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 2013
- Potatoes are the second most popular carbohydrate consumed in the home (after bread). Over 53 million people eat potatoes in the home. Fresh potatoes are eaten by 42 million and 31 million people eat frozen potatoes.
- In the 12 weeks ending 9 June, there were 2.1 billion potato meal occasions. This is down 2% compared to the same period last year, a fall which has been due to a decline in consumption of fresh potatoes. Bread has seen a similar fall, while rice and pasta haven seen significant increases of 19% and 17%. However, frozen potato products have also shown an increase in consumption compared to last year, driven by lunchtimes throughout the week.
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.