ACNielsen Homescan:
Demographic Analysis
Prepared for:
Idaho Fresh Pak
October, 2001
1
Copyright 2001 ACNielsen
Contents

Objective

Executive Summary

Panel Description

Research Methodology

Detailed Analysis

Conclusion/Recommendations
2
Copyright 2001 ACNielsen
Objective

Objective
- To understand who the Idahoan consumers
are demographically.
- To determine what differences exist between
the consumer groups who purchase the
different types of mashed potatoes and the
different sizes.
3
Copyright 2001 ACNielsen
Executive Summary


Slightly more than one-third of all households
purchase Instant Mashed Potatoes (36%), about 37
million households.
- Consumers purchase an average of 4 units of Instant
Mashed Potatoes on just under 3 occasions.
- The category in general is not very deal sensitive as less
than 30% of the volume is purchased on deal.
Within the Idahoan Mashed Potato products, the
Original 13oz Carton (penetration 1.4%) and the Real
13oz (1.3%) attract the greatest number of households.
- These buyers are purchasing these items on an average
of one and a half occasions, satisfying about one-third of
their category needs with the items.
4
Copyright 2001 ACNielsen
Executive Summary



In general, the Instant Mashed Potato category skews
above average among middle-to-younger aged
households, less affluent, and households with kids.
- Although, there are products within the franchise that
skew away from this general picture.
The Original and Complete Mashed Potatoes both tend
to skew more heavily among households with kids
than do the Real items.
The Original products tend to vary in the income levels
that they attract. However, they tend to attract a more
affluent household than the Real and Complete
products.
- The Complete products are more likely to draw a less
affluent household.
Copyright 2001 ACNielsen
5
Executive Summary

The larger sizes have a greater share of their volume
purchased by households with kids than the 13oz size,
although still index relatively high.

The 2oz size, both Original and Real, skew heavily
among the older, retired households without kids.
The Complete products are more likely to skew among
the African American population whereas the Original
has strong skews among the Hispanic households.
The Complete products also have stronger skews in
the metro counties while the Real items are more likely
purchased in the B & C counties, and the Original in
the more rural areas.


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Copyright 2001 ACNielsen
Executive Summary


Unlike the regular mashed potato items, the flavored
items are less likely to attract households with kids.
- They attract a slightly more affluent household than the
average mashed potato buyer.
- Similar to the Complete items, the flavors skew high within
the metro counties.
- They also have strong skews among the Hispanic
population.
Specialty Potatoes are purchased by fewer households
than Instant Mashed Potatoes, however, they still attract
about one-fourth of all households.
- They are also more likely to attract households with kids.
- The Specialty Potato buyer tends to be middle-aged and
middle-income households with kids, particularly
teenagers - similar to the Flavored Mashed Potato buyers.
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Copyright 2001 ACNielsen
Homescan Household
Panel Description
8
Copyright 2001 ACNielsen
What is a household panel?
A panel of households that continually provide
information about their purchases.


Who buys

What they buy

When they buy

Where they buy
Homescan members use in-home
scanners to record all their
purchases (from any outlet)
intended for personal, in-home use.
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Copyright 2001 ACNielsen
Panel Description

55,000 Households

Over 5 years of back data

Geographically dispersed in all
48 contiguous states &
demographically balanced

Projectable at the national,
regional, & market level

Continuous reporting at UPC
level across all outlets
10
Copyright 2001 ACNielsen
Known about ACNielsen
Homescan households?
Each year, ACN updates panelists’ demographics which includes:

Female/Male Head of Household

Age
Employment
Occupation
Education
• Type of Residence
• Own/Rent Residence
• Length of Residence
Other Household Members
- Age
- Relationship to Panel Member
- Employed for Pay

Household Income

Race

Spanish Descent
• Cable TV
• Pet Ownership (dog/cat
and number owned)
• Vehicle Ownership
(car/truck and number
owned)
• Appliance Ownership
11
Copyright 2001 ACNielsen
Data Collection
Purchase Information Collected on each Shopping Trip

Store

Age/Sex of Primary and Secondary Shopper

Date of Purchase

Complete Item Description Through UPC
Dictionary

For Each UPC...
- Number of Units Purchased
- Price Paid (non ScanTrack stores only)
- Deals Used

Dealing is Specified by the Panelist as
Follows:
-
Manufacturer Coupon
Store Coupon
Store Sale
Other
Copyright 2001 ACNielsen
12
Data Collection
Easy to follow prompts from Scanner
Easy Transmission of data
via phone lines
“Star Market is where you
shopped?”
Yes No
STORE
CPN
MFG
CPN
STORE
SALE
NO
YES
OTHER
SALE
ENTER
7
8
9
4
5
6
1
2
3
"FOR"
0
----
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
Y
Z
SPACE
CORRECT
“You are
Mary?” Yes No
X
ON/OFF
EXIT
“Did you use a Coupon”
Yes No
13
Copyright 2001 ACNielsen
Methodology - Research Design

Data Source:
- ACNielsen’s National Electronic Homescan Household Panel. A
geographically and demographically balanced sample of 55,000
households who continuously scan their purchases of consumer
packaged goods from all outlets using an in-home electronic
scanning wand.





Report - Demographic Analysis
Market - Total U.S.
Channel - All Outlets
Categories:
- Instant Mashed Potatoes
- Instant Specialty Potatoes
Time Period - 52 weeks ending
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Copyright 2001 ACNielsen
Methodology - Items Evaluated

Instant Mashed Potatoes
- Original 2oz, 13oz Polybag, 13oz Carton, 26oz Carton, 28oz Can
- Complete Flake .99 cents, Pre-priced $1.42
- Real Flake 2.1oz, 8oz, 13oz
- Flavored 4oz w/4 cheese, Butter & Herb, Roasted Garlic

Instant Specialty Potatoes
- Au Gratin 5.5oz
- Scalloped 5.5oz
15
Copyright 2001 ACNielsen
Detailed Analysis
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Copyright 2001 ACNielsen
Original Regular Flakes
Mashed Potatoes
17
Copyright 2001 ACNielsen
Key Findings



Within the Original segment, the 13oz Carton and 26oz
Can attract the greatest number of consumers.
- Households purchase these items on an average of 1.5
occasions throughout the year. They are also likely to
shop the category as they only satisfy about one-third of
their total category needs with these items.
The 13oz size skews towards families, 45% of the
volume is from households with kids.
- The Polybag attracts a slightly more affluent household
than does the Carton.
The larger sizes particularly skew high among
households with Kids, more than 50% of their volume,
and middle-aged households 35-44.
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Copyright 2001 ACNielsen
Key Findings
- The 26oz Carton attracts a higher income level
household than does the 28oz Can.
- The larger sizes also attracts the middle-aged and older
households without kids.

The smaller 2oz size attracts an older, retired, 1-2
member household in the lower income range.
- The 2oz consumers are purchasing an average of 4
units on 2 occasions and satisfy about half of their
category needs with the Original 2oz size.
- The Original size, particularly the Carton, also skews
towards Hispanics, 21% of the volume.
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Copyright 2001 ACNielsen
Idahoan Original Mashed Potatoes
Purchase Behavior


The Original 13oz Carton attracts the largest group of consumers,
followed by the 28oz Can size.
The Original 2oz buyers are purchasing the greatest number of units,
however, given its package size, they may be the lightest brand buyers.
Penetration
Buying Rate
Purchase Freq
Purchase Size
% Volume Deal
Loyalty
Category B/R
Ttl Mashed Original
Potatoes
2oz
36.1
0.3
3.8 Units 4.3 Units
2.7
1.7
1.4
2.5
29
21
100
51
3.8
8.4
Original Original Original Original
13oz
13oz
26oz
28oz
Polybag Carton
Carton
Can
0.3
1.4
0.3
1.0
2.1 Units 1.7 Units 1.2 Units 1.5 Units
1.7
1.4
1.2
1.4
1.2
1.2
1.0
1.1
7
34
24
10
38
34
22
37
5.6
5.1
5.7
4.0
20
Copyright 2001 ACNielsen
Summary: Original Regular Flakes


As expected, there is a wide discrepancy as to the households who are
purchasing the different Original sizes.
The smaller size skews towards the older retired households, whereas,
the larger sizes are more likely to be purchased by households with
kids.
2oz Orig 13oz Carton 13oz Polybag 26oz Carton 28oz Can
upc 00112 upc 00114
upc 00118
upc 00122 upc 00121
Income
Under $20K
$40-69K
$30-39K; $70+
$40-69K
$20-29K
Size
1
3+
3-4
3-4
3+
Age
55+
Under 35; 45-54
35-44; 65+
35-44
35-44; 55-64
Kids
No Kids
Under 12
Kids under 6
6-17
Under 6
None
None
Full
Full
None
Race/Origin
--
Hispanic
--
--
Hispanic
County Size
C
D
--
--
D
South
East
South
--
East; South
Employment
Region
21
Copyright 2001 ACNielsen
Household Income


The 26oz Carton container is more likely to attract a slightly
higher income household than the 28oz Can.
The 13oz items tend to skew among the middle-to-lower income
levels while the 2oz draws the retired low income households.
Volume Index: Original Regular Flake Buyers
Dist of Panel
13oz Polybag
2oz Orig
26oz Carton
201
189
200
157
152
106
101
81
50
100
13oz Carton
28oz Can
20.8
123
92
77
18.1
111 106
94
73
134
108110
72
37
13
11
122
101
84 73
67
17.3
131
72
58
9281
19.8
0
Under
$20
$20-29.9
$30-39.9
$40-49.9
$50-69.9
$70+
22
Copyright 2001 ACNielsen
Household Size

Except for the 2oz, the Original products tend to skew towards
the larger member households 3+.
Volume Index: Original Regular Flake Buyers
Dist of Panel
13oz Polybag
200
100
2oz Orig
26oz Carton
154
10510694 93
81
44
25.4 37
10
28
33.7
13oz Carton
28oz Can
211
195
157
145
126121 126
66
30.3
261
53
10.6
0
1 Mem
2 Mem
3 /4 mem
Copyright 2001 ACNielsen
5+ Mem
23
Household Female Head Age

The Original products attracts a wide range of households,
particularly those 35-44 year olds and 55-64 year olds.
Volume Index: Original Regular Flake Buyers
Dist of Panel
13oz Polybag
2oz Orig
26oz Carton
13oz Carton
28oz Can
200
172
125 128
111
100
146
140
126
103
103
100
169
139
130
111
109
104
89
143
124
9494
51
17.8
89
82
45
17.1
19.7
11.5
15.9
0
Under 35
35-44
45-54
Copyright 2001 ACNielsen
55-64
65+
24
Age / Presence of Kids

Purchasing is strongest among households with kids under age
18, particularly those 6-12 and teenagers.
- The 2oz obviously skews among households without kids.
Volume Index: Original Regular Flake Buyers
Dist of Panel
13oz Polybag
2oz Orig
26oz Carton
200
13oz Carton
28oz Can
182
177
129
160
151
134
131
153
151
137
194
181
178
155
141
110
100
87
8483
7469
66.3
43
33.7
52
38
19.7
12.4
33
14.9
0
No Kids
Kids
<6
Copyright 2001 ACNielsen
6 - 12
13 - 17
25
Employment Status

While not strongly biased, the 2oz, 13oz Carton, and 28oz Can all
skew more towards the non-working while the 13oz Polybag and
26oz Carton have skews to the full-time employed.
Volume Index: Original Regular Flake Buyers
Dist of Panel
13oz Polybag
2oz Orig
26oz Carton
13oz Carton
28oz Can
200
145146
121127
100
82 77
100
130
108111
112 113
102 98
74
35
73
32.8
18
14.2
58
34 28 37
0
Full Time
Part Time
Not
Copyright 2001 ACNielsen
No Female
26
Race / Origin


White households index at close to 100 and due to their size
account for most of the volume.
The 13oz Carton and the 28oz Can do have skews among the
Hispanic households.
Volume Index: Original Regular Flake Buyers
Dist of Panel
13oz Polybag
2oz Orig
26oz Carton
13oz Carton
28oz Can
300
237
227
200
100
110
110
106
103
100
84.8
85
100
11.7
8.8
2.6
0.9
0
White
Black
Hispanic
Copyright 2001 ACNielsen
Asian
Other
Black = Low
Sample Size
27
County Size

The 13oz Carton and 28oz Can size have strong skews in the
smaller D counties. The 2oz has strength in the C counties.
Volume Index: Original Regular Flake Buyers
Dist of Panel
13oz Polybag
2oz Orig
26oz Carton
200
13oz Carton
28oz Can
181
149
100
110118
90
87 87
84
10211093
91
30.4
100
73
67
39.5
113
98
152
15.4
14.7
0
A
B
C
Copyright 2001 ACNielsen
D
28
Census Region

The 13oz Polybag, 2oz, and 28oz Can all have strength in the
South, whereas the Cartons are stronger in the East.
Volume Index: Original Regular Flake Buyers
Dist of Panel
13oz Polybag
2oz Orig
26oz Carton
300
268
185
200
144
100
13oz Carton
28oz Can
141
129123
113
96
79
65
18.9
2
23.5 34
40
112 109
76
93
36.1
21.5
0
9
4
0
East
Central
South
Copyright 2001 ACNielsen
West
29
Original Mashed Potatoes
- Comparison of Different
Sizes/Packaging
30
Copyright 2001 ACNielsen
Summary: Original Mashed Potatoes
Orig 26oz Box Orig 28oz Can
upc 00122
upc 00121
Income
Size
Age
Kids
Employment
Race/Origin
County Size
Region
$40-69K
3-4
35-44
6-17
Full
----
$20-29K
3+
35-44, 55-64
All Kids
None
Hispanic
D
East, South
31
Copyright 2001 ACNielsen
Household Income

The 26oz Carton had stronger skews among the middle-to-upper
income households, whereas the 28oz Can was stronger among
the lower income.
Volume Index: Original Mashed Potato Buyers
Dist of Panel
28oz Can
26oz Carton
189
200
152
106101
122
106
94
100
72
20.8
18.1
37
73
13.0
11.0
17.3
$30-39.9
$40-49.9
$50-69.9
81 92
19.8
0
Under
$20
$20-29.9
$70+
32
Copyright 2001 ACNielsen
Demographics:

Household Size
Both large sizes skewed towards larger households, the 28oz Can
had slightly stronger skews among 5+ member households.
Volume Index: Original Mashed Potato Buyers
Dist of Panel
28oz Can
26oz Carton
300
261
211
200
126
145
81 93
100
25.4 28 10
33.7
30.3
10.6
0
1 Mem
2 Mem
3 /4 mem
Copyright 2001 ACNielsen
5+ Mem
33
Demographics:

Household Female Head Age
Both products have above average skews among middle-aged
households 35-44 and older households 55-64.
Volume Index: Original Mashed Potato Buyers
Dist of Panel
28oz Can
26oz Carton
200
169
128
146140
139
104109
100
89
100
45
17.8
17.1
19.7
11.5
15.9
0
Under 35
35-44
45-54
Copyright 2001 ACNielsen
55-64
65+
34
Demographics:

Age / Presence of Kids
Purchasing is strongest among households with kids under age
18.
- The 28oz Can skews higher among the younger kids, where the
26oz Carton skews among the older children.
Volume Index: Original Mashed Potato Buyers
Dist of Panel
28oz Can
26oz Carton
194
200
177
160151
100
141
178
155
87
66.3 69 74
33.7
12.4
19.7
14.9
0
No Kids
Kids
<6
Copyright 2001 ACNielsen
6 - 12
13 - 17
35
Demographics:

Employment Status
While not strongly biased, the 26oz Carton is more likely to be
purchased by a full time working household where as the 28oz
Can skews among the non-working household - retired or nonworking mother.
Volume Index: Original Mashed Potato Buyers
Dist of Panel
28oz Can
26oz Carton
200.0
130
127
113
100
111
98
100.0
35.0
37
32.8
18.0
14.2
28
0.0
Full Time
Part Time
Not
Copyright 2001 ACNielsen
No Female
36
Demographics:

Race / Origin
White households index at close to 100 and due to their size
account for most of the volume: 94% of the 26oz Carton and 84%
of the 28oz Can.
- The 28oz Can has skews among the Hispanic households.
Volume Index: Original Mashed Potato Buyers
Dist of Panel
28oz Can
26oz Carton
227
200
100
100110
84.8
100
11.7
8.8
0.9
2.6
0
White
Black
Hispanic
Copyright 2001 ACNielsen
Asian
Other
37
Demographics:
County Size

The 28oz Can has 50% more volume being purchased in the
smaller ‘D’ counties than expected.
Volume Index: Original Mashed Potato Buyers
Dist of Panel
28oz Can
26oz Carton
200
152
110
93
87 87
100
39.5
98
30.4
15.4
113
100
14.7
0
A
B
C
Copyright 2001 ACNielsen
D
38
Demographics:

Census Region
The 28oz Can has above average purchasing in the South and
East.
Volume Index: Original Mashed Potato Buyers
Dist of Panel
28oz Can
26oz Carton
141
123 129
109
93
100
79
40
18.9
23.5
76
36.1
21.5
0
East
Central
South
Copyright 2001 ACNielsen
West
39
Complete Mashed
Potatoes
40
Copyright 2001 ACNielsen
Key Findings



About one percent of all households purchase each of
the Complete products. They are buying about 2
boxes per household.
- The .99 cents consumers are heavier category buyers
by 1 unit which may be why they are more price
conscience.
The Complete products attract a less affluent
household than do the Original products, under $30K.
- They are heavy buyers though, both of the brand and
category. They purchase 2.5 to 3 units of the item and
nearly 9 units of the category.
The pre-priced item has a greater share of its volume
consumed by households with kids than the .99 cent
item (56% vs. 43%).
Copyright 2001 ACNielsen
41
Key Findings
- The .99 cents attracts households with older kids 6-17


while the pre-priced skews among all households with
kids (price-value perception?).
- The .99 cent item also has skews among older 55-64
year old households.
Both products skew high among the African American
population. The .99 cents also has a disproportionate
share of volume from Hispanic households.
Location is also a distinguishing factor which may be
driving the demographic differences, the .99 cents has
strengths in the South where as the Pre-priced item
has skews in the East, both in the more metro areas.
42
Copyright 2001 ACNielsen
Complete Mashed Potatoes
Purchase Behavior


The purchase dynamics are fairly similar between the two priced
Complete products.
The .99 cent buyers are heavier category buyers, by one box, which
may be why they are more price conscience.
Penetration
Buying Rate
Purchase Freq
Purchase Size
% Volume Deal
Loyalty
Category B/R
Ttl Mashed
Potatoes
36.1
3.8
2.7
1.4
29
100
3.8
Complete Complete
Flake .99 Flake Precents
Priced
0.9
1.0
2.1
2.4
1.4
1.8
1.5
1.3
17
20
32
42
6.5
5.7
43
Copyright 2001 ACNielsen
Summary: Complete Mashed Potatoes
Income
Size
Age
Kids
Employment
Race/Origin
County Size
Region
.99cents
upc 00128
PP $1.42
upc 00117
Under $30K
2; 5+
35-64
6-17
Part
AA, Hisp
A
South
Under $30K
3+
35-54
Kids under 6
Full
African Amer
A
East
44
Copyright 2001 ACNielsen
Household Income

Both Complete products are stronger among the lower income
level households.
- The Complete segment is more likely to attract the lower income
households as compared to the Original and Real products.
Volume Index: Complete Mashed Potato Buyers
Dist of Panel
.99 cents
Reg Priced - $1.42
205
200
160168
153
84
100
57
54 51
20.8
49 60
18.1
13.0
11.0
17.3
$20-29.9
$30-39.9
$40-49.9
$50-69.9
73
19.8
24
0
Under
$20
$70+
45
Copyright 2001 ACNielsen
Household Size

The Pre-Priced item had above average skews among larger
household sizes, most likely those with kids. The .99 cents item
was strong among 2 member and 5+ member households.
Volume Index: Complete Mashed Potato Buyers
Dist of Panel
.99 cents
Reg Priced - $1.42
161
134
130
125
105
100
71
56
40
25.4
33.7
30.3
10.6
0
1 Mem
2 Mem
3 /4 mem
Copyright 2001 ACNielsen
5+ Mem
46
Household Female Head Age

Both Complete products are strong among middle-aged
households 45-54.
Volume Index: Complete Mashed Potato Buyers
Dist of Panel
.99 cents
Reg Priced - $1.42
200
164166
135
122
134
102
96
100
79
53
17.8
17.1
19.7
33
11.5
15.9
0
Under 35
35-44
45-54
Copyright 2001 ACNielsen
55-64
65+
47
Demographics:

Age / Presence of Kids
Both products have high skews among households with kids,
however, the regular priced item is stronger among the younger
kids under 12 while the .99 cents item skews among the
teenagers.
Volume Index: Complete Mashed Potato Buyers
Dist of Panel
.99 cents
Reg Priced - $1.42
197
200
193
166
157
140
129
100
85
66.3
134
70
66
33.7
12.4
19.7
14.9
0
No Kids
Kids
<6
Copyright 2001 ACNielsen
6 - 12
13 - 17
48
Employment Status

The .99 cents items has strong skews among part-time working
households. The regular priced skews above average among fulltime workers.
Volume Index: Complete Mashed Potato Buyers
Dist of Panel
.99 cents
Reg Priced - $1.42
190
200.0
124
99
98
98 91
100.0
70
35.0
38
32.8
18.0
14.2
0.0
Full Time
Part Time
Not
Copyright 2001 ACNielsen
No Female
49
Race / Origin

Both Complete products have strong skews among AfricanAmercian households. One-fourth to one-third of the volume
comes from these households.
Volume Index: Complete Mashed Potato Buyers
Dist of Panel
.99 cents
Reg Priced - $1.42
298
300
206
200
121
100
84.8 85 75
11.7
8.8
0.9
2.6
0
White
Black
Hispanic
Copyright 2001 ACNielsen
Asian
Other
50
County Size

The Complete products has above average volume coming from
‘A’ size counties.
Volume Index: Complete Mashed Potato Buyers
Dist of Panel
.99 cents
Reg Priced - $1.42
134 131
114
113
100
83
71
39.5
61
56
30.4
15.4
14.7
0
A
B
C
Copyright 2001 ACNielsen
D
51
Census Region

The Regular Priced product has strong skews in the East whereas
the .99 cents product has an above average share of volume from
the South.
Volume Index: Complete Mashed Potato Buyers
Dist of Panel
.99 cents
Reg Priced - $1.42
237
200
158
113
100
50 62
53
18.9
23.5
36.1
99
21.5
0
0
East
Central
South
Copyright 2001 ACNielsen
West
52
Real Premium
Mashed Potatoes
53
Copyright 2001 ACNielsen
Key Findings


The Real 13oz size attracts nearly 1.5 million
households, just shy of the number of households that
the 13oz Original attracts.
- Consumers purchase this segment on a little over one
occasion, the 2oz size slightly more.
- This is a highly dealt segment, particularly the 8oz and
13oz sizes.
The 8oz and 13oz both attract households with kids,
however, the 8oz more than the 13oz.
- The 8oz skews towards a less affluent household than
the 13oz.
- The 8oz’s strength among households with kids is an
older child in its teenage years.
- The 13oz also has an above average share of volume
from older households 55-64.
Copyright 2001 ACNielsen
54
Key Findings

Similar to the Original 2oz size, the Real 2oz
consumers tend to be older, childless households
within the lower income level - ‘Getting By’.
- The 2oz is more likely to be purchased in the non-metro
areas and in the South.
55
Copyright 2001 ACNielsen
Real Mashed Potatoes
Purchase Behavior


The Real 13oz size product clearly attracts the greatest number of
buyers over the 2.1oz and 8oz sizes.
The 2.1oz size buyers purchase this size more frequently than the 8oz
and 13oz buyers, and they are heavier category buyers. However, this
may be indicative of the size they are purchasing.
Penetration
Buying Rate
Purchase Freq
Purchase Size
% Volume Deal
Loyalty
Category B/R
Ttl Mashed
Potatoes
36.1
3.8
2.7
1.4
29
100
3.8
Real
2.1oz
0.8
3.7
1.6
2.3
8
47
7.8
Real 8oz
0.3
1.7
1.4
1.2
52
22
7.7
Real
13oz
1.3
1.6
1.3
1.2
43
33
4.9
56
Copyright 2001 ACNielsen
Summary: Real Premium Mashed
2.1oz Real
upc 00140
8oz Real 13oz Real
upc 00143 upc 00142
Income
Under $30K Under $20K $30-39K
Size
2
3-4
-Age
55+
35-44
55-64
Kids
No Kids
6-17
Under 6
Employment
-None
-Race/Origin
---County Size
B,C,D
B
-Region
South
South
South
57
Copyright 2001 ACNielsen
Household Income

The 2oz Real item is more likely to be purchased by a lower
income level household, whereas, the 13oz product has stronger
skews among middle income level households.
Volume Index: Real Premium Buyers
Dist of Panel
2.1oz Real
8oz Real
13oz Real
202 *
200
132
82
100
20.8
123
9499
118 123
95
63
18.1
78
91
105
13
11
5053
17.3
$30-39.9
$40-49.9
$50-69.9
105
8076
19.8
0
* Sample
Size = 16
Under
$20
$20-29.9
$70+
58
Copyright 2001 ACNielsen
Household Size

The 2oz size has stronger skews among the 2 member
households. The 8oz and 13oz have above average purchasing
from slightly larger 3-4 member households.
Volume Index: Real Premium Buyers
Dist of Panel
200
2.1oz Real
8oz Real
143
100
126116
116
107
60 53
25.4
115
71
65
33.7
13oz Real
30.3
10.6
0
1 Mem
2 Mem
3 /4 mem
Copyright 2001 ACNielsen
5+ Mem
59
Household Female Head Age

The 2.1oz Real product tends to skew towards the older
households 55+. The 13oz also skews among the older
households 55-64 while the 8oz has above average purchasing
from the younger households 35-44 years old.
Volume Index: Real Premium Buyers
Dist of Panel
2.1oz Real
8oz Real
13oz Real
200
158
150
109
100
82
93 88
91
143
131
113
106
85
54
17.8
17.1
51
19.7
11.5
15.9
0
Under 35
35-44
45-54
Copyright 2001 ACNielsen
55-64
65+
60
Age / Presence of Kids

As expected, the 2.1oz size is more likely to be purchased by
households without kids and the 8oz by households with kids.
- The 13oz does not have strong skews either way but does have an
above average share of volume from households with a kids under 6.
Volume Index: Real Premium Buyers
Dist of Panel
2.1oz Real
8oz Real
13oz Real
300
266
200
168
128
129
102
99
100
66.3
65
33.744
91
42
12.4
41
19.7
82
37
14.9
0
No Kids
Kids
<6
Copyright 2001 ACNielsen
6 - 12
13 - 17
61
Employment Status

While none of the sizes are strongly biased, the 8oz item does
have an above average skew towards non-working households.
Volume Index: Real Premium Buyers
Dist of Panel
2.1oz Real
8oz Real
13oz Real
200.0
85
100.0
96
110
109
94 94
127
109
103
106
79
63
35.0
32.8
18.0
14.2
0.0
Full Time
Part Time
Not
Copyright 2001 ACNielsen
No Female
62
Race / Origin

White households index at close to 100 and account for 85-90% of
the volume.
Volume Index: Real Premium Buyers
Dist of Panel
2.1oz Real
8oz Real
13oz Real
200
163 * Sample Size = 19
100
107107101
84.8
92
85
66
11.7
8.8
0.9
2.6
0
White
Black
Hispanic
Copyright 2001 ACNielsen
Asian
Other
63
County Size

The 8oz and 13oz items have above average skews within ‘B’ size
counties while the 2.1oz size is strong among all of the smaller
counties - B, C, and D. None are particularly strong in Metro
counties.
Volume Index: Real Premium Buyers
Dist of Panel
2.1oz Real
8oz Real
13oz Real
200
151
123
155
121
115
104
92
100
53 48
39.5
86
30.4
15.4
14.7
0
A
B
C
Copyright 2001 ACNielsen
D
64
Census Region

All three Real sizes have a large share of their volume being
purchased within the South, more than two times the expected
share.
Volume Index: Real Premium Buyers
Dist of Panel
2.1oz Real
8oz Real
13oz Real
300
242
223
185
200
82
100
18.9 7
0 12
23.5 12
42
57
36.1
21.5
40 46
0
East
Central
South
Copyright 2001 ACNielsen
West
65
13oz Mashed Potatoes
- Comparison of
Different Products
66
Copyright 2001 ACNielsen
Key Findings

The Original 13oz Carton skews to a wider income
range and on a higher end than the Complete and Real
size. The Complete 13oz skews to a lower income
household than does the Real 13oz product.
- However, based on household size, the Real product
attracts households that are slightly more affluent ‘Living
Comfortably’ while the Complete and Original
households are ‘Getting By’.

The 13oz sizes all attract households with kids. The
Real and Original skew among the younger children
while the Complete among the older kids.

The Real and Complete 13oz are more likely to attract
a slightly older consumer than the Original product.
67
Copyright 2001 ACNielsen
Key Findings

The Complete and Original both skew among Hispanic
households and the Complete among African
Americans.

The Real & Complete are both strong in the South
while the Original’s strength is in the East.
68
Copyright 2001 ACNielsen
Summary: 13oz Mashed Potatoes
13oz Real 7.75oz Complete 13oz Carton
upc 00142
upc 00117
upc 00114
Income
$30-39K
Size
-Age
55-64
Kids
Kids under 6
Employment
-Race/Origin
-County Size
-Region
South
Under $30K
2 and 5+
35-54, 55-64
Kids 6-17
Part
AA, Hispanic
A
South
$20-29,40-49K
3+
Under 35, 45-54
Kids under 13
None
Hispanic
D
East
69
Copyright 2001 ACNielsen
Household Income

The Complete 13oz had stronger skews among the lower income
households while the Original tends to attract a more middle
income household. The Real product has much more consistent
indices across all income levels with an above average among
$30-39K.
Volume Index: 13oz Mashed Potato Buyers
Dist of Panel
160
Real
123
99
82
Carton
153
123
100
Complete
134
111
9184
81
105 101
7372
54
20.8
18.1
105
49
13
11
17.3
$30-39.9
$40-49.9
$50-69.9
19.8
0
Under
$20
$20-29.9
$70+
70
Copyright 2001 ACNielsen
Household Size

The 13oz size across all product types skews towards larger sized
families. The Original Carton has slightly stronger skews among
the 5+ member households.
Volume Index: 13oz Mashed Potato Buyers
Dist of Panel
Real
130
116
106
Complete
126
116
105
Carton
157
134
115
100
53
25.4
40 37
33.7
30.3
10.6
0
1 Mem
2 Mem
3 /4 mem
Copyright 2001 ACNielsen
5+ Mem
71
Household Female Head Age

While all 13oz items skews towards the middle-aged households,
the Complete 13oz has particular strength among 45-54 year olds,
while the Original Carton is stronger among older 55-64 year olds.
Volume Index: 13oz Mashed Potato Buyers
Dist of Panel
Real
Complete
Carton
200
164
135
125
100
91
130
109 103
143134
106
94
79
85
82
53
17.8
17.1
19.7
11.5
15.9
0
Under 35
35-44
45-54
Copyright 2001 ACNielsen
55-64
65+
72
Age / Presence of Kids

The Complete and Original Carton both are more likely to attract
households with kids while the Real product does not have
strong skews towards kids.
- The Complete product skews stronger among the older children
while the Original has skews among the younger kids.
Volume Index: 13oz Mashed Potato Buyers
Dist of Panel
Real
Complete
Carton
193
200
153
134
151
99
100
129131
102
129
110
91
85 84
70
66.3
33.7
19.7
12.4
82
14.9
0
No Kids
Kids
<6
Copyright 2001 ACNielsen
6 - 12
13 - 17
73
Employment Status

The Complete product tends to attract part-time workers while
the Original Carton attracts non-workers. The Real does not have
strong skews among any employment groups.
Volume Index: 13oz Mashed Potato Buyers
Dist of Panel
Real
Complete
Carton
190
200.0
146
110
100.0
98
94
102
103 98
79
77
58
35.0
38
32.8
18.0
14.2
0.0
Full Time
Part Time
Not
Copyright 2001 ACNielsen
No Female
74
Race / Origin

While White households accounts for the majority of the 13oz
volume, the Complete product is the only 13oz size that has
strong skews among African American households.
Volume Index: 13oz Mashed Potato Buyers
Dist of Panel
Real
Complete
Carton
206
200
100
101 103
84.8 85
92
98
85
37
11.7
52
8.8
0.9
2.6
0
White
Black
Hispanic
Copyright 2001 ACNielsen
Asian
Other
75
County Size

The Complete product tends to skew more among the metro
households while the Original Carton has strong skews among
the ‘D’ county households.
Volume Index: 13oz Mashed Potato Buyers
Dist of Panel
Real
Complete
Carton
200
134
110
149
115
113
104
92
100
91
86
71 67
39.5
30.4
56
15.4
14.7
0
A
B
C
Copyright 2001 ACNielsen
D
76
Census Region

Real and Complete both have above average skews within the
South Census Regions. The Original Carton attracts more than
their fair share of volume from the East.
Volume Index: 13oz Mashed Potato Buyers
Dist of Panel
Real
Complete
Carton
185
158
200
144
113
99
112
82
100
57 50
53
18.9 12
23.5
34
36.1
21.5
0
East
Central
South
Copyright 2001 ACNielsen
West
77
2oz Mashed Potatoes Comparison of
Different Products
78
Copyright 2001 ACNielsen
Key Findings



The 2oz Original and Real products both attract an
older household, without kids, and most likely retired.
The Original attracts a slightly lower income level
consumer than the Real, however, it may be due to
their average household size.
- The Original has higher skews among 1 member
households while the Real skews among 2 member
households.
Both products are more likely to be purchased in the
more rural counties in the South.
79
Copyright 2001 ACNielsen
Summary: 2oz Mashed Potatoes
Income
Size
Age
Kids
Employment
Race/Origin
County Size
Region
Original
upc 00112
Real
upc 00140
Under $20K
1 Member
55+
No Kids
None
-C
South
Under $30K
2 Members
55+
No Kids
--B,C,D
South
80
Copyright 2001 ACNielsen
Household Income

The 2oz size was strong among the lower income households,
particularly the Original. The Real was fairly evenly spread
among the households with incomes under $50K.
Volume Index: 2oz Mashed Potato Buyers
Dist of Panel
Regular
Real
201
200
132
100
123
77
20.8
118
108
95
73
67
80
50
18.1
13.0
11.0
17.3
$20-29.9
$30-39.9
$40-49.9
$50-69.9
58
19.8
0
Under
$20
$70+
81
Copyright 2001 ACNielsen
Household Size

The 2oz size had above average skews among the smaller
households.
- The Original was stronger among the 1 member households and
the Real among the 2 member households.
Volume Index: 2oz Mashed Potato Buyers
Dist of Panel
154
Regular
Real
143
107
105
100
66 71
25.4
33.7
53
30.3
10.6
26
0
1 Mem
2 Mem
3 /4 mem
Copyright 2001 ACNielsen
5+ Mem
82
Household Female Head Age

The 2oz size had strong skews among older households 55+
Volume Index: 2oz Mashed Potato Buyers
Dist of Panel
Regular
200
Real
172
158
103
100
89 93
82
54
51
17.8
143
131
17.1
19.7
11.5
15.9
0
Under 35
35-44
45-54
Copyright 2001 ACNielsen
55-64
65+
83
Age / Presence of Kids

Not surprising given the other demographic skews, the 2oz size
skews among households without kids. 85% of their volume
comes from these households.
Volume Index: 2oz Mashed Potato Buyers
Dist of Panel
Regular
Real
200
129128
100
66.3
33.7
52
43 44
42
12.4
38 41
19.7
33 37
14.9
0
No Kids
Kids
<6
Copyright 2001 ACNielsen
6 - 12
13 - 17
84
Employment Status

The Original 2oz size has stronger skews among the nonemployed retired households. The Real 2oz size is fairly
consistent among part-time and non-employed.
Volume Index: 2oz Mashed Potato Buyers
Dist of Panel
Regular
Real
200.0
145
109
82 85
100.0
109
106
74
35.0
73
32.8
18.0
14.2
0.0
Full Time
Part Time
Not
Copyright 2001 ACNielsen
No Female
85
Race / Origin

There are no strong biases towards any ethnic groups. White
households represent about 90% of the 2oz volume.
Volume Index: 2oz Mashed Potato Buyers
Dist of Panel
Regular
Real
200
100
106107
84.8
66
11.7
8.8
0.9
2.6
0
White
Black
Hispanic
Copyright 2001 ACNielsen
Asian
Other
86
County Size

The 2oz size has strong skews among households who live in ‘C’
counties. The Real 2oz is more likely to also attract households
that live in ‘B’ and ‘D’ counties than the Original.
Volume Index: 2oz Mashed Potato Buyers
Dist of Panel
Regular
200
Real
181
155
123
90
100
121
84
73
53
39.5
30.4
15.4
14.7
0
A
B
C
Copyright 2001 ACNielsen
D
87
Census Region

Similarly, both 2oz products receive a disproportionate share of
their volume from the South.
Volume Index: 2oz Mashed Potato Buyers
Dist of Panel
Regular
Real
242
185
200
96
100
65
18.9
7
23.5
36.1
12
40
21.5
0
0
East
Central
South
Copyright 2001 ACNielsen
West
88
Flavored Mashed
Potatoes
89
Copyright 2001 ACNielsen
Key Findings



The flavored items attract about a million households
each, 4 Cheese and Roasted Garlic slightly more,
Butter & Herb slightly less.
- Even though consumers only purchase an average of 2
boxes of the flavored items they are fairly heavy
category buyers. They satisfy less than one-third of
their category needs with the flavored item.
These products attract a middle-aged consumer 35-44.
The Butter & Herb and Roasted Garlic flavors also
skew high among older households 55-64 years old.
The 4 Cheese and Roasted Garlic have a fair share of
volume from households with kids, about one-third of
their volume, while Butter & Herb have a smaller share
from this consumer group.
Copyright 2001 ACNielsen
90
Key Findings

Butter & Herb attracts a more affluent households than
the other flavors, followed by the the 4 Cheese flavor
and then the Roasted Garlic, attracting the least
affluent household.

All flavors skew high among the Hispanic population
Each flavor has a strength in a different part of the
country (may be distribution driven): 4 Cheese in the
South; Butter & Herb in the East; and Roasted Garlic in
the West.

91
Copyright 2001 ACNielsen
Flavored Mashed Potatoes
Purchase Behavior


The 4 Cheese and Roasted Garlic flavors attract slightly more
households than does the Butter & Herb flavor. However, the Butter &
Herb buyers are slightly heavier buyers which indicates that the other
flavors have more one-time triers.
The Herb & Butter buyers are also heavier category buyers, followed
the 4 Cheese buyers.
Penetration
Buying Rate
Purchase Freq
Purchase Size
% Volume Deal
Loyalty
Category B/R
Ttl Mashed
Potatoes
36.1
3.8
2.7
1.4
29
100
3.8
4oz w/ 4 4oz Butter 4oz Roasted
Cheese
& Herb
Garlic
1.2
0.8
1.2
2.1
2.3
1.9
1.4
1.5
1.4
1.5
1.5
1.4
36
38
35
30
30
28
7.1
7.8
6.8
92
Copyright 2001 ACNielsen
Summary: Flavored Mashed Potatoes
4 Cheese
upc 00145
Income
Size
Age
Kids
Employment
Race/Origin
County Size
Region
$30-39K
3-4
35-44
-Full
Hispanic
B
South
Btr & Herb Rst Grlc
upc 00146 upc 00147
$40-69K Under $20K
-2
35-44; 55-64 55-64
-13-17
--Hispanic
Hispanic
A
-East
West
93
Copyright 2001 ACNielsen
Household Income

The 4 Cheese tends to have strong skews among mid-income
level households, with Butter & Herb households slightly higher.
Volume Index: Flavored Mashed Potato Buyers
Dist of Panel
4 Cheese
Btr & Hrb
Rst Grlc
200
100
122
105
81
97
8579
77
58
20.8
138
118
90
135
18.1
121
107
87
13
11
17.3
$30-39.9
$40-49.9
$50-69.9
111 117
90
19.8
0
Under
$20
$20-29.9
$70+
94
Copyright 2001 ACNielsen
Household Size

Although there are no strong biases among household size, the
Flavored buyers tend to be middle sized households, 2-4
members.
Volume Index: Flavored Mashed Potato Buyers
Dist of Panel
4 Cheese
122
114112
114
Btr & Hrb
123
Rst Grlc
112
99
92
100
54
84
64
25.4
52
33.7
30.3
10.6
0
1 Mem
2 Mem
3 /4 mem
Copyright 2001 ACNielsen
5+ Mem
95
Household Female Head Age

The 4 Cheese flavor attracts a younger female head, 35-44, while
the Butter & Herb and Roasted Garlic flavors attracts an older
household, 55-64.
Volume Index: Flavored Mashed Potato Buyers
Dist of Panel
200
4 Cheese
Btr & Hrb
Rst Grlc
171
167
145
100
121
106
93102
82
113
115
99
70 77
71
46
17.8
17.1
19.7
11.5
15.9
0
Under 35
35-44
45-54
Copyright 2001 ACNielsen
55-64
65+
96
Age / Presence of Kids

There are no strong skews among presence of kids. The Butter &
Herb flavor is more likely to be purchased by households without
kids while the other 2 flavors have average skews.
- The Roasted Garlic does have skews among households with
teenagers versus younger children.
Volume Index: Flavored Mashed Potato Buyers
Dist of Panel
4 Cheese
Btr & Hrb
Rst Grlc
135
100
95
115
102
109
108
106
96
85 82
79
70
66.3
103
55
51
33.7
19.7
12.4
14.9
0
No Kids
Kids
<6
Copyright 2001 ACNielsen
6 - 12
13 - 17
97
Employment Status

All three flavors have above average skews among full time
working households.
Volume Index: Flavored Mashed Potato Buyers
Dist of Panel
4 Cheese
Btr & Hrb
Rst Grlc
200.0
136
111115
116
100.0
96
73 82
35.0
108
107
78
67
32.8
71
18.0
14.2
0.0
Full Time
Part Time
Not
Copyright 2001 ACNielsen
No Female
98
Race / Origin

Even though White households represents a majority of the
volume, Butter & Herb and Roasted Garlic have strong skews
among the Hispanic population. They account for about 15% of
the flavor’s volume.
Volume Index: Flavored Mashed Potato Buyers
Dist of Panel
4 Cheese
Rst Grlc
178177
200
100
Btr & Hrb
114
10798104
84.8
93
65
59
11.7
8.8
0.9
2.6
0
White
Black
Hispanic
Copyright 2001 ACNielsen
Asian
Other
99
County Size

The flavored potatoes are more likely to be purchased in the more
metro counties versus the rural areas.
Volume Index: Flavored Mashed Potato Buyers
Dist of Panel
4 Cheese
Btr & Hrb
Rst Grlc
200
133
103
102
121
103107
103
86
100
78
70
39.5
30.4
15.4
14.7
78
19
0
A
B
C
Copyright 2001 ACNielsen
D
100
Census Region

Each flavor has skews in a different region of the country distribution related?
- 4 Cheese is strong in the South, Butter & Herb in the East, and
Roasted Garlic in the West.
Volume Index: Flavored Mashed Potato Buyers
Dist of Panel
4 Cheese
Btr & Hrb
101
65
112
103
87
78
81
72
54
36.1
23.5
18.9
149
138
129
100
Rst Grlc
21.5
0
East
Central
South
Copyright 2001 ACNielsen
West
101
Specialty Potatoes
102
Copyright 2001 ACNielsen
Key Findings



Just over one-fourth of all households purchase
Specialty potatoes, slightly less than purchase
Instant Mashed potatoes.
- They purchase only slightly less frequently than the
Mashed Potato buyers.
- The Specialty category is slightly more heavily dealt
with one-third of the volume purchased on deal.
Similar to Mashed potatoes, Specialty potatoes are
also more likely to be purchased by households with
kids.
Au Gratin & Scalloped potatoes attract a very similar
consumer.
- They tend to be middle-income level, households with
kids, particularly teenagers.
Copyright 2001 ACNielsen
103
Key Findings
- They skew above average within the more rural
counties C & D and in the South, Au Gratin is also
strong in the Central region.
- They also skew among older households.
104
Copyright 2001 ACNielsen
Specialty Potatoes
Purchase Behavior

Just over one-fourth of all households purchase Specialty Potatoes,
slightly less than Mashed Potatoes.
- Au Gratin and Scalloped potatoes both have very similar purchase
behavior.
Penetration
Buying Rate
Purchase Freq
Purchase Size
% Volume Deal
Loyalty
Category B/R
Ttl Mashed Ttl Specialty
Potatoes
Potatoes
36.1
26.6
3.8
4.2
2.7
2.4
1.4
1.8
29
34
100
100
3.8
4.2
Au
Gratin
0.7
1.7
1.3
1.3
33
28
6.1
Scalloped
0.6
1.8
1.3
1.4
30
29
6.2
105
Copyright 2001 ACNielsen
Summary: Specialty Potatoes
Ttl Mashed Ttl Specialty Au Gratin Scalloped
upc 00772 upc 00774
Income
Size
Age
Kids
Employment
Race/Origin
County Size
Region
-3+
Under 35
All Kids
Part
----
-3+
Under 44
All Kids
---Central
$30-39K $30-39K
3-4
3+
55+
35-44, 65+
13-17
13-17
Part
---C,D
C
Central,South
South
106
Copyright 2001 ACNielsen
Household Income

The Specialty buyers are fairly evenly spread over all income
levels, particularly the middle income range.
- The Specialty products are more likely to attract a slightly more
affluent buyer than are Mashed Potatoes.
Volume Index: Specialty Potato Buyers
Dist of Panel
Au Gratin
Ttl Mashed
Scalloped
129
121
101
100
107
106
95
81
78 75
69
20.8
18.1
110
93
119 114
105
97
13
11
$30-39.9
$40-49.9
Ttl Specialty
119
118
112
100
17.3
117
102
88
87
19.8
0
Under
$20
$20-29.9
$50-69.9
$70+
107
Copyright 2001 ACNielsen
Household Size

The Specialty products have strong skews among 3+ member
households.
- Scalloped potatoes have higher skews among 5+ member households
while Au Gratin potatoes are stronger among 3-4 members.
Volume Index: Specialty Potato Buyers
Dist of Panel
Au Gratin
Ttl Mashed
Scalloped
Ttl Specialty
200
162170
114120
144
129135 126
130
108
91 95
100
51
25.4 35 26 30
33.7
30.3
10.6
0
1 Mem
2 Mem
3 /4 mem
Copyright 2001 ACNielsen
5+ Mem
108
Household Female Head Age

Scalloped potatoes are more likely to be purchased by younger
households (35-44) and older households (65+). Whereas Au
Gratin potatoes skew stronger among 55-64 year olds.
Volume Index: Specialty Potato Buyers
Dist of Panel
Au Gratin
Ttl Mashed
Scalloped
Ttl Specialty
200
148
128
122
122
100
127
119
104
77
17.8
17.1
113106
92
19.7
142
117
105
92
77
11.5
133
123
8285
15.9
0
Under 35
35-44
45-54
Copyright 2001 ACNielsen
55-64
65+
109
Age / Presence of Kids

Both Scalloped and Au Gratin potatoes skew above average
among households with teenagers. Otherwise, they are fairly inline with the population in terms of households with kids versus
not purchasing the flavored products.
Volume Index: Specialty Potato Buyers
Dist of Panel
Au Gratin
Ttl Mashed
Scalloped
Ttl Specialty
204
200
100
838090
66.3
96
140
134
120
108
166
148
146
141
140
129132
85
70
66
48
33.7
19.7
12.4
14.9
0
No Kids
Kids
<6
Copyright 2001 ACNielsen
6 - 12
13 - 17
110
Employment Status


Employment is not a strong biased segment.
The Specialty items are much more likely to be purchased by a
household with a female head.
Volume Index: Specialty Potato Buyers
Dist of Panel
Au Gratin
Ttl Mashed
Scalloped
Ttl Specialty
200.0
10410510397
137
122118
111
118
109109115
100.0
63
58 59
35.0
36
32.8
18.0
14.2
0.0
Full Time
Part Time
Not
Copyright 2001 ACNielsen
No Female
111
Race / Origin

White households account for more than 90% of the Specialty
potatoes volume.
Volume Index: Specialty Potato Buyers
Dist of Panel
Au Gratin
100
111
109
107
104
84.8
Ttl Mashed
Scalloped
Ttl Specialty
110
94
80
78
58
11.7
86
52
50
8.8
2.6
0.9
0
White
Black
Hispanic
Copyright 2001 ACNielsen
Asian
Other
112
County Size

Au Gratin potatoes have above average skews within the more
rural counties - C and D, while Scalloped potatoes are fairly
evenly spread.
Volume Index: Specialty Potato Buyers
Dist of Panel
Au Gratin
Ttl Mashed
Scalloped
Ttl Specialty
200
170
162
100
93
105
104102
84
39.5
71
83
120
110
123
119
101
112
73
30.4
15.4
14.7
0
A
B
C
Copyright 2001 ACNielsen
D
113
Census Region

Overall, Specialty potatoes are strong in the Central. Au Gratin
potatoes have above average skews in the Central while
Scalloped potatoes are stronger in the South.
Volume Index: Specialty Potato Buyers
Dist of Panel
Au Gratin
Ttl Mashed
Scalloped
Ttl Specialty
156
146142
114
113
100
95
82
90
99
76 82
77
36.1
23.5
18.9
124
111
21.5
3 2
0
East
Central
South
Copyright 2001 ACNielsen
West
114
Conclusion
115
Copyright 2001 ACNielsen
Conclusion/Recommendation


Is there a market for all of the types and sizes of
Mashed Potatoes that Idahoan offers? Are there
enough differences in demographics to justify?
Each of the Idahoan types do appeal to a slightly
different consumer, however, there is a great deal of
overlap. There may be an opportunity to consolidate.
- Since the Complete product is currently dwindling in
sales, this may be an opportunity to replace the
Complete type with the Original.
- Both attract a large share of households with kids in
the same lifestage, as well as without kids.
- However, the Complete does skew among a less
affluent household and is strong among African
American households.
116
Copyright 2001 ACNielsen
Conclusion/Recommendation

Is there a market for all of the types and sizes of
Mashed Potatoes that Idahoan offers? Are there
enough differences in demographics to justify?
- If making the switch to Original, maintain distribution
levels of the Complete products.
- Focus on advertising flavor vs. convenience of the
Original products to African American households.
- Place coupons on/in the Complete box for their next
purchase of Original to promote trial.
- Determine if households are currently purchasing both
the Original and Complete items - easier switch.
- Consider the competitive availability, are there
competitive items that these households will switch to
or does Idahoan have a good chance of keeping these
households in the franchise?
Copyright 2001 ACNielsen
117
Conclusion/Recommendation

It also does not appear that there is a need for both
the Original 26oz Carton and the 28oz Can.
- Both items have a greater than expected share of
volume from households with kids as well as an
appeal among households without kids and in the
same age groups.
- Income levels may be driven more by areas of
distribution versus a preference of Carton vs. Can.
- Currently the Can attracts more households than the
Carton, however, this may also be driven by
distribution.
- If penetration differences are driven by distribution,
replace the Can with the Carton since it is a more
profitable item for the company.
Copyright 2001 ACNielsen
118
Conclusion/Recommendation

It also does not appear that there is a need for both
the Original 26oz Carton and the 28oz Can.
- Keep the same level of distribution of both the Carton
and the Can.
- Maintain the heritage of the Can, have a nostalgic
promotion at least once a year in the fall or around the
holidays.
 Promote storage usages
 Smaller size buyers may purchase up just to buy the ‘original’
Idahoan can.
119
Copyright 2001 ACNielsen
Conclusion/Recommendation




Is there an opportunity to convert the 2oz size to a
4oz pouch?
The 2oz size has its niche among older, retired, 1 & 2
member households. The 2oz consumers also tend
to be less affluent than the larger size buyers.
When compared to the Real 8oz item (2 premeasured 4oz pouches), this product has a much
stronger skew among households with kids and
larger families.
Because of the niche consumer group, there is a
need to maintain the 2oz size. There may be an
opportunity to add additional 2oz pouches to a box
as the 2oz consumer purchases an average of 2.5
units per shopping occasion.
Copyright 2001 ACNielsen
120
Conclusion/Recommendation




Is there an opportunity to introduce a new flavor that
appeals to the Hispanic market?
The Original style mashed potatoes, particularly the
13oz Carton, has a strong skew among Hispanic
households (20% of volume - more than 2 times the
expected share).
The flavored varieties also appeal to this ethnic
group, especially the butter & Herb and Roasted
Garlic flavors.
Do capitalize on this growing ethnic population by
introducing a flavor that would appeal to Hispanic
households - Green Chili Mashed Potatoes????
121
Copyright 2001 ACNielsen
Conclusion/Recommendation





Should the Specialty potatoes be downsized from a 5
serving size to a 3 1/2 serving?
Nearly half of the Specialty potato volume is
purchased by households with kids, particularly 6-17
year olds.
59% of the volume is from households with 5+
members - a 3 1/2 serving box would not feed this
household.
The 2 member households are already purchasing
this product and a downsize may or may not effect
them.
However, a downsize may risk losing the larger
families who do not want to purchase 2 boxes for a
single meal.
Copyright 2001 ACNielsen
122
123
Copyright 2001 ACNielsen