Taste and convenience are key factors in potato consumption

Australian consumers are buying potatoes for taste and convenience, and are keen to purchase more, according to the Potato Tracker research study.

The first results from the industry-funded initiative have been released, shedding encouraging light on purchase triggers and consumption habits relating to fresh potatoes.

The results show consumers cited taste and convenience as major factors when purchasing potatoes, leaving open scope to increase consumption among certain groups.

“These results highlight the high level of importance placed on the availability of potatoes and, more importantly, emphasise the intention of some groups of consumers - particularly males and individuals aged between 25 and 44 years - to purchase more potatoes in the future,” said AUSVEG spokesperson Michael Bodnarcuk.

“The Potato Tracker project provides growers with market data which is packed full of possibilities and could allow them to tailor their offerings to target areas of potential market growth.”

The study so far has also found that consumers generally expect potato produce to remain fresh for 17 days, one of the longest shelf life’s for a horticultural commodity, and that this expectation is typically being met.

“This report has expanded our knowledge of consumer expectations and global innovation in the potato industry, which will assist growers to better understand consumer attitudes towards potatoes, as well as their expectations,” said Bodnarcuk.

“Australian growers have always been trendsetters, keen to embrace new developments and take full advantage of potential areas of market growth. Assets such as the Potato Tracker provide growers with highly valuable insights, allowing them to understand where innovation is needed and gear their businesses accordingly.”

The project has been funded by Horticulture Australia using the National Fresh Potato Levy and matched funds from the Australian Government.