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Potatoes: It’s All About Taste & Convenience

Australian consumers are buying potatoes for taste and convenience, according to new research funded by Horticulture Australia Ltd using the National Fresh Potato Levy with matching funds from the Australian Government. And they will keep buying more potatoes too!

In October 2014 AUSVEG announced that the first results from the industry-funded initiative, revealing encouraging new insights into purchase triggers and consumption habits relating to fresh potatoes. The results show that consumers see taste and convenience as major factors when purchasing potatoes, and this suggests there is an opoortunity to increase consumption among certain consumer 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 25-44 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 project is being carried out by consumer research organisation Colmar Brunton, utilising online questionnaires to sample wide cross-section of consumers.

The study so far has also found that Australian generally expect potato produce to remain fresh for 17 days, one of the longest shelf lives for a horticultural product, 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 Mr Bodnarcuk.

“Australian growers have always been trend setters, 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.”

AUSVEG is the leading horticultural body representing more than 2,000 Australian potato growers. Read the AUSVEG Press Release.