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In December 2023, Potatoes USA contributed questions to a nationwide omnibus survey to understand Americans’ consumption of white potatoes compared to other commonly consumed vegetables, their value based on cost, nutrition, and taste, perception of their healthfulness, and place in various cuisines. The results shed light on why and how consumers eat potatoes and highlight opportunities to bridge the gap between vegetable intake and dietary recommendations outlined in the Dietary Guidelines for Americans (DGA).1
In October 2024, Potatoes USA had an opportunity to trend these survey questions, as well as gain more granular insights into some of the findings.
Potatoes USA commissioned Meeting Street Insights to complete an online nationwide survey among 1,000 adults (aged 18+) between October 3-8, 2024. Respondents were sourced from Dynata’s online general population consumer panel. Standard demographic quotas were set to mirror Census data for region, gender, age, and race; weights were also applied so that education level aligned with Census figures. The credibility interval for a sample of N=1,000 is +/-3.5%.
Commensurate with consumption data, potatoes are America’s favorite vegetable.2,3,4,5 Nine in 10 consumers reported them being part of the top cuisines they consume. Yet, negative perceptions of starchy vegetables persist and consumers struggle to correctly identify them. In fact, respondents commonly classified beans, peas, and lentils as starchy vegetables. Given the proposed 2025 Dietary Guidelines Advisory Committee’s (DGAC) advice to increase weekly amounts of beans, peas, and lentils and reduce weekly amounts of starchy vegetables, consumers’ inability to accurately identify options in each vegetable subgroup is notable.
When asked about adjusting their consumption based on proposed changes in the Dietary Guidelines for Americans (DGA):
White potatoes are the most frequently consumed vegetable. Fifty percent of respondents said they eat them at least once or twice per week compared to broccoli (44%), corn (38%), and sweet potatoes (16%). Reported consumption of these vegetables was similar in the 2024 survey when compared with 2023 findings.1
The majority of Americans reported eating the skin on their potatoes always, usually, or sometimes; these data are also consistent with the December 2023 survey results.1 The percentage of consumers who report eating the skin varies by potato preparation – with 85% eating the peel when potatoes are baked, 78% when roasted, 70% when mashed, and 63% when boiled.
Taste is the top attribute that drives consumers to eat (59%) or avoid the peel (60%). The second most common reason consumers report eating the peel is for its health benefits (55%), followed by preventing food waste (23%). The second most common reason for consumers to report not eating the peel is out of concern for dirt or pesticides (52%). Notably, nobody in this survey reported not eating the peel because of digestive issues.
Many consumers correctly associate nutrients of public health concern with white potatoes, with about half of respondents saying they contain potassium (52%) and fiber (49%). Respondents were also largely accurate in their knowledge of health benefits provided by potassium and fiber. Less commonly recognized nutrients in potatoes included iron (27%), vitamin B6 (21%), and vitamin C (20%)
Some respondents misunderstood the nutrient contribution of white potatoes. Approximately one-quarter thought potatoes contain sugar (27%) and 22% believe they contain cholesterol. One in 10 respondents reported that potatoes do not provide any of the nutrients listed.
Bananas appear to be a more well-known source of potassium than white potatoes. Well over twice as many respondents (79%) identified bananas as a good source of potassium compared to white potatoes (35%).
The majority of consumers are either unaware that fiber and potassium are underconsumed nutrients of public health concern or think their consumption does not reflect that of the average American. Approximately half (51%) of respondents said they eat enough fiber and only 38% said too little. Similarly, 52% said they consume enough potassium and 24% said too little. Notably, 11% reported not knowing whether they are getting enough potassium.
Consumer perceptions of their macronutrient intake align with common messaging around carbohydrates and protein. While 38% believe they consume too many carbohydrates, 46% feel their intake is sufficient. In contrast, 63% believe they get enough protein, whereas 24% feel they consume too little.
Half of the survey respondents reported hearing the term glycemic index (GI); but knowledge was limited and its utilization even more so. Of those who heard of GI, 57% reported knowledge while 43% did not. Eighty-seven percent of respondents said they do not make food choices based on GI.
Awareness of resistant starch is limited, but most who have heard of them reported knowing at least a little about them. Close to 8 out of 10 respondents (79%) reported not hearing about resistant starch. Of the 21% who have heard of resistant starch, just 16% said they knew a lot or a little bit about them.
Americans are familiar with the term starchy vegetables. More than 8 out of 10 respondents (82%) have heard of starchy vegetables and most of these individuals (65%) reported knowing a lot or a little bit about them.
Some surveyed believe starchy vegetable consumption has benefits. Sixty-nine percent said that starchy vegetables are more filling, 45% said they are “good for me,” and 44% said they contain nutrients they “may not be getting enough of.”
Misunderstanding the nutrition provided by starchy vegetables and misconceptions regarding their negative health effects persist. Fifty-six percent said that starchy vegetables cause weight gain and 46% felt they spike blood sugar. Forty-nine percent reported them as less nutritious than dark green vegetables and 32% said they contain fewer nutrients than other vegetables.
Consumers have mixed sentiments on whether starchy vegetables are part of a healthy diet and whether eating habits around them should be altered. While just over half (56%) answered affirmatively that starchy vegetables are part of a healthy diet, about the same amount (57%) said that most people eat too many starchy vegetables and need to eat other vegetables instead. Forty-three percent reported trying to limit their starchy vegetable intake. According to the DGA, consumers are not meeting any vegetable subgroup recommendation.5
Respondents lack accuracy in identifying which vegetables count as starchy and which do not. Potatoes are the top-consumed starchy vegetable according to MyPlate and most consumers (83%) accurately classified them as such. Other starchy vegetables were not identified as often – corn (42%), plantains (25%), green peas (15%), and cassava (14%). Respondents tended to incorrectly identify legumes as starchy vegetables. Misclassified foods included pinto beans (23%), lima beans (22%), chickpeas (21%), and black beans (20%). Forty percent of Americans identified at least one of these foods from MyPlate’s beans, peas, and lentils subgroup as a starchy vegetable.
Forty percent of consumers said starchy vegetables have similar attributes as other carbohydrate-containing foods (e.g., grains). Sixty-one percent said they act like foods that contain carbohydrates when eaten and another 61% believe that starchy vegetables, like foods with carbohydrates, should be limited to manage blood sugar and maintain or lose weight.
About two-thirds (64%) of Americans reported concern with their/their family’s processed food consumption. Close to one-quarter (25%) are neither concerned nor unconcerned. Twenty-one percent of consumers reported being very concerned. Homemade forms of potatoes were perceived as being less processed than packaged. Frozen French fries/tots and chips were most frequently identified as being ultraprocessed.
The survey asked consumers to think about where their ancestors are from, their lifestyle, how they were raised, and the values or habits that affect how they eat [their foodway]. They were then asked to identify their top foodway, and up to two more, that they follow.
All 20 foodways provided were chosen. The most prevalent top foodways identified were Standard US (34%), Mexican (12%), and African American (10%).
Twenty-three percent said “none” for either their second or third choice, indicating that many Americans identify most with a single foodway.
Ninety-three percent of all those surveyed said that potatoes appear in most (23%) or some (71%) of the meals and recipes of the foodway they most closely follow.
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