The research carried out by the root vegetable grower and marketing company among consumer groups also shed light on perceptions of packaging, promotions and usability.

'Understanding consumer needs and perception allows us to help our retail partners establish a range that best matches their requirements,' said Stuart Nelson, marketing director at IFP. 'Consumers are extremely discerning and keen to learn about and cook with different varieties of root vegetables.' IFP agronomists already been innovative in the carrot sector helping develop a purple carrot launched last year and also supplying Chantenay and Parisienne carrots. Chantenay is a small, sweet root ideal for eating raw and Parisienne is an unusual spherical shape.

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