Lorcan Bourke, Horticulture Division, Bord Bia

According to the UK Office of National Statistics, “food prices have accelerated at their fastest rate since records began over the last two years, fuelling a rise in the average family's shopping bill of £750 annually”. So how have UK consumers responded to this in their behaviour in the British potato market?

A presentation by the British Potato Council at ‘British Potato 2009’ suggested that the main changes in potato purchasing to date have been a decline of 20% in the volume of organic sales, an increase in the sales of value ranges by 60%, no change in premium sales, with standard ranges dropping slightly.

In terms of the ‘added value’ ranges, premium has held steady while the UK consumer increasingly cares where their food comes from. IGD research however suggests that support for organic may return. Potatoes are now been brought back into vogue as the ‘practical choice’ in the credit crunch with more consumers being drawn towards ‘back to basics/ traditional British foods’. Consumers are seeking practical meals that are good value, filling and tasty, with potatoes increasingly fitting the bill. British consumers are also moving back towards ‘cooking from scratch’ while consumers are increasingly dining at home.

The continuing challenge around potatoes lies in the area of persuading consumers that potatoes can be just as convenient as other carbohydrates to prepare, in particular as everyday meals that are quick and easy to prepare. Easy and varied meals solutions through recipe development are seen as key to getting this message across, to bringing back ‘reduced’ consumer user groups. In particular, UK consumer groups that require special encouragement to eat more potatoes are pre-families (singles and couples) and young families.