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Market Information


26 September 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 September 2014

  • Consumers are eating at home slightly less this year than last year, according to the latest data from Kantar Worldpanel Usage. This has been most significantly driven by a fall in lunchtime meals eaten or prepared in-home.
  • In the 24-week period to 27 April 2014, there has been a  decline in consumption across all the top dishes which, typically, feature potatoes compared to the same period last year. The exception is the baked potato meal.
  • British meals are losing out to international cuisines as consumers continue to disengage with meal preparation and formal family dining. In the last 24 weeks, this trend has continued and traditional British-style meals (such as roasts, stews and pies) have been served on 4.0% fewer occasions as a result.
  • According to research by YouGov in 2014, approximately one in five people choose carb-free eating sometimes or at least once a week.
  • In terms of satisfying consumer needs, fresh potatoes tick a lot of boxes. Enjoying the taste is the most popular reason for choosing fresh potatoes. In comparison to all the food consumed in-home, fresh potatoes over-index on taste and for being filling. 
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: 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 .