Lorcan Bourke – Bord Bia

1. Lorcan Bourke – Bord Bia

2. Table of Contents • Background & Objectives • Methodology & Approach • Findings • 1. Image • 2. Purchase • 3. Preparation • 4. Consumption • Recommendations & Taking the Research Forward • Conclusions

3. Background to the research There has been decline in sales volumes of fresh potatoes over the past decade in Ireland attributed to: Changing consumer expectations in relation to greater meal variety, much more choice in foods available, greater nutritional expectations, etc. A rise in usage and availability of other potato substitutes A rise in popularity of convenience driven frozen potato products Previous Bord Bia research suggests that; Emotionally Irish people still love potatoes Potatoes are viewed as ‘the healthy carbohydrate’ with some confusion around their level of ‘fat content’ (which is zero) There is a greater demand for convenience from more time sensitive consumers That the potato has lost favour among some Irish consumers in the context of other carbohydrate substitutes The habits this generation are picking up will carry to future generations....

4. Objectives of this research MAIN OBJECTIVES: To establish a clear understanding of consumer purchase behaviour, attitudes and consumption patterns of fresh ware potatoes, processed potato products and related carbohydrate substitute markets. To provide information that can be used to communicate trends to growers, potato packer companies and others in the potato supply-chain. To assist Bord Bia and the industry in planning potato promotional campaigns.

5. Methodology & Approach 5

6. Research Methodology A qualitative phase – 8 focus groups undertaken (based on carb classification) . A quantitative study (sample size = 700) • Comprised of a nationally representative sample of 550 housekeepers, with additional booster interviews among 150 female respondents aged between 22-44 years old • The survey was quota controlled to ensure all demographic groups were proportionately represented within the population, including: • Age within gender, Social class, Region (Dublin, Rest of Leinster, Munster, Connaught/ Ulster), Area (urban and rural) • This questionnaire was designed and administered in the respondents’ own homes by Ipsos MRBI trained interviewers • Fieldwork was conducted in January and February 2012

7. Findings 7

8. Let’s Not Forget ! The frequency of eating various carbohydrate foods in the home; potatoes still lead the carbohydrates by far ! Q.26a Thinking about a typical week, on how many occasions, on average would you eat the following in your household? Average times eaten per week Ratio of usage of fresh potatoes to other carbs is higher among over 55’s. Base: All Respondents: 700

9. Image – the current image of the potato amongst respondents 9

10. Best when you have time to cook Most calories Best for ethnic meals Preferred by kids Most versatile Easiest to prepare & clean up after Quickest to cook Most traditional Most convenient Best for snacks Best to eat when on a diet Tastes best Most nutritious Most fattening Easiest to store Best for family meals Best comfort food Quickest to prepare Most filling Best value for money Most popular nowadays Most natural Most enjoyable Best for every day routine Quickest to cook Best when on a diet Best for traditionalmeals Best for busy lifestyles Quickest to prepare Best for snacks Healthiest Least wastage Easiest to prepare & clean up after Something that’s a bit different Best with a glass of wine Best for refrigerating/ reheating for another dinner Best for snacks The image of the potato compared to other carbohydrates Q.26 Now I would like to read out some things people use to describe different foods. For each statement I read out, I would like you to tell me which one product you think that statement best applies to. Least wastage

11. Inspired by exotic lands Mum’s Cooking International Irish Versatile A staple Homely For everyone Winter Traditional Cosmopolitan Strong flavours ‘Old’ food service experience Modern food service experience Fits with who I am Associated with the past Healthy The image of the potato according to Declining & Moderate Female Potato Users Modern Carbs (pasta, rice etc) v Potatoes

12. The potato – a healthy option?Yes – it is healthy, nutritious and not fattening Q.27 Now thinking about fresh potatoes specifically, please tell me whether you agree or disagree with thefollowing statements? Potatoes are healthy and nutritious Potatoes are fattening Base: All Respondents: 700

13. The potato – a sophisticated, modern option?Yes - but the younger cohort need encouragement Q.27 Now thinking about fresh potatoes specifically, please tell me whether you agree or disagree with thefollowing statements? Potatoes are more for my mothers’ generation I would use potatoes if I had more interesting (e.g. ethnic) recipe ideas When entertaining at home I prefer to serve baby/ salad potatoes Base: All Respondents: 700

14. The potato – an option for different occasions?Yes, but is seen as more ‘traditional’ among younger consumers Q.27 Now thinking about fresh potatoes specifically, please tell me whether you agree or disagree with thefollowing statements? Potatoes are great for single portion snacks I only use potatoes for very traditional meals Potatoes are for bigger family meals only

15. Image - Summary Irish consumers are ‘hard-wired’ into the view that potatoes can be used for a a number of key traditional uses & meals ...... Despite this.......... Practically every country on the planet has associated authentic potato cuisine

16. Purchase 16

17. Frequency of purchasing carbohydrate products in the home Q.1a How often do you buy each of the following products on this list for use at home? Pre-prepared Frozen Fresh /chilled Frozen roast Frozen Frozen Frozen potatoes potatoes chips potatoes croquettes waffles wedges Rice Pasta** % % % % % % % % % Weekly or more often 2-3 times a month Monthly Every 2-3 months Less often Never Don’t know Weekly purchase of fresh potatoes remains considerably higher than that of other carbohydrate food options. Base: All Respondents: 700 ** = spaghetti/ lasagne etc

18. Engaged in the category Uninvolved Routine An interesting and new experience Stuck between the bread and the veg. Different types? Healthier options present - wholemeal Easy to store Browsing tendencies All the same? Easy to pick up Isolated Interesting – new ideas Easily understood – pasta is pasta Poorly understood Safe Committed but disengaged All together in one location Basic packaging Uninspiring Category Variety in carbs Vibrant packaging Brand resonance Large potatoes disadvantaged Grab & go purchases Easy to find Invisible Variety in sauces The purchase of potatoes according to Declining & Moderate Female Potato Users Modern Carbs (pasta, rice etc) v Potatoes Hard to carry Baby potatoes a compromise

19. Purchasing patterns of carbohydrate products in the home Q.2 Can you tell me which of these items you are buying more of, less of, or much the same as before? Pre-prepared Frozen Fresh /chilled Frozen roast Frozen Frozen Frozen potatoes potatoes chips potatoes croquettes waffles wedges Rice Pasta** % % % % % % % % % Buying more Buying the same amount Buying less Don’t know Potatoes, pasta and rice all being purchased more often. ** = spaghetti/ lasagne etc Base: All Respondents: 700

20. Who is buying more / less of each carbohydrate? It’s a ‘lifestyle’ thing - it’s important to leave younger consumers ‘in a good place’ re: potato usage, for when kids arrive... Potatoes are being purchased more by those with children in the household. Evidence suggests younger cohorts ‘go back’ to potatoes once the kids arrive .....

21. Reasons for buying more or less potatoes Q.2 Can you tell me which of these items you are buying more of, less of, or much the same as before? Q.2a Why are you buying fresh potatoes more/less often these days? Reasons for buying more fresh potatoes Total % Good for more/ bigger kids Better value for money Versatility Healthier/ nutritious Diet/ less fattening More filling Feeding more people We grow them at home Buying more Buying the same amount Buying less Potatoes fulfil the ‘family dinner’ meal in a very positive way! Reasons for buying less fresh potatoes Not enough people in household Cooking different/more adventurous foods Perceived fattening/ on a diet Prefer rice/ pasta Preparation is too much hassle Prefer sweet potatoes Potatoes are poor quality ‘Substantial’ nature of potatoes driving purchase increase - household composition plays a key role in purchase. Base: All Respondents: 700

22. Most important factors when buying potatoes - prompted Q.17 When buying fresh potatoes, what is the most important factor for you when deciding which product to buy? Q.17a Now please look at this list of reasons people have given as being important to them when buying potatoes. From this list, can you rank the reasons in terms of importance to you? Highest amongst: 1st Total Variety of potato The potatoes are Irish Value for money/on price promotion The potatoes do not have any blemishes Size of bag of potatoes Cleanliness of potato Type of potato (e.g. regular, new season, baby) Suitability for the meal I will be preparing Other household members like them Texture (e.g. waxy, floury) The potatoes are in season All the potatoes in the bag are the same size Familiarity with the variety of potato The colour of the potatoes The potato variety can be cooked in a number of different ways I can pick & choose each potato separately On-pack information about preparation Don’t know 55+; C1/F; 55+; C2/F 18-24; 45-54; DE 18-24; F 18-34; 18-24; 45-54; 18-24; F; Rural; 55+; F; F; Rural; DE; F; 45-54; AB AB; Dublin Variety/type, value, Irishness, appearance and pack size key drivers of choice. However, 18% of housekeepers claim that they do not know what is important to them when purchasing potatoes, suggesting a lack of engagement with the product category. Base: All Respondents: 700

23. Variety of potato purchased on last shopping occasion Q.8 What type or variety of fresh potato did you purchase? Potato Purchased (692) Roosters Kerr’s Pinks Baby/ salad potatoes Golden Wonder Records Maris Piper Queens Other Don’t know The market has gone towards ‘Rooster’ as a short cut decision for all to buying potatoes – ‘Baby’s’ very popular in Dublin area’s Roosters are the most popular variety of potato purchased, with purchases higher in Leinster and among 18-24 year olds. Kerr’s Pinks are more popular among those in Connaught/ Ulster while Golden Wonders are dominant among those in Munster and aged 55+. Base: Total fresh potato purchases: 692

24. Awareness of potato varieties Q.16 Which varieties of potato, if any, can you think of? Q.16a Which of these varieties of potato have you heard of? Awareness of Potato Varieties 96% 91% 82% 82% 74% 58% ‘Roosters’ dominate awareness - ‘others’ are known but the focus groups suggest they may be losing relevance to ‘Rooster’ & ‘Babies’ cos these consumers don’t know where they ‘fit in’ 50% Base: All Respondents: 700

25. Preparation 25

26. Time spent cooking last main meal Q.3b How long did it take you to make that last main meal? Average length of time to prepare a meal Average: 46.91 mins This is within the range of ‘traditional’ potato preparation methods ... Up to 15 mins 16-20 mins 21-30 mins 31-45 mins 46-60 mins 1-2 hours 2hours + The average time spent making the last main meal was just over 45 minutes, this was slightly lower for single females aged 22-44, with no dependents (40mins). Base: All Respondents: 700

27. Preparing and cooking fresh potatoes Q.13 How did you prepare your fresh potatoes for cooking? Q.14 How did you cook the potatoes? Potato Preparation on Last Meal Occasion % Potato Cooking Method on Last Meal Occasion % • Lower among: • AB (29%) • Dublin (30%) • Higher among: • 45-54 (50%) • Conn/Ulster (63%) Wash them Peel them Chop them Use straight from pack Slice them Chip them Boiled Boiled and mashed Steamed Roasted Baked (oven) Chips/wedges (deep fried) Chips/ wedges (oven) Included as an ingredient in a recipe/ dish Chips/ wedges (shallow) Sautéed/ Fried Gratin/ Dauphinoise Other • 18-24 (53%) • Male (8%) • 18-24 (8%) • AB (30%) • 35-44 (19%) Very traditional prep & cooking methods.... Peeling and washing potatoes remains a standard preparatory step for the majority of people while boiling and mashing remain staple cooking approaches. Base: All Respondents: 700

28. Awareness of how to cook potato varieties Q.18a Which of the following statements best describes your awareness of the different cooking methods that should be used to cook different potato varieties? Awareness of cooking methods • Lowest amongst: • 18-24 yrs (17%) • 25-34 yrs (25%) • Single, female 22-44 yrs (22%) • Living as married • Single Younger/single consumers have little knowledge about the role of varieties ! • Highest amongst: • 18-24yrs (25%) • Munster (19%) • DE (16%) • Single Base: All Respondents: 700

29. For traditional meals: mashed, boiled, baked For some takes a long time to prepare For snacks, lunches and dinners Simple and easy Fast: one less pot Salad potatoes by-pass some hassle. Hassle for some to prep and wash up Easy to decide on the day A core pillar of the meal No problems cleaning up Always in the cupboard Microwave to heat, if not cook Easy to heat & reheat The Sunday Roast or stew Adaptable for all tastes Microwave??? Hassle for some to cook : Handy Routine cooking methods: sticking with what they know because anything else is time consuming Interchangeable options: rice, pasta, noodles, wraps ‘Bigger’ meals Adjust the volumes to meet needs Preparation of the potato according to Declining & Moderate Female Potato Users Modern Carbs (pasta, rice etc) v Potatoes

30. Consumption 30

31. Products served in last main meal Q.3 I would like you to think about the last main meal you made. Which, if any, of these products did you serve? Fresh potatoes Frozen Potatoes Other ANY FRESH POTATO Boiled Boiled/ mashed Steamed Roasted Oven baked Chipped/ wedges (oven) As an ingredient in a recipe Chipped/ wedges (shallow fried) Chipped/ wedges (deep fried) Micro-waved Sautéed/ Fried Gratin/ Dauphinoise ANY FROZEN POTATO Chips Roast Potatoes Croquettes Waffles Wedges Pasta/ Spaghetti Rice Pizza Couscous Speciality Breads Tortillas/ Wraps Chips from chipper Fresh potatoes represented 82% of all the products consumed in housekeepers last main meal. Base: All Products Consumed: 911

32. What is being served alongside fresh potatoes? Q.15 What did you serve the potatoes with? Potatoes served with… Net VEG Fresh Frozen Tinned Net CONDIMENTS & SAUCES Gravy Ketchup Pepper Brown sauce Mayo Vinegar Salad Eggs Cheese Within recipe (traditional) Within recipe (ethnic) Net MEAT Chicken Beef Lamb Bacon Minced Beef Pork Sausages Minced Pork Minced Lamb Net FISH Fresh Frozen Tinned Smoked Traditional dinners (comprising of potatoes, meat and veg) dominate potato servings. The use of a potato within a recipe (either traditional or ethnic) is extremely low. Base: All Respondents: 700

33. Traditional dinners Favoured by women Popular with everyone Can be in a bowl, doesn’t have to be structured meal elements Filling Versatile for fussy eaters A proper dinner Like eating out Lighter Tasty Heavy for some Flavour Large volume Tomato not cream/ butter …with butter and cream Mashing, boiling, what else…? Better for energy Feel like you’ve experimented Perceived Fattening Consumption of the potato according to Declining & Moderate Female Potato Users Modern Carbs (pasta, rice etc) v Potatoes Value

34. Recommendations & Taking the Research Forward 34

35. Image Consumption Purchase Preparation ‘Putting Potatoes Back on the Table’ Increasing potato consumption cannot be done in isolation – it can only be achieved by also addressing image, purchase and preparation factors

36. Recommendations – Broaden the image of the potatoes • It will be hard to turn all consumers into ‘potato adorers’ but we can influence them to be more open to potato cuisine and eat them more regularly • We primarily need to move them towards an awareness of their inherent health & nutritional benefits • We need to educate consumers how to use them ‘fashionably’ within their own demographic • Many consumers seek ‘potatoes with a modern twist’ – ‘”give me the ‘Jamie Oliver version’ of potatoes not the ‘meat and 2 veg’ version of potatoes” (of previous generations) • The image of the potato needs to stretch past the cooking methods that Irish people have grown up with (boiling etc.) and embrace its more international heritage • The potato needs to be presented as a ‘modern’ carbohydrate option highlighting its many positive attributes • The potato needs to take some learning’s from other carbohydrate categories • Primarily it must offer more ‘aspiration’ • It must also encourage ‘inspiration’ • The visual appeal and imagery of the potato fixture is vital to this new image • Potato fields and Irish rural landscapes reinforce their Irishness, but to consumers this is already understood TV programmes, endorsements, recipes, etc

37. Recommendations – Making improvements to the potato purchaseoccasion • Potato ‘variety’ is one of the key anchors that offers differentiation within the category • And yet many consumers report a very weak understanding of the differences between types, varieties, etc. • Further work needs to be done on the image of the potato to attract more people into the category – to engage people with the product and fixture • The key objectives for the fixture is therefore to: • Improve the image of potatoes within the fixture • Attract consumers to the fixture by giving them appealing ‘full meal’ suggestions • Educate consumers about potato varieties and types within the fixture

38. Recommendations – Impacting upon the preparationof the potato • Consumers need to add to their current behaviour of simply boiling, mashing, roasting and steaming • ‘New’ meal solutions (in the form of new and fresh recipe ideas) are a key mechanism to bring innovation to the preparation of potatoes • However, it must be done in the context of convenience, simplicity, and ease using straightforward preparation techniques • Potatoes also need to be considered as an ingredient in a meal rather than as a core component, as this has the potential to limit them to traditional meals only • Consumers need to be encouraged to think beyond the traditional meal (meat & 2 veg) and take innovative, but simple steps in their food preparation behaviours

39. Recommendations – Modernising potato consumption • There are three important elements to be addressed on the consumption front • 1. The “young Mums of the future” (those who are currently interacting more heavily with the pasta and rice category than their older counterparts) need to be encouraged to engage with the potato category more frequently now • 2. Current Mums need options for feeding their children and the potato needs to be there as a key consideration within their meal repertoire • 3. Frequent users of potatoes can be further educated on the potato category in general • To increase appeal to some groups consumption of potatoes needs to be associated with; • new words and more exciting ‘language’ of cooking– interesting, versatile, • new formats e.g. new packs / products • new design e.g. different styles of presentation of meals • new ideas e.g. new recipes, different continents, alternative flavours, ethnic foods

40. How can we take forward the findings of the research? STEP 2. New cross industry ‘Potato Promotions group’ established to discuss & propose a future potato promotional strategy STEP 1. Potato.ie Launched 2010 - build on this....

41. Conclusions • Potatoes remain Irelands preferred carbohydrate of choice but need a ‘modern slant’ • The research has identified the key challenges to be addressed for potatoes to maintain this position in an increasingly competitive market • Further development and promotion of the industry consumer focused website (Potato.ie) is a priority • A targeted promotional strategy will be developed and agreed with the industry (through the Potato Promotions Group) to assist in addressing many of the current issues identified in the research • It will require full industry cooperation to assist in ‘Putting Potatoes Back on the Plate’ Thank You