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Attitudes about potatoes among Millennials are very positive. Eighty-nine percent rate potatoes “excellent” or “good” for being a good value, and 88 percent rate potatoes “excellent” or “good” for being something everyone would enjoy. In fact, potatoes rate highest on what’s most important to Millennials.

When it comes to potatoes, though, Millennials are not significantly different from the rest of the population. Potatoes are primarily consumed for dinner at home as the main component of a side dish. Mashed, baked and French fries are the top three potato preparations. When preparing potatoes at home, 73 percent are using fresh, and of those, 51 percent are using russet. According to previous USPB studies, this is right in line with what older generations are doing.

As a generation, Millennials are highly food-involved. Along with being food-involved comes an interest in and affinity for cooking. For many Millennials, cooking isn’t a job or responsibility, but rather a passion, as is going out to eat. They’re looking for more from their meals—not just something to fill them up, but something to experience