The potato industry must build growth among younger consumers if it is to maintain its place as the carbohydrate of first choice, new research shows.

The latest report from the Potato Council, Potatoes: A Choice For Life, examines the typical meal repertoires of consumers, what influences their choices and how they differ throughout their life stages.

The study found that older families and the retired over-index on their consumption of potatoes, while a lack of cooking skills, potato knowledge and time means that pre- and young families are eating far fewer spuds.

Kathryn Race, Potato Council marketing director, said: “The market and consumer research we undertake is designed to help the potato industry to establish product development and marketing strategies for growth. After all, the better we understand consumers, the more effective our strategies will be.

“This latest research shows that the younger life stages are proportionately the lowest consumers of potatoes. If we do not change their purchasing habits now and as they move through their different life stage segments, the current market share for potatoes will decline.

“To do this, we must position potatoes as fulfilling the criteria of these target groups - particularly that they can be a quick and convenient meal solution. The fact that they are healthy, nutritious, versatile, loved by kids and ideal for a range of cosmopolitan meals are also plus-points for producers, processors and retailers to address.

“In the current economic climate when families are looking to make savings, there is a ‘back to basics’ trend and potatoes - which deliver great value for money - can benefit from this too.”

The findings show that potatoes dominate the carbohydrate intake of older groups, but other carbohydrates have managed to capture a significant share of meal occasions enjoyed by the younger life stages.

But across all life stages, potatoes under-index in healthy meals served.

Race said: “There are many challenges facing the sector today, but two key marketing issues stand out; the need to target younger consumers and change their perception of potatoes, as well as raise awareness of the natural healthiness of potatoes...

“Ultimately, potatoes need to be positioned as a contemporary product that satisfies consumer needs throughout the different life stages if the long-term future of the industry is to be protected.”

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