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Market Information

Consumers

17 November 2014

Potatoes were eaten as part of around 10.14 billion meals made at home each year, which is an average of 3.3 meals a week for each member of the population. Consumption habits change and it is important to understand how potatoes are being eaten, and what are they mainly accompanying.

 

Potato Consumer Report November 2014

  • In the 40 weeks to 17 August 2014, total in-home meal occasions were down 2.0% year-on-year, to 44.9 billion. Lunch has been the main driver of this overall decline, with 449 million fewer meal occasions, according to the latest data from Kantar Worldpanel Usage.
  • Following the trend of total food, potatoes (fresh and frozen) are experiencing year-on-year declines in individual meal occasions. While the lunch occasion is showing the largest decline across total food, for potatoes the greatest losses in actual meal occasions are coming from evening meals.
A quarterly report is produced on the foodservice sector, based on KANTAR Worldpanel usage. This report is available free-of-charge to levy payers. Email: marketing@potato.ahdb.org.uk to be added to the circulation list.
 
To view the latest potato consumer report please visit the consumer section of the knowledge hub.
 

Potato Council activity

 
The primary focus of Potato Council marketing activity is on the consumer, which benefits all routes to market.
  • Research: understanding the consumer is key to driving consumption and Potato Council has invested in researching this area. These insights can help ensure that the right products are available to ensure that we sustain demand for the potato.  See summaries of our recent research on usage & attitudes and the shopper journey.
  • Promotion: Potato Council runs promotion campaigns aimed at younger consumers who eat fewer potatoes than their parents. All activity is based on understanding the consumer and how we can increase the number of potato meals they eat.
  • Education: Potato Council’s education programmes make sure we reach the future potato consumers. For example, over two-thirds of Primary Schools take part in the Grow Your Own Potatoes project – reconnecting children with where their food comes from and how potatoes fit in a healthy balanced diet.
 

Market Information

 
Potato Council has carried out extensive research into potato consumers. If you have a specific question please do get in touch at marketing@potato.ahdb.org.uk. .