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Australia: Taste and convenience key factors to increase potato consumption

Australia: Taste and convenience emerge as key factors to increase spud consumption
October 11, 2014
Aussie consumers are buying potatoes for taste and convenience, and are keen to purchase more, according to new industry research carried out as part of a potato research study funded by potato levies with matching funds from the Australian Government.

The first wave of results from the industry-funded initiative have been released, shedding encouraging new 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 25-44 years – to purchase more potatoes in the future,” said AUSVEG spokesperson Michael Bodnarcuk.

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

“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 a comprehensive spectrum of consumer demographics.

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.

Fast Facts Potato Tracker Research Australia

“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.”

This project has been funded by Horticulture Australia Ltd using the National Fresh Potato Levy and matched funds from the Australian Government.
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The Australian Vegetable and Potato Growers Federation (AUSVEG) represents the interests of all Australian vegetable growers.
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