1 / 55

NET Potato Consumption Trends

NET Potato Consumption Trends. June, 2010. Contents . Objective and Methodology Detailed Findings In-home Potato Consumption Annual Eatings Day Part Demographic and Lifecycle Potato Type Fresh Potatoes In-home Dinners General Trends Side Dish and Base Protein

davida
Télécharger la présentation

NET Potato Consumption Trends

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. NET Potato Consumption Trends June, 2010

  2. Contents • Objective and Methodology • Detailed Findings • In-home Potato Consumption • Annual Eatings • Day Part • Demographic and Lifecycle • Potato Type • Fresh Potatoes • In-home Dinners • General Trends • Side Dish and Base Protein • Restaurant Consumption • Potato Chips • Insights and Implications

  3. Objective and Methodology

  4. Objective and Methodology OBJECTIVE • Track and examine in-home potato consumption trends METHODOLOGY • Data obtained from the NPD Group’s National Eating Trends database • Tracked since 1985 • Balanced panel of 2,000 households • Participants report all foods and beverages consumed by all individuals in their household during an average two-week period via a paper diary • Panel is balanced to the U.S. Census on key demographic variables and is distributed evenly throughout the year so that all seasons are represented equally • In-home consumption includes all foods and beverages prepared and/or consumed in the home and carried meals prepared in the home, i.e., “brown bag lunches” • Data is measured as an “eating” and does not attempt to measure actual volume consumed • The definition of potatoes throughout this analysis excludes in-restaurant and sweet potatoes • Mentions to potato consumption exclude potato chips unless otherwise stated • NET’s AFH data replaces CREST as the source for restaurant data

  5. Detailed Findings

  6. In-home Potato Consumption

  7. In-home: Eatings per Capita • After being relatively stable from 2004 to 2008, in-home per capita consumption dropped in 2009 to 67 eatings per year Annual In-home Potato Eatings (per Capita) In-home per capita consumption of potatoes has dropped 15% since 2000

  8. In-home: Frequency and Penetration • The percentage of individuals eating potatoes in-home has remained flat since 2002 • However, the frequency of potato eatings among eaters has dropped slightly since 2006, driving the overall drop in in-home eatings per capita Percentage of Individuals Consuming Potatoes In-home in Average Two Weeks Eatings per Eater In-home in Average Two Weeks

  9. In-home: Share of Total Meals • Potatoes were included in just over 7% of all in-home meals in 2009 • Share of meals has dropped, however, from 8.8% in 2000 Percentage of Total In-home Meals that Include Potatoes Potato share of meals dropped 1.6 percentage points since 2000

  10. In-home: Usage • Ingredient usage of potatoes has been small but stable, while use “as is” is dropping Annual In-home Potato Eatings (per Capita)

  11. In-home: Day Part Usage • Dinner is by far the largest occasion for potato usage and is driving declines in eatings per capita Annual In-home Potato Eatings (per Capita) Change ’00 to ’09 2009 Share of In-home Potato Eatings* Actual % -12 -15% Total -10 -16% Dinner -1.5 -12% Lunch +0.4 +13% Breakfast *Share of potato eatings in ‘00 = 81% dinner, 15% lunch, 4% breakfast.

  12. In-home: Demographics – Gender and Age • In-home potato consumption is highest among older respondents (65+); however, the drop in eatings per capita among this group was greater than average across age groups • In 2009, age is less correlated with in-home consumption than in 2000

  13. In-home: Demographics – Ethnicity • On average, caucasian consumers report more in-home potato eatings vs. African American, Hispanic and Asian consumers • With the exception of African-Americans, consumption across ethnicities has dropped at the same rate (since 2000) 2009 Annual In-home Potato Eatings (per Capita) Average =67.0

  14. In-home: Demographics – Income • Lower-income individuals are eating more potatoes in-home; however, they are also driving declines in in-home potato eatings 2009 Annual In-home Potato Eatings (per Capita) Average =67.0

  15. In-home: Demographics – Region • In-home potato consumption remains highest in the Central and South regions • Drops in consumption since 2000 have been considerably more dramatic in the East and West 2009 Annual In-home Potato Eatings (per Capita) Average = 67.0

  16. In-home: Lifecycle • Not surprisingly, households with kids report above-average potato eatings per household 2009 Annual In-home Potato Eatings (per Household) Average = 169 % of HH

  17. In-home: Lifecycle • Working parents, low/middle-income families and low/middle-income empty nesters make up 38% of the population but 44% of potato eatings

  18. In-home: Lifecycle • Low/middle-income families and empty nesters also account for the greatest share of the total drop in potato eatings since 2000 Note: Included only fresh, frozen, and instant in-home eatings.

  19. In-home: Potato Type • Since 2000, declines in fresh potato usage has driven the drops in in-home potato eatings • While drops in mashed and baked potatoes correlate with the drop in fresh potato usage, specialty potato eatings are up from 2000

  20. In-home: Potato Type • From 2008 to 2009, the drop in eatings per eater was primarily in instant and frozen potatoes • Fresh potatoes remained stable • Consumption of most potato types remained stable from 2008 to 2009 • However, consumption of mashed and french fries decreased, correlating with the drop in instant and frozen potatoes Eatings per Eater In-home in Average Two Weeks

  21. In-home: Fresh Potatoes • Share of in-home meals that include fresh potatoes has stabilized over the past four years at 4.6% • Frequency (i.e., eatings per eater) has declined, though penetration (i.e., percentage eating fresh potatoes in an average two weeks) has increased Percentage Consuming Fresh Potatoes in Average Two Weeks Fresh Potato Share of Total In-home Meals Eatings per Eater (Two Weeks)

  22. Potato Consumption at Dinner

  23. Dinner: General Trends • Dinners prepared at home account for nearly 80% of total dinners reported • The number of dinners prepared at home annually continues to increase after an all-time low in 2003 Number of Dinners Prepared at Home (Annually) Share of Dinners *Includes carried from home.

  24. Dinner: General Trends • As more dinners are being prepared at home, those dinners have become quicker and more simple • Less than half of in-home dinners include at least one completely homemade item • The percentage of in-home dinners including at least one side dish has remained relatively stable since 2000, and the average number of dishes served (per dinner) also seems to have stabilized

  25. Dinner: General Trends • The use of ready-to-eat and frozen dishes has also increased and, in 2009, accounted for 27% of “prepared in home” dinners Share of “Prepared in Home” Dinners

  26. Dinner: Potato Prep • Despite meals becoming more simple, microwave use for potato preparation has been flat since 2000 • Microwave use for baked potatoes, however, is gaining share Share of In-home Potato Eatings

  27. Dinner: Potato Share • In-home dinners are on the rise, but because potato eatings are dropping, potatoes’ share of dinner meals has slipped 4% points to 19% in 2009 from 23% in 2000 • Potatoes are used as a side dish over three times as often as a main dish • The drop in potato share of dinners is split evenly across side dish and main dish use

  28. Dinner: Side Dish • Potatoes are included in 14% of dinners as a side dish, second only to all other vegetables combined Percentage of Dinners Including Item as a Side Dish

  29. Dinner: Top Entrées • Six of the top ten dinner entrées (based on per capita eatings) are “potato friendly,” accounting for 45% of dinners Top Ten Dinner Entrées (Annual Eatings per Capita) “Potato Friendly”123 dinners = 45% of total in-home dinners *Included burgers, hot dogs, poultry, cheese, beef, ham, lunchmeat.

  30. Dinner: Top Entrées • Sandwiches, poultry, and seafood dishes are both “potato friendly” and have grown since 2000 Top Ten Dinner Entrées (Annual Eatings per Capita) *Included burgers, hot dogs, poultry, cheese, beef, ham, lunchmeat.

  31. Dinner: Protein vs. Non-protein Dinners • Protein base dinners account for more than double the number of potato dinner eatings annually (35 vs. 16), however potatoes are losing share of these dinners faster Note protein base dinners include steak, chicken, pork chops, etc.; non-protein dinners include pasta, pizza, Mexican, casseroles, etc.

  32. Dinner: Protein Dinners • The number of poultry and seafood meals have grown since 2000, while beef dishes have declined • Potato share across all protein base dish dinners has slipped since 2000; however, the number of dinners has decreased the most in beef dinners (-4 vs. -2 for poultry) Poultry Beef Pork/Ham Fish/Seafood

  33. Dinner: Protein Dinners • In recent years, poultry dinners have increased and potatoes’ share of poultry dinners has remained stable, making poultry dinner occasions nearly as large as beef occasions for potatoes • The slight drop in the number of beef dinners including potatoes is due to a decrease in beef dinners (vs. a decrease in potatoes’ share of beef dinners) • The percentage of pork dinners including potatoes has dropped since 2007

  34. Dinner: Protein Dinners • Again, the number of beef and poultry dinners that include potatoes is nearly equal Number of Annual Dinners Including Potatoes (per Capita)

  35. Dinner: Competitor Starches • Potatoes are by far the largest starch side dish to accompany protein base dish dinners and, despite declines, still dominate over other options including rice and pasta • Potatoes are strongest in beef dishes • Rice is strongest in poultry dinners but is still only about half the size of potatoes in poultry dinner occasions; rice, however, is growing

  36. Restaurant Consumption

  37. Restaurants: In-home and Restaurant Eatings • Potatoes are included in approximately 9% of all meals—in home and in restaurants • Restaurants account for 34% of all potato meals Annual Potato Eatings (per Capita) Potato Shareof total meals

  38. Restaurants: Potato Share • Potatoes’ share of restaurant meals has dropped since 2000 but has remained relatively stable for the past five years Annual Restaurant Eatings per Capita Potato Share

  39. Restaurants: Potato Type • French fries account for over half of all restaurant potato eatings • This has remained stable since 2000 Share of Annual Restaurant Potato Eatings

  40. Restaurants: Day Part • Dinner is the largest day part for potato consumption at restaurants, especially for baked and mashed potatoes • More french fries are consumed at the lunch occasion Share of Annual Restaurant Potato Eatings

  41. Restaurants: Restaurant Type • Fast food accounts for a majority of potato restaurant eatings, correlating with french fries being the largest potato type in restaurants Share of Annual Restaurant Potato Eatings

  42. Chips

  43. Chips: Annual Eatings • Chips consumption has grown slightly since 2000, driven by an increase in restaurant eatings • In-home eatings, however, account for a large majority of total chip eatings Annual Chip Eatings per Capita

  44. Chips: Annual Eatings • While chip consumption remains stable, total potato eatings have dropped 11% since 2000 Annual Potato + Chip Eatings per Capita: In-home and Restaurant Total potato eatings have dropped 11% since 2000

  45. Historical Perspective

  46. Historical Perspective • The drop in fresh potato eatings from 1992 to 2000 was greater than from 2001 to 2009 • In comparison to the previous decade, fresh potato consumption appears to be leveling off • Atkins (around 2004) does not appear to have had as negative effect on fresh potato consumption as initially assumed Annual Potato In-home Potato Eatings Drop in fresh potato eatings (1992 to 2000) -13.9 Drop in fresh potato eatings (2001 to 2009) -9.5

  47. Insights and Implications

  48. Insights and Implications: Dinner Time! Insights • Dinners account for nearly 80% of in-home potato eatings • Potato eatings at the dinner occasion, however, continue to drop, and dinner is driving the long-term decline in overall potato eatings • In-home dinners are on the rise, but potatoes are losing share at this occasion Implications • Focus consumer communications on the dinner occasion • Need to protect current usage at the dinner occasion and begin to recapture share • More detail is needed about different dinner meals and corresponding need states • Use future research (e.g., segmentation) to gain a better understanding of the different types of dinners and decision drivers

  49. Insights and Implications: Side Dish Insights • Potato usage as a base dish (i.e., “as is”) is six times greater than as an ingredient (58 vs. 9 annual eatings per capita) • Drops in use as a base dish is driving overall declines, while ingredient use is small but stable • In addition, side dish usage of potatoes is three times the size of potatoes as the main dish (14% of dinners vs. 4%) • Six of the top ten dinner entrées are “potato friendly” (i.e. a good match for a potato side dish) • Total side dish eatings have stabilized • “Specialty potatoes” is the only growing potato type • Sandwiches*, poultry, and seafood are both growing and “potato friendly” Implications • Usage as a side dish still accounts for the large majority of potato eatings, and is, therefore, still the most important usage of potatoes • There is an opportunity to protect and grow this usage of potatoes by making the traditional potato side dish contemporary again • Explore highlighting examples of “other/specialty potatoes” as a contemporary side dish option in consumer communications • Focus on pairings within the top ten entrée types, especially sandwiches*, poultry, and seafood *Included burgers, hot dogs, poultry, cheese, beef, ham, lunchmeat.

  50. Insights and Implications: Poultry Insights • Potato share of poultry dinners has remained stable and the number of total poultry dinners has grown while the number of beef dinners has dropped, resulting in poultry dinners being nearly as large as beef for number of potato eatings • Total beef occasions are falling while chicken is growing Implications • Leverage potatoes’ strength as a beef side dish to grow chicken occasions as beef eaters continue to switch to chicken

More Related