Restore The Shelf: Packaged Potatoes Assortment & Merchandising For A New Generation

Did you know that over 4 million new households are shopping the packaged potato category, adding more than 17 million new trips compared to pre-COVID (2020)? The category is experiencing incredible growth, up 14% in dollars over a year ago, according to Idahoan data. What's more is that many of those new households are millennials and younger families — busy shoppers seeking quick, convenient, and delicious meal solutions. 

As independent grocers adapt their offerings to cater to these shoppers and their needs, the Idahoan team — who leads the packaged potato category at a 79% share — is supporting those efforts and helping independents restore their shelves to pre-COVID levels with advice on optimal assortments, merchandising, and promotions. 

The future performance of the category can be optimized by focusing on three key initiatives:

Optimize the Assortment

• Carry the right mix of SKUs. For optimal assortment, download these best practices from Idahoan.
• Focus on the growth segments of family size flavored mashed and flavored mashed cups.
• Carry a variety of flavors to encourage basket building.

Idahoan notes that their portfolio of mashed potato and casserole products are great pantry items for shoppers to have on hand and work well as a complementary side dish with just about every type of protein and across every age group. Here are the top five UPCs:

1. 2970000141
2. 2970013141
3. 2970034141
4. 2970013147
5. 2970000147

Gold Standard Merchandising

• Organize the set by segment first (flavored mashed, casseroles, original mashed), then brand.
• Put flavored mashed pouches in the prime position, with similar flavors together.
• Make sure top selling items have multiple facings.

The above is an example of optimal assortment and merchandising for stores with four shelves.

Build Relevant Promotions

• Focus merchandising efforts in Q4 for the holidays and in the spring for Easter.
• Support all promotions with displays to mitigate out-of-stocks and maximize sales.  
• Always co-promote flavored mashed and casseroles together, as they are line priced.

Download this PDF for the optimal category assortment and merchandising presentation.

Watch Idahoan's demystification video below that they are deploying across multiple digital platforms to help consumers become familiar with their unique, fresh dried process of making products, and share on your social channels along with Idahoan recipes and promotions (coming to the National Digital Ad in November 2023).