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
Growing the success of Irish food & horticulture3
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....
Growing the success of Irish food & horticulture4
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.
Growing the success of Irish food & horticulture6
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
Moderate/Declining Potato
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
Moderate/Declining Potato
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
Growing the success of Irish food & horticulture8
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.
Growing the success of Irish food & horticulture9
9
Image – the current image of the potato amongst respondents
Growing the success of Irish food & horticulture10
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.
Growing the success of Irish food & horticulture11
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
Growing the success of Irish food & horticulture12
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
Base: All Respondents: 700
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
Growing the success of Irish food & horticulture13
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
Base: All Respondents: 700
TotalAgree
%Highest among: Lowest among:
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
Growing the success of Irish food & horticulture14
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
%Highest among: Lowest among:
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
Growing the success of Irish food & horticulture15
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
Growing the success of Irish food & horticulture17
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.
Growing the success of Irish food & horticulture18
The purchase of potatoes according to Declining & ModerateFemale Potato Users
Modern Carbs (pasta, rice etc) v Potatoes
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
Growing the success of Irish food & horticulture19
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?
Base: All Respondents: 700
** = 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**% % % % % % % % %
Growing the success of Irish food & horticulture20
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...
Growing the success of Irish food & horticulture21
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
Base: All Respondents: 700
‘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!
Growing the success of Irish food & horticulture22
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
Base: All Respondents: 700
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;
Growing the success of Irish food & horticulture23
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
Growing the success of Irish food & horticulture24
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
Base: All Respondents: 700
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’
Growing the success of Irish food & horticulture26
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
Base: All Respondents: 700
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 ...
Growing the success of Irish food & horticulture27
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
%
Base: All Respondents: 700
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....
Growing the success of Irish food & horticulture28
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
Base: All Respondents: 700
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 !
Growing the success of Irish food & horticulture29
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
Modern Carbs (pasta, rice etc) v Potatoes
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
Growing the success of Irish food & horticulture31
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.
Growing the success of Irish food & horticulture32
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)
Base: All Respondents: 700
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.
Growing the success of Irish food & horticulture33
Consumption of the potato according to Declining & ModerateFemale Potato Users
Modern Carbs (pasta, rice etc) v Potatoes
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
Growing the success of Irish food & horticulture35
‘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
Growing the success of Irish food & horticulture36
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
Growing the success of Irish food & horticulture37
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
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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
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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
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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
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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