lorcan bourke – bord bia

Understanding consumer behaviour and attitudes towards the consumption and 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


2

Table of Contents

• Background & Objectives

• Methodology & Approach

• Findings

– 1. Image

– 2. Purchase

– 3. Preparation

– 4. Consumption

• Recommendations & Taking the Research Forward

• Conclusions


3

Background to the research

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

• Changing consumer expectations in relation to greater meal variety, much more choice in foods 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 carbohydrate substitutes

The habits this generation are

picking up will carry to future

generations....


4

Objectives of this researchMAIN OBJECTIVES:

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

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

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


5

5

Methodology & Approach


6

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 among 150

female respondents aged between 22-44 years old

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

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

• 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 Age Carbohydrate Classification Location

Group Type

Social Class

1 Singles,

no children 25-32

Pasta/ Rice Regulars

Dublin In-Store BC1

2 Co-habiting,

married pre-kids 26-34

Moderate/ Declining Potato

Dublin - South Off-Site C1C2

3 Singles,

no children 25-32


Cork Off-Site ABC1

4 Younger Families

(kids u.15) 30-44


Dublin - North Off-site BC1

5 Younger Families

(kids u.15) 30-44


Cork In-Store C1C2

6 Co-habiting,

married pre-kids 26-34


Carlow In-Store BC1

7 Young Co-habiting

& Families 26-40

Potato Adorers

Mixed - Carlow Off-Site ABC1

8 Non Working Mums 30-44 Moderate /

Declining Potato Dublin Off Site C2D


7

7

Findings


8

Let’s Not Forget ! The frequency of eating various carbohydrate foods in the 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 of Leinster

%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 times eaten per week

Base: All Respondents: 700

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


9

9

Image – the current image of the potato amongst respondents


10

The image of the potato compared to other carbohydrates

Most traditional

Best for traditional

meals

Best for family mealsMost

filling

Most nutritious

Best value for money

Healthiest

Tastes best

Most natural

Best when you have time

to cook

Best for every day routine

Most versatile

Most enjoyable

Best for refrigerating/ reheating for

another dinner

Most popular nowadays

Best with a glass of

wine

Quickest to cook

Quickest to prepareLeast

wastage

Best for snacks

Best for busy

lifestylesEasiest to prepare &

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 when on a diet

Best for ethnic meals

Easiest to prepare & clean

up after

Quickest to cook

Best for snacks

Something that’s a

bit different

Best when 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 which one product you think that statement best applies to.


11

The image of the potato according to Declining & Moderate Female Potato Users

A staple

International

Cosmopolitan

Fits with who I am

Modern food service experience

Inspired by exotic lands

Strong flavours

Healthy

Versatile

For everyone

Modern Carbs (pasta, rice etc) v Potatoes

Irish

Mum’s Cooking

Traditional

‘Old’ food service experience

Associated with the

past

Homely

Winter


12

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 are healthy and

nutritious

Potatoes are fattening


Total Agree

%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


13

6

4

4

15

18

16

18

13

27

34

44

32

27

17

20 1

1

1


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 are more for my

mothers’ generation

I would use potatoes if I had more interesting

(e.g. ethnic) recipe ideas

When entertaining at

home I prefer to serve baby/ salad

potatoes


Total Agree


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


14

16

10

7

39

22

21

23

18

17

18

28

33

3

21

21

0

1

1


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 are great for single portion snacks

I only use potatoes for very traditional meals

Potatoes are for bigger family

meals only

Total Agree


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


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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 Republic of) 4107630

16 Romania 4003980

17 Peru 3765290

18 Egypt 3659280

19 Brazil 3443710

20 Belgium 3296080

Practically every country on the

planet has associated

authentic potato cuisine


16

16

Purchase


17

Frequency of purchasing carbohydrate products in the home

113 6 6 7 5 2 3

68

64 6047 53

1518

9

14

13 15

16 14

87

3

8

5 7

6 6

9 7

9

3

17

5 5

10 11

21 19

21

3

13

5 58 7

20 22

2

16

3 2 6 5

26 24

*1

30

2 2

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 more often

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.


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The purchase of potatoes according to Declining & Moderate Female Potato Users


All together in one

location

Easy to find

Safe

Easily understood –

pasta is pasta

Interesting – new ideas

Brand resonance

Engaged in the category

Easy to pick up

Healthier options present -

wholemeal

Vibrant packaging

An interesting and new

experience

Variety in carbs

Variety in sauces

Easy to store

Browsing tendencies

Hard to carry

Baby potatoes a

compromise

Uninspiring Category

Invisible

Poorly understood

Isolated

Large potatoes disadvantaged

Committed but disengaged

Uninvolved

All the same?

Stuck between the bread and

the veg.

Basic packaging

Different types?

Routine

Grab & go purchases


19

Purchasing patterns of carbohydrate products in the home

0 06 4 6 5 7

0 0

1514 19 14

1113

7 6

78

85 71 7778 74

81 80

127 6 3 6 7

13 14

9

74

1Buying more

Buying the same 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**% % % % % % % % %


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

35-44’s Females, 22-44’s, married no kidsFemales, 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. Evidence suggests younger cohorts ‘go back’ to potatoes

once the kids arrive .....

It’s a ‘lifestyle’ thing

- it’s important to leave younger

consumers ‘in a good place’ re:

potato usage, for when kids arrive...


21

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 same amount

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 very

positive way!


22

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, value, Irishness, appearance and pack size key drivers of choice. However, 18% of housekeepers

claim that they do not know what is important to them when purchasing potatoes, suggesting a lack of engagement with the product category.

TotalVariety of potato

The potatoes are Irish

Value for money/on price promotionThe 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 themTexture (e.g. waxy, floury)The potatoes are in season

All the potatoes in the bag are the same sizeFamiliarity 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;


23

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 of Leinster

%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 popular variety of potato purchased, with purchases higher in Leinster and among 18-24 year olds. 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 has gone towards

‘Rooster’ as a short cut

decision for all to buying

potatoes – ‘Baby’s’ very

popular in Dublin area’s


24

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

Females 22-44

%18-24

%25-34

%35-44

%45-54

%55+%

Dublin%

Rest of Leinster

%

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’ dominate awareness - ‘others’ are known but the

focus groups suggest they may be losing

relevance to ‘Rooster’ & ‘Babies’ cos these

consumers don’t know where they ‘fit in’


25

25

Preparation


26

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 to prepare 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 females aged 22-44, with no dependents (40mins).

This is within the range of ‘traditional’

potato preparation methods ...


27

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 on Last 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 and mashing 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 traditional

prep & cooking

methods....


28

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 potato varieties

should be cooked11%

I am somewhat aware of how

different potato varieties should be

cooked32%

I am very aware of how different potato varieties should be

cooked36%

Don't know4%

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/single consumers have little knowledge about the role of

varieties !


29

Preparation of the potato according to Declining & Moderate Female Potato Users

Fast: one less pot

Handy

Microwave to heat, if not cook

Adaptable for all tastes

Simple and easy

For snacks, lunches

and dinners

Easy to decide on the

day

Easy to heat & reheat

Adjust the volumes to meet needs

Always in the cupboard

No problems cleaning

up

Interchangeable options: rice,

pasta, noodles, wraps


Hassle for some to prep and wash up

Hassle for some to cook :

Microwave???

Routine cooking methods: sticking

with what they know because anything else is time consuming

For some takes a long

time to prepare

For traditional meals:

mashed, boiled, baked

Salad potatoes by-pass some

hassle.

The Sunday Roast or stew

‘Bigger’ meals

A core pillar of the meal


30

30

Consumption


31

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.


32

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 a recipe (either traditional or ethnic) is extremely low.


33

Consumption of the potato according to Declining & Moderate Female Potato Users


Heavy for some

…with butter and

cream

Large volume

A proper dinner

Filling

Perceived Fattening

Tasty

Mashing, boiling, what

else…?

Traditional dinners

Tomato not cream/ butter

Lighter

Better for energy

Flavour

Favoured by women

Versatile for fussy eaters

Popular with everyone

Like eating out

Can be in a bowl, doesn’t have to be

structured meal elements

Feel like you’ve experimented

Value


34

34

Recommendations & Taking the Research Forward


35

‘Putting Potatoes Back on the Table’

Image

Purchase

Preparation

Consumption

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

preparation factors


36

Recommendations – Broaden the image of the potatoes

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

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

• 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’ of potatoes 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 up with (boiling etc.) and embrace its more international heritage

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

• 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 already understood

TV programmes, endorsements, recipes, etc


37

Recommendations – Making improvements to the potato purchase 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 the category – 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


38

Recommendations – Impacting upon the preparation of the potato

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

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

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

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

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


39

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 the pasta 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


40

How can we take forward the findings of the research?

STEP 1. Potato.ie Launched 2010- build on this....

STEP 2. New cross industry ‘Potato Promotions group’ established to discuss & propose a future potato promotional strategy


41

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 maintain this 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 (through the Potato Promotions Group) to assist in addressing many of the current issues identified in the research

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

Thank You

lorcan bourke – bord bia

Documents