Presentation on theme: "Understanding consumer behaviour and attitudes towards the consumption and usage of potatoes and other carbohydrate options in Ireland February 2012 Growing."— Presentation transcript:
Understanding consumer behaviour and attitudes towards the consumption and usage of potatoes and other carbohydrate options in Ireland February 2012 Growing the success of Irish food & horticulture Bord Bia - Potatoes Research Lorcan Bourke – Bord Bia
Growing the success of Irish food & horticulture 2 Table of Contents Background & Objectives Methodology & Approach Findings –1. Image –2. Purchase –3. Preparation –4. Consumption Recommendations & Taking the Research Forward Conclusions
Growing the success of Irish food & horticulture 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....
Growing the success of Irish food & horticulture 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.
Growing the success of Irish food & horticulture 5 5 Methodology & Approach
Growing the success of Irish food & horticulture 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
Growing the success of Irish food & horticulture 7 7 Findings
Growing the success of Irish food & horticulture 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? Age Region 18-24 % 25-34 % 35-44 % 45-54 % 55+ % Dublin % Rest of Leinster % Munster % Conn/ Ulster % 5.444.124.834.845.626.594.865.725.076.40 1.902.482.211.891.951.541.641.791.962.34 2.172.552.432.562.151.582.352.042.12 126.96.36.1992.472.221.652.391.962.112.02 1.361.521.601.411.311.151.421.271.341.42 Average times eaten per week Base: All Respondents: 700 Ratio of usage of fresh potatoes to other carbs is higher among over 55’s.
Growing the success of Irish food & horticulture 9 9 Image – the current image of the potato amongst respondents
Growing the success of Irish food & horticulture 10 The image of the potato compared to other carbohydrates Most traditional Best for traditional meals Best for family meals Most filling Most nutritious Best value for money Healthiest Tastes best Most natural Best when you have time to cook Best for every day routine Most versatile Most enjoyable Best for refrigerating/ reheating for another dinner Most popular nowadays Best with a glass of wine Quickest to cook Quickest to prepare Least wastage Best for snacks Best for busy lifestyles Easiest to prepare & clean up after Most fattening Most calories Preferred by kids Best comfort food Best for snacks Most convenient Least wastage Quickest to prepare Easiest to store Best to eat when on a diet Best for ethnic meals Easiest to prepare & clean up after Quickest to cook Best for snacks Something that’s a bit different Best when on a diet 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.
Growing the success of Irish food & horticulture 11 The image of the potato according to Declining & Moderate Female Potato Users A staple International Cosmopolitan Fits with who I am Modern food service experience Inspired by exotic lands Strong flavours Healthy Versatile For everyone Modern Carbs (pasta, rice etc) v Potatoes Irish Mum’s Cooking Traditional ‘Old’ food service experience Associated with the past Homely Winter
Growing the success of Irish food & horticulture 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 Total Agree % Highest among:Lowest among: 95 F Less than monthly potato buyers Single person households 30 Munster Single, females, 22- 44, no kids Females, 22-44, living as married Can cook basic snacks Living as married Male DE, F Dublin
Growing the success of Irish food & horticulture 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 Total Agree % Highest among:Lowest among: 21 18-24 Single, females, 22-44, no kids Monthly or less often potato buyers Can cook basic snacks Can cook basic meals Living as married Single 55+ F Rest of Leinster Enjoy having a dinner party & cooking Married 22 Females, 22-44, single, no kids Less than monthly potatoes buyers Can cook simple dinners F Can cook basic snacks Enjoy having a dinner party & cooking 19 35-44 C1 Females, 22-44, living as married Can cook basic snacks Living as married
Growing the success of Irish food & horticulture 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 Total Agree % Highest among:Lowest among: 55 55+ DE Rest of Leinster Males 25-34 AB Dublin Less than monthly potato buyers Can cook basic snacks 33 Females, 22-44, single, no kids Less than monthly potatoes buyers Can cook simple dinners F Can cook basic snacks Enjoy having a dinner party & cooking 28 Male 25-34 AB, F Conn/Ulster Females, 22-44, single, no kids Monthly/ less often potato buyers Can cook basic snacks/ simple meals Living as married 55+ Dublin Weekly potato buyers Enjoy having a dinner party & cooking
Growing the success of Irish food & horticulture 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.......... RankAreaProduction (MT) 1China73281890 2India34390900 3Russian Federation31134000 4Ukraine19666100 5United States of America19564300 6Germany11617500 7Poland9702800 8Netherlands7180980 9France7174560 10Belarus7124980 11United Kingdom6399000 12Bangladesh5268000 13Canada4581120 14Turkey4397710 15Iran (Islamic Republic of)4107630 16Romania4003980 17Peru3765290 18Egypt3659280 19Brazil3443710 20Belgium3296080 Practically every country on the planet has associated authentic potato cuisine
Growing the success of Irish food & horticulture 16 Purchase
Growing the success of Irish food & horticulture 17 Frequency of purchasing carbohydrate products in the home Pre-preparedFrozen Fresh /chilled FrozenroastFrozenFrozenFrozen potatoespotatoeschipspotatoescroquetteswaffleswedgesRicePasta** %%%%% Base: All Respondents: 700 ** = spaghetti/ lasagne etc Weekly or more often 2-3 times a month Monthly Every 2-3 months Less often Never Don’t know Q.1aHow often do you buy each of the following products on this list for use at home? Weekly purchase of fresh potatoes remains considerably higher than that of other carbohydrate food options.
Growing the success of Irish food & horticulture 18 The purchase of potatoes according to Declining & Moderate Female Potato Users Modern Carbs (pasta, rice etc) v Potatoes All together in one location Easy to find Safe Easily understood – pasta is pasta Interesting – new ideas Brand resonance Engaged in the category Easy to pick up Healthier options present - wholemeal Vibrant packaging An interesting and new experience Variety in carbs Variety in sauces Easy to store Browsing tendencies Hard to carry Baby potatoes a compromise Uninspiring Category Invisible Poorly understood Isolated Large potatoes disadvantaged Committed but disengaged Uninvolved All the same? Stuck between the bread and the veg. Basic packaging Different types? Routine Grab & go purchases
Growing the success of Irish food & horticulture 19 Purchasing patterns of carbohydrate products in the home Buying more Buying the same amount Buying less Don’t know Q.2Can you tell me which of these items you are buying more of, less of, or much the same as before? Base: All Respondents: 700 ** = spaghetti/ lasagne etc Potatoes, pasta and rice all being purchased more often. Pre-preparedFrozen Fresh /chilled FrozenroastFrozenFrozenFrozen potatoespotatoeschipspotatoescroquetteswaffleswedgesRicePasta** %%%%%
Growing the success of Irish food & horticulture 20 Who is buying more / less of each carbohydrate? PotatoesBuying more (12%)Buying less (9%) 35-44’sFemales, 22-44’s, married no kids Females, married, with kidsCan cook basic snacks Kids in householdSeparated/divorced/widowed Single person household Pasta Buying more (14%)Buying less (6%) 18-24’s55+ RuralF Females, 22-44’s, with/without kidsSingle person household Can cook basic snacks Living as married RiceBuying more (13%)Buying less (7%) 35-44’sDE C1/FDivorced/separated Rural Single, females, 22-44’s, no kids Married, females, 22-44’s, with kids Living as married Potatoes are being purchased more by those with children in the household. Evidence suggests younger cohorts ‘go back’ to potatoes once the kids arrive..... It’s a ‘lifestyle’ thing - it’s important to leave younger consumers ‘in a good place’ re: potato usage, for when kids arrive...
Growing the success of Irish food & horticulture 21 Q.2Can 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 or less potatoes Buying more Buying the same amount Buying less 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 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 Reasons for buying more fresh potatoes Reasons for buying less fresh potatoes Base: All Respondents: 700 ‘Substantial’ nature of potatoes driving purchase increase - household composition plays a key role in purchase. Potatoes fulfil the ‘family dinner’ meal in a very positive way!
Growing the success of Irish food & horticulture 22 Q.17 When buying fresh potatoes, what is the most important factor for you when deciding which product to buy? Q.17aNow 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? Most important factors when buying potatoes - prompted 1st Base: All Respondents: 700 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. 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 Highest amongst: 55+; C1/F; 55+; C2/F 18-24; 45-54; DE 18-24; F 18-34; 18-24; F; Rural; 55+; 45-54; F; Rural; DE; F; 45-54; AB AB; Dublin F;
Growing the success of Irish food & horticulture 23 Variety of potato purchased on last shopping occasion Q.8 What type or variety of fresh potato did you purchase? Potato Purchased (692) Base: Total fresh potato purchases: 692 Roosters Kerr’s Pinks Baby/ salad potatoes Golden Wonder Records Maris Piper Queens Other Don’t know RegionAge Dublin % Rest of Leinster % Munster % Conn/ Ulster % 18-24 % 25-34 % 35-44 % 45-54 % 55+ % 637347497055575258 981824813101519 113582 53 24133134210 *44951474 3-21-331* 1121-1112 1*111122- 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+. The market has gone towards ‘Rooster’ as a short cut decision for all to buying potatoes – ‘Baby’s’ very popular in Dublin area’s
Growing the success of Irish food & horticulture 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 Base: All Respondents: 700 96% 91% 82% 74% 58% 50% Spontaneous Awareness AgeRegion Females 22-44 % 18-24 % 25-34 % 35-44 % 45-54 % 55+ % Dublin % Rest of Leinster % Muns- ter % Conn/ Ulster % 79817382817789747166 44434642556146 6151 27 2834314734355021 252123283536452524 2728182436303622 25 21171917119296125 117915121328638 ‘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’
Growing the success of Irish food & horticulture 25 Preparation
Growing the success of Irish food & horticulture 26 Time spent cooking last main meal Q.3bHow long did it take you to make that last main meal? Average length of time to prepare a meal Base: All Respondents: 700 Up to 15 mins 16-20 mins 21-30 mins 31-45 mins 46-60 mins 1-2 hours 2hours + Average: 46.91 mins 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). This is within the range of ‘traditional’ potato preparation methods...
Growing the success of Irish food & horticulture 27 Preparing and cooking fresh potatoes Wash them Peel them Chop them Use straight from pack Slice them Chip them Q.13 How did you prepare your fresh potatoes for cooking? Q.14How did you cook the potatoes? Potato Preparation on Last Meal Occasion % 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 Potato Cooking Method on Last Meal Occasion % Base: All Respondents: 700 Peeling and washing potatoes remains a standard preparatory step for the majority of people while boiling and mashing remain staple cooking approaches. Higher among: 45-54 (50%) Conn/Ulster (63%) 18-24 (53%) Lower among: AB (29%) Dublin (30%) AB (30%) Male (8%) 18-24 (8%) 35-44 (19%) Very traditional prep & cooking methods....
Growing the success of Irish food & horticulture 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 Base: All Respondents: 700 Lowest amongst: 18-24 yrs (17%) 25-34 yrs (25%) Single, female 22-44 yrs (22%) Living as married Single Highest amongst: 18-24yrs (25%) Munster (19%) DE (16%) Single Younger/single consumers have little knowledge about the role of varieties !
Growing the success of Irish food & horticulture 29 Preparation of the potato according to Declining & Moderate Female Potato Users Fast: one less pot Handy Microwave to heat, if not cook Adaptable for all tastes Simple and easy For snacks, lunches and dinners Easy to decide on the day Easy to heat & reheat Adjust the volumes to meet needs Always in the cupboard No problems cleaning up Interchangeable options: rice, pasta, noodles, wraps Modern Carbs (pasta, rice etc) v Potatoes Hassle for some to prep and wash up Hassle for some to cook : Microwave??? Routine cooking methods: sticking with what they know because anything else is time consuming For some takes a long time to prepare For traditional meals: mashed, boiled, baked Salad potatoes by-pass some hassle. The Sunday Roast or stew ‘Bigger’ meals A core pillar of the meal
Growing the success of Irish food & horticulture 30 Consumption
Growing the success of Irish food & horticulture 31 Products served in last main meal 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 Fresh potatoesFrozen PotatoesOther Q.3I would like you to think about the last main meal you made. Which, if any, of these products did you serve? Base: All Products Consumed: 911 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.
Growing the success of Irish food & horticulture 32 What is being served alongside fresh potatoes? Net MEAT Chicken Beef Lamb Bacon Minced Beef Pork Sausages Minced Pork Minced Lamb Net FISH Fresh Frozen Tinned Smoked Q.15 What did you serve the potatoes 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) Base: All Respondents: 700 Potatoes served with… 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.
Growing the success of Irish food & horticulture 33 Consumption of the potato according to Declining & Moderate Female Potato Users Modern Carbs (pasta, rice etc) v Potatoes Heavy for some …with butter and cream Large volume A proper dinner Filling Perceived Fattening Tasty Mashing, boiling, what else…? Traditional dinners Tomato not cream/ butter Lighter Better for energy Flavour Favoured by women Versatile for fussy eaters Popular with everyone Like eating out Can be in a bowl, doesn’t have to be structured meal elements Feel like you’ve experimented Value
Growing the success of Irish food & horticulture 34 Recommendations & Taking the Research Forward
Growing the success of Irish food & horticulture 35 ‘Putting Potatoes Back on the Table’ Image Purchase Preparation Consumption Increasing potato consumption cannot be done in isolation – it can only be achieved by also addressing image, purchase and preparation factors
Growing the success of Irish food & horticulture 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
Growing the success of Irish food & horticulture 37 Recommendations – Making improvements to the potato purchase occasion 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
Growing the success of Irish food & horticulture 38 Recommendations – Impacting upon the preparation of 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
Growing the success of Irish food & horticulture 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
Growing the success of Irish food & horticulture 40 How can we take forward the findings of the research? STEP 1. Potato.ie Launched 2010 - build on this.... STEP 2. New cross industry ‘Potato Promotions group’ established to discuss & propose a future potato promotional strategy
Growing the success of Irish food & horticulture 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