It appears more and more of us are having ‘fries with that’.
According to Dutch foodservice firm Aviko, chips and fries account for 73 per cent of the servings of potato products in the foodservice market.
The Potato Council, meanwhile, notes that frozen potato products have seen a year-on-year uplift in both volume and value of 1.5 per cent and 2.1 per cent, respectively.
Elsewhere, the same body tells FPJ that chilled potatoes performed particularly impressively in the 52-week period ending 7 January 2015, with a 5 per cent rise in volume, and a 6.8 per cent increase in value.
Juxtaposed with the volume of fresh potatoes sold in the same time period dropping by 3.2 per cent, compounded by a sales value decrease of 12.8 per cent, and it seems one side of the market is exceedingly chippier than the other.
This week (16-22 February) sees chips lobbed into the spotlight too: the 24th annual Chip Week offers an opportunity for traditional chips shops to boost trade, with many fish and chip retailers experiencing a significant and sustained longer-term uplift in sales by offering promotional deals such as BOGOFs during Chip Week.
Nick White, head of marketing and corporate affairs at the Potato Council, says: “Chip Week provides a platform which supportswhat is a very fragmented industry sector. With 10,500 fish and chip shops in the UK, the week offers the whole industry - from growers to chip shops - a fantastic opportunity to highlight quality potatoes and the processes that go into producing the perfect chip.
“Last year, the campaign smashed all records, achieving an incredible £5 million worth of coverage and reaching over 163m consumers.”
Above everything else, it’s the convenience element that’s imperative and what should be built upon by everyone involved in the potato supply chain, according to Simon Faulkner, agronomy manager at vegetable grower Produce World.
He says: “The opportunities to grow the potato market were highlighted by consumer research undertaken last year for the industry by the potato council with Kantar Worldpanel. This highlighted the need to focus on making potatoes relevant to more meal occasions.
“Time-poor consumers are constantly looking for convenient meal solutions and potatoes can play an important role here. The key is ensuring that potatoes remain top-of-mind for consumers and the industry constantly reminding consumers how potatoes fit with their meal choices.”
Well-oiled campaigning on this front from the likes of the Potato Council could lead to the dawn of a new day for the humble spud.
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