Consumers

Potatoes were eaten as part of around 10.3 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. 

Latest market report - Potato Consumer Report February  2012

• In the 12 months to November 2011, in-home potato consumption was recorded at 10.3 billion meal occasions. This is 0.8% lower than the previous year, however, the current level is still higher than pre-recession levels. 
• Frozen potatoes has seen the strongest YOY growth in meal occasions over the past three years. It has recorded a 2.9% increase from last year and represented a 5.9% increase compared to 2008 with 162 million additional in-home meal occasions over the three years. 

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.

Market Information