A Fresh Outlook for the Potato Category

• Over 80% of shoppers want more information on variety and usage

• Four in ten potato shoppers decide to purchase in-store

• When it comes to potatoes, shoppers care more about value than price

These are some of the key findings from a new report that aims to help the fresh potato sector deliver a competitive advantage and drive sales.

Potatoes: A Fresh Outlook is the result of a number of in depth consumer research studies undertaken by Potato Council. The report will help the industry develop a better understanding of potato shoppers and demonstrates that focusing on differentiation and lifting potatoes out of commodity status is key to sustaining long-term demand.

Caroline Evans, head of marketing and corporate affairs, Potato Council, said: Consumers drive the market and knowledge of their shopping habits and what motivates them is what will keep the industry competitive and in front of rival carbohydrates.

This is a challenge for the whole supply chain not just the retailer if we are to ensure that we have the right products on offer, packaged and displayed in the right way and with the right messages. Thats what we hope to achieve by disseminating this detailed consumer insight.

Potatoes are a favourite food and theyre viewed as being good value; and this is more important for shoppers than price. In fact, almost half of shoppers dont know how much they pay for potatoes. They also want to better understand variety and usage, and look for inspiration at the fixture.

The industry needs to show off the breadth of product and use this to drive differentiation. Provenance and variety can be used to encourage shoppers to trade up, while usage is an area in which consumers are seeking inspiration. The re-classification of the retail fixture using colours, potato grouping and clear signage, will also lead to faster purchasing decisions in-store and a category that is easier to shop.

Potato Council is now presenting its findings to levy payers, retailers and buyers to help shape the fresh potato category, increasing opportunities to drives sales and consumption.

Potatoes: A Fresh Outlook is available to all levy payers by contacting marketing@potato.ahdb.org.uk. The 52 page report is broken down into nine distinctive chapters identifying key issues such as; post recession shopper habits, the drivers of potato consumption, the potato sector performance and the importance of value over price.

Potato Council, supporting the potato industry, is funded by potato growers, purchasers and processors. Potato Council is a division of the Agriculture and Horticulture Development Board (www.ahdb.org.uk).