Focusing on convenience and better shopper signposting could hold the keys to reversing a steep volume decline in potato sales.
That’s according to the results of a new study commissioned by Potato Council to determine ways in which to address the situation.
The research, conducted by Kantar WorldPanel, found that despite the value of the fresh potato category growing by 3.8 per cent over the last year, the volume of fresh potatoes sold in the 52-week period ending 25 May 2014 had fallen by eight per cent. For the majority of shoppers, though, it appears the decision to buy less potatoes is an unconscious one.
Caroline Evans, head of marketing and corporate affairs at Potato Council, said: “An unconscious decision not to purchase presents both opportunities and challenges for the industry when it comes to fighting back against the volume decline. It means there is no specific issue we need to address – for example health or price. Instead the focus is on ensuring that potatoes are front-of-mind for shoppers, particularly in store.”
The research, which is presented in a new report ‘A Fresh Challenge; addressing the volume decline’, looked at purchasing behaviour and how a representative sample of 1,850 consumers think and feel about potatoes.
In particular it focused on those who were buying fewer potatoes (at least 20 per cent year-on-year) and compared their views with those who were buying the same or more to determine how the industry could respond.
Comparing actual purchasing with what consumers think they are buying brought out a key finding – that 90 per cent of those who are buying at least 20 per cent fewer potatoes thought they were buying the same amount or more. This, Potato Council believes, makes it clear that there is no active rejection of the potato category.
Potato prices have risen considerably at retail; up by more than a third in the last year.
But, Evans noted: “Price is always an important issue for shoppers, however, the research suggests that it’s not a major concern for the majority. Those who have decreased their purchasing are marginally less likely to think the price has increased (71 per cent versus 69 per cent), with the majority thinking that it has increased a little.
“There is a small group in the decrease segment who are more aware of price and more likely to buy on promotion.
“Potatoes are a staple food and price tends to be less of a concern for shoppers – that said, everyone is looking for good value-for-money. We need to make sure we position potatoes as an easy choice which can be a good value base for meals.”
Going forward, the priority areas for Potato Council are:
• Focusing on convenience: a combination of product innovation and communicating that potatoes can be quick and easy-to-cook
• Promoting the nutritional benefits: using packaging and promotional campaigns to generate widespread awareness of the many health benefits of potatoes. Plus reminding shoppers that potatoes are tasty, not simply a base for healthy meals.
• Using shopper signposting: engaging shoppers at the fixture, interrupting their normal behaviour and encouraging them to reconsider potatoes. Using cooked dish imagery on pack and in promotional literature to reconnect them with the end product.
• Increasing the number of potato dishes in the weekly meal repertoire: this can be simply done by inspiring shoppers with new recipe ideas.
• Uniting as an industry to address the issues: pushing out consistent messages about the benefits of potatoes will help move the category forward. Potato Council has been presenting the research to major retailers with their suppliers.
Evans added: “The research demonstrates just how essential it is to shake consumers out of a state of inertia when it comes to buying potatoes. They need inspiration and guidance - both at the fixture and in the home - in the form of 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.
“Clearly it is more important than ever that industry works together to put out positive, consistent messages about potatoes and put a stop to the decline in consumption. We will be sharing the detailed research findings with industry over the coming weeks in order to help them address the issues.”
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