Promoting and protecting the potato sector
People love potatoes – that much is clear – but despite this, shoppers are buying fewer of them.
In order to better understand market influences, Potato Council has long used independently commissioned research to look at, and respond to, purchasing behaviour.
Kate Cox, Potato Council's marketing manager, tells us that Potato Council is leading activity to meet the challenges – and opportunities – the industry is facing. Backed by independent market data and shopper research, it provides the sector with a strong and united voice with which to fight back against volume decline and encourage potato consumption.
Its latest study, undertaken by Kantar WorldPanel LinkQ, compared actual purchasing patterns with what consumers think they are buying and revealed a key finding; that 90 per cent of those who are buying at least 20 per cent fewer potatoes thought they were actually purchasing the same amount or more. That means the decision not to purchase is largely unconscious.
Whilst this means that shoppers are not reacting to any specific issues such as price, they are in a state of inertia when it comes to buying potatoes. The solution is to provide inspiration and guidance – both at the retail fixture and in the home – through varietal information, recipe ideas and advice on how to prepare quick and easy potato meals that are packed full of goodness and can be enjoyed by the whole family.
In-store inspiration – A large degree of decision-making takes place in front of the fixture – particularly in relation to the type of potato to buy. Shoppers who are buying fewer potatoes are more likely to be those who decide what to buy in-store, so more needs to be done to interrupt their thinking and encourage them to reconsider potatoes.
Research shows that shoppers see little appeal in the raw product and that pack imagery as well as promotional material should focus on the end meal. Seventy-five per cent of those who are eating fewer potatoes think that shopper "signposting" – fluffy, salad and smooth – would encourage them to purchase more potatoes.
Most shoppers see potatoes as healthy without understanding the added nutritional punch they pack. Potato Council is working hard to build awareness of these messages – for example that they are naturally fat-free and a source of fibre and potassium – but consistent nutritional claims on potato packs, combined with promotional campaigns can help to enhance shoppers' perceptions and give them additional incentives to make a purchase. This approach will benefit all shoppers.
