A decline in potato consumption in New Zealand has prompted growers to seek ways to lift the profile of the crop. While fresh potatoes remain the most frequently consumed vegetable in the country, many consumers still regard them primarily as a carbohydrate rather than recognising their nutritional value.
According to a consumer insights study from Potatoes New Zealand, more than two-thirds of respondents eat fresh potatoes at least twice a week, and over 80% consume them weekly. The research, presented at Potatoes NZ’s annual conference in Christchurch, was commissioned following a decline in potato consumption in line with an overall reduction in fresh produce consumption nationally.
Potatoes NZ chief executive Kate Trufitt said that, despite their popularity, perception remains the biggest barrier to increasing consumption. “To reverse this, we needed to better understand what is driving consumer behaviours and attitudes towards potatoes as a basis for moving forward. Shifting public perceptions remains a challenge for the industry and one we are very committed to addressing.”
She noted that while consumers appreciate potatoes for their versatility and convenience, they often categorise them as a filling carbohydrate rather than a nutritious vegetable. “In fact, compared to other alternatives, fresh potatoes are a super healthy whole food packed with vital nutrients. As well as getting high-quality fibre and fuel to power the body, you’re getting a wealth of nutrients like vitamin C, minerals including potassium and essential B vitamins.”
The research found that potatoes are widely accepted in households and meet different needs, including being a familiar comfort food. Among the multiple varieties available, agria is the most purchased, with most consumers opting for loose or unlabelled packaged white potatoes.
Knowledge of different varieties and their specific uses is more common among frequent consumers, defined as those who eat potatoes twice a week or more. Trufitt said this provides an opportunity to better promote the range of varieties, flavours, and textures available, and how these can be used in different meals. “For those people who eat potatoes more often, they are tapping into the distinctive and refined flavours and textures of these different varieties and how they bring something extra special to a meal.”
She added that the insights from the research have helped define the industry’s priorities, including shifting perceptions about the health benefits of potatoes in order to unlock new growth opportunities.
Source: Farmers Weekly