Consumers

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 February 2013

• In the year to November 2012, there were 10.14 billion potato in-home meal occasions, representing a 1.6% decline year on year. 
• There has been significant growth over the last few years in frozen potato meal occasions, with consumption up 4.8% since 2009.
   

Potato Council activity

• 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.

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