase Influencers by Income Group
• All income groups were most influenced by store
  display
• Higher income groups had a slightly higher
  response (73 and above vs. survey average of
  68)
• The lowest income group had the highest
  percentage of consumers influenced by
  friends/family (45 vs. survey average of 32)

65
Findings by Demographic- Gender

• Wisconsin Preference by Gender
• Nearly three-quarters of males would purchase
  potatoes from Wisconsin over potatoes from Idaho,
  compared with less than two-thirds of women

66
Findings by Demographic- Gender

• Healthy Grown Message Appeal by Gender
• Both men and women had similar favorites among
  the Healthy Grown messages.
• However, the largest group of men (43) preferred
  statement 1 while the largest group of women
  (42) preferred statement 4

67
Findings by Demographic- Gender

• Nutrition Billboard Influence by Gender
• The nutrition billboard had a positive affect on
  purchase intent of a slightly higher percentage
  of males than females.
• 45 of males indicated the billboard would make
  them at least somewhat more likely to purchase
  Wisconsin potatoes, compared with 40 of females

68
Findings by Demographic- Gender

• Nutrition Radio Ad Influence by Gender
• Half of women indicated the nutrition radio ad
  would make them at least somewhat more likely to
  purchase Wisconsin potatoes.
• About 44 of males also indicated the nutrition
  ad would make them at least somewhat more likely
  to purchase Wisconsin potatoes

69
Findings by Demographic- Gender

• Potato Purchase Frequency by Gender
• Nearly 60 of men indicated they are heavy
  users of potatoes, cooking with fresh potatoes
  once a week or more, compared with only 55 of
  women
• Overall, 87 of men surveyed cook with fresh
  potatoes at least every 2-3 weeks or more
  frequently, compared with 79 of women

70
Findings by Demographic- Households

• Potato Usage Frequency by Number of Adults in the
  Household
• Single-adult households had the lowest percentage
  of heavy users with only 46 cooking with fresh
  potatoes weekly or more frequently
• Households with 3 or more adults are the most
  frequent fresh potato consumers, with 86 cooking
  with fresh potatoes at least every 2-3 weeks or
  weekly

71
Findings by Demographic- Households

• Potato Section Satisfaction by Number of Young
  Children in the Household
• A higher percentage of shoppers without young
  children at home indicated they are satisfied or
  very satisfied with their stores potato section
  than shoppers with young children
• 80 of shoppers without young children said they
  were satisfied or very satisfied, compared with
  69 of those with young children at home
• Among shoppers with young children, the most
  popular suggestions for improvement of the potato
  display were larger selection/more varieties and
  better quality

72
Findings by Demographic- Households

• Potato Section Satisfaction by Number of Older
  Children in the Household
• Two-thirds of households with older children
  present cook with fresh potatoes once a week or
  more, compared with a little over half of
  households without older children

73
Findings by Demographic- Age Group

• Wisconsin Potato Preference by Age Group
• Older age brackets had a higher percentage of
  respondents who would not purchase Wisconsin
  potatoes over Idaho (15 of those 65 or older)
• Preference for choosing Wisconsin over Idaho was
  most prevalent in the younger age groups, with
  the highest being 70 of respondents aged 35-44
  preferring Wisconsin-grown potatoes

74
Findings by Demographic- Age Group

• Produce Purchase Influencers by Age Group
• Respondents aged 34 or younger had lower
  percentages influenced by supermarket display
  than groups of respondents over 35
• About half of all respondents age 24 or younger
  are influenced by friends/family and cookbooks
  for their produce purchases
• In comparison, only about 20 of those over 55
  are influenced by friends/family for their
  produce purchases

75
Findings by Demographic- Age Group

• Potato Section Satisfaction by Age Group
• Younger age groups had a lower percentage of
  respondents satisfied with their stores potato
  section, compared with the older age groups
• The most popular suggestion for improvement among
  the younger age groups was a larger
  selection/more variety, whereas the older age
  groups were looking for better quality and
  freshness

76
Findings by Demographic- Age Group

• Appeal of Healthy Grown Messaging by Age Group
• All age groups preferred Healthy Grown message 1
  and message 4
• The majority of respondents 34 or younger found
  message 1 most appealing, however the two older
  groups had an equal or slightly higher percentage
  for message 4 as well

77
Findings by Demographic- Age Group

• Potato Usage Frequency by Age Group
• All groups had at least three-quarters of
  respondents cook and eat fresh potatoes at least
  every 2-3 weeks
• Percentage of respondents who consume fresh
  potatoes weekly was higher among the older age
  groups.
• Only 44 of shoppers 34 and younger eating fresh
  potatoes weekly