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Lorcan Bourke – Bord Bia. Table of Contents. Background & Objectives Methodology & Approach Findings 1. Image 2. Purchase 3. Preparation 4. Consumption Recommendations & Taking the Research Forward Conclusions. Background to the research. - PowerPoint PPT Presentation
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Understanding consumer behaviour and attitudes towards the consumption and 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 & horticulture
2
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 & horticulture
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Background to the research
There has been decline in sales volumes of fresh potatoes over the past decade in Ireland attributed to:
• Changing consumer expectations in relation to greater meal variety, much more choice in foods 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 carbohydrate substitutes
The habits this generation are
picking up will carry to future
generations....
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Objectives of this researchMAIN OBJECTIVES:
To establish a clear understanding of consumer purchase behaviour, attitudes and consumption patterns of fresh ware potatoes, processed potato products and related carbohydrate substitute markets.
To provide information that can be used to communicate trends to growers, potato packer companies and others in the potato supply-chain.
To assist Bord Bia and the industry in planning potato promotional campaigns.
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5
Methodology & Approach
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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 among 150
female respondents aged between 22-44 years old
• The survey was quota controlled to ensure all demographic groups were proportionately represented within the population, including:
– Age within gender, Social class, Region (Dublin, Rest of Leinster, Munster, Connaught/ Ulster), Area (urban and rural)
• 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 Age Carbohydrate Classification Location
Group Type
Social Class
1 Singles,
no children 25-32
Pasta/ Rice Regulars
Dublin In-Store BC1
2 Co-habiting,
married pre-kids 26-34
Moderate/ Declining Potato
Dublin - South Off-Site C1C2
3 Singles,
no children 25-32
Moderate/ Declining Potato
Cork Off-Site ABC1
4 Younger Families
(kids u.15) 30-44
Pasta/ Rice Regulars
Dublin - North Off-site BC1
5 Younger Families
(kids u.15) 30-44
Moderate/ Declining Potato
Cork In-Store C1C2
6 Co-habiting,
married pre-kids 26-34
Pasta/ Rice Regulars
Carlow In-Store BC1
7 Young Co-habiting
& Families 26-40
Potato Adorers
Mixed - Carlow Off-Site ABC1
8 Non Working Mums 30-44 Moderate /
Declining Potato Dublin Off Site C2D
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7
Findings
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Let’s Not Forget ! The frequency of eating various carbohydrate foods in the 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 of Leinster
%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 times eaten per week
Base: All Respondents: 700
Ratio of usage of fresh potatoes to other carbs is higher among over 55’s.
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9
Image – the current image of the potato amongst respondents
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The image of the potato compared to other carbohydrates
Most traditional
Best for traditional
meals
Best for family mealsMost
filling
Most nutritious
Best value for money
Healthiest
Tastes best
Most natural
Best when you have time
to cook
Best for every day routine
Most versatile
Most enjoyable
Best for refrigerating/ reheating for
another dinner
Most popular nowadays
Best with a glass of
wine
Quickest to cook
Quickest to prepareLeast
wastage
Best for snacks
Best for busy
lifestylesEasiest to prepare &
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 when on a diet
Best for ethnic meals
Easiest to prepare & clean
up after
Quickest to cook
Best for snacks
Something that’s a
bit different
Best when 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 which one product you think that statement best applies to.
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The image of the potato according to Declining & Moderate Female Potato Users
A staple
International
Cosmopolitan
Fits with who I am
Modern food service experience
Inspired by exotic lands
Strong flavours
Healthy
Versatile
For everyone
Modern Carbs (pasta, rice etc) v Potatoes
Irish
Mum’s Cooking
Traditional
‘Old’ food service experience
Associated with the
past
Homely
Winter
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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 are healthy and
nutritious
Potatoes are fattening
Base: All Respondents: 700
Total Agree
%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 & horticulture
13
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 are more for my
mothers’ generation
I would use potatoes if I had more interesting
(e.g. ethnic) recipe ideas
When entertaining at
home I prefer to serve baby/ salad
potatoes
Base: All Respondents: 700
Total Agree
%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
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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 are great for single portion snacks
I only use potatoes for very traditional meals
Potatoes are for bigger family
meals only
Total Agree
%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
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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 Republic of) 4107630
16 Romania 4003980
17 Peru 3765290
18 Egypt 3659280
19 Brazil 3443710
20 Belgium 3296080
Practically every country on the
planet has associated
authentic potato cuisine
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16
Purchase
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Frequency of purchasing carbohydrate products in the home
113 6 6 7 5 2 3
68
64 6047 53
1518
9
14
13 15
16 14
87
3
8
5 7
6 6
9 7
9
3
17
5 5
10 11
21 19
21
3
13
5 58 7
20 22
2
16
3 2 6 5
26 24
*1
30
2 2
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 more often
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.
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The purchase of potatoes according to Declining & Moderate Female Potato Users
Modern Carbs (pasta, rice etc) v Potatoes
All together in one
location
Easy to find
Safe
Easily understood –
pasta is pasta
Interesting – new ideas
Brand resonance
Engaged in the category
Easy to pick up
Healthier options present -
wholemeal
Vibrant packaging
An interesting and new
experience
Variety in carbs
Variety in sauces
Easy to store
Browsing tendencies
Hard to carry
Baby potatoes a
compromise
Uninspiring Category
Invisible
Poorly understood
Isolated
Large potatoes disadvantaged
Committed but disengaged
Uninvolved
All the same?
Stuck between the bread and
the veg.
Basic packaging
Different types?
Routine
Grab & go purchases
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Purchasing patterns of carbohydrate products in the home
0 06 4 6 5 7
0 0
1514 19 14
1113
7 6
78
85 71 7778 74
81 80
127 6 3 6 7
13 14
9
74
1Buying more
Buying the same 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**% % % % % % % % %
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Who is buying more / less of each carbohydrate?Potatoes Buying more (12%) Buying less (9%)
35-44’s Females, 22-44’s, married no kidsFemales, 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. Evidence suggests younger cohorts ‘go back’ to potatoes
once the kids arrive .....
It’s a ‘lifestyle’ thing
- it’s important to leave younger
consumers ‘in a good place’ re:
potato usage, for when kids arrive...
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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 same amount
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 very
positive way!
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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, value, Irishness, appearance and pack size key drivers of choice. However, 18% of housekeepers
claim that they do not know what is important to them when purchasing potatoes, suggesting a lack of engagement with the product category.
TotalVariety of potato
The potatoes are Irish
Value for money/on price promotionThe 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 themTexture (e.g. waxy, floury)The potatoes are in season
All the potatoes in the bag are the same sizeFamiliarity 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;
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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 of Leinster
%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 popular variety of potato purchased, with purchases higher in Leinster and among 18-24 year olds. 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 has gone towards
‘Rooster’ as a short cut
decision for all to buying
potatoes – ‘Baby’s’ very
popular in Dublin area’s
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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
Females 22-44
%18-24
%25-34
%35-44
%45-54
%55+%
Dublin%
Rest of Leinster
%
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’ dominate awareness - ‘others’ are known but the
focus groups suggest they may be losing
relevance to ‘Rooster’ & ‘Babies’ cos these
consumers don’t know where they ‘fit in’
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25
Preparation
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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 to prepare 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 females aged 22-44, with no dependents (40mins).
This is within the range of ‘traditional’
potato preparation methods ...
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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 on Last 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 and mashing 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 traditional
prep & cooking
methods....
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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 potato varieties
should be cooked11%
I am somewhat aware of how
different potato varieties should be
cooked32%
I am very aware of how different potato varieties should be
cooked36%
Don't know4%
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/single consumers have little knowledge about the role of
varieties !
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Preparation of the potato according to Declining & Moderate Female Potato Users
Fast: one less pot
Handy
Microwave to heat, if not cook
Adaptable for all tastes
Simple and easy
For snacks, lunches
and dinners
Easy to decide on the
day
Easy to heat & reheat
Adjust the volumes to meet needs
Always in the cupboard
No problems cleaning
up
Interchangeable options: rice,
pasta, noodles, wraps
Modern Carbs (pasta, rice etc) v Potatoes
Hassle for some to prep and wash up
Hassle for some to cook :
Microwave???
Routine cooking methods: sticking
with what they know because anything else is time consuming
For some takes a long
time to prepare
For traditional meals:
mashed, boiled, baked
Salad potatoes by-pass some
hassle.
The Sunday Roast or stew
‘Bigger’ meals
A core pillar of the meal
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30
Consumption
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31
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 & horticulture
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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 a recipe (either traditional or ethnic) is extremely low.
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Consumption of the potato according to Declining & Moderate Female Potato Users
Modern Carbs (pasta, rice etc) v Potatoes
Heavy for some
…with butter and
cream
Large volume
A proper dinner
Filling
Perceived Fattening
Tasty
Mashing, boiling, what
else…?
Traditional dinners
Tomato not cream/ butter
Lighter
Better for energy
Flavour
Favoured by women
Versatile for fussy eaters
Popular with everyone
Like eating out
Can be in a bowl, doesn’t have to be
structured meal elements
Feel like you’ve experimented
Value
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34
Recommendations & Taking the Research Forward
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35
‘Putting Potatoes Back on the Table’
Image
Purchase
Preparation
Consumption
Increasing potato consumption cannot be done in isolation – it can only be achieved by also addressing image, purchase and
preparation factors
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36
Recommendations – Broaden the image of the potatoes
• It will be hard to turn all consumers into ‘potato adorers’ but we can influence them to be more open to potato cuisine and eat them more regularly
• We primarily need to move them towards an awareness of their inherent health & nutritional benefits
• 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’ of potatoes 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 up with (boiling etc.) and embrace its more international heritage
• The potato needs to be presented as a ‘modern’ carbohydrate option highlighting its many positive attributes
• 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 already understood
TV programmes, endorsements, recipes, etc
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Recommendations – Making improvements to the potato purchase 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 the category – 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 the potato
• Consumers need to add to their current behaviour of simply boiling, mashing, roasting and steaming
• ‘New’ meal solutions (in the form of new and fresh recipe ideas) are a key mechanism to bring innovation to the preparation of potatoes
– However, it must be done in the context of convenience, simplicity, and ease using straightforward preparation techniques
• Potatoes also need to be considered as an ingredient in a meal rather than as a core component, as this has the potential to limit them to traditional meals only
• Consumers need to be encouraged to think beyond the traditional meal (meat & 2 veg) 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 the pasta 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.ie Launched 2010- build on this....
STEP 2. New cross industry ‘Potato Promotions group’ established to discuss & propose a future 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 maintain this 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 (through the Potato Promotions Group) to assist in addressing many of the current issues identified in the research
It will require full industry cooperation to assist in ‘Putting Potatoes Back on the Plate’
Thank You