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Understanding consumer behaviour and attitudes towards the consumptionand usage of potatoes and other carbohydrate options in Ireland

February 2012

Growing the success of Irish food & horticulture

Bord Bia - Potatoes Research

Lorcan Bourke – Bord Bia

Growing the success of Irish food & horticulture2

Table of Contents

• Background & Objectives

• Methodology & Approach

• Findings

– 1. Image

– 2. Purchase

– 3. Preparation

– 4. Consumption

• Recommendations & Taking the Research Forward

• Conclusions


Background to the research

There has been decline in sales volumes of fresh potatoes over the past decade inIreland attributed to:

• Changing consumer expectations in relation to greater meal variety, much more choice infoods available, greater nutritional expectations, etc.

• A rise in usage and availability of other potato substitutes

• A rise in popularity of convenience driven frozen potato products

Previous Bord Bia research suggests that;

Emotionally Irish people still love potatoes

Potatoes are viewed as ‘the healthy carbohydrate’ with some confusion around their level of ‘fat content’(which is zero)

There is a greater demand for convenience from more time sensitive consumers

That the potato has lost favour among some Irish consumers in the context of other carbohydratesubstitutes

The habits thisgeneration are

picking up will carryto future

generations....


Objectives of this research

MAIN OBJECTIVES:

To establish a clear understanding of consumer purchase behaviour, attitudes andconsumption patterns of fresh ware potatoes, processed potato products andrelated carbohydrate substitute markets.

To provide information that can be used to communicate trends to growers, potatopacker companies and others in the potato supply-chain.

To assist Bord Bia and the industry in planning potato promotional campaigns.


5

Methodology & Approach


Research Methodology

A qualitative phase – 8 focus groups undertaken (based on carb classification).

A quantitative study (sample size = 700)

• Comprised of a nationally representative sample of 550 housekeepers, with additional booster interviews among150 female respondents aged between 22-44 years old

• The survey was quota controlled to ensure all demographic groups were proportionately represented within thepopulation, including:

– Age within gender, Social class, Region (Dublin, Rest of Leinster, Munster, Connaught/ Ulster), Area (urban andrural)

• This questionnaire was designed and administered in the respondents’ own homes by Ipsos MRBI trained interviewers

• Fieldwork was conducted in January and February 2012

Groups Lifestage AgeCarbohydrateClassification Location

GroupType

SocialClass

1Singles,

no children25-32

Pasta/ RiceRegulars

Dublin In-Store BC1

2Co-habiting,

married pre-kids26-34

Moderate/Declining Potato

Dublin - South Off-Site C1C2

3Singles,

no children25-32


Cork Off-Site ABC1

4Younger Families

(k ids u.15)30-44

Pasta/ RiceRegulars

Dublin - North Off-site BC1

5Younger Families

(k ids u.15)30-44


Cork In-Store C1C2

6Co-habiting,

married pre-kids26-34

Pasta/ RiceRegulars

Carlow In-Store BC1

7Young Co-habiting

& Families26-40

PotatoAdorers

Mixed - Carlow Off-Site ABC1

8 Non Working Mums 30-44Moderate /

Declining PotatoDublin Off Site C2D


7

Findings


Let’s Not Forget ! The frequency of eating various carbohydrate foods inthe home; potatoes still lead the carbohydrates by far !

Q.26a Thinking about a typical week, on how many occasions, on average would you eat the following in your household?

Age Region

18-24%

25-34%

35-44%

45-54%

55+%

Dublin%

Rest ofLeinster

%Munster

%

Conn/Ulster

%

5.44 4.12 4.83 4.84 5.62 6.59 4.86 5.72 5.07 6.40

1.90 2.48 2.21 1.89 1.95 1.54 1.64 1.79 1.96 2.34

2.17 2.55 2.43 2.56 2.15 1.58 2.35 2.04 2.12 2.12

2.14 2.19 2.39 2.47 2.22 1.65 2.39 1.96 2.11 2.02

1.36 1.52 1.60 1.41 1.31 1.15 1.42 1.27 1.34 1.42

Average timeseaten per week

Base: All Respondents: 700

Ratio of usage of fresh potatoes to other carbs is higher among over 55’s.


9

Image – the current image of the potato amongst respondents


The image of the potato compared to other carbohydrates

Most traditional

Best for traditionalmeals

Best for family mealsMost filling

Most nutritious

Best value for money

Healthiest

Tastesbest

Most natural

Best when youhave time to

cook

Best for every day routine

Most versatile

Most enjoyable

Best for refrigerating/reheating for another

dinner

Most popularnowadays

Best with aglass of wine

Quickest to cook

Quickest to prepare

Least wastage

Best for snacks

Best for busylifestyles

Easiest toprepare & clean

up after

Most fattening

Most calories

Preferred by kids

Best comfort food

Best for snacks

Most convenient

Least wastage

Quickest to prepareEasiest to store

Best to eat whenon a diet

Best for ethnicmeals

Easiest to prepare &clean up after

Quickest to cook

Best forsnacks

Somethingthat’s a bitdifferent

Bestwhen on a

diet

Q.26 Now I would like to read out some things people use to describe different foods. For each statement I read out, I would like you to tell me whichone product you think that statement best applies to.


The image of the potato according to Declining & ModerateFemale Potato Users

Astaple

International

Cosmopolitan

Fits withwho I am

Modern food serviceexperience

Inspiredby exoticlands

Strongflavours

Healthy

Versatile

Foreveryone

Modern Carbs (pasta, rice etc) v Potatoes

Irish

Mum’sCooking

Traditional

‘Old’ foodserviceexperience

Associatedwith the

past

Homely

Winter


56

5

39

25

4

27

1

29

0

13 1

0

%Agree strongly % Agree %Neither

%Disagree % Disagree strongly Don't know

The potato – a healthy option?Yes – it is healthy, nutritious and not fatteningQ.27 Now thinking about fresh potatoes specifically, please tell me whether you agree or disagree with thefollowing statements?

Potatoes arehealthy and

nutritious

Potatoes arefattening


TotalAgree

%Highest among: Lowest among:

95• F • Less than monthly

potato buyers• Single person

households

30

• Munster• Single, females, 22-

44, no kids• Females, 22-44,

living as married• Can cook basic

snacks• Living as married

• Male• DE, F• Dublin


6

4

4

15

18

16

18

13

27

34

44

32

27

17

20 1

1

1

%Agree strongly % Agree %Neither

%Disagree % Disagree strongly Don't know

The potato – a sophisticated, modern option?Yes - but the younger cohort need encouragement

Q.27 Now thinking about fresh potatoes specifically, please tell me whether you agree or disagree with thefollowing statements?

Potatoes aremore for my

mothers’generation

I would usepotatoes if I hadmore interesting

(e.g. ethnic)recipe ideas

Whenentertaining at

home I prefer toserve baby/ salad

potatoes


TotalAgree


21

• 18-24• Single, females, 22-44,

no kids• Monthly or less often

potato buyers• Can cook basic snacks• Can cook basic meals• Living as married• Single

• 55+• F• Rest of Leinster• Enjoy having a dinner

party & cooking• Married

22• Females, 22-44, single,

no kids• Less than monthly

potatoes buyers• Can cook simple dinners

• F• Can cook basic snacks• Enjoy having a dinner

party & cooking

19

• 35-44• C1• Females, 22-44, living as

married• Can cook basic snacks• Living as married


16

10

7

39

22

21

23

18

17

18

28

33

3

21

21

0

1

1

% Agree strongly % Agree %Neither

% Disagree % Disagree strongly Don't know

The potato – an option for different occasions?Yes, but is seen as more ‘traditional’ among younger consumersQ.27 Now thinking about fresh potatoes specifically, please tell me whether you agree or disagree with thefollowing statements?

Potatoes aregreat for singleportion snacks

I only usepotatoes for verytraditional meals

Potatoes are forbigger family

meals only

TotalAgree


55

• 55+• DE• Rest of Leinster

• Males• 25-34• AB• Dublin• Less than monthly potato

buyers• Can cook basic snacks

33

• Females, 22-44, single, no kids• Less than monthly potatoes

buyers• Can cook simple dinners

• F• Can cook basic snacks• Enjoy having a dinner

party & cooking

28

• Male• 25-34• AB, F• Conn/Ulster• Females, 22-44, single, no kids• Monthly/ less often potato

buyers• Can cook basic snacks/ simple

meals• Living as married

• 55+• Dublin• Weekly potato buyers• Enjoy having a dinner

party & cooking


Image - Summary

Irish consumers are ‘hard-wired’ into the view that potatoes can be used for a

a number of key traditional uses & meals ......

Despite this.......... Rank Area Production (MT)

1 China 73281890

2 India 34390900

3 Russian Federation 31134000

4 Ukraine 19666100

5 United States of America 19564300

6 Germany 11617500

7 Poland 9702800

8 Netherlands 7180980

9 France 7174560

10 Belarus 7124980

11 United Kingdom 6399000

12 Bangladesh 5268000

13 Canada 4581120

14 Turkey 4397710

15 Iran (Islamic Republi c of) 4107630

16 Romania 4003980

17 Peru 3765290

18 Egypt 3659280

19 Brazil 3443710

20 Belgium 3296080

Practically everycountry on the

planet hasassociated authentic

potato cuisine


16

Purchase


Frequency of purchasing carbohydrate products in the home

113 6 6 7 5 2 3

68

64 60

47 53

1518

9

14

13 15

1614

87

3

8

5 7

6 6

9 7

9

3

17

5 5

10 11

21 19

21

3

13

5 5

8 7

20 22

2

16

3 2 6 5

26 24

*1

30

22

64

Pre-prepared FrozenFresh /chilled Frozen roast Frozen Frozen Frozen

potatoes potatoes chips potatoes croquettes waffles wedges Rice Pasta**

% % % % % % % % %

Base: All Respondents: 700 ** = spaghetti/ lasagne etc

Weekly or moreoften

2-3 times a month

MonthlyEvery 2-3 months

Less oftenNever

Don’t know

Q.1a How often do you buy each of the following products on this list for use at home?

Weekly purchase of fresh potatoes remains considerably higher than that of other carbohydrate food options.


The purchase of potatoes according to Declining & ModerateFemale Potato Users


Alltogetherin one

location

Easyto find

Safe

Easilyunderstood –

pasta ispasta

Interesting –new ideas

Brandresonance

Engaged inthe category

Easy to

pick up

Healthier optionspresent -

wholemeal

Vibrantpackaging

An interestingand new

experience

Variety incarbs

Variety insauces

Easy tostore

Browsing

tendencies

Hard tocarry

Babypotatoes a

compromise

UninspiringCategory

Invisible

Poorlyunderstood

Isolated

Large potatoesdisadvantaged

Committed butdisengaged

Uninvolved

All the

same?

Stuck betweenthe bread and

the veg.

Basicpackaging

Different types?

Routine

Grab & gopurchases


Purchasing patterns of carbohydrate products in the home

0 06 4 6 5 7

0 0

15

14 19 1411

13

7 6

78

85 71 7778 74

81 80

127 6 3 6 7

13 14

9

74

1Buying more

Buying thesame amount

Buying lessDon’t know

Q.2 Can you tell me which of these items you are buying more of, less of, or much the same as before?


** = spaghetti/ lasagne etcPotatoes, pasta and rice all being purchased more often.

Pre-prepared FrozenFresh /chilled Frozen roast Frozen Frozen Frozen

potatoes potatoes chips potatoes croquettes waffles wedges Rice Pasta**% % % % % % % % %


Who is buying more / less of each carbohydrate?Potatoes Buying more (12%) Buying less (9%)

35-44’s Females, 22-44’s, married no kids

Females, married, with kids Can cook basic snacks

Kids in household Separated/divorced/widowed

Single person household

Pasta Buying more (14%) Buying less (6%)

18-24’s 55+Rural F

Females, 22-44’s, with/without kids Single person household

Can cook basic snacks

Living as married

Rice Buying more (13%) Buying less (7%)

35-44’s DE

C1/F Divorced/separated

Rural

Single, females, 22-44’s, no kids

Married, females, 22-44’s, with kids

Living as married

Potatoes are being purchased more by those with children in the household.Ev idence suggests younger cohorts ‘go back’ to potatoes once the kids arrive .....

It’s a ‘lifestyle’ thing- it’s important to leaveyounger consumers ‘in

a good place’ re:potato usage, for when

kids arrive...


Q.2 Can you tell me which of these items you are buying more of, less of, or much the same as before?Q.2a Why are you buying fresh potatoes more/less often these days?

Reasons for buying more or less potatoes

12

9

78

Buying more

Buying the sameamount

Buying less

Total%

19%

13%

8%

5%

4%

2%

12%

22%

20%

13%

6%

4%

4%

3%

15%

Good for more/ bigger kids

Better value for money

Versatility

Healthier/ nutritious

Diet/ less fattening

More filling

Feeding more people

We grow them at home

Not enough people in household

Cooking different/more adventurous foods

Perceived fattening/ on a diet

Prefer rice/ pasta

Preparation is too much hassle

Prefer sweet potatoes

Potatoes are poor quality

Reasons for buying more fresh potatoes

Reasons for buying less fresh potatoes


‘Substantial’ nature of potatoes driving purchase increase - household composition plays a key role in purchase.

Potatoes fulfil the‘family dinner’meal in a verypositive way!


Q.17 When buying fresh potatoes, what is the most important factor for you when deciding which product to buy?Q.17a Now please look at this list of reasons people have given as being important to them when buying potatoes. From this list, can you

rank the reasons in terms of importance to you?

28

7

9

7

2

9

13

3

3

3

3

4

18

*

1

1

1

3

5

9

12

14

19

20

22

23

23

24

28

32

34

37

38

44

57

Most important factors when buying potatoes - prompted

1st


Variety/type, v alue, Irishness, appearance and pack size key drivers of choice. However, 18% of housekeepers claim that they donot know what is important to them when purchasing potatoes, suggesting a lack of engagement with the product category.

Total

Variety of potato

The potatoes are Irish

Value for money/on price promotion

The potatoes do not have any blemishes

Size of bag of potatoes

Cleanliness of potato

Type of potato (e.g. regular, new season, baby)

Suitability for the meal I will be preparing

Other household members like them

Texture (e.g. waxy, floury)

The potatoes are in season

All the potatoes in the bag are the same size

Familiarity with the variety of potato

The colour of the potatoes

The potato variety can be cooked in a number of different ways

I can pick & choose each potato separately

On-pack information about preparation

Don’t know

Highest amongst:

55+; C1/F;

55+; C2/F

18-24; 45-54; DE

18-24; F

18-34;

18-24;

18-24;

F; Rural;

55+;

45-54;

F; Rural;

DE; F;

45-54; AB

AB; Dublin

F;


Variety of potato purchased on last shopping occasionQ.8 What type or variety of fresh potato did you purchase?

Potato Purchased(692)

Base: Total fresh potato purchases: 692

59%

14%

5%

4%

2%

1%

1%

8%

7%

Roosters

Kerr’s Pinks

Baby/ salad potatoes

Golden Wonder

Records

Maris Piper

Queens

Other

Don’t know

Region Age

Dublin%

Rest ofLeinster

%Munster

%

Conn/Ulster

%18-24

%25-34

%35-44

%45-54

%55+%

63 73 47 49 70 55 57 52 58

9 8 18 24 8 13 10 15 19

11 3 5 8 2 11 11 5 3

2 4 13 3 1 3 4 2 10

* 4 4 9 5 1 4 7 4

3 - 2 1 - 3 3 1 *

1 1 2 1 - 1 1 1 2

1 * 1 1 1 1 2 2 -

Roosters are the most popularvariety of potato purchased, with purchases higher in Leinster and among 18-24 yearolds. Kerr’s Pinks are more popular among those in Connaught/ Ulster while Golden Wonders are dominant among

those in Munster and aged 55+.

The market hasgone towards‘Rooster’ as a

short cutdecision for all tobuying potatoes– ‘Baby’s’ very

popular in Dublinarea’s


78

51

36

30

27

14

12

4

Roosters

Kerr's Pinks

Golden Wonder

Queens

Records

Baby/ salad potatoes

Maris Piper

Other

Spontaneous Awareness Total Prompted Awareness

Awareness of potato varietiesQ.16 Which varieties of potato, if any, can you think of?Q.16a Which of these varieties of potato have you heard of?

Awareness of Potato Varieties


96%

91%

82%

82%

74%

58%

50%

Spontaneous Awareness

Age Region

Females22-44

%18-24

%25-34

%35-44

%45-54

%55+%

Dublin%

Rest ofLeinster

%

Muns-ter%

Conn/Ulster

%

79 81 73 82 81 77 89 74 71 66

44 43 46 42 55 61 46 46 61 51

27 27 28 34 31 47 34 35 50 21

25 21 23 28 35 36 45 25 24 24

27 28 18 24 36 30 36 22 22 25

21 17 19 17 11 9 29 6 12 5

11 7 9 15 12 13 28 6 3 8

‘Roosters’ dominateawareness - ‘others’ are

known but the focusgroups suggest they may belosing relevance to ‘Rooster’

& ‘Babies’ cos theseconsumers don’t know

where they ‘fit in’


25

Preparation


Time spent cooking last main meal

5%

8%

27%

22%

8%

5%

23%

Q.3b How long did it take you to make that last main meal?

Average length of time toprepare a meal


Up to 15 mins

16-20 mins

21-30 mins

31-45 mins

46-60 mins

1-2 hours

2hours +

Average: 46.91 mins

The average time spent making the last main meal was just over 45 minutes, this was slightly lower for single femalesaged 22-44, with no dependents (40mins).

This is within therange of ‘traditional’potato preparation

methods ...


Preparing and cooking fresh potatoes

Wash them

Peel them

Chop them

Use straight from pack

Slice them

Chip them

Q.13 How did you prepare your fresh potatoes for cooking?Q.14 How did you cook the potatoes?

Potato Preparation onLast Meal Occasion

%

41%

34%

10%

4%

2%

2%

2%

1%

*

*

*

16%

Boiled

Boiled and mashed

Steamed

Roasted

Baked (oven)

Chips/wedges (deep fried)

Chips/ wedges (oven)

Included as an ingredient in a recipe/ dish

Chips/ wedges (shallow)

Sautéed/ Fried

Gratin/ Dauphinoise

Other

Potato Cooking Method onLast Meal Occasion

%


77%

72%

14%

5%

4%

23%

Peeling and washing potatoes remains a standard preparatory step for the majority of people while boiling andmashing remain staple cooking approaches.

Higher among:• 45-54 (50%)• Conn/Ulster (63%)

• 18-24 (53%)

Lower among:• AB (29%)• Dublin (30%)

• AB (30%) • Male (8%)• 18-24 (8%)

• 35-44 (19%)

Very traditionalprep & cooking

methods....


Awareness of how to cook potato varietiesQ.18a Which of the following statements best describes your awareness of the different cooking methods that

should be used to cook different potato varieties?

I have no idea about

how the different

pota to varieties

should be cooked

11%

I am somewhat

aware of how

different pota to

varie ties should be

cooked

32%

I am very aware of

how different pota to

varieties should be

cooked

36%

Don't know

4%

I am relatively

unaware of how

different potato

varieties should be

cooked

16%

Awareness of cooking methods


Lowest amongst:• 18-24 yrs (17%)• 25-34 yrs (25%)• Single, female 22-44 yrs (22%)• Living as married• Single

Highest amongst:• 18-24yrs (25%)• Munster (19%)• DE (16%)• Single

Younger/singleconsumers have littleknowledge about the

role of varieties !


Preparation of the potato according to Declining & ModerateFemale Potato Users

Fast: one lesspot

Handy

Microwave toheat, if not cook

Adaptablefor alltastes

Simpleandeasy

Forsnacks,lunches

anddinners

Easy todecideon the

day

Easy toheat &reheat

Adjust thevolumes tomeet needs

Always in thecupboard

Noproblemscleaning

up

Interchangeableoptions: rice,

pasta, noodles,wraps


Hassle forsome to prepand wash up

Hassle forsome to cook :

Microwave???

Routine cookingmethods: sticking

with what they knowbecause anything

else is timeconsuming

For sometakes a long

time toprepare

For traditionalmeals:

mashed,boiled, baked

Salad potatoesby-pass some

hassle.

The Sunday Roastor stew

‘Bigger’ meals

A core pillar ofthe meal


30

Consumption


82%

40%

11%

10%

4%

2%

3%

1%

2%

1%

*

*

24%

Products served in last main meal

ANY FRESH POTATO

Boiled

Boiled/ mashed

Steamed

Roasted

Oven baked

Chipped/ wedges (oven)

As an ingredient in a recipe

Chipped/ wedges (shallow fried)

Chipped/ wedges (deep fried)

Micro-waved

Sautéed/ Fried

Gratin/ Dauphinoise

Fresh potatoes Frozen Potatoes Other

Q.3 I would like you to think about the last main meal you made. Which, if any, of these products did you serve?

Base: All Products Consumed: 911

7%

5%

1%

1%

1%

1%

10%

9%

3%

1%

1%

1%

1%

ANY FROZEN POTATO

Chips

Roast Potatoes

Croquettes

Waffles

Wedges

Pasta/ Spaghetti

Rice

Pizza

Couscous

Speciality Breads

Tortillas/ Wraps

Chips from chipper

Fresh potatoes represented 82% of all the products consumed in housekeepers last main meal.


88%

30%

10%

9%

8%

7%

5%

1%

13%

11%

3%

*

*

*

23%

What is being served alongside fresh potatoes?

Net MEAT

Chicken

Beef

Lamb

Bacon

Minced Beef

Pork

Sausages

Minced Pork

Minced Lamb

Net FISH

Fresh

Frozen

Tinned

Smoked

Q.15 What did you serve the potatoes with?

88%

74%

8%

50%

40%

13%

11%

5%

2%

2%

5%

2%

1%

3%

*

9%

Net VEG

Fresh

Frozen

Tinned

Net CONDIMENTS & SAUCES

Gravy

Ketchup

Pepper

Brown sauce

Mayo

Vinegar

Salad

Eggs

Cheese

Within recipe (traditional)

Within recipe (ethnic)


Potatoes served with…

Traditional dinners (comprising of potatoes, meat and veg) dominate potato servings. The use of a potato within arecipe (either traditional or ethnic) is extremely low.


Consumption of the potato according to Declining & ModerateFemale Potato Users


Heavy forsome

…withbutterand

cream

Largevolume

A properdinner

Filling

PerceivedFattening

Tasty

Mashing,boiling, what

else…?

Traditionaldinners

Tomato notcream/ butter

Lighter

Better forenergy

Flavour

Favoured bywomen

Versatile forfussy eaters

Popular witheveryone

Like eatingout

Can be in a bowl,doesn’t have to be

structured mealelements

Feel like you’veexperimented

Value


34

Recommendations & Taking the Research Forward


‘Putting Potatoes Back on the Table’

Image

Purchase

Preparation

Consumption

Increasing potato consumption cannot be done in isolation – it can only beachieved by also addressing image, purchase and preparation factors


Recommendations – Broaden the image of thepotatoes

• It will be hard to turn all consumers into ‘potato adorers’ but we can influence them to be more opento potato cuisine and eat them more regularly

• We primarily need to move them towards an awareness of their inherent health & nutritionalbenefits

• We need to educate consumers how to use them ‘fashionably’ within their own demographic

• Many consumers seek ‘potatoes with a modern twist’ – ‘”give me the ‘Jamie Oliver version’ ofpotatoes not the ‘meat and 2 veg’ version of potatoes” (of previous generations)

• The image of the potato needs to stretch past the cooking methods that Irish people have grown upwith (boiling etc.) and embrace its more international heritage

• The potato needs to be presented as a ‘modern’ carbohydrate option highlighting its many positiveattributes

• The potato needs to take some learning’s from other carbohydrate categories

– Primarily it must offer more ‘aspiration’

– It must also encourage ‘inspiration’

• The visual appeal and imagery of the potato fixture is vital to this new image

– Potato fields and Irish rural landscapes reinforce their Irishness, but to consumers this is alreadyunderstood

TV programmes, endorsements, recipes, etc


Recommendations – Making improvements to the potatopurchase occasion

• Potato ‘variety’ is one of the key anchors that offers differentiation within the category

– And yet many consumers report a very weak understanding of the differences between types,varieties, etc.

• Further work needs to be done on the image of the potato to attract more people into thecategory – to engage people with the product and fixture

• The key objectives for the fixture is therefore to:

– Improve the image of potatoes within the fixture

– Attract consumers to the fixture by giving them appealing ‘full meal’ suggestions

– Educate consumers about potato varieties and types within the fixture


Recommendations – Impacting upon the preparation of thepotato

• Consumers need to add to their current behaviour of simply boiling, mashing, roastingand steaming

• ‘New’ meal solutions (in the form of new and fresh recipe ideas) are a key mechanismto bring innovation to the preparation of potatoes

– However, it must be done in the context of convenience, simplicity, and ease usingstraightforward preparation techniques

• Potatoes also need to be considered as an ingredient in a meal rather than as a corecomponent, as this has the potential to limit them to traditional meals only

• Consumers need to be encouraged to think beyond the traditional meal (meat & 2veg) and take innovative, but simple steps in their food preparation behaviours


Recommendations – Modernising potato consumption

• There are three important elements to be addressed on the consumption front

– 1. The “young Mums of the future” (those who are currently interacting more heavily with thepasta and rice category than their older counterparts) need to be encouraged to engage with the

potato category more frequently now– 2. Current Mums need options for feeding their children and the potato needs to be there as a

key consideration within their meal repertoire

– 3. Frequent users of potatoes can be further educated on the potato category in general

• To increase appeal to some groups consumption of potatoes needs to be associated with;

– new words and more exciting ‘language’ of cooking– interesting, versatile,

– new formats e.g. new packs / products

– new design e.g. different styles of presentation of meals

– new ideas e.g. new recipes, different continents, alternative flavours, ethnic foods


How can we take forward the findings of the research?

STEP 1. Potato.ieLaunched 2010- build on this....

STEP 2. New cross industry‘Potato Promotions group’

established to discuss & propose afuture potato promotional strategy


Conclusions

Potatoes remain Irelands preferred carbohydrate of choice but need a ‘modern slant’

The research has identified the key challenges to be addressed for potatoes to maintainthis position in an increasingly competitive market

Further development and promotion of the industry consumer focused website(Potato.ie) is a priority

A targeted promotional strategy will be developed and agreed with the industry (throughthe Potato Promotions Group) to assist in addressing many of the current issuesidentified in the research

It will require full industry cooperation to assist in ‘Putting Potatoes Back on the Plate’

Thank You

bord bia - potatoes research - teagasc | agriculture … · understanding consumer behaviour and...

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