A new consumer insights study from Potatoes New Zealand indicates that fresh potatoes are eaten more often than any other vegetable in the country, yet many consumers still primarily view them as a carbohydrate rather than recognising their nutritional value.
The research found that more than two-thirds of respondents eat fresh potatoes at least twice a week, and over 80% consume them weekly. Despite their popularity, the study identified perception as a key barrier to increased consumption.
© Potatoes NZ
According to Potatoes New Zealand chief executive Kate Trufitt, the industry faces an ongoing challenge in shifting public perceptions. The study was initiated following a decline in potato consumption, alongside a broader decrease in fresh produce consumption nationwide. It aimed to identify factors influencing consumer behaviour and attitudes toward potatoes.
Results show that potatoes are valued for their versatility, convenience, and role as a familiar comfort food. Agria emerged as the most purchased variety, with most consumers buying loose or unlabelled packaged white potatoes. Knowledge of different varieties and their uses was more common among frequent consumers who eat potatoes twice a week or more, with this group more likely to appreciate differences in flavour and texture.
The findings suggest opportunities for the sector to increase awareness of the range of varieties and how they can be used in different meals. The research was presented at the Potatoes New Zealand Annual Conference in Christchurch.
© Potatoes NZFor more information:
Sheree Phillips
Potatoes New Zealand
Tel: +64 (0) 27 261 4210
Email: [email protected]
www.potatoesnz.co.nz
